During the summer holidays, a massive M&S food hall opened on a nearby trading estate—a superstore complete with hand-held scanners and mini shopping trolleys for the kids.
Yet, I only discovered it by chance. I was visiting a neighbouring store when I noticed the “opening soon” signs. Curious, I mentioned it to a few friends, and while we were all quite excited (sad, I know! 😂), none of us knew when it would actually open.
Fast forward a few weeks, and I found myself back at the retail park, only to realise the M&S had opened two days earlier—without any fanfare.
Armed with a scanner, I took my time browsing the aisles of the new superstore. To my surprise, I came across a huge selection of food items that had been heavily discounted. I couldn’t help but ask the manager why so much was reduced, and he explained: “We opened in the summer when a lot of people were away, so we didn’t sell as much as expected. So we’re having to mark things down.”
When I mentioned that I hadn’t received any notification of the store’s opening, he replied: “We’re planning a leaflet drop within a seven-mile radius at the beginning of September.”
Naturally, I suggested M&S could use my magazines to promote the new store but he quickly eschewed that idea! I then suggested billboard advertising, especially since the retail park is located off the North Circular. Again, he told me it had been considered and dismissed.
So, I contented myself with my cut-price bargains and headed home.
Now, two months later, I’ve been back several times, and every visit reveals the same story—aisles of reduced items. And here’s why M&S are in danger of being forever caught in the loop of cutting prices:
1. The leaflet drop never happened, (well not completely as I am within the 7 mile radius) so I assume a lot of people still don’t know the store is even there.
2. They did run a billboard ad, but it was positioned on the slip road to the park. If a driver spotted it and wanted to visit, they’d have to take a lengthy detour to double back—hardly an enticing option.
It seems like M&S has taken a page from Field of Dreams and assumed, “If you build it, they will come.”
But here’s the thing—if the retail giants can fall into this trap, so can local businesses. And that’s why I’d like to suggest an alternative:
“When I build it, I will make sure the world knows about it.”
Marketing isn’t just about having a budget—it’s about making smart investments of time, creativity, and planning. M&S might do many things right, but don’t follow their marketing strategy. Make sure your customers know you’re open, and more importantly, know how to get to you.
Whether you are launching something new or been around the block a few times, don’t leave it to chance—make sure your message is clear, visible, and easy to access. Plan ahead and invest in effective marketing that works for your business. After all, it’s not just about building it—it’s about bringing people to it.
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