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It’s a sad fact of life that most things have an expiry date; people, animals, foods and businesses. And when we/they/them expire, the remains are recycled – or at least assimilated into something else. In the case of businesses, I suppose it’s natural that when one company falls to the wayside, the useful bits are picked up by the lucky survivors…but some partnerships just make you go “eh?”
Case in point, Marks & Spencer…and pick n mix. M&S made no bones about the fact that they were adding pick n mix to the confectionary line because the closure of Woolworths had left a gap in the market, but I really have to question why they thought they would be the natural choice to fill it?!
Maybe perceptions have changed, but I’m under the impression that M&S has a fairly loyal customer base who like knowing what they’re going to get when they drop in and say “hi”.
I just wonder if any consideration for the existing customers, ranges or demographics was made before the decision to introduce pick n mix was made.
I don’t think anyone – customers new or old – would think ‘oh yes, I know where to get some pick n mix, Marks and Spencer will have some’! See what I’m saying? You’d go to Wilkinson’s or a cinema, or somewhere you associate with sweets – not posh M&S!
And yes I know its not just them, WH Smith are guilty of jumping on this one too, but I’m beginning to wonder if M&S are trying to make a living off other peoples success… for you see, they’ve also announced a foray into the personalised greetings card market!
I don’t think it’s a coincidence that this announcement was made just one week after market leader Moon Pig posted a double in pre-tax profits YoY, do you? I just don’t see where these things fit in, or what the point is in trying to take on a well established brand such as Moon Pig for what would essentially be a drop in the water to M&S in terms of profits?
Perhaps someone else can shed some light, because I certainly can’t work it out!
Shameful if you ask me.
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