 Features editor of the Yorkshire Post, Sarah Freeman, asked Brian Bentley his thoughts on how to turn Marks & Spencer around. While the other contributors proved staid and self praising, Brian's piece made everyone smile.
There you have it – in a sproutshell
Brian Bentley, Isle Design and Marketing, Doncaster.
Knowing the customer is a huge part of the M&S problem, the reluctance to relocate to out-of-town retail parks may well be another, but it's the fact that the fallen giants have always commanded respect among the over 40s that should be approached first.
M&S is not a designer outlet, nor is it a bargain bucket shop, but quite how it chooses to position itself is up to the board of directors. This targeting and positioning has been sadly lacking over the past 20 years.
Knowledge of what this target market wants, and indeed expects, of M&S is vital. The over 40s, especially in the run-up to Christmas, want quality, service and sprouts – garlic sprouts, sweet and sour sprouts, toffee sprouts.
The continual parade of sensible shoes towards the newly founded Sprout Department will, obviously, have a cascading effect on the rest of the store.
Sales of driving gloves and Arran cardigans will increase in menswear, ladies underwear and slingbacks would "fly out of the door" while the forthcoming "Fondle Me" range of toiletries is certainly a winner.
Half price Derby scones should be considered as a loss leader.
There you have it – in a sproutshell.
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