Sir, It was refreshing to read your recent Thorntons article ('Can Thorntons perk itself up with a shot of Caffé culture?, 2 July, p14).
Jonathan Hart's strategy to move the business from an inflexible, out-of-date model to a flexible, fast-paced, convenient, multiple channel strategy must be commended. This model closely mirrors Apple's: experiential, bespoke, premium and convenient with in-store and on-line personalisation.
Hart's strategy to partner with a specialist delivery operation is good providing it delivers against customer expectations.
Here are some more tips for him. Know your brand: fully understand and communicate the Thorntons DNA and heritage the love for chocolate. Then, be your customer customers aren't always rational with chocolate. We want reasons to self-treat and gift, so understand that occasions are more than seasonal. And meet real needs with a convenience and personalised experience guarantee so the consumer can purchase where, when and what they desire. And stretch the right limbs too much of one thing, be it product or format, usually unbalances a business.
Doug James, CEO, Honey Creative
Jonathan Hart's strategy to move the business from an inflexible, out-of-date model to a flexible, fast-paced, convenient, multiple channel strategy must be commended. This model closely mirrors Apple's: experiential, bespoke, premium and convenient with in-store and on-line personalisation.
Hart's strategy to partner with a specialist delivery operation is good providing it delivers against customer expectations.
Here are some more tips for him. Know your brand: fully understand and communicate the Thorntons DNA and heritage the love for chocolate. Then, be your customer customers aren't always rational with chocolate. We want reasons to self-treat and gift, so understand that occasions are more than seasonal. And meet real needs with a convenience and personalised experience guarantee so the consumer can purchase where, when and what they desire. And stretch the right limbs too much of one thing, be it product or format, usually unbalances a business.
Doug James, CEO, Honey Creative
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