Retail Customer service is key


We all know that good customer service has sat at the heart of successful retail for decades, if not centuries, and it’s certainly the core value that underpins everything we do at Touchwood. However, in today’s fast-paced


market, it goes without saying that retailer operators must look deeper than ‘service with a smile’ if they are to enjoy successful trading. ‘Good customer service’ is now considered a given and nothing more than a simple hygiene factor by 21st century consumers. Indeed, under the banner of


Retail Therapy


By Andrew Cole General Manager, Touchwood, Solihull


‘customer service,’ those in the retail sector must now not only ensure that they provide the products that meet the demands of their customers, but that they also deliver them how and when that customer requires, whether that be online, offline or a combination of the two. This approach is becoming even more important


as the online and offline worlds of retail come ever closer. Consumers expect nothing less than a seamless experience as they transition from one channel to another. An experience that knows who they are, what they want and when they want it, however they choose to shop. However, in today’s competitive environment and a


growth in easily-swayed consumers, retail operators must not only work harder and faster to earn the loyalty of their customers in the first place, but they


must find new and innovative ways to build and maintain those close relationships if they are to secure it. Rewarding customer loyalty is


nothing new. From points to cards to cashback, many brands have had a well-established loyalty offering in place for the best part


of a decade. However, this does not mean rewards are ‘old hat’. It can be argued that quite the opposite is true. Just as they have come to expect service with a smile, consumers expect to be rewarded for their custom. In fact, the added value that a brand offers can be


the deal breaker in a purchasing decision. If we are to keep up with the ever-changing demands of our customers, we must apply the same sense of flexibility to their shopping experience as they do. Just as consumers value the choice in the way they shop, they also expect a reward that is personalised to them – their needs, their habits and their desires. As an industry, we need to take rewards to the


next level if we are to continue to surprise and delight, and ultimately secure spend.


Touchwood houses some of the UK’s best restaurants, international brands, designer retailers and independent boutique style stores. For further information, visit www.touchwoodsolihull.co.uk or call 0121 709 6900.


Store will carry the (limited edition) can


Selfridges Birmingham are carrying the can – by marking the 50th anniversary of a famous Heinz slogan. It is 50 years since Heinz launched their ‘Beanz Meanz Heinz’ campaign and Selfridges are celebrating with a commemorative collection in their foodhall. Shoppers can


purchase the limited edition anniversary cans that feature 50 variations of the ‘Beanz Meanz Heinz’ slogan, originally created by Maurice Drake in 1967.


Selfridges’ Birmingham general manager Sam Watts said: “We are so excited to celebrate a great milestone for such an iconic brand. It is truly amazing to see how an effective and innovative marketing campaign can make such an everlasting


impact on society 50 years on and we are truly honoured to be a part of it.” The limited edition Beanz Meanz


Heinz can has been exclusively designed for Selfridges to showcase the brains and boldness of the classic campaign. All of the artwork


and variations were designed to illustrate what the slogan means to UK households across the country. Heinz Beanz


spokesperson Francesca Mattiussi said: “Every day, two million people sit down to enjoy Heinz Beanz,


whether that’s on toast, with


a jacket potato or served alongside other dinner favourites. “We wanted to celebrate the


50th anniversary of the advertising slogan ‘Beanz Meanz Heinz’ by offering up some modern twists that people can enjoy.”


April 2017 CHAMBERLINK 51


Sector Focus


Take note of changing tastes


Mother’s ruin is in, once trendy alcopops are out – that’s how the tastes of the modern UK consumer are changing, according to accountancy giant KPMG. The firm has identified the latest changes to the average UK consumer’s palate in the wake of alterations to the basket of goods used by the Office for National Statistics (ONS) to calculate consumer price inflation. Fiona Forster, audit director and


lead for KPMG’s corporate retail business in the Midlands, said: “The ONS basket of goods offers a fascinating peek from behind the curtain at today’s typical household shopping list. “As in previous years, factors including changes in tastes, technological advancements and the latest fads and trends all carve out a new modern day consumer. “The updated ONS basket of


goods clearly mirrors the consumer shift towards health, fitness and Free From, as well as the resurgence of traditional tastes and activities, albeit often with a modern twist. “It is increasingly important for


retailers to understand shifts in consumer preferences, as this is often the defining factor between success and failure.”


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