A number of retailers have simply cut prices. Heavy discounts have already been introduced in the run up to Christmas in an attempt to lure customers in to make purchases. Last Saturday Oxford Street and Regent Street were both closed to vehicles, acting as a further incentive to attract consumers into some of the biggest chains’ flagship stores. Nevertheless, takings fell by 10% in comparison to the same Saturday of last year.[3]

It’s clear that retailers need to be more imaginative if they want to encourage paying customers in-store. One that’s clearly doing something right is John Lewis, which has managed to break its November sales records both online and in-store. In total, the company took £123.5m last week, a 2% rise on the previous record, achieved in the same week of last year, and up by 12.2% on the same week two years ago.[4] So what’s its secret?

The company doesn’t seem to be doing anything hugely differently to their past activity, or to other high street players. It has a ‘pick and collect’ initiative, pioneered by another high street stalwart, Argos. The retailer has also relentlessly marketed itself around the ‘never knowingly undersold’ mantra for its 85^th year; a week-long campaign earlier this month promised to price-match competitors, proclaiming: “If our competitors have a sale, we have a sale.” In addition to this they have produced yet another successful Christmas ad which has attracted widespread media attention, topping viral charts upon its release.

The brand’s consistent dedication towards making shopping easier and worthwhile for the consumer, combined with savvy business strategies, seem to be what is driving the company’s success. Its ‘pick and collect’ service has been extended to 100 areas without a John Lewis store, where products can be picked up from the local Waitrose instead. It also has a never-ending refunds policy whereby there is no time limit on returning unwanted items, which is surely a big attraction for Christmas shoppers buying gifts.

It’s clear that this is striking a chord with recession-fearing consumers that may have put larger scale purchases on ice, from summer holiday plans to kitchen upgrades. In this respect, the retailer offers a manageable luxury – a cost-effective antidote to all the doom and gloom. With John Lewis’s latest plan to open up four new stores next year and to further expand its in-store services, it may be in a position to capitalise on market trends in a way that no other high-street retailer has yet been able to manage.

Alicia Barham

Great promotions use all of these methods to reinforce the message your customer carries into store. So it’s vital that your above-the-line activity has the right backing in-store to succeed! Strategic use of barkers, floor stickers, FSDUs, in-store radio, retail events etc. will guarantee your launch or promotion generates maximum sales.

Issues with timing between your campaign going live and your product’s availability can see customers trying to buy a product they can’t find. Or worse still, your product hits stores but nobody knows due to a lag in your above-the-line campaign.

Timing is everything, and at Golley Slater we have the expertise to deliver outstanding results every time by coordinating in-store and above-the-line activity.

Our specialist retail team works together with brand owners, helping them connect with shoppers.  To see one of our campaigns for Lenor click here.

Emma Sutcliffe
Golley Slater Retail
Leeds

Weekday meal preparation has changed, with 4 out of 5 of us now favouring so-called ‘combination cooking’ (mixing both raw and ready prepared, store bought ingredients). The research also shows shoppers don’t plan meals and lack confidence in the kitchen. They want more information about how to cook healthy meals for their family when they are short of time and what to buy when they are at the supermarket.

An opportunity exists for brand owners to provide meal suggestions when shoppers need them most, in-store. Providing shopping lists and recipe ideas will direct shoppers to your branded product and may even tempt them into new categories.

Our specialist retail team works together with brand owners helping them connect with shoppers, analyse the latest trends and create campaigns to increase sales which meet with the changes in shopper behaviour.

Emma Sutcliffe
Golley Slater Retail
Leeds

*Ref Institute of Grocery Distribution, shopper research report, Meal Occasions

Brands have always been able to play quality as the differentiator over retailers own label, but the gap is closing and in some categories is now negligible in the minds of shoppers. Therefore quality must now encompass a wider range of factors including perception, taste, performance, usage, convenience or meaningful association.

The question remains ‘Will the activity win over price conscious customers?’ If the promotion builds additional recognition and value for some well loved brands then it has a good chance of success.

Click here for the full article.

Emma Sutcliffe
Golley Slater Retail
Leeds

Chris Lovell, Group CEO