Customer yeh: Morrisons glove love
Morrisons truly spiced up the 2023 Christmas retail scene with a dash of fun and a sprinkle of nostalgia, all wrapped up in their whimsical campaign.
Forget the glossy, over-the-top festive ads; Morrisons brought us back to the heart of the holiday spirit with its animated singing oven gloves.
It’s like they’ve gone into the kitchen drawer of Christmas past and pulled out a pair of gloves that not only protect your hands but also belt out Starship’s ‘Nothing’s Gonna Stop Us Now’. Talk about a kitchen karaoke!
The campaign, creatively crafted (with a little help from Leo Burnett), hits the spot with its down-to-earth approach.
After years of the holiday season feeling like a glossy magazine spread, Morrisons reminds us that Christmas is also about those slightly burnt mince pies and the oven gloves that have seen better days.
I’m advocating for the return of joy in Christmas ads and Morrisons’ campaign ticked this box with a festive pen, adding a touch of humour and relatability that was much needed.
And who could forget the TikTok twist? Morrisons went all out, inviting everyone to join the #GloveOke challenge – because who hasn’t used their kitchen gloves as impromptu puppets?
In a nutshell, Morrisons’ Christmas campaign was like finding the last advent calendar chocolate – a small, delightful surprise that brings a smile.
It wasn’t just about the food or the deals; it was about celebrating those little moments that make the holidays special. And let’s be honest, who doesn’t love a singing oven glove? Bravo.
Subscribe to Retail Gazette for free
Sign up here to get the latest news straight into your inbox each morning
Customer meh – Boots’ brown bag blunder
In the environmentally conscious era we live in, it’s commendable to see businesses take strides towards sustainability.
Health and beauty giant Boots attempted to join this noble cause by introducing brown paper bags, ditching their plastic counterparts – however, a twist to the plot would make Mother Nature facepalm.
Picture this: You’ve just had a delightful shopping spree at Boots, your arms laden with goodies packed in their new eco-friendly brown bags.
Halfway home, the bag gives way, sending your carefully chosen items spilling onto the pavement.
Now, you’re not only re-purchasing your spilled goods but also snagging a few plastic bags from the corner shop to carry them home. So much for saving the planet, right?
It’s a classic case of good intentions paving the way to environmental faux pas. Boots’ initiative, while noble in theory, overlooks a key aspect: durability matters.
If a bag can’t make it out of the store without disintegrating, it’s hardly a step up from its plastic brethren. Especially for goods like shampoos, body sprays and shower gels.
And let’s talk about the self-service checkouts at Boots –I am a frequent shopper at travel branches in two major train stations and an airport.
I do need to shop at Boots given they have a significant monopoly on health products in these high traffic areas – yet recent trips have made it very apparent that colleagues need more empowerment in how self-service still provides an opportunity to retain a customer and share some emotional empathy and joy
Shopping should be a pleasure, not a test of patience and integrity. Here’s hoping Boots takes these observations to heart and makes the necessary adjustments.
Until then, shoppers (like me) should always try to remember to bring their own bags – and perhaps a healty dose of patience for the self-checkout challenges.
Kate Hardcastle MBE is an international consumer expert, broadcaster and commentator who splits her time between the UK, US and UAE.
She works with some of the world’s biggest brands to reimagine their customer engagement by providing insight that help transform their businesses.
Click here to sign up to Retail Gazette‘s free daily email newsletter
