Thursday 28 February 2013

High Street Winners & Losers: 'Just gimme the facts, NAM'*

High Street store closures: Just the facts... 
The BBC have highlighted analysis from PwC and the Local Data Company revealing that chains shut an average of 20 shops a day last year.

The facts: 
Payday Loans +20%
Pawnbrokers +13.2%
Poundshops +13%
Supermarkets +3.6%
Coffee shops +3.4%
Betting shops +3.3%
Charity shops +2.7%

Computer Games -45%
Health food -24.7%
Card shops -23.4%
Recruitment -15.1%
General clothes -8.7%
Women's clothes -7.2%
Banks/financial -2.9%
Net change in units in 2012. Source: Local Data Company

See KamBlog for list of 'casualties'

At the very least, the above figures reveal chronic over-capacity. This is only partly driven by retailers' inability to evolve an omni-channel response to the emergence of online.

Why now?
In turn, this overcapacity reflects equivalent levels of supplier-side ability to produce more than is now required as we continue to awaken from a thirty year dream of borrowing-based demand….

New demands from the super-savvy consumer
A new complication has been the meat crisis, merely the tip of an iceberg that is becoming a fundamental challenge to brand integrity. This is causing the super-savvy consumer to demand proof that ingredients actually match up to on-tin descriptions, adding this new requirement to their now constant demand for demonstrable value for money.

How to survive and thrive
For those that are managing to survive this mother-of-all-wake-up calls, paradoxically the way forward has to be a step back to basics, a fundamental review of consumer need, a realistic comparison with alternatives available, and then a stripping-back of the brand-offer to a precise fit with need, and priced accordingly…all communicated and made available, however, wherever and whenever the consumer beckons…
This is the new fact-based reality, folks….

* 'Just gimme the facts, MAM' was a catch-phrase from Dragnet, perhaps the most famous and influential police procedural drama in media history. The radio and TV series gave millions of audience members a feel for the boredom and drudgery, as well as the danger and heroism, of real-life police work.

Jack Webb wrote, produced and played lead Joe Friday. He insisted on realism in every aspect of the show. The dialogue was clipped, understated and sparse, influenced by the hard-boiled school of crime fiction. Scripts were fast moving but didn’t seem rushed. Every aspect of police work was chronicled, step by step: From patrols and paperwork, to crime scene investigation, lab work and questioning witnesses or suspects. The detectives’ personal lives were mentioned but rarely took centre stage.
A bit like the new-era role of the NAM, really…..

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