Last Saturday I spent the day in London indulging in Christmas Shopping and then a night at the Opera. I’ll review the opera separately, but here I’d like to tell you why I LOVE Christmas shopping.
I’m never in the wrong mood for shopping – I even like food shopping – and even though I’m not much of a one for crowds this is one time it doesn’t bother me.
Everywhere you go for your Christmas shopping the atmosphere is different – in Oxford Street there’s the minor mania of the determined; at Westfield there’s the calmness of the minimalist layout, combined with the stylish Christmas lights; at Covent Garden there’s the magic of discovery in the market, underneath the oversized baubles. And that’s just London. Guess which is my favourite – Covent Garden.
I have to admit a bias here, because as a musician, dancer and shopaholic Covent Garden is one of my favourite places all year. But there’s a special place in my heart for Covent Garden at Christmas. Sure it’s packed, but it’s a treasure trove. Why? Because it isn’t saturated with the standard high street brands (much as I love them) and because of the atmosphere. If there is one place in central London where people lose the traditional Londoner mentality it’s here. Surrounded by buskers and friendly stall holders it’s impossible not to engage.
My highlights of Covent Garden this weekend were a string quintet, which won prizes in my book not only for their playing but also their performance. One trick most classical musicians miss when busking is how to engage your audience. This isn’t the time to stand stock still and think about your music – you have to let a little slide and think about who’s in front of you. And that is why this string quintet was rewarded with the full attention of everyone in that half of the hall and most people in the rest of the hall. Everyone was hanging over the railings to see them, cheering them on, clapping as they danced as they played, and even singing along during their Carmen melody. Nothing gets me in the Christmas mood quite like being one of a crowd enthralled by music. This is the place where you can draw people out of the fixated shopper mentality.
But Covent Garden is also somewhere where branded and unbranded goods stand side-by-side, and the unbranded generally win. Why? Quality, originality, personality, atmosphere… I could go on. The thrill of handmade goods, unique pieces and the story of our purchase all add value for shoppers.
Can conventional brands learn anything from the market?
- Consider presenting brands in an unusual setting (for your brand)
- Provide some of the product story, as with Ben & Jerrys or Innocent
- Delight your customers
- Make them feel individual
- Offer limited edition pieces (on occasion)
- Personal customer service
- Differentiate
None of these are new to marketers, but a little lighthearted reminder of their effectiveness can’t go amiss either. Christmas shoppers will go the extra mile to find something new and different for their loved ones. Even more so if their experience is great too.
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