In this blogpost, our Non-Executive Director Alan Morris discusses a recent shopping experience he had. The experience highlighted everything he loves about the retail industry.
One sunny morning, my wife and I embarked on a jaunt along the Cornish coast path from Padstow to Polzeath, eager to enjoy the breath-taking scenery that awaited us. Little did we know, our adventure would include a bit of culture, as well as a win-win retail experience.
As we trekked through the picturesque landscape, we decided to take a detour across St Enodoc’s golf course. Nestled amidst the lush greens is a quaint church where the legendary poet John Betjeman found his final resting place. I felt sure that Betjeman, celebrated for his vivid and often satirical portrayal of British life, would have appreciated the Retail247 client nights at the pub bearing his name on St Pancras station. There’s never a shortage of life to observe and take insights from on those nights the retail industry gathers there.
Our path eventually led us to the top of Daymer Lane, and on to ‘The Mowhay’. It was a haven with humble origins as a hay storage spot, now transformed into a charming restaurant and café. Its rustic vibe and scenic garden space provided the perfect setting for a delightful and much needed pit stop on our journey.
However, what truly captured our attention was the unexpected find within The Mowhay’s walls – a fashion store named ‘Aspiga’. As we stepped inside, we were greeted by a stunning array of contemporary and stylish pieces. A sales assistant was also eager to explain the product range and extol the virtues of Aspiga’s profound commitment to social and environment responsbility.
She explained their mission: to work responsibly with suppliers towards a more socially and environmentally conscious future. It prioritises people and the planet above all else. In a world where consumption often comes at the expense of the environment and vulnerable communities, encountering a retail brand like Aspiga was a refreshing reminder of the power of conscious consumerism.
The combination of the retail store and the café meant that The Mowhay provided a customer experience that was an indulgent affair, creating a win-win scenario for both my wife and I. While she shopped leisurely, I savoured what Betjeman probably would have called a ‘civilized indulgence’ in the garden. That’s a cup of tea and a slice of cake to you and me.
In a time that is becoming dominated by online shopping, physical retailing must prioritise creating compelling customer experiences. This will ensure they remain relevant. The advantage that physical stores have is they fully exploit the richness of human experience by engaging all five senses. In contrast, online shopping currently relies solely on sight. Our visit to The Mowhay was a multisensory experience that we fully engaged with, and we will most certainly return.
So, if you ever find yourself wandering the Cornish coast path just outside Polzeath, make sure to visit The Mowhay and Aspiga. As John Betjeman said, “Like all great travellers, I have seen more than I remember, and remember more than I have seen.”
To see more of Alan’s compelling thought-leadership pieces, connect with him on LinkedIn.