Royal retailing - Editorial - retailers will need to increase marketing to succeed in tough retail environment - Brief Article

DSN Retailing Today, Oct 28, 2002 by Jeffrey Arlen

When Princes William and Harry-of England, you know-decide to bend an elbow at the local pub, the royal heirs are hard pressed to kick back in private.

You see, the English public, ever on Royals alert, has taken to "swarming" the young Windsors when they stop by Ye Olde Lamb & Lantern or the Gilded Lancer for a sip of their favorite warm, effervescent beverage.

The mob manages to descend on the princely potentates in an instant-alerted to the pair's patrician presence by the text messaging function on their ubiquitous cell phones.

While the regal ones undoubtedly already understand the organizational ability that cell phones potentially enable, some authorities believe that text messaging will eventually be used to facilitate instant protest marches or other subversive subterfuge.

But what about swarming as a retail application? Messages like "dynamite rugbys in glorious fall hues on sale now!" broadcast to the cellular multitudes would undoubtedly start those cash registers ringing. Or how about, "for the next two hours, all denim jeans 25% off!" That message might give retailers cause for crowd control.

As we approach the apex of holiday selling, retailers will have their work cut out for themselves. Between a lack of consumer enthusiasm, too much warm weather, the dock workers strike and predictions of low-single-digit increases for the season, merchants will have to pull out all the stops to entice shoppers into their stores.

Maybe they can convince the princes to stop by for a visit.