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NOT YOUR
ORDINARY
CHRISTMAS
RETAIL OBSERVATIONS 2013

© Copyright True Story. January 2014
General A3 Leaflet 01/09/2010 09:17 Page 2

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UP
ON HIGH
ISL...
Not your ordinary Christmas – Retail observations

p3

Where’s the red, gold and green gone?
2011 was the year of traditio...
Not your ordinary Christmas – Retail observations

p4

Black Friday landed
The last couple of years have all been about po...
Not your ordinary Christmas – Retail observations

p5

Charity matters
Many retailers chose to actively support charities ...
Not your ordinary Christmas – Retail observations

p6

Social gifting – an offer a day
The increase in social media as a t...
Not your ordinary Christmas – Retail observations

p7

Loyalty counts in points, perks, prizes and pounds
Last year, we re...
This is just the tip of the iceberg
If you are interested in finding out more, get in touch.
True Story is a creative agen...
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Christmas retail observations 2013: Best in class

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True Story is a creative agency for retailers and brands. We curate a Christmas retail review covering 350 stores across London, Paris and New York. This snapshot looks at
our overall observations of Christmas 2013 retail, and our picks of the best in class.

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Christmas retail observations 2013: Best in class

  1. 1. NOT YOUR ORDINARY CHRISTMAS RETAIL OBSERVATIONS 2013 © Copyright True Story. January 2014
  2. 2. General A3 Leaflet 01/09/2010 09:17 Page 2 AD RO X SE ES line ria D A RO T X REE SE ES ST R PE UP ON HIGH ISLINGT ST. UE EN Northern line s BRIDG SOUTH ROAD th We st US CA E W EL L RD NE W . AT E ORG LON HI EA KE M AC AD ER H UG RO O E W AY rthe rn lin e No ON GT WIN NE AD RO RK ON GT IN NN PL CO OK ’S JO HN RU SK IN ST DN EY ROAD Cuming Museum & Library RO RK lin e PA ern ON rth GT IN KE NN No AN OR ROAD Brickl Arm Walworth RE ET 1/2 mile Camberwell E OAD A LB AD PA G E N MB 11/4 miles Brixton GH BLACKFRIARS S RO A YLI BA Tra in D HE RO ST © Copyright True Story. January 2014 ROAD 3/4 mile Stockwell CA ET BLACKFRIARS BRIDGE E RE UR ST . GILTSP OL D BA ILE Y L N. TER NEW FE T YO ROAD CE LA PA ETH L AMB So u ENT NKM BA ERT MI EM LLB ANK Oval Kennington Park MO AV RY BE SE RO . RD WARK NT RI ON SE PE ST . PE OR LT H CA AL D RE RK ST Y BARNSBUR GO M O N M O U T H S T. Vic to HEM INGF ORD Sou Hig theas h S te pe r ed AVE . U RY SB TE SH . ST . IP ISL HN AD RO R NO UA AF Victoria l ine ST . S LU PU JO line D ROA CE PA L A AM GH IN CK BU RIDG E RO AD UR YB EB ROAD AD RO N DE M CA T UI ND ET RE ria Vic to E EA GA TE RO AD Fir Capital st Connec t KE MA RY LEB B TO N AD AD RO RO AL IT SP HO L Lo nd KENTISH TOWN RD. AY KW EET ST R H ON E HIG D A RO N O PT M O R YA VE I E CO RD GA RI N G THE B RO ALB O VA L Kennington AD SOUT H LAMBETH R OA ON T RO SW R O O RT AD H N WAN D Oval Cricket Ground GT S IN KENT S T. TE YGA BERWELL . R LA Kennington RD D Elephant & Castle E LAN VE NING T O N DO NN T RD ROA CAM FO ’S Newington NEW ON Gu Hos EA EY GE Elephant & Castle AD RL OR RO HA GE TH GR . ROA D BOR OUG H Imperial War Museum KE A TH AM ET B OR LH e LW KEN Vauxhall Borough WA FU Southwark Cathedral S T. S T RE AD LSE D. HR ET MB LA ST C Ban Eng EET T li n Jubilee A SH AR R O Lambeth NI CH STREE M GE KEN RD . RK d ern an east onnect Southapital C C First ID line HAM WA LON Cannon CANNON Street STREET n Vinopolis Southwark ROA D ROAD BR ria Victo FUL UTH P O ULTR Y BANK Mansion House Millennium Bankside Pier Bridge Shakespeare Globe Museum & Theatre Tate Modern . N IDE T REE O N ST STR (underground station closed until late 2011) RD RD PA R CE IN PR NE RD . LEBO A RY DM OL S EN AE PR EX SS AS APS V I CT O R I A District line Blackfriars SO WALL I G W QU EE N CHE City line C A N N Waterloo & ON ER E S T. line W G AT KIN LL NEW T. S S VI LONDON hern NY Museum of London St. Bartholomew’s Hospital Nort LL B R I D GE KENNINGTON HA Lambeth North ROAD PE SILK ST . Moorgate P RIN CE’ PEMB RID GE CH ET ter Southeas P E M BR ID G E R D . Market HANGE NE W C SU RIDG EA CAM B UE EN AV D A O ROA D W BEE E STR STR E E T T ND D ROA H Bunhill Fields ILL RO NE D OR OA ET R E Smithfield LO BET ST. ET Barbican Centre TE EL ST R BUNH RE SGA mile ShepherdÕs Bush P R O VO W AL K ALDER TER H ES S D AD INS TON Millbank Millennium Pier RO TM NING LAMBETH BR. M LA O ES RT s in OL UN ION The Old Vic Theatre KEN Victoria Tower Gardens LO W NO Ba PH E RD ck SHE n lo ER St. Thomas’ Hospital EET Y STR CROPLE We DUC Southeastern and First Capital Connect AT Waterloo WATERLOO ‘Big Ben’ and Houses of Parliament Y Old Street ST T W D S W ET ST VER OldCen Bailey tral lin e St. Paul’s L UDG ATE HIL L St. Paul’s Cathedral ND TREE D S ST SE Southwark WESTMINST ER BRIDGE NE ect Conn ital RE s in LA. GE ID BR M OU FOR E OL PO REET ST AD Artillery London IMAX Waterloo East 2 LE RO RF Moorfields Eye Hospital T REE D Y O A ST Southbank Centre (Royal Festival Hall) AD ROA LANE CER LO GR OU City Thameslink BR. ST. FARRINGDON ST. NEW OE SH N V IA 5 ER AT W 1/2 AD Cap ST a d B DEN BOR T H ER Ludgate Circus STREET ET Royal National E R P Theatre UP London Eye (Millennium Wheel) MILLBANK mile Hammersmith RO . ST D AD AR N G HOL R HA Gabriel’s Wharf 4 ET Barbican Ground TTO HA AN E RIA RE st Fir EN RO CH TO LL ET N AY VIC WE STRE O C MEN T MBANK ST H EB Farringdon The Temple Temple Circle line ND Somerset House RO GOS T RD. GSW RA oa y R EE D K IN ST Y Barbican Chancery Holborn Circus Lane FLE D RT PR ON ROAD NWELL H YC OR NO GT JOHN STR IN N W W IF CIT Clerkenwell G LL EW IN C it CIT S T. AM W E L L N HA N CK D ANGEL HOLBORN HO L B O R N Royal Courts of Justice STR EET 1/2 E N AD ET PA City University AY ’S RO EHALL Nine Elms Gray’s Inn Gardens 1 MA RSH AM S LM AD Holborn D footbridge CHARING Charing Cross CROSS OS NE RO S London Aquarium Westminster ST. GT. SMITH UX Sadler’s Wells Theatre GR ON WHIT E AD PT ROAD N Vauxhall IN RO M S E RO AD Tate Britain VA RO HA LE W EAG OS HA C R OS GR N LD 3 Pimlico E CR UT RING Royal Opera N House LO London Transport Covent Garden Museum Market G RO A D ET RI N SO SH AW ST. R ROAD IN . SQ EA RN HO STRE AD AR Lincoln’s Inn Fields Covent C Garden A RA Finsbury Fir s m tC ta me apit n a rs al nd mit Co Ci h & nne rc C c S le ity t RD l in , . es F ’S ’S e . ST Covent Garden T S AD RO BA HI GH Westminster Abbey LA Battersea illy lin RY KE E AY EET BU AR RO GR STR L EL SS RU MS YM HA E GE . N ST V EN O R Piccad E OO ET IV AV ID KIN G D AC RE DR Y UR SB AY W EO Holborn HOLBORN E ER TO G R OS BR Business Design Centre ROAD LL E NT ON VI Haoli p Metro JUD PL CHA ST ’S LUPU ST. LL ST. ROA ROAD N e lin D ST . GE HA EN L IV E R P O OL RAS UR A ern ND Pimlico B E L G R M ST F E RRY RY Essex Road Islington CLERKE Savoy Pier Embankment E Y C O AT PL. AG ROAD NC OB BL RO LA W ET R ER OR OO Trafalgar Square RIA NH ST RE ET L T BU Islington Town Hall STRE line PA AD RE OU TO C AL E D O N I A N dilly WAY RO ST rth OV DGE Battersea Park FRANC St. James’s R E E Park S T RO AD TOWN QUEENS ROAD BRI GR A SE ER TT GE BA RID B E ER OV NT GR GU ERT ET ALB RE EET s ER No NT TH GE UX YORK S T ET STR ST Thame R iv er UR TRE Y S KME CHELSEA BRIDGE KLE AN EMB SU AL CL AV AD s B AD RO en BR . EL Green Line GRAV E Coach Station TH ile TY EET TR D S Great Ormond Street Hospital National Galleries LM SE VA FOR Jub GR RO I rd A E VIC VICTORIA ST . R. RY Victoria ON Russell Square H HIG ORN B H OL Horse Guards ON Ga UR YB L PA LT gh BR EC CL ES T AV PE PE S T. N IN T O Coram’s Fields G U IL OX FO RD Leicester Square LL WI A NS T. SW St. Pancras BL L Westminster Cathedral tern South eas hern and Sout SE la TO ET EB W BRE SS EN L. NP DE RE O E CL ne R LI C O AL AC EC ST G PL H E OA RT H Cadogan Pier ET O AD DG ET FO IT SEA NT AB BU St. James’s Palace PET . Ra EL M LL R PL PIM CH St. Pancras Downing St. e line Street James’s Churchill Museum Park W A L K and Cabinet War Rooms E C A G Westminster BIRD TH HILL Belgravia ES ES CO ROA D A D King’s Cross NT GE . ST O VE RA RE Burton’s Court SEA CHEL NKME IZ FT RE . ST PA SQ Victoria Coach Station T. RD A PICCADILLY CIRCUS Buckingham Palace VE RA ET LG Saatchi Gallery WA EY CC LY M RE ST Chelsea LG BE ST D CE S ’S A PLA E EY G O T N Sloane Square AN DN H AU ED EL CH BE OT Chelsea Old Town Hall EMBA R E N KI PE DR C AY TO EL EA SLO NU UP Q. EA VE ET AN EL PI Green Park Y RE line T RK V District line AN R Royal Brompton Hospital BE S EN RD GA FE LIF DC AD RE RO GH OU OR NB FI LK WA AR LOW E R SL O ET L DI e lin UTION OS ET ST. CO EN BE a GR S T. Brompton RE RE E U SQ STRE PO N T SY C HUR DC E S NE EY GR RE M REG UA N y l dil cc Pi EN E AV HA EET ST EY SQ E LA LL Central A SH EL N S T. A K L R EL CONSTIT Wellington Arch Hyde Park Corner ST RD RICHM OND Northern line P ENTO NVIL LE British Museum NE W REET Soho RK LE Y K DI D M STR BE R A Harrods AC E Royal Marsden Hospital OL RD S EN AD RO SBR NE ROA D GATE O N PELHAM SL OW S P Chelsea & Westminster Hospital AD KNIGHT Knightsbridge SLOA EXHIB ITIO N QU EEN S N CARRIAGE RO AD RO Euston EN W ENT ET A P ater gW PI A CC . OXFORD CIRCUS ON UT ET BR TRE S ST ON D IDGE ST NE EET REG RE S T. NOR ST 3/4 mile Newington Green ON AVE N UE Pentonville KING’S King’s Cross CROSS Bloomsbury TOTTENHAM COURT ROAD OXFO ST EET AUD SVE Goodge Street ND STR TH GRO A RO ON TT T. STR L. BO IES SOU Mayfair e D R IV E N DS ND line W D AV Bond Street Marble E Arch Circle line AD T T TO AN T LA NE RD OXFO EL POR rloo N GH AM P E S T. ET STRE Telecom Tower EV T G R EA E LA ne MOR P Lon ROA EE T e li W IG CE CU M The INE S TR PLAC H e Bak T EET PLA D RR AT B E R LAND G N D IS ile ER A TE D E ARCH N EW STR ST CE E RN OU TB T. ES S W E RN OU T B CE ES A E W ERR T AC MARBL E C AV Jub CE KER OU LA R P ER Marble Arch ND BA GL MOU E O TLA EET SEY E RGE POR STR D G EO Regent’s Park Marylebone S TR EE h) e OL lin ranc SH ern s b rth ros No g C n ari NE EBO e lin British Library ia N tor TO Vic line US ern orth Euston Square University College Hospital Warren Street D ROA ST EU ER CL CE RYL WAY ODS International EUSTON S T. W AY ET ER ER P LA BAK R A AC ST RO RAS RE EV STE O R RING South Kensington A E ROAD UCE R A Knightsbridge RL CR D G LO E W SERPENT PL PA N Somers Town St. Pancras S PAS UND Madame Tussaud’s Baker Street Z CUR OE R O AD ALE (Ch HAMPSTEA E Great Portland Street Hyde Park Victoria & Albert Museum COPENHAGEN ROBERT STREET L C CIR R n EE NC ST ET CL R G ROA ER STR E RE NE I D IR A D MA TH E PA EG ST O N a Picc LL GH R C R WAT LEY CO HI E K e lin an s lit ay po lw ro ai et nR er L Regent’s Park Open Air Theatre line D CAM L N M ilt Ch CIRC ER Caledonian Road & Barnsbury WAY YA DE CRO D WN nnect pital Co First Ca RO M LANCEY S ER AD A RR OM GA RD RO Stamford Bridge Fulham Chelsea FC CA DE AD London Zoo R ROA E OR TE GT ON N GA UG Brompton Cemetery 1/4 mile Fulham Broadway ADW RO l Cana n t’s I R C L E C T. ) (Bank branch Northern line d lan nd ET STRE Mid rou on verg ANY nd ALB Lo don O n Lo CIRCLE RO SM KEN SIN GTO N U TH RO AD TO E RO AD D F U L H AM B R O E RT OUT N TE 200 metres Highbury & Islington CA E D TO W NE R OAD AY IFF BO RO BR West Brompton CL FIN H e in tl ic str Di nd ern rou uth rg So Ove on nd North End Road Market EN OA NG S RO E BAYS Natural History Museum DR ON HA RR IN . OLD RED PT Science Museum CRO MW E LL G DN S TO N AD EN ROAD UR AD RO Lo AD H ES VE ET N GORE Royal Albert Hall South Kensington T O N RING RO West Brompton RT MU DAW HAR RD. T B D M RO KENSINGTO D AM UR AD OL RO RE D ROA GH CO K Earl’s Court Exhibition Centres NO L E LI LIN ’S IC Gloucester Road COL RL W D LI EA AD Earl’s Court ROA RO AD STAR AD RO Earl’s Court GLOUCE S TE R ES ROAD AD RO L AR ON R OAD E RLO RO K OA D W IN G T ROAD CROMWELL RO ALB Camden Town p2 Prison London Overground Green Park PALACE G A MA T IC ND R EL U The Serpe ntin T D West Kensington EN D HO U W ST Round Pond e line Circl ne ict li Distr UR W GREY OM BO T EET CO AR RTH D e lin NO ons rt ROA rict e District lin ne Piccadilly li CR RO SOUTH KENS High Street Kensington ’S EARL W Dist ons urt W T ES G REE AD P KE ER NN ST RO AD D RO ROAD K H RY RO A RO B EM PA R K D Kensington Gardens Kensington Palace BU D A RO O R WAL CH U D TS STR H West Kensington Olympia ROA AD ON ROA BO AN HIG N PA Edgware Road Lancaster Gate ER BRO INGT HILL AB LL N WAT THE KENS DEN AD CAMP RO HO KE N SI O GT S London Central Mosque Paddington PADDINGTON CE BAYS RC Holland Kensington Park Kensington Olympia D OU N UE UE CE E DO S TERRA Queensway Notting Hill Gate t li tric Dis ne le li Circ STER OV EN ND K EN Bayswater G ATE H IL L NOTTING Ce AV Bayswaterne LEIN GR AR LAS ’S VIL R PA AD R GE e o Edgware erlo Bak Road St. Mary’s Hospital GL E Y E RO Notting Hill ntral line B R ID OAD VE NSWA OK RK H O P ’S QUEE OURN B IS . BR PA D I ON ROA NS LAD GT Portobello Road Market Rege OUT Marylebone MARYLEBONE ST RD D KE N CL A NN LLA ROA W E ST B N Holland Park HO GRO EN Camden Road RD. D Regent’s Park in A40 EA ER W CE RO A HAWLEY Mornington Crescent N Paddington Royal Oak EST PSTO RA BURY TER LE LED SC. LV IL O Lisson Grove W E S T W AY PORCH . CRE GI CO SS Little Venice CHE RD E WE Ladbroke Grove . G R el D LI NS GA N TO IF W CL Warwick Avenue AR W ICK AV EN UE AD Here’s just a quick snapshot of our overall observations of what was different, new, evolved or changed for Christmas 2013, just as we experienced them. O STB T’ AD RO T ER D N ROV AD D RO E RD D ER KE G RO K A ND ST N E D EN H JO OO ’S UE AN thro at Wes Heath w Conne tern, row Expr ct and ess Ham mersm ith & City li ne ST BRO R PA NE RL AV T W AY A 4 0 Fi rs Hea t Gre WE LAD WE S Westbourne Park UR ROW RD. LB HE LA W R D OA EN E T SU IR UE OA ON SH AV ST HAR GREAT ELK GO A PH E L G IN UE ROAD AD Maida Vale N OL RO D E N VE ND Maida Hill OW RA RR CHIPPENHAM HA L R OA BRAVINGT ON ROAD KE N SA I LG le LI L AL RO H Cricket Museum D UE EN bi LORD’S EN . Maida Vale D The True Story festive review curates what we’ve seen, snapped and loved in London, Paris and New York and online in December 2013. 350 stores. 1000 pictures. AV Ju EL LE A RO OVE St. John’s Wood VA West Kilburn A GR LANE AV UE LB M ER PR IN C E R W VALE KF AR Camden Town AD T ON Y St. John’s Wood RO TON FI NC H L E Y CARL RL N R ST Primrose Hill D OA Primrose Hill D CA EE ’S EN O A rl Bake N LANE QU AV SW H RT O HI LL R Kilburn Park ne oo li V. Y do Lon E AD R O land Mid round R Y on B U Lond n Overg AV e A lin PH I D rloo OL A ke ND M Ba RA K UR ILB ES E OV GR B AD D D ON B RO BR Queen’s Park QUEENS PARK IA EL A OR South Hampstead AD Y ROA CT D E R E Midland London erground Ov London RD. Kilburn High Road RO UR Come on in sal se BE GH SB VI A RO IZ LS R OAD REG HI Kilburn LU R Q X UE . D OA LAID ADE HILGROV E RN SA PADDINGTON CEMETERY RD C HA L Swiss Cottage South Hampstead U E LAN EN T NS BR UPPER GRE E N C R O F Farm Chalk Farm AD o SD LB Brondesbury Park LE KI IL DE Not your ordinary Christmas – Retail observations U YORK W R GA AV EN ET ON GLO U C K nd rou rg ve nO mile Finchley Road 1/4 OS E P RI M R A D O HIL L R R 250 metres Kilburn LLEGE . C. CRES PA NE Brondesbury ST RE ET
  3. 3. Not your ordinary Christmas – Retail observations p3 Where’s the red, gold and green gone? 2011 was the year of traditional themes, 2012 moved toward an idea of updated tradition. In 2013 we’ve seen a significant shift to far more contemporary concepts, campaigns and aesthetics. All around we found less festivity, in its traditional sense, and more alternative themes, colour palettes and mediums. Ultra-pared back, slick displays, plastics and neons, monochrome and mirror all featured with many themes feeling futuristic. Others went for wacky or quirky with characters and animation, while some opted for a rustic, industrial or makeshift approach, using paper, plywood, exposed fixings and filament bulbs, giving a temporary, pop-up feel. LIBERTY CB2 BARNEYS THE CONRAN SHOP DKNY © Copyright True Story. January 2014
  4. 4. Not your ordinary Christmas – Retail observations p4 Black Friday landed The last couple of years have all been about pop-up or secret sales. These now seem to be expected with customers being more savvy about where, when and how they shop. However, there’s a new sale in town – Black Friday has finally made its way across the Atlantic. A now traditional US post-Thanksgiving holiday sale, where super discounts are applied to products for one day only. Stateside sees stores opening after the Thanksgiving Day parade on Thursday, through the night until 10pm on Black Friday itself. Ugly scenes of greedy shoppers jostling over products often make the headlines in the US and there were a few reports of it here. So with this being the first year we’ve seen Black Friday deals appear in bricks and mortar retailers in the UK, with ASDA Walmart leading the way on heavy discounts, it’ll be interesting to see if it sticks next year. THE APPLE STORE JOHN LEWIS © Copyright True Story. January 2014
  5. 5. Not your ordinary Christmas – Retail observations p5 Charity matters Many retailers chose to actively support charities this year through making a donation, contributing profit from sales or promoting and hosting events or initiatives in store. Many supported charities at a local level that felt more meaningful to the neighbourhoods they’re in. Celebrity charity baubles and products still feature, but retailers were more direct about their associations and partnerships this year by also making it an important campaign message in windows and online. Some celebrities and artists raised awareness and support for their own charities through collaborations with retailers. BARNEYS The Shawn Carter Foundation, a New York based charity which awards scholarships to students facing socioeconomic hardships BROOKS BROTHERS © Copyright True Story. January 2014
  6. 6. Not your ordinary Christmas – Retail observations p6 Social gifting – an offer a day The increase in social media as a tool for brands has meant they’ve been more playful and agile with offers and ideas to draw you to store or to their website. Technology is key with brands engaging customers through ‘social gifting’ – interactive concepts like virtual advent calendars and ‘pin to win’ that offer prizes and giveaways each day. The benefit is customers participating in interaction with brands more often, trying to win prizes or seeing what the next great daily offer is. The giveaways are often small, low-value offers, but they’re a fun, inventive way to keep close to customers and keep them interested in more. © Copyright True Story. January 2014
  7. 7. Not your ordinary Christmas – Retail observations p7 Loyalty counts in points, perks, prizes and pounds Last year, we reported on the popularity of secret sales, with personalised invitations delivered directly to your inbox. This year retailers have been more creative with many sharing different types of offers and perks via loyalty clubs, email sign-ups and ‘likes’ or fans through social media. Playful perks like free invitations to send to friends, miniature product trials and free music downloads feel more like a gift and less generic than the previous discounted events. Points boosts, birthday gifts and prizes were offered to nurture loyalty and the relationship between customers and brands. © Copyright True Story. January 2014
  8. 8. This is just the tip of the iceberg If you are interested in finding out more, get in touch. True Story is a creative agency for retailers and brands. We work in 3D, 2D and the virtual world. Email jayne.mayled@truestory.uk.com carrie.eames@truestory.uk.com Or follow us on True Story Ruddington Manor Manor Park Ruddington NG11 6HD +44 (0)115 984 4200 www.truestory.uk.com True Story is a trading name of True Design Ltd. Registered in England and Wales No. 3310200. Registered Office: As address. VAT No. 974 8525 70

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