Appealing to the Imagination

Appealing to the Imagination

Posted on 27. Sep, 2009 by ideaworks.

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Tweet Harry Gordon Selfridge, the founder of the legendary London department store which now bears his name, once said that “the whole art of merchandising consists of appealing to the imagination. Once the imagination is moved, the hand goes naturally to the pocket. But if the first appeal is to the purse, the imagination is [...]

The Responsibility Revolution

Posted on 20. Sep, 2009 by ideaworks.

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Tweet As the global economy begins to right itself, not everything will go back to the way it used to be. Retail commentators the world over have been talking for the last year about a fundamental shift in attitudes to consumption; from “what’s in it for me” to “what’s in it for us”. The trend [...]

Who Dares Wins

Who Dares Wins

Posted on 13. Sep, 2009 by ideaworks.

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Tweet Dare Jennings is the creative genius and entrepreneur originally behind iconic surf wear brand Mambo. After riding a huge wave of success, Jennings sold out in 2000 when Mambo was turning over $50 million per year. (Nice timing – to continue the surfing analogy, Mambo’s wave of success pretty much turned to white water [...]

Refreshing Your Brand

Posted on 06. Sep, 2009 by ideaworks.

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Tweet When I was a young advertising Creative Director (sometime around the Paleolithic era), there was a golden rule in account pitches. “Whatever you do, don’t touch the logo.” The client’s brand identity was considered to be set in stone and woe betide the eager ad agency who tried to mess with it. How times [...]

How do you fight an 800lb gorilla?

Posted on 23. Aug, 2009 by ideaworks.

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Tweet Costco rolled into Melbourne last week and Australia got its first taste of American-style value retailing on a truly grand scale. The store is 14,400 sqm of pure big box retail grunt. As reported in Inside Retailing, the pollies revelled in it, the crowds loved it, and the enthusiastic response had quite a few [...]

No Questions Asked

Posted on 12. Jul, 2009 by ideaworks.

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Tweet Many retailers make customers feel like criminals when they return unwanted, wrong-size, or faulty items to the store. First, you have to line up in the “naughty people line”, then you are subject to intense interrogation and finally you are forced to fill in a form saying why you are bringing the item back. [...]

Giving Is The New Taking

Posted on 24. Jun, 2009 by ideaworks.

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Tweet There was once a car dealer in Perth who would select his most satisfied and most disgruntled customers each month and send each a personal thank you or apology letter with a cheque for $100. What’s the sense in that, you might say? Saying ‘sorry’ to the unsatisfied customer kinda makes sense, because the [...]

An Oldie But A Goodie: Penny Bazaar

An Oldie But A Goodie: Penny Bazaar

Posted on 24. Jun, 2009 by Matt Newell.

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Tweet In the marketer’s search for promotions that are new, revolutionary, You Tube and Twitter-worthy, it’s easy to overlook tried and tested ways of driving traffic. I was reminded of this fact only recently when I saw a highly memorable and hugely successful door buster promotion for iconic British clothing and food retailer Marks & [...]

What’s Your Store-y?

What’s Your Store-y?

Posted on 24. Jun, 2009 by ideaworks.

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Tweet We often think of “added value” as giving something away for nothing; a bonus here, a little extra there, as an inducement to purchase. But it’s possible to add value to a store or a product by giving away nothing more than information.The concept is called “store-y telling” (a phrased coined by New York [...]

Mary Queen of Shops

Posted on 24. Jun, 2009 by ideaworks.

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Tweet Mary Portas is the UK’s self-proclaimed “Queen of Shops”. Creative Director of London PR and marketing communications company Yellowdoor, Mary is a retail strategist and commentator credited with turning department store Harvey Nichols into a powerhouse. Mary’s first book “Windows – the Art of Retail Display” was published in five languages and became recognised [...]

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