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EDITORIAL From Hotel Chocolat to Moss Bros: how retailers are giving shoppers reasons to visit

What could be a better reason to visit a store than a chocolate lock-in? Or perhaps you’d like to opt for a made to measure suit? In today’s InternetRetaiing newsletter we report on how retailers from Hotel Chocolat to Moss Bros are finding new ways to stand out from the crowd and encourage shoppers in store

Hotel Chocolat has found the approach of offering “instant escapist happiness” through events such as the lock-in works for it on several levels. Not only do events from workshops to chocolate tastings bring customers in-store in the first place, but they are also widely shared by customers on social media. 

Moss Bros meanwhile, is looking for new ways to put its wares in front of shoppers. It’s launched an eco suit and is selling via third-party websites, though it’s also hoping to renegotiate its rents in the light of falling footfall –though customers now appear to be visiting for its in-store tailoring service. Certainly the focus on made-to-measure and sustainability should help it to stand apart in a crowded market. The retailer may be heartened, though, by the latest IMRG figures, for August, which show menswear growing well ahead of the slow ecommerce growth that was seen more widely. 

In today’s InternetRetailing newsletter we also report as Card Factory sees online deliver sales growth as visitor numbers fall in-store. Our coverage of Thomas Cook’s failure looks back at how the travel business approached the challenge of selling holidays in-store as well as online as more shoppers turned to the internet to buy. And we also cover the latest research with some useful insights into customer behaviour. 

Today’s guest comment is a timely one. It comes from Mike Austin of Fresh Relevance, who considers how ‘retailtainment’ can grow sales in store – and online. Our preview of IRC 2019 investigates the workshops where retailers can get hands-on practical advice on some of the latest retail technologies. 

Image courtesy of Hotel Chocolat

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