RSI Robert Stansfield International |
EUROPEAN
RETAIL SCENE Information Observation Comments Analysis
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An independent and up to date |
.personal analysis of what is happenning in Europe service |
Extracts from full report |
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France - Kingfisher in France '99 |
Indeed if you look at the stand alone out of town outlets the large punchy exterior graphics reinforce this modern no-nonsense approach. How wrong you would be. It is a great disappointment that the store is actually badly laid out, with poor unattractive furniture products. Whoever is in charge of the visual merchandising and store design needs to get out more. It will be interesting to see if Kingfisher make any changes. Darty is a different kind of dedicated electrical retailer altogether….this is a slick operation. Although the interior grey colour scheme would be considered dated in the UK, this retailer is more interested in consumer service and products than flavour of the month design. To receive this report click here and specify report's title.
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France - Burton in France '99 |
Whilst each denies any links the two (UK and French) Burton’s have many things in common. They are aiming at a similar market, with similar products, merchandised in a similar way. Research suggests that high street retailers who continue to adopt this nondescript middle of the road safe market approach will find it increasingly difficult to make this work in the future. Even the likes of M&S are now struggling with this outdated concept. Sophisticated, time pressured consumers throughout northern Europe now fall into new categories. Give them convenience or indulgence. Give them high value added service, which they are willing to pay extra for, or give them no-nonsense discount. But don’t give them average, safe, boring and nondescript. To receive this report click here and specify report's title.
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France - Tesco in Calais '99 |
So this is an UK retailer who has had to open a French store in order to sell wines to its UK customers at a reasonable price. This is yet another instance of UK customers having to pay more for the same goods than in other countries. Why do we have to put up with this ludicrous situation where Tesco receives French wines, presumably at their London distribution depot, ships it back out to Calais where the UK customer has to travel in their car in order to buy it and bring it back again. Outdated retail thinking is based on store locations being the principal way for customers to purchase goods. To receive this report click here and specify report's title.
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France - Marks&Spencer in Bordeaux'99 |
In the UK, M&S largely preaches to the converted, but in its store in Bordeaux little old French ladies wander around the very customer free food department bewildered by the sight of good old English muffins. ….the store is dead. Not only from the lack of customers, but because although the store is actually very comprehensive it has absolutely no atmosphere. Take a leaf out of the magazine and liven the place up. To receive this report click here and specify report's title.
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Spain - Vincon in Barcelona '99 |
No retailer reflects what Barcelona is about better than Vincon. -Vincon makes snow shovels look interesting….Any retailer could learn a thing or three in visual merchandising, display, store layout and customer service. They were way ahead of the entertainment retail trend when they opened their exhibition gallery over 25 years ago. When consumers see so many formula stores, all over the world, many copying each other, afraid of being too far ahead of the pack, frightened of being left behind, its no surprise that they see a sameness in many high streets and reject them as boring. It’s so refreshing to experience a retailer who’s not afraid to do their own thing. To receive this report click here and specify report's title.
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