Branding & Marketing of Shopping malls essential - says Top Award winning UK retailer Hotel Chocolat

Branding and marketing of shopping malls essential - 

Says Top Award winning UK retailer Hotel Chocolat

This is the first in a series of interviews from the recent ICSC European Marketing conference held in London, where Mosaic PR Warsaw talks with leading retailers, 

mall owners, and international brands.

Smooth lines for a smooth brand with smooth tasting products !

Hotel Chocolat, a brand, whose products, outlets and marketing have won it handfuls of awards and recognition, were represented by Darren Williams, their Head of Retail 

at the ICSC European Marketing conference held in May in London this year.

Hotel Chocolat is a luxury British chocolatier and cocoa grower, Hotel Chocolat, was founded in 2004 to make exciting chocolate with three guiding principles – 

authenticity, originality and ethics – which remain central to the brand’s success today.

With its Rabot Estate cocoa plantation in Saint Lucia, a chocolate manufacturing facility in Huntingdon and stores across the UK and internationally, Hotel Chocolat occupies a unique space – being able to link all aspects of chocolate from the tree to the consumer.

The company has stores in major cities and market towns throughout the UK, concessions in John Lewis stores nationwide, and stores in the USA, Denmark and The Netherlands.

In 2011 Hotel Chocolat opened a real hotel in the grounds of Rabot Estate on Saint Lucia, which is also home to the Boucan Restaurant and its pioneering menu of ‘cacao cuisine’. 

Recent awards include – Several wins at The Great Taste Awards &

the Academy of Chocolate Awards;  Number 1 spot in ‘The Sunday Times Fast Track 100;  

and being one of the UK’s prestigious ‘CoolBrands’ for the fourth year running.

As well as being named by Condé Nast Traveller Hot List 2012 as a top new hotel with “understated luxury with a hint of sex appeal”  and being titled as the ‘most advocated’ British brand in the UK in research by Bain & Co 2011. 

Mosaic PR, spoke with Darren Williams, Head of Retail at Hotel Chocolat to find out what Hotel Chocolat sees as crucial for  their relationships with malls and in their marketing.

Darren Williams, Head of Retail at Hotel Chocolat

So, Darren, welcome, as we discussed, in the Central Eastern Europe (CEE ) region, malls don’t seem to have always paid the best attention to marketing and branding.

I wanted to get a top retailer’s opinions of some the issues 

that arise from that deficit on the branding front .

What to a strongly branded retailer like yourself makes you choose

 between one shopping centre and another?

Thanks for the welcome, For us It’s a mix of important factors.

The city or town that the centre is in needs to be the right demographic for us as well as the centre being right for us, with neighbouring brands that fit with Hotel Chocolat.  

The location of the store in the centre also matters, 

every mall seems to have its ‘black-spots’ .

 So to add to those selection criteria, Darren, how important to Hotel Chocolat

 is the profile and brand strength of the malls or locations you select?

Hotel Chocolat Monmouth St London WC1

 

Its very important, as is of course the commercial success. 

It needs to be a centre that has got proven credentials in being a compelling place

 to visit, or in the case of a new centre it needs to have 

the ‘wow’ factor and a tenant mix to match.

So how important is it to Hotel Chocolat , that your selected locations have an active ongoing marketing plan which involves the tenants and seeks their participation?   

For Hotel Chocolat, the relationship between tenant and centre 

is a vital one, so exceedingly important.

Both parties should have an interest in each other. 

We expect all our store managers to attend tenant meetings with their centres. 

So how much of a role does social media and the Internet play in Hotel Chocolat’s marketing, and what would you say to retailers 

or shopping centres who aren’t using this medium?

Roast and Conch in Hotel Chocolat

Its importance is growing  all the time, and has really gathered pace in the last year especially. If retailers aren’t using this now,  they need to start, or they will lose touch 

with the way their customers want to communicate.

Can you tell us about the experience of visiting Hotel Chocolat, and what customer satisfaction means to your brand and tell me how seriously you take this?

Well, I think the name of our approach says it all. Its “100% Happiness” 

and we exist to make our Guests happy!

We sell amazing chocolate, you should leave our stores feeling that way.

Some of the amazing high cocoa content chocolate on offer at Hotel Chocolat

          

"In terms of how serious we take this?

Well, its our number one priority and always will be.

And you never ‘get there’ its never something you can say ‘job done’ about .

We always want to be better"

                         

100% happiness is a strong statement but I can see where this matches your products & pleasure they bring to your customers, the fact you say you never get there IE to the target,

it seems you are working hard to deliver this experience in store and brand interaction.

Given the sweet tooth of Central Eastern Europe and Russia

does Hotel Chocolat have any expansion plans in the future in these markets?

“Not in the immediate future but we never say never!

Its important to stress though, that Hotel Chocolat chocolate is more cocoa

and less sugar, it is our important point of difference !”

Tempting prospects from Hotel Chocolat

Many thanks for sparing us your time Darren, and for giving us an insight in to retailers needs from shopping centre owners, and the demands you place on your own business.

If you are an asset or property manager managing shopping centres in Central Eastern Europe and wish to find out more about branding and marketing your centre with a communication strategy which delivers the businesses' objectives then contact us via clicking on the buttons to the right to go to our website, twitter or  Facebook page.

Hotel Chocolat does sell its gorgeous products online so all you

Chocolate addicts reading this who aren't based where Hotel Chocolat has outlets
go to http://www.hotelchocolat.com/uk/shop  and feast your eyes on the goodies
you can buy and have sent to you !

If you wish to find out more about Hotel Chocolat find them on Facebook
or via their website as shown above. 

If you have a question or want to talk shopping mall or retail marketing with us,

click any of the buttons on the right or contact us via  Mosaic PR Warsaw

Rick Jones Head of Retail at Google about the shopping explosion caused by tablets & mobiles

Rick Jones Head of Retail at Google on the shopping explosion 

taking place on tablets & mobiles

At the recent ICSC European Marketing conference in London, marketers and delegates, attended a full and lively workshop, led By Rick Jones, Head of Retail at Google. 

The subject was the massive growth in the use of mobile devices by consumers and retailers.

You know a subject is important to an industry , when Google appoint a team headed by an industry veteran like Rick to work with the companies involved in that sector. 

Steve Whittle of Mosaic PR was at the workshop to listen to Google’s thoughts and the opinions of shopping centre owners from across Europe.

Rick Jones introduced the session, with a multimedia presentation, showing the explosion in using mobile devices by consumers, and its effects on the UK retail scene. Rick showed the complete change in the shopping process and way use of shops is changing by consumers using mobiles. 

Contrasting this with the changes and full shifts in marketing plans by some leading retailers with the amazing statistics, and the ever sad sight of empty shops on UK high streets. 

Rick showed the growth, and use of mobile devices  and how retailers using apps and location based services had benefited hugely from interacting with shoppers.

In the UK smart-phones now have 73% penetration and people are interacting 150 times a day with their devices, according to Google’s own statistics. 

 

With consumers researching and discussing products, sharing information to friends and the world on social media, and show rooming as well, before purchasing online it is not surprising so many retailers see they need to influence the process.

Consumers are ignoring trends, it is now anticipation and creation, retailers need to innovate to take part in the process.

Nowhere is that more seen than the blurring of the real world with the digital world, the Burberry store in London’s Regent Street is leading the way with designing its flagship store to resemble its website, displaying digital first thinking as it adapts to customers wanting instant service and constant innovation.  

The Burberry Store Regent St London

Retailers are following their shoppers throughout their day on social media, and throughout their shopping journey online and in store, making offers and influencing the process at key moments. As well as listening to  shoppers saying what they want. 

Those retailers who are listening to their shoppers are eliminating shopping hates.

Responding to complaints of queues to pay, with assistants with roaming terminals. Putting QR codes on products to help shoppers choose things to look at later, and assistants with tablets with catalogues allowing shoppers to sit and select what to try.

Google are working with retailers to make in-store maps available, maps which pull consumers to the results of their searches and take them straight to where those goods are located in store. 

 The Google shopping app allows retailers to draw people to stores, pushing products matching searches, and pulling in consumers making offers.

It was clear from the workshop that in many markets, both retailers and mall owners, are not up to speed with this new way, and consumers are driving the process. Notable exceptions were those enlightened companies who see this way as their key to success.

Contrast this with most CEE markets, and we see some retailers using online marketing but not focusing on mobile devices. The lack of uptake on the retailer side, isn’t matched by Polish consumers. 

So adoption of the new way of shopping and using stores has begun and is increasing rapidly in CEE, the question is have enough retailers realised it yet.

Yes, we can see investment in to online food  shopping by multinational supermarkets and online fashion brands, but have mall owners considered the effects of this new system on their business, currently being planned by the very retailer who is their key footfall driver.

When shoppers see they can do this from their desk, and all is delivered at home, saving them petrol, time, hassle, and giving them more free time, then adoption rates in Poland and CEE countries will soar.

Retailers will ensure all concerns by shoppers are met as well to fuel this growth.

That leaves shopping centres with decreasing footfall, non food and ancillary tenants not getting those incremental or impulse buys. 

Left long enough, the effect  maybe catastrophic, especially for small neighbourhood malls.

It is clear in the age of self expression, if your mall or brand has no identity its customers can’t identify and interact with, you have a major problem.

Retail has become Wetail, its no longer about you, your brand, its about WE

Brands, retailers, malls and consumers all interacting together.  Consumers being given reasons to recommend, discuss, and come to shop. Its also realising this process is going on 24/7 , even when your outlets or malls are closed, and seeing you need to take part in the process 24/7 to influence it.

Luckily communication agencies, are here to help, to learn more about Wetail and get a free pdf download of our Wetail document or more info on the use of Mobile devices and apps in Retail and shopping centres you can tweet us at @MosaicPRWarsaw or contact us via facebook, linkedin or by our website www.mosaicrealestatepr.com just click on the icons to the right of the article or feel free to leave us a comment below  .