Close
 

The Lemonade Project

  • Opinion
  • April 1, 2015
  • Juanita Neville-Te Rito
The Lemonade Project
Kerryn Smith

As is the Kiwi way, I have recently returned from my annual pilgrimage to worship the sun, sand and surf.  

You may recall that this time last year I wrote about the lessons learned from my kids’ foray into retail with an iconic lemonade stand near the hallowed sands of Whangamata.

Once more out of the mouths of babes came wisdom, or at least random thoughts that provided fodder for 2015’s retail resolutions. 

Fuelled by the high-octane success of the previous summer, the kids set out to recreate the commercial framework required to make buckets of money to fund summer holiday luxuries. Namely Hubba Bubba gum and scoop ice-cream.

I advised them to plan ahead and decide what they would need and who was going to do what, so the next day they could capture the morning rush through the reserve to the beachfront. Overhearing their conversation, I was impressed that they remembered a few key ingredients to success;

  1. Differentiation: “We have to write ‘Delicious Homemade Lemonade’ so people will know our lemonade is better than anyone else’s. Homemade and not from the shop. We should also write ‘cold’ on our poster so people will want it because it’s so hot and there is nowhere you can buy drinks on the beach.”

(2) Location: “We need to put our stand on the path that goes from the reserve to the beach and near the car park. That way we will get more people.”

(3) Stock and workflow management: “This year we need to buy takeaway cups, more lemons and fizzy water plus ice and keep it in a chilly bin with us. Last year we kept running back to the house but if we had everything with us we won’t need to do that. Takeaway cups mean we won’t need to wash up cups. We’ll also need a table as our chilly bin will need to open and close lots.”

But some fresh, more questionable, thinking emerged, derived in part from cockiness and in part from watching too many reality TV shows.

Early on my son announced he was the CEO, his sidekick Leo was proclaimed COO and they were going to run everything and tell the girls, aka the workers, also referred to as plebs, what they would have to do - i.e. everything. The girls responded with a huddle, or as my son declared, created a faction. (Minecraft has made sometimes surprising contributions to our nine-year-old’s vocabulary). The faction appointed themselves joint CMO and CPO’s, Chief Marketing Officer and Chief People Officer, because they were “good with talking and people.”  They also liked animals so could pat the dogs if there were any.

After the first batch of lemonade was made, the CEO and COO ordered the workers around telling them to get this and do that. Suitably unamused and protesting, the workers were advised they would not get paid unless they did what they were told.

All their suggestions fell on deaf ears: “Let’s put the stand near the picnic table because we can sit there and have an umbrella to protect people from the sun”; “Let’s yell out ‘Fresh lemonade,’ so people know what we are selling.”
Consequently it didn’t take long for the “faction” to morph into an entirely separatist movement.

The girls went head to head against the boys and a round of fierce lemonade retailing ensued. The girls were natural tradespeople, yelling, “Lemonade, get your fresh lemonade here,” and engaging in conversation with passers-by.
“Are you going to the beach? It’s hot today, do you want to try our lemonade?” “Free samples” was highlighted on their poster. Meanwhile, the boys sat glumly looking at the passing traffic.

The CEO informed me that the girls were cheating by moving their stand right onto the walking track so people couldn’t pass without going around them. They had also befriended a neighbour who had arrived with fresh cookies and were now selling those too!

Truth be told, the boys had a superior lemonade product. It tasted colder, fizzier and more lemony but the girls were providing  a much more engaging and authentic experience. You felt like they wanted to be there, that they were having a great time talking to you and they actually wanted you to be their customer.

So when you are setting your 2015 retail resolutions, pause to think about some of the pitfalls my boys discovered during their brief sojourn in retail.  

A clear and clearly-articulated vision The boys believed they had defined roles and responsibilities but they lacked clarity onwhat the vision and values were for the business. They lacked leadership and communication skills.  Just telling your staff what to do without having a clear message of how you are going to make a difference means you are just another retailer. Your staff are everything in delivering your in-store experience.

Engage your team around why their role is important to the delivery of your retail experience, to customers’ lives and to the overall success of the business.  Give them reasons for getting out of bed in the morning. Reason to be passionate and a purpose beyond simply pulling a wage – there are many routes to Hubba Bubba!

Your competition moves and evolves, as do shoppers’ expectations.  If you can’t stay nimble, don’t always look through the lens of a shopper, don’t understand your onliness and can’t, or don’t want to provide an engaging experience, why not just shut up shop?  The retail world doesn’t need you – it needs retailers with commitment, consistency and most importantly passion.

So what are your resolutions for 2015? I know what mine are.

This story was originally published in NZRetail magazine issue 736, March 2015.

​ ​

This is a community discussion forum. Comment is free but please respect our rules:

  1. Don’t be abusive or use sweary type words
  2. Don’t break the law: libel, slander and defamatory comments are forbidden
  3. Don’t resort to name-calling, mean-spiritedness, or slagging off
  4. Don’t pretend to be someone else.

If we find you doing these things, your comments will be edited without recourse and you may be asked to go away and reconsider your actions.
We respect the right to free speech and anonymous comments. Don’t abuse the privilege.

 

H&M's 2019 designer collab will be with Giambattista Valli

  • News
  • May 24, 2019
  • Sarah Dunn
H&M's 2019 designer collab will be with Giambattista Valli

H&M's designer collaborations are met with global consumer excitement. Last year, Moschino was the chosen brand, and for 2019, it's Paris-based Giambattista Valli.

Read more
 
 

Karen Walker brings back its preloved Dove Hospice pop-up

  • News
  • May 24, 2019
  • The Register team
Karen Walker brings back its preloved Dove Hospice pop-up

After a successful debut last year, Karen Walker is bringing back its Dove Hospice pop-up at the Newmarket 'Playpark' store. It will once again sell vintage hand-knitted items to fundraise for the hospice charity.

Read more
 
 

Countdown's Own wins April's Ad Impact award

  • News
  • May 23, 2019
  • StopPress Team
Countdown's Own wins April's Ad Impact award

With an April full of public holidays and potential long weekends, the month was a big and busy month for advertising. But Countdown's own-brand campaign surpassed the competition to be named the Colmar Brunton Ad Impact Award winner for April.

Read more
 

Social scoreboard

Zavy and The Register have worked together to create a scoreboard that compares how the top 25 traditional media advertising spenders in New Zealand have performed on social media over the past 30 days, updated in real time.

 
topics
Regional rollercoaster
What does retail look like in 2019 for ...
Concept to closet
Business coverage of New Zealand Fashion Week.
Town centres
A positive retail environment over the past 12 ...
Amazon Arrival
Keeping up with all things Amazon as it ...
The Retail Yearbook 2017
As we battle our way through the busiest ...
Hospitality enhancing retail
Some think food and integrated hospitality offerings will ...
The future is bright
We spoke with four retailers in their twenties ...
Spotlight on signage
At first glance, the humble in-store sign might ...
Red Awards 2016
The Red Awards for retail interior design celebrate ...
Auckland Unitary Plan
Auckland is changing. The Unitary Plan will decide ...
How to open a store
Sarah Dunn considers what it would take to ...
All things to all people
Kiwi retailers share their omnichannel strategies.
Rising stars
Retail's top young achievers.
Delivering on your promises
The sale isn't over until your item is ...
Retail in heartland New Zealand
Retailers keep the regions pumping, but how strong ...
Sisterhood
Women in retail help one another. We spoke ...
The changing face of retail
Shifting demographics are creating big changes in New ...
The retail yearbook
With the help of experts in the retail ...
Retail rogues
We put the spotlight on staff training. Jai ...
Here come the giants
Topshop has arrived in Auckland’s CBD, David Jones ...
From retail to e-tail
Ecommerce has become part of the way mainstream ...
Window shopping: A spotlight on social media
Sarah Dunn and Elly Strang look at how ...
Loyalty in the digital age
How are retailers maintaining loyalty? Sarah Dunn, Elly ...
The Innovators | In partnership with Spark Business
Technology is rapidly changing the retail industry as ...
 

Kiwi fashion label Maggie Marilyn launches new website

  • News
  • May 23, 2019
  • The Register team
Kiwi fashion label Maggie Marilyn launches new website

The new website launched by New Zealand fashion label Maggie Marilyn prioritises transparency and sustainability.

Read more
 
 

Sharesies CEO Brooke Roberts talks what it takes to become a B Corp certified company

  • News
  • May 23, 2019
  • Courtney Devereux
Sharesies CEO Brooke Roberts talks what it takes to become a B Corp certified company

There’s a movement afoot globally to create more companies that balance purpose with profit and view business as a force for good. Called Certified B Corporations, companies that meet the highest standards of social and environmental performance, public transparency and legal accountability can become certified. As of April, Sharesies investment platform was the first financial company nationally to qualify for the B Corp certification, joining just 22 other New Zealand B Corp certified businesses. CEO Brooke Roberts talks us through the process, and the benefits for businesses in becoming certified.

Read more
 

The benefits of rewarding non-transactional activities

  • Opinion
  • May 23, 2019
  • Ros Netto
The benefits of rewarding non-transactional activities

Product and price is all very well, but retailers are increasingly seeking to avoid discounting by incentivising non-transactional behaviours instead. Ros Netto, consultant at Truth Customer Academy, shares some advice.

Read more
 
Next page
Results for
Topics
Jobs
About us.

The Register provides essential industry news and intelligence, updated daily. And the digital newsletter delivers the latest news to your inbox twice a week — for free!

©2009–2015 Tangible Media. All rights reserved.
Use of this site constitutes acceptance of our Privacy policy.

Advertise
The Register

editor@theregister.co.nz

Content marketing/advertising? Email anita.hayhoe@icg.co.nz or call 022 639 3004

View Media Kit

}