The investment made in Peter James Ryan’s wealth of information on retail concepts and brands is handsomely repaid by seeing that world through his eyes. A man who loves to shop… how cool is that? There’s real heart in what he says, yet a sharp analytical mind that can take abstract concepts and turn them into a real process.
The communication channel and media noise is deafening. The plethora of product options and choices has created a sea of confusion. At every turn there are Arthur Daley shonks looking to rip you off. Comprehension is low along with the perception of protection. Swamped by the “perfect storm” our only means of salvation as consumers comes from a beacon that steers us safely to port.
Research globally suggests that the vast majority of consumers believe that we should do the right thing to create environmental sustainability. Yet there is a huge chasm between sentiment and actual behaviour. For example at B&Q hardware in the United Kingdom, sales of environmentally friendly alternatives to traditional products represent less than 7% of the sales mix.
If you believed the general mood of the media at the moment you could be forgiven for investing in a packet of Gillette’s best blades. However, the noise and the truth are – as always – some distance apart.
About the most naive statement you’ll ever hear in retail is “It’s all about the customer”. In the words of Gerry Harvey “What a load of old cobblers.” If it was all about the customer then it would be a hell of a lot simpler and faster to go broke. The reality is altogether more complicated and – dare I say it – detailed.
Over-trading from space is a term you used to only hear from the old guard of retailers but it has become more common in recent times.
“We strive to deliver best practice service”. I’ve heard it a million times by retailers in my career. “World class service” is another claim all too common. Usually those who claim it are really after the propaganda benefit of the rhetoric without any real understanding of what service really means to their customer or how to deliver it.
