The Future for Retail

PREVIOUS THINK TANKS FOR JERSEY RETAIL

A time ago Digital Jersey sponsored Island Innovators and then later a participation programme which was called Meeting of the Minds. Both sought to stimulate ideas and new thinking for Jersey economy.?

The former by inviting people from overseas to bring their ideas to Jersey in a un-conference gathering at the Ommaroo Hotel Jersey which was unstructured a little chaotic but very spontaneous given how people would randomly pick a topic and tout for an audience and provoke a debate and discourse which was always challenging and informative given the range of talent, experience and culture invited to participate.?

The latter, presided over by Paul Masterton, invited local people to brainstorm various ideas on a topic and be as innovative as possible, then present their proposals in a Dragon’s Den style pitch. The team in which I participated around 2014, discussed keeping Jersey’s High Street and Retail alive.

It is interesting to reflect on these an what has and has not happened in the intervening period, and what opportunities remain and have emerged since.?

IDEAS FROM 8 YEARS AGO

It is 8 years since Meeting of the Minds so my exact recollection of all the ideas is not 100%, but I do remember our suggestions in the form of a storey. I welcome other participants to correct errors or fill the gaps. Please remember in technology and data-protection 8 years is a long time!

Our story starts with someone having a shopping list, perhaps for Christmas, Birthday, or Wedding. We know that Amazon and Google track your interests, searched and profile so either know that you are shopping for a pram or anticipate that someone of you age, income and circumstances is likely to be shopping for a pram. Suppose Jersey did the same and was able to provide you a list of all the local stores that had that item in stock, or could order for delivery within 10 days. That seems a great opportunity.

Our shopper might want to go to town to collect the item. Suppose that for purchases over ￡20 the store offered free parking taking the hassle out of finding a parking space, which is often the incentive to go on-line. In return for your on-line purchase from a local store you can agree a time, drive in and collect immediately. That’s something none of the on-line providers can offer.??

Perhaps you are a commuter and the Wifi on the bus or in the taxi (remember this was written in 2014) can offer suggestions of places to go, based on that Amazon / Google style algorithm knowing your age, income and interests. Moreover from your recent browser history we it can also tell you all the stores that have that item in stock and if you are a tourist, a map on how to get there.?

If there was free WiFi across St Helier a walk down the street could trigger a series of updates as you pass businesses and buildings so that rather than walk past you might be drawn in based on a list of your interests or past acquisitions. We already have WhatsOn in Jersey as a free map and guide at the airport, it should be easy to build something interactive and on-line as a Site or App.

Aside from the commercial, perhaps there are opportunities to create zones in St Helier, so that there is an area for culture and art, another for fashion design, clothing, and another for technology, science, gadgets etc. These mini eco-systems and sub-cultures could be collaborative rather than competitive with them being entertainment as much as commerce, a sort of Covent Garden or Camden Lock for each interest or niche. This is an experience that cannot be offered on-line and creates destination engagement by being part of a community rather than simply purchasing a commodity.?

The use of street art, street furniture, more cafes and use of architecture would all transform the high street into a place of entertainment rather than utility, with greater appeal and share of wallet arising from this added value.?

TODAY’S LANDSCAPE

Some of the ideas above may seem naive and impractical now, or indeed dystopian as regards the use of data to customise experience. Although some ideas have since happened. There are a lot more cafes and pedestrian areas than there were a few years ago and some organisations have embraced the idea of promoting the location and confection as an element of their product. The Santander Work Café seems to be a good example of this.??

Post-COVID we are perhaps more aware of empty shelves and food security. We perhaps value more the benefits of local businesses, local employment and local service.?

I know from recent experience that I prefer dealing with an insurance company where I can talk to someone in St Helier rather than navigate a telephone system and be routed to somewhere in the world that doesn’t know the difference between Jersey and New Jersey, or why I simply can’t catch a bus to London.

There are opportunities for Jersey, but my instinct is that success comes from collaborating to compete against the on-line economy with better service and a better experience, rather than trying to compete on price in a race to the bottom with the store down the street.

There is without doubt a need to be competitive on price, especially given the costs of living in Jersey. We must not loose sight of this, especially as regards essentials. However there are also opportunities to add value in an Island where driving a BMW or Porsche doesn’t get you a second glance.

The challenge is not solely of innovation, but integration. Where transport, technology, entertainment, commerce are seen as elements in a friction-less and enjoyable experience rather than isolated elements to be managed by already over-busy people who would rather being doing something else.

CONTACT

Tim HJ Rogers?

ICF Coach, Mentor, Mediation Practitioner

MBA Management Consultant + Change Practitioner

Projects, Programmes and PMO, PRINCE2 Agile-Scrum, Lean, Six-Sigma

[email protected]?

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