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<p><a href="http://www.travolution.co.uk/articles/2009/02/20/2246/lastminute.com-eyes-retail-with-three-major-store-openings.html">Travolution’s Kevin May reports</a> that the company is extending its <a href="http://goodstuff.lastminute.com/">Good Stuff</a> programme into the high street, with the imminent launch of a store in Covent Garden, followed by two more in Manchester and Birmingham.</p>
<p>Details have yet to be announced but May reports that the stores “will not be traditional travel agencies”. I’ve put a call out for comment but details remain sketchy at present.</p>
<p>So what's it going to look like? I anticipate <strong>a focus on experiential marketing</strong>, with transactional kiosks, lots video / screens / interactivity, and the sweet smell of Ambre Solaire drifting through the aircon.</p>
<p>Lastminute is known for its innovative approach, which is increasingly straddling non-web channels. The firm recently <a href="http://www.prlog.org/10155088-lastminutecom-wins-consultancy-innovation-award.html">won an Econsultancy Innovation Award</a> in the multichannel marketing category for its ‘fonefood’ mobile app.</p>
<p>Despite the issues relating to a fading high street retail environment it is well-known that multichannel operators achieve the highest customer satisfaction scores, so the move could be a positive one, broadening lastminute’s reach and improving loyalty. </p>
<p>Additionally the timing is impressive, since commercial rents are falling due to the market climate. Lush founder Mark Constantine believes that <a href="http://www.thisislondon.co.uk/standard/article-23643400-details/One+in+five+London+shops+to+go+bust,+warns+tycoon/article.do">one in five London shops will close in 2009</a>. </p>
<p>I wonder if we’ll see more offline / multichannel moves by other pureplay e-tailers in 2009?</p>
<p> </p>
<p><a href="http://www.travolution.co.uk/articles/2009/02/20/2246/lastminute.com-eyes-retail-with-three-major-store-openings.html">Travolution’s Kevin May reports</a> that the company is extending its <a href="http://goodstuff.lastminute.com/">Good Stuff</a> programme into the high street, with the imminent launch of a store in Covent Garden, followed by two more in Manchester and Birmingham.</p>
<p>Details have yet to be announced but May reports that the stores “will not be traditional travel agencies”. I’ve put a call out for comment but details remain sketchy at present.</p>
<p>So what's it going to look like? I anticipate <span style="font-weight: bold;">a focus on experiential marketing</span>, with transactional kiosks, lots video / screens / interactivity, and the sweet smell of Ambre Solaire drifting through the aircon.</p>
<p>Lastminute is known for its innovative approach, which is increasingly straddling non-web channels. The firm recently <a href="http://www.prlog.org/10155088-lastminutecom-wins-consultancy-innovation-award.html">won an Econsultancy Innovation Award</a> in the multichannel marketing category for its ‘fonefood’ mobile app.</p>
<p>Despite the issues relating to a fading high street retail environment it is well-known that multichannel operators achieve the highest customer satisfaction scores, so the move could be a positive one, broadening lastminute’s reach and improving loyalty. </p>
<p>Additionally the timing is impressive, since commercial rents are falling due to the market climate. Lush founder Mark Constantine believes that <a href="http://www.thisislondon.co.uk/standard/article-23643400-details/One+in+five+London+shops+to+go+bust,+warns+tycoon/article.do">one in five London shops will close in 2009</a>. </p>
<p>I wonder if we’ll see more offline / multichannel moves by other pureplay e-tailers in 2009?</p>
<p> </p>
2009-02-20T14:44:08+00:00
0
1
html
<p><strong>In a challenging market environment it’s a good idea to have a plan, especially when that plan is bold and forward-thinking.</strong></p>
<p>It turns out that lastminute.com has such a plan, for the online pureplay is moving into the seemingly perilous world of offline retailing.</p>
<p><span style="font-weight: bold;">In a challenging market environment it’s a good idea to have a plan, especially when that plan is bold and forward-thinking.</span></p>
<p>It turns out that lastminute.com has such a plan, for the online pureplay is moving into the seemingly perilous world of offline retailing.</p>
false
3333
<p>Econsultancy has published a <strong><a href="http://econsultancy.com/reports/crm-2-0-report">CRM 2.0 Report</a></strong> which examines the extent to which organisations are able to integrate online and offline data to provide a more relevant and personalised customer experience, and drive better business performance.</p>
<p>Econsultancy has published a <strong><a href="http://econsultancy.com/reports/crm-2-0-report">CRM 2.0 Report</a></strong> which examines the extent to which organisations are able to integrate online and offline data to provide a more relevant and personalised customer experience, and drive better business performance.</p>
Lastminute.com to open high street stores in the UK
false
2009-02-20T14:40:00+00:00
lastminute-com-to-open-high-street-stores-in-the-uk
2009-04-28T23:24:11+01:00
2009-10-13T10:02:40+01:00
902