Waitrose and a winning proposition

I frequently explain to my clients that my passion for proposition development reflects the fact that success ultimately rests on convincing your target audience that your brand’s offer is better than the alternatives. I was therefore delighted to find some vindication for my focus in Sheringham’s recent rejection of a new Tesco supermarket.

Sheringham, is an attractive coastal town in Norfolk which has resisted the advances of Tesco for 14 years. Last week, against the advice of the town’s planning officials, the North Norfolk District Council planning committee voted in favour of an eco-friendly community project dreamt up by a local farmer/entrepreneur – a Clive Hay-Smith.

His innovative, alternative proposal is “The Greenhouse Country Store,” potentially the greenest supermarket ever built: with solar panels, rainwater harvesting, eco-friendly refrigeration methods, a sedum plant roof and an electric bus service. The store will source locally and significantly will be run by Waitrose. His plan also includes an on-site food academy featuring commercial teaching kitchens, each capable of delivering a hands-on cookery training and nutrition guidance for students, schools and community groups.

Tesco have expressed shock at the decision to progress with the Waitrose supported alternative despite the views of planning officials. Certainly the impact on job creation and traffic heading to shops in the town centre appears to have been in Tesco’s favour.

After reflection, however, I suspect Tesco will be less surprised and much more philosophical. The Waitrose supported proposition, despite some economic weaknesses, offers Sheringham the opportunity to build the distinct identity of their coastal town and also scope for greater community involvement. These appear to be appealing benefits in the face of an alternative that was to be “just another of thousands of ‘Tesco towns.’”

Waitrose is clearly a winner and I am sure will reap significant benefits from the opportunity to create their “greenest ever store.” Gaining the vote of confidence ahead of Tesco, no doubt, will have been satisfying too.

On this occasion it really appears that Waitrose and Mr Hay Smith have created the better offer. A more compelling option that recognises that the needs of Sheringham are bigger, more complex than the economics of traffic flow and jobs.

Getting your proposition right really matters.