Shoppercentricity – The future of retail

Trying new things

Mike Anthony – Consumer, Shopper, Retail Expert, author of the article has been to many stores,  all around the world. As he traveled half way around the world and while the brands might be different, and the language too – a lot of stores looked boringly the same. So when he sees a store like this one, jam-packed full of ideas – he is in shopper marketing heaven.

This store isn’t perfect. Far from it. But there are so many clever ideas, some old, some new, all vying for space. And each of them is completely shopper-centric. This is a retailer that is clearly trying to win shoppers hearts and minds, as well as their wallets. This is a retailer that recognizes that the future of retail is more than packets on shelves, discounts and deals.

this is quite a unique retailer too. Marks & Spencer (M&S), it is (at least in the world of food) a little bit upmarket, with (almost) all of their product under their own brand.

Set up the shopper right from the start

Any store which reflects the future of retail will step away from the current obsession with price, promotion and deals. As you enter, this store screams ‘food’ and ‘fresh’. Its exciting and uplifting to have food values, rather than discount values as the key message that hits you. Hit me with deals and discounts, and you tune my mind to deals. Hit me with fresh, enticing food? I’m here to indulge!

The future of retail needs shopper-centric messaging

There are some nice touches too with the signage and messaging. Check out this display of oranges: the big words make me immediately think of freshly squeezed juice: driving incremental purchase by highlighting a specific consumption opportunity. And the smaller text goes further, suggesting how orange juice can be used to spruce up a salad dressing. We’ve transformed a boring stack of citrus fruit into an appetizing beverage or inspiration to knock up a salad this evening, which means of course, that I need to go buy more product.

Inspiring secondary locations

We’ve got a gorgeous display of wine and cheese (see below), barbecue firelighters with the steaks, coffee with the biscuits. There was mustard with the hams and quiches, chips with the dips, mayo with the pork pies and pasties.

Simple shopper language education

And if you happen to find all of this variety of cheese overwhelming, we’ve even got educational signage to explain a little about what these cheeses taste like. None of the complexity that some cheese brands go into. This isn’t all about origins and how many times the cows are massaged each day. This is simple shopper language. What does the cheese taste like. And answering two important shopper questions in one: “which cheese will I like?” and “why should I buy more than one?”

The future of retail needs sustainability

As we all know, sustainability is now high on everyone’s corporate agenda, and retailers are no exception. The future of retail will be sustainable stores and operations. M&S have a section of the store dedicated to zero packaging: with all sorts of products available from dispensers where you can use your own packaging or a paper bag provided by the store. In addition there are containers for recycling with a focus on things that currently can’t be recycled at home. There is also an understated plaque on the wall letting the shopper know that the entire M&S operation is carbon neutral.

And there’s more!

I haven’t mentioned the rotisserie station, selling fresh roasted chickens with the strategically placed baguettes bringing back just enough memories of vacations in Europe to make me want to take both home immediately. Or the in-store bakery. Or the sushi bar. Yes – this store is crammed full of stuff.

Does it all work? Of course not. There are places where signage blocks other signage when viewed from the shopper’s perspective. There are a few too many floor standing units that traffic flow was sometimes interrupted. But there is another time and a place for those learnings.

Time for retailers and manufacturers to get shopper-centric and try something new!

At a time when it seems that the best some retailers can do to create shopper engagement is to put up video screens or shout about price, it is great to see a retailer really thinking about how they can win with shoppers by really engaging with them. Mike Anthony is not suggesting every grocery store needs to go and install a sushi bar and a coffee grinder, but he does believe that retailers and brands can and must do more to work out what shopper want.