After more or less successful retail attempts by Nike and failed attempts by levi’s to foster co-creation amongst their customers there seems to be a movement that gathers force in the food and restaurant business for co-creation! It appears to make sense! Surely its easier to stimulate co-creation as part of an experience in the food and restaurant business?

Jour in Paris …co-create your salads …The many juice / smoothy bars that let you create your own drink and the great Wok restaurants that let customers decide their own wok creation! To name just a few!


 In the "other world" of non-food it looks like a great idea but is difficult to implement on a larger scale. In my blog you’ll see Denham Denims in Amsterdam that have succeeded to stimulate co-creation but only because of their compact company size, personal service and attention they can give. Levi’s with their experiment in san Francisco some years ago lacked both the small size and the quality of service. They tried to "computerize" most elements but failed miserably…

Keep it Simple
Co-creation needs simple ingredients that stimulate the senses but above all simplicity of choice! Food lends itself to this, non- food not very often. Co-creation on the web? Yes, easier.. How many companies allow you to co-create on their sites your stationary, your businesscard even your T-shirt?
Here clearly the tension between web sales and highstreet sales is evident …The high street needs to compete but finds that increasingly difficult it seems.

Co-creation Retail Consulting Advice
What now is the basis of co-creation for retail stores, what is more important convenience or experience value? It is my considered opinion that co-creation is for the highstreet possible but only in a combination of factors, that need to interact closely:

• PEOPLE

• ELECTRONIC MEDIA

• SIMPLICITY

• EXPERIENCE VALUES ……NICER, MORE EXITING AND PERSONAL

Only through this interaction and with the right look and feel can retail stores set themselves apart from the pack …

10 Questions to ask yourself when choosing a successful retail location….

During the many years that I have developed and guided retail companies, one of the perennial questions that came up was always “why do we choose this retail location?”’ Let me assure you that the answer is never conclusive or as clear as one would like it to be! Location choices, wherever in the world, are always a mix of facts and feelings and rely heavily on often subjective observations. There are however a number of questions that, in my experience, have been helpful to minimize the risk of failure.

The 10 Successful Retail Store Location questions are:

1. Are the size and the price as close as it can be to my ideal mix? And will it sustain a viable retail store model? Here one should be as objective as one can be and not smart to "smuggle" too much to make the foot fit the shoe!
   
   
2. Can I negotiate the right rental agreement that also would provide for early opt outs? Important to remember, hence a long term commitment might become a noose to hang you!
   
   
3. Is the state of the retail location/store not too onerous as far as my build out costs are concerned? Is linked to question 1 but is also vital as far as viability is concerned.
   
   
4. Is the street/mall frequented by my retail customer profile? Obvious question it seems but very often overlooked. Who is our customer and are there enough frequenting the location/area should be independently established ….looking and observing might be helpful but is not conclusive enough!
   
   
5. Is the location visible and in the right part of the street/mall? “’Only”50 meters out of the normal run could kill the store!
    
6. Does the surrounding area reflect the store profiles that support my concept? Does the competition or the neighbors attract my customer too?
   
   
7. Have I done/arranged a thorough, independent, location analysis? Don’t save here…realtors are not the independent you need neither are you independent enough!
   
   
8. Have I checked that there are no future developments that can negatively influence our forecasts? Simple to do but vital to your survival .Planning and building plans are public and easy to check.
   
   
9. Are the technical issues (inclusive of permit regulations) that might be relevant for a smooth build out clear and affordable to arrange or control? See 8
   
   
10. Am I not too in love with the opportunity/location to be clearheaded and pragmatic enough to choose wisely? Am I also able to say NO? Being too much in love with someone or even with an opportunity is a non-rational state and can lead to irrational choices that in the long run become very costly!

Now that the Netherlands (or Holland as the world knows us) played in the final of  the World Soccer cup in South Africa Dutch orange fever (our national colors!) is around us here in Amsterdam let’s look at a true Dutch store named “IJSCUYPJE” or freely translated Little bowl of Ice.


Already back in the early 19th century the Dutch were known for their creamy ice cream made out of the best dairy! A true Dutch looking store has revived this old Dutch tradition by making in their various locations fresh creamy and lovely full tasty ice cream. Great, traditionally made ICE CREAM in many “honest “Dutch tastes like  DUTCH SPECULAAS, DUTCH BITTERKOOKIES  and  DUTCH CHOCOLATE are some of the 20 or so tastes that are made in every store and always fresh.Simple look and feel with a Dutch delft blue touch makes the stores inviting and fresh.


In winter, when Ice cream sales are down the stores serve bio organic Dutch take away meals. Nice hearty Dutch Hotchpot…or Stampot as we call it make an easy and tasty meal. All prepared according to old and genuine recipes … Made out of potato, vegetables and sometimes meat ….they are easy and tasty alike.


IJSCUIJPJE stores are found all over Amsterdam and if you visit TASTE IT! You won’t regret it.
www.ijscuypje.nl/