What Can Marks & Spencer Learn from Donald Trump’s Victory
A headline that reads ‘What Can Marks & Spencer Learn from Donald Trump’s Victory’ might sicken the hell out of a lot of people.
I am suggesting Marks & Spencer adapted similar manipulative strategy Donald Trump used en route to victory?
No, not at all.
But there is a very important lesson in Mr. Trump’s victory for Marks & Spencer and other struggling retail organisations.
That lesson is effective target market selection.
Mr. Trump like other wild card candidates laser target their message to resonate with a certain segment of society.
As despicable as his election message might have been, it resonated with a certain disenfranchised section of the American society.
So they bit.
Lessons for Marks & Spencer
Marks & Spencer announced yesterday it was closing down 30 loss making stores.
Why are those stores making losses?
Why is Marks & Spencer struggling?
Marks & Spencer should have been one of the beneficiaries of BHS demise.
But the retailer failed was to capitalise on that.
Marks & Spencer has moved away from fundamental retail success principles.
Any retailer that wants to achieve success needs to adhere to these simple retail success fundamentals:
Your market: who you are going to sell to
Your message: what you are selling to them
Your media: how you are going to reach them
Marks & Spencer does not know its target market, therefore cannot craft a marketing message that resonate with that market.
Marks & Spencer Blind Designer
Marks & Spencer clothes look like they are designed by ten blind people with ten different multiple personality disorder.
That is where Marks & Spencer problem lies.
Closing down stores will not fix that.
Marks & Spencer have one thing going for it that it is not exploiting.
That thing is: quality.
Marks & Spencer food are of the highest quality and the fabric used to make the clothes are of very high quality.
If I were the CEO of Marks & Spencer, instead of closing stores, I will throw my designers and marketing department under a speeding train.
Hire good designers and marketing team that are capable of taking advantage of Marks & Spencer quality.
Trump spoke directly to the disenfranchised American using the language they understood.
Marks & Spencer can use the word ‘quality’ to speak to it target market.
As long as it builds the infrastructure to support its claims.
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About the author
Romeo Richards is an experienced retail trainer and consultant with knowledge of retail marketing, store performance and retail loss prevention.
He has the ability to choreograph the customer journey, boost store conversion and enhance in-store experience using store design and visual merchandising.
Specialises in increasing retail profit through shrinkage reduction.
He is the author of 23 retail and marketing books including:
• How to Increase Retail Sales
• How to Make Profit In Retail
• Store Design Blueprint
• Visual Merchandising Display
He is the creator of five retail home study courses.
Frequently presents webinars on shoplifting prevention and boosting retail sales.
Featured in Professional Security Magazine, Retail Week & Retail Technology Magazine