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And Finally - Shop til you drop

 

Posted At: 21 June 2012 14:13 PM
Related Categories: And Finally, Retail

 

Travelodge has joined forces with Topshop in the first collaboration of its type. The duo has opened a combined development on Princes Street in Edinburgh. The largest Topshop in the city now has a 96 room, 4 storey Travelodge sitting on top, so you can you wake up and go straight downstairs to choose your attire for the day and when it comes to getting ready for the evening, you can pop in on your way back to your room to grab another outfit for the night’s festivities.

A spokeswoman for Travelodge said: ‘Shopaholics can now shop and snooze under one roof and with rooms from £19, there is plenty of change left to treat yourself to a new outfit.’

The two seem to be "delighted" about the collaboration so much that Travelodge even released 8,000 rooms for £19 across its 13 Edinburgh hotels.

What do you think – is it a good team up and who else can join forces within retail?

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Comments...

If the strategic thinking behind this development really did see this as a consumer benefit; the two companies need very much to go back to the drawing board. This will be seen by consumers as exactly what it is - a hotel over a shop. There is no connection between the two brands other than they share a building. I don't want to buy clothes when I get up in a Travelodge, I want my breakfast! If they had collaborated with a retail experience that enhanced my hotel stay (eg restaurant chain, cinema,or bar) then the benefits are clear and there is a good chance both businesses would gain additional revenue. As it is, these two companies demonstrate little understanding of how to align their aims with consumer desires. In fact they show very little understanding of what those consumer wants, needs and desires even are. But to cut the costs of development thorugh sharing and collaboration between companies it's a great example. Phil




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The opinions expressed herein are the personal opinion of the author and are not intended as statements of fact and do not represent the view of SnapShop or Pragma in any way.

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