“Consumers will need to be wooed into feeling more confident about
getting back to spending on more luxurious, non-essential purchases.”
free-spending and shopping customers more reasons to premium. Don't worry about
for fun that we saw before. buy, more reasons to engage missing out on the ‘next big
What concerns you
The central point of how con- with it and more reasons to thing’ in luxury; focus on
as a retailer in 2010?
sumer behaviour will develop trade up to those different, defining it for your Depart-
Want to set the next
in the year ahead is all luxurious, special, limited or ment Store by finding the
topic for Question Time?
around the fact that con- exclusive products. right products for your target
sumers will need to be wooed I contend that in 2010, ‘lux- consumer. For shoppers, it If you have a question you
into feeling more confident ury’ and ‘limited edition’, and brings back the thrill of hav-
would like to put to the
about getting back to spend- what they mean to consumers ing to go places to pick up
panel, we would love to
ing on those more luxurious, will be the battleground of something special. What bet-
hear it!
non-essential purchases. Con- the progressive Department ter cure for retail blandness
Email:
sumers will need to be given Store. Now there are so many than to turn your Department
naomi.davis@onecoms.co.uk
more reasons to buy, over and more ways to be different Stores into a true destination
above same old product than just buying the biggest again? Or what if every one
proposition at a better price and the most expensive; how of your stores had its very
and this is where department about luxury constituting ex- own unique experience and
stores have a real role to play: clusive, to the store? Such as assortment? There’s a chal-
delivering a location that ex- products that are local, eco- lenge for 2010 if ever there
cites and entertains, offering friendly, crafted and was one. Happy New Year! >
Our industry
MEET THE EXPERTS
experts provide a
DR TIM GRAHAM MIKE
compelling insight DENISON HOYLE PRETIOUS
BSC MSC MANAGING LECTURER AT
into the issues
PHD MCIM PARTNER OF RPI QUEEN MARGARET
Tim is Director of Graham has
UNIVERSITY.
surrounding
Synovate, the UK’s worked with many Mike Pretious lectures
market leader in big names includ- in marketing, consumer
today’s retail
performance improvement systems ing WHSmith, Beaverbrooks, and and retail management at Queen
for retailers. Trained formally as a so- House of Fraser. The Retail Margaret University, Edinburgh. Prior to
cial scientist and a marketer, Tim has Performance Team analyses busi- becoming an academic, Mike worked pri-
worked for Synovate for 11 years. ness, identifies key financial drivers, marily in the retail clothing sector and held
Previously he managed the Centre for presents proposals to deliver im- buying roles for a number of major com-
Advanced Research in Marketing at proved profits and works to panies including Selfridges, Mothercare
Cranfield School of Management. implement these proposals. and the Burton Group (now Arcadia.)
Department Store Buyer 9
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