Hello sweet 70s! (I hope not.)

Jumpsuit, H&M
(Source: http://www.hm.com/ca/groovy-grace)

Today I received an email from H&M. The subject "Hello sweet 70s!" was bit of a surprise. Yes, I know that the 1970s are coming back. With all of the accompanying polyester hideousness and horrible silhouettes. I just never thought of the 1970s as "sweet".

I can't see me wearing any of those hideous styles again. My mother knitted horrible sweaters in nasty synthetic yarns on HUGE gauge needles. 1970s fashion was comprised of wide legs, polyester fabrics, and lots of contrasting top stitching. Yuck!

Perhaps I'm just getting too old to be a slave to the latest fashions. And if that is the case, then I'm probably happier as a result.

I just wonder how many pantsuits I'll see on the Streets of Vancouver this summer. What's the saying, 'There's a sucker born every minute"?

So, what is available?

Sign in the window of Topshop, The Hudson's Bay, Vancouver, BC

Interesting how the regular garments are being advertised in Tall and Petite, while maternity is just one height.

I'm sure that there is a market for tall and petite maternity clothing, I just don't recall seeing it advertised.

Discounts are starting to get serious (But will this be enough to motivate consumers?)

Advertisement for Target store liquidation, The Vancouver Courier, February 20, 2015 

The liquidation of the Canadian Target stores is now in full swing. The initial round of 10% markdowns was met with a collective yawn from the Canadian consumer and so deeper discounts have to be rolled out to move the remaining goods.

I'm sure that it is hoped that this new round of markdowns will put more customers through the cash register. I've yet to re-enter a Target store in Canada. My experiences with the stores was uniformly disappointing. I just can't see the point of subjecting myself to further misery.

Freshly ground, but when was it roasted?

Sign outside McDonald's, Renfrew Street and Grandview Highway, Vancouver, BC

Most coffee aficionados wisely insist on freshness. The accepted wisdom is that freshly ground coffee tastes better than coffee that was ground days, weeks, or even months earlier.

Another hallmark of good coffee is beans that are freshly roasted. After roasting the flavour will start to deteriorate unless stored in ideal conditions. (And even then, the shelf life is limited.)

From the sign outside this McDonald's we see that every cup of McCafe contains "Freshly Ground Espresso". No indication as to how long ago it was roasted, but then I don't think that the purist coffee drinker who could tell the difference is going to McDonald's.

It sort of fits with the whole McDonald's ethos, good enough. Never great, but good enough. (And why McDonald's coffee is in my "revoked set".)

The art of getting the shoppers to "Move along please"

USB and 120 volt power outlets, Pacific Centre, Vancouver

Modern consumers seem to be completely dependant on their mobile telephones. And without power the phones are just dead weight.

So, as a service many places provide power outlets for consumers to power up their electronic devices. But the problem with providing a service like this is that people will use it, and stay put and keep using it. Amazingly, all of the power outlets in the seating areas at the Pacific Centre are "Out of Order".

So, either the centre hired a really rubbish electrician, or the outlets have been disabled to stop customers from using the power and lingering. I favour the latter explanation.

You can always find a Coke, but how old is it?

Minibar at The Hotel Vancouver, Vancouver, BC (February 11, 2015)

Can on Coca-Cola in the minibar, The Hotel Vancouver, Vancouver, BC (February 11, 2015))

The prices for snacks and drinks in hotel minibars are known to be a bit on the high side. (This can of Coca-Cola is $6.00 and the bottle of Evian water is $9.00.) But does this have an effect on guests' willingness to crack open a cold refreshing can of Coke?

In this case I think that we have evidence that it does. The 2014 FIFA World Cup in Brazil ran from June 12, 2014 to July 13, 2014. Coca-Cola, as one of the official sponsors, produced a series of commemorative cans. Great, except this can was still in the minibar seven months after the end of the event.

These days we all kind of expect to be charged high prices for stuff in the minibar, but high prices for obviously stale goods is adding insult to injury.

Designer children's wear and ridiculous prices

Adore Fashions children's wear store, Granville Street, Vancouver, BC

"Young Versace" tee shirt in the window of Adore Fashions children's wear store, Granville Street, Vancouver, BC

Children grow like weeds, and will manage to rip, tear, shred, and destroy just about everything they put on. So therefore it must make sense to invest a lot in their clothing. This "Young Versace" tee shirt is a prime example.

Available in sizes 4 to 14, this shirt is available for only $255 CDN.

What the heck? Are they insane? Even if you could, who would think that $255 CDN was a reasonable price for a children's tee shirt. And it is not even a shirt that a four-year old would have any connection with. It is a not emblazoned with character from children's literature, television, or movies.

This tee has Versace's Medusa logo on the front. A woman so ugly that she turns everyone who looks at her to stone. Now that is just the sort of message I was to send to my pre-teen daughter.

I just don't get this, on so many levels. Oh well. The store has been open for two years, so there must be a market. Good luck.

Two rolls, no waiting

Toilet paper holder, Hotel Vancouver, Vancouver, BC

Is there anything worse than being in the bathroom and looking over to see an empty toilet paper holder? (Actually, on the spectrum of bad things, running out of toilet paper is fairly far down the list.)

But at the Hotel Vancouver, in order to minimize the likelihood of running out, the bathrooms are fitted with dual paper holders.

I know, this is a tiny little detail, and why should anyone care? But anything that can keep guests from calling housekeeping helps keep the hotel's costs under control. Hotels, like virtually all other businesses make a profit by controlling two numbers. The top line, revenue is how much is charged for rooms and all of the other services. The bottom line is costs. The gap between the two is profit.

So, if you can't drive the revenue number up, then you do what you can to drive costs down. Hence two rolls of toilet paper and fewer calls to housekeeping.

The right place at the right time

Flower seller's cart, Granville and Georgia, Vancouver, BC (February 14, 2015)

If you are in the flower business, Valentine's Day is your Christmas. Along with Mother's Day they are probably the two biggest days for flower sellers. Dad gets a tie and a new coffee mug, Mom get breakfast in bed, flowers, and a meal out.

This flower cart was set up at the corner of Granville and Georgia in downtown Vancouver on Saturday, February 14, 2015, Valentine's Day.

One of the maxims in the real estate business is that the three most important factors when looking for a house are location, location, location. Many people also say the same thing about retail. But in this case it was not only the location that was right, but even more important the time was right.

A very carefully worded sign

Internet Cafe sign, Commercial Drive and 7th Avenue, Vancouver, BC

This is really a very clever sign. Simple, and clever. Yes, I can do all of these things; Internet Skype, CD/DVD burning, Music, Printing, Camera, and Scanning. And the cost is only $1.00. Wow, what a great deal.

But just wait a moment. $1.00 for how long? The sign says it is only $1.00 to "use", but how long is that use? 15 minutes.

So, the sign is completely accurate, and rather misleading. Very clever.

Miffy, the cutest bunny around (And an original creation)

Adore children's wear store, Granville Street, Vancouver, BC

Adore Fashions children's wear store, Granville Street, Vancouver, BC (Detail)

My daughter is rather fond of Miffy. It is one of her favourite books and we have read it over 500 times.

Adore Fashions is a store on South Granville in Vancouver and it sells very expensive children's clothing. So I was a bit surprised to see Miffy in the window as I would have expected the Sanrio rip-off Hello Kitty.

But Miffy it was. She is a very cute little bunny, and anyone who has ever seen Hello Kitty can see the debt that the little feline owes to Miffy's creator, Dick Bruna.

This Miffy is a lamp. Available in two sizes, it sells for $299 CDN or $350 CDN. Cute, but not $300 dollars cute.

How does Air Canada come out on top?

2015 Brand Keys Customer Loyalty Engagement Index-Detail
(Source: http://brandkeys.com/wp-content/uploads/2015/02/Brand-Keys-CLEI-2015.pdf)

According to the 2015 Brand Keys Customer Loyalty Engagement Index, Air Canada comes out on top among North American airlines.

And how is the index created? According to Brand Keys;

The Brand Keys data paints a detailed picture of the category drivers that engage customers, engender loyalty and drive real profits.

These drivers not only define how the consumer will view the category, compare offerings, and, ultimately, buy, but also identify the expectations the consumer holds for each driver. The brand whose drivers come closest to meeting (or even exceeding) those of the category Ideal is always the one whose customers will demonstrate the highest levels of engagement and loyalty over the next 12 to 18 months.

This year’s Customer Loyalty Engagement Index examines customers’ relationships with 540 brands in 64 categories. (Source: http://brandkeys.com/portfolio/customer-loyalty-engagement-index/)

I am astounded. In Canada Air Canada has a pretty miserable reputation for its service and prices. If the domestic airline market was not shielded from competition, Air Canada and WestJet (Number 3 on the index) would be struggling to survive. (Air Canada has gone bankrupt twice.) On many routes customers are loyal because they have almost no choice at all. They fly Air Canada, or walk.

Even as the price of oil dropped in half, the airlines retained their fuel surcharges and are raking in the profits.

It just goes to show how miserable the standard of the "Category Ideal" must be.

From the evoked set to the revoked set

Musette Caffe, Vancouver, BC

One of the key concepts in consumer behaviour is the "evoked set". This is the group of brands that a consumer will associate with a particular category of product.

When I explain this concept in class I often use the category of sports car. I ask students for the automobile marques that come to mind when I mention sports cars. The brands that they come up with are not unexpected; Ferrari, Maserati, Lamborghini, Porsche, BMW, Audi etc. (And often in that order.)

But in thinking about this, I began to wonder about the opposite reaction. The brands that consumers exclude from the category. The exclusion may be based on perception or past experience.

I was teaching a Hospitality Marketing class and used a coffee example to explore this. I like good coffee, and will go out of my way to patronize establishments that serve a nice cup.

If I'm looking for a latte my "evoked set" includes Musette Caffe, Blenz, Waves, Cafe Artegiano, and the award-winning Bowen Island Coffee Roasting Company.

And my "revoked set"? McDonald's and Starbucks are inhabitants of my "revoked set". I've tried their wares and found them lacking.

I'll go out of my way to buy a coffee at one of the shops in my "evoked set" and would generally go without rather than get a coffee from one of the places in my "revoked set".

It's coming back (Not that it's a big surprise.)

Sign advertising Tim Hortons "Roll Up The Rim To Win" promotion, Granville SkyTrain station, Vancouver, BC (February 7, 2015)

Tim Horton's "Roll Up The Rim To Win" promotion is a favourite among Canadians. I just wonder if it has run its course.

Almost everyone in the country is aware of the promotion. Even coffee drinkers that otherwise never go to Tim Hortons participate in it. I just wonder if it has much on an effect on long-term customer loyalty.

By some estimates Tim Hortons has 60-70% of the out-of-home poured coffee market in Canada. When this promotion is on the lines at the Tim Hortons locations are HUGE. People who otherwise never go to Tim Hortons happily wait in line for a chance to win. (And then once the contest is over go back to patronizing their regular coffee shop.)

But is the contest leading to increased market share over the long term, or have the customers just come to expect it? Has Tim Hortons created a rather expensive monster? If Tim Hortons stops doing this promotion will another coffee retailer do something similar? I'm sure MacDonalds would love to get the sort of sustained traffic that Tim Hortons gets.

Can anyone spell? (And if they can't spell, can they at least use a spell checker?)

Empty store on Seymour Street, Vancouver, BC

Sign on empty store, Seymour Street, Vancouver, BC

Over the weekend I saw this downtown in Vancouver. (The empty store is a former Source/Radio Shack location, but that is another story.)

How hard is it to spell things correctly? If you going to the trouble of having signs printed, would it not make sense to ensure that the wording is accurate? Does the sign shop take a similar level of care to ensure that the telephone number is correct?

It just makes me want to weep.

What to do when you know that they are going to make a mess

Nail polish display at Sephora, Park Royal, West Vancouver, BC

I saw this at the Sephora store in West Vancouver. Stuck to the floor around the nail polish display is a hard plastic "drop cloth".

I assumed that as there were testers for all of the colours of nail polish, and consumers love to try the tester, that this piece of plastic was intended to stop the tile floor from getting covered with droppings of various colours of nail polish.

I checked with one of the managers on duty and she confirmed my assumption.

Clever folks at Sephora.

Nothing like knowing your customers

Silicon rubber card holder from Scotiabank

Silicon rubber card holder from Scotiabank, with card

On Saturday, I saw this on a student's mobile phone. Clever. 

The essential accessory for people of her age group is the smartphone. And when going out what does she need? A phone, some identification, and a method of payment. The latter two can fit into this sleeve that attached to the back of the mobile telephone. And being silicon rubber it is slightly sticky and the cards will not slide out easily.

A clever piece of branding by Scotiabank and good understanding of the customer's needs.

Just in time for Valentine's Day

Happy Meal Toys at McDonald's, January 31, 2015

Usually the toys that accompany the Happy Meals at McDonald's are related to the latest kid's movie. (Although the last one I saw was a series of four children's books, including Pete the Cat and Flat Stanley.)

And usually the toys include two choices, a "boy's toy" and a "girl's toy". (The books were a genderless exception.)

The latest Happy Meal toys are back to the gender specific toys. The boy's toy is Teenage Mutant Nija Turtles, not really a surprise.

But the girl's toy is a little stuffed heart licensed from Sweethearts, the candy. There are half a dozen different heart designs in the display case.

For Valentine's Day I think this is a very cute promotion. I'm sure that demand will be massive.

What the heck does this really mean to potential students?

BCIT advertisement, SkyTrain station, Vancouver, BC

All of the post-secondary institutions in Vancouver seem to be engaged in massive advertising campaigns to recruit students.

This recent campaign from BCIT seems to focus on the skills of BCIT graduates. I presume that the campaign is trying to imply that they are "More than ready" for the challenges of the workplace.

However, I wonder if that is the connection that potential students are making. And if they are not making that connection then the entire campaign is a bit of  a dead loss.

Big in Toronto, but not in Vancouver

Advertisement for Buckley's cough drop, TTC station, Toronto, ON

Buckley's has a reputation for its awful taste. The brand's slogan has been "It tastes awful. And it works."

You might think that coughs and cold are a trans-Canadian phenomenon. But evidently Novartis, the firm that bought Buckley;s in 2002, does not think that is the case. So, this campaign ran in Toronto, but I have not seen any evidence of it anywhere in Vancouver.

My daughter brought home a cold from school, and like all  young children she loves to share. As a result I've been suffering with head cold and a nasty cough for a week or so. Given the fact that many other people are suffering with the same affliction, I am surprised that Buckley's does not see Vancouver as a worthy market.

The omnipresent nature of Frozen

Heys luggage advertisement on a bus shelter, Vancouver, BC

Heys luggage advertisement on a bus shelter, Vancouver, BC (Detail of Frozen suitcase)

I have a young daughter, so it is not surprising that she is well aware of the movie Frozen. (In fact it was the first movie we went to.)

While I expect Disney films to spin off quite a lot of licensed merchandise, the sheer overwhelming volume of products related to Frozen is a bit mind boggling. But for me the most interesting part of the licensing is the new retail channels that it opens up. Would you otherwise think of Toys R Us as a place to buy luggage? Without the license from Disney for the Cars and Frozen characters I'm sure Heys would have a hard time getting its luggage into the stores.

Does the license make the luggage any better? No, but I'm sure that it makes it sell better.