PortfolioRichard Harrison

Waitrose - AGMs Consistently delivered memorable AGMs for the branch 2011-2013, showcasing

achievements and business results, being fully accountable for the AGM event

2013 (The latest movie, produced in-branch, won the branch £500 from head

office)

Waitrose – 75th Anniversary Tree Planting

Project Planned, budgeted and implemented a successful project with local schools, to

celebrate 75 years in the partnership for Waitrose and engage in the community,

promoting our brand (providing opportunity for partners to get involved too).

“HEDDON: PUPILS LEARN TO LEND A HAND”

“Staff from Waitrose joined in the fun, planting fruit trees with the children to create a school orchard, and a

celebratory assembly was held to share the school’s work with parents and the community.”

Our tree planting day was a huge success! The weather was amazing, the team from Waitrose were fantastic and our

children had a brilliant afternoon - they all loved it and spoke about the experience for days later! We've had lots of

comments from parents about how lovely the trees look/ will be so can I please just say a huge thank you again for

thinking of our school as part of your project.

Waitrose – Marketing Proposal

Recognised commercial threats

(and opportunities)

and proposed a marketing solution to

Branch Management team

Waitrose – Partner Voice Coordination &

Facilitation I coordinate our Partner Forum: facilitating meetings, working with the

management and Partner Voice team to meet business and partner needs.

Influencing partners to get involved with PartnerVoice, and embrace co-

ownership

Promote meetings in both agendas and outcomes, capturing Partner Opinion

across the branch

Waitrose – In-branch Media Designed 2012 Business Plan with management team to display at branch

entrance, making it easy to follow and stand out, reaching partners

Waitrose – In-branch Media Designed other various promotional media for both customers and partners

Quick check promotion poster and right, customer promotion of branch

“Community clean-up”

Waitrose – Community Marketing Actioned voucher delivery in Ponteland, interacting with locals, then recommended

targeting outside the catchment area (Heddon on the Wall) and actioned this voucher-drop.

Waitrose – Merchandising Actioned four outstanding range reviews as part of team leader development in

2013, improving the merchandising standards in branch

This improved branch presentation and customer perception by reducing

unnecessary gaps and promoted working together (Improving communication

between sections). Wastage consequently decreased in these sections.

Waitrose – Social Media Utilising social media to reach (and link) partners and customers

Created Branch Twitter page, to provide a platform to interact with current

and future customers

Promote myWaitrose, branch tastings and marketing support through this

Waitrose – Supporting Partnership CSR Investigated the possibility of sending branch’s waste food to an Anaerobic

Digestion facility, and acted as an ambassador for the business by attending an

open day at Cockle Park to be shown the technology and represent the

partnership’s commitments.

I fed my findings back to the Waitrose head of Waste Management, to support

the partnerships aims to eventually divert all food waste from landfill

Waitrose – Getting to Know You

Worked with 3 partners across group J to

market the “Getting to Know You” design – an

initiative to build stronger relationships

between management and non-management

partners

The final design was used on posters, mugs,

mouse-mats and notepads across the Business

Waitrose – Local Marketing at

Community Events “Inner Wheel” Wine & Cheese Evening – Presented and showcased wines to

members of the organisation at a social evening, promoting the business

through our selection of excellent products

Rotary Club Gala Concert – Provided a champagne reception for VIP Guests,

promoting our Spanish Cava and commitment to the community

John Lewis Newcastle

SWOT Analysis

Strengths

Strong, established, respected brand and current market leader – Never Knowingly

Undersold

New “Home” range and established own brand John Lewis products

Omni-channel – e.g. Click & Collect incorporates online and Waitrose; appealing to modern

day customers and busy lifestyles

Most “isolated” branch in the business (Edinburgh and Manchester are next closest) so this

gives a huge target customer base in the North East of England compared to the South.

Weaknesses

No Twitter page for John Lewis Newcastle – Main John Lewis page has twice posted

about “#JLNewcastle” but no page exists. Customer Facebook page also is not

setup.

Expensive perception by the wider public – actually we’re good value given our

excellent service, product knowledge and warranties (Never Knowingly Undersold)

Younger audiences perceive John Lewis as being for “older people”

Competitors have a range of concessions within their floor space, allowing access to

younger customer base

Opportunities

Waitrose growth in the North is looming, so this provides opportunities to attract Waitrose

customers, and promote John Lewis through Waitrose branches (e.g. TV’s for Waitrose use or

during the World cup)

Local Marketing events could be made more efficient and really push the John Lewis brand if

they were jointly supported by Waitrose (e.g. Living North)

myJohnLewis Card – myWaitrose cards are seeing a huge uplift and this can be mirrored across

the business with the myJohnLewis rollout, increasing footfall

Two year EHT Guarantees – Unique point of difference from the market – Can push this for

Christmas

Click & Collect trial in Spar & McColls – Chance to penetrate more of the market

Threats

Debenhams, Fenwick, House of Fraser – Debenhams in particular have two

stores in the area

Fenwick’s clearance sale is promoted heavily through leaflet drops and Radio

advertising

Price matches amongst local competition – these need to be monitored closely

to maintain a competitive edge

State of the economy can influence customers to shop elsewhere due to our

sometimes “expensive” perception