“The best retailers are those that constantly seek to evolve, tweak,
adapt and otherwise improve every minute aspect of what they do.”
main trends as part of your everyday The higher number of overseas clean, simple and effective. For the
decision-making - not just when you visitors driven by the weak pound avoidance of any doubt I absolutely
What concerns you as a
are planning budgets. Some of the presents opportunities that depart- mean quality over quantity! "Re-
retailer in 2010?
key trends for 2010 include continued ment stores are well placed to take duce the signage clutter" should be
uncertainty in consumer confidence, a advantage of. It won't be right for your new mantra! Another point
Want to set the next topic
for Question Time?
change in buying trends and the deci- everyone but perhaps whether you within signage is to consider is the
sion making process along with a make changes should be consid- aforementioned higher proportion
If you have a question you
continued weakness of the pound ered. Does your allocation of of overseas customers that are set to would like to put to the
and the reversal of quantitative easing departments and floor space take continue through 2010. Reviewing panel, we would love to
measures. So how might these affect into account the higher demand what you currently have, could any
hear it!
department and floor allocation? for certain products popular with improvements be made to the sig-
The uncertainty in consumer con- tourists? nage for these shoppers?
Email:
fidence along with the reversal of Now, indulge me for just a mo- Sophisticated space allocation in
naomi.davis@onecoms.co.uk
quantitative easing measures has al- ment by allowing me a short spell conjunction with truly great signage
ready resulted in a change in buying on my soapbox. I beg you to look will help you to make the most of
trends and the decision making long and hard at your in-store navi- the opportunities presented. It helps
process. There have been observed gation and signage. There is no to effectively navigate visitors to dif-
increases in products falling into cat- point putting a lot of time and effort ferent departments and
egories such as 'mini luxuries', into adjusting the way you allocate communicates essential information
‘stay-in/staycation’ and nostalgia space without considering the total once they get there. And with that,
(angel delight anyone?) to name just customer journey. Maximize your my soapbox moment is over. >>
a few. These are set to linger as chance of success by working in a
longer-term trends. Have you made genuinely collaborative way with all
adjustments as a result of this? the other functions. Keep signage
Our industry
MEET THE EXPERTS
experts provide a
DR TIM BECKI ROWE MIKE
compelling insight DENISON RMM PRETIOUS
BSC MSC CONSULTING LECTURER AT
into the issues
PHD MCIM AND RETAIL QUEEN MARGARET
Tim is Director of
MARKETING UNIVERSITY.
surrounding
Synovate, the UK’s
MAXIM.
Mike Pretious lectures in
market leader in Becki has worked marketing, consumer
today’s retail
performance improvement systems in retail sales and marketing for 12 and retail management at Queen
for retailers. Trained formally as a so- years with companies that include Margaret University, Edinburgh. Prior to
cial scientist and a marketer, Tim has Estee Lauder, Bravissimo and Hotel becoming an academic, Mike worked pri-
worked for Synovate for 11 years. Chocolat. In the last five years alone marily in the retail clothing sector and held
Previously he managed the Centre for she has opened 29 stores, launched buying roles for a number of major com-
Advanced Research in Marketing at a new route to market, rebranded a panies including Selfridges, Mothercare
Cranfield School of Management. retail channel plus built sales and and the Burton Group (now Arcadia.)
marketing teams from scratch.
Department Store Buyer 9
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