CUANDO LOS GRANDES ALMACENES ERAN LUGARES EMOCIONANTES

Publicado en Almacen Paris. Easy. Retail, Grandes almacenes, Ignacio Gómez Escobar, Macy´s, MARK&SPENCER, Noticias Empresa, Parade.

Ahora que nos cuentan que Amazon y Alibaba son disruptores y asesinan el retail tradicional, visite los periódicos de hace casi un siglo, y compruebe el precipicio sin fondo al cual nos llevaría ese crecimiento sin sentido de aquello llamado Gran Almacén. Compruebe cómo los pequeños comerciantes odiaban aquello, como aquello iba a acabar con todas las tiendas del mundo. ¿Saben cómo los llamaban en la época? Los leviatanes. Y por supuesto se hablaba de su competencia desleal. De su pantagruélico crecimiento. Algo que evidentemente no sucedió. Cerraron muchas, sin duda. Como siglos antes cerraron cientos, miles de tiendas gremiales en los barrios europeos cuando llegaron los albores de las revoluciones industriales, o cuando hubo profesiones que fueron superadas por el paso del tiempo.
Mucho antes que las tiendas departamentales europeas, o norteamericanas, estuvieron las japonesas. En 1673, hace casi 4 siglos Yagō empezó vendiendo kimonos y fue diversificando . Siglos después, se cambiaron el nombre por Mitsukoshi. Y en 2007 se fusionaría con Isetan.
Antes que Hitler, antes que los seres humanos decidieran inmolarse, vivir en Berlín y no acudir a los grandes almacenes Kaufhaus era sinónimo de vulgaridad. Sus escaparates eran sencillamente obras de arte, que paralizaban a los transeúntes. Una especie de quimeras aprisionadas tras los cristales.
Personalmente, tengo mi gran almacén favorito, MARKS&SPENCER. Si a usted le interesa esto del retail, si se dedica a esto, en pie y salude. Le debe a MARKS&SPENCER mucho más de lo que imagina. Todos los que nos dedicamos al retail, deberíamos reverenciar lo que esta empresa aportó al retail. Y desgraciadamente es practicamente desconocido. Hace 2 décadas MARKS&SPENCER eran unos de los más grandes del retail europeo. Fueron los primeros en conseguir un beneficio superior a los mil millones de libras.  Premier leage en estado puro. Algo de otro planeta por entonces.
M&S nació hace casi 125 años, cuando aún quedaban décadas para que Europa se suicidara en dos ocasiones. Hoy lo están pasando muy mal; a punto de cerrar 100 tiendas. Los cierres son parte del plan de reestructuración anunciado hace año y medio. M&S dice: “vamos a acelerar nuestro programa de cierre de tiendas y las acciones a tomar para construir un negocio con crecimiento sostenible y rentable“.  Hace dos décadas, te preguntaban qué sucedía más allá de los escaparates de M&S cuando regresabas de Londrés, ahora M&S puede salir del  índice bursátil FTSE 100 por primera vez en más de 30 años: sus acciones no paran de caer .
Uno que se dedica a esto desde hace años, tiene sus preferencias. Hay empresas que admira y otras que no tanto. Hay vacas sagradas dentro de esto que se llama retail: Piggly Wiggly, Horn & Hardart’s, Publix, Target, Sears, Walmart, Amazon… y H&M.
Hoy, M&S nos dice que cerrará al menos 100 tiendas departamentales.
Fuente: M&S
Miren, les voy a dar una serie de datos que conviene conocer: hace un siglo,  fueron los primeros que decidieron comprar directamente a las marcas, sin intermediarios de por medio. Luego, les seguimos todos. Hace 80 años crearon algo inaudito: un servicio de bienestar del personal que incluía pensiones, ayudas a comedores , salud y servicios dentales. Fueron los primeros en establecer su propio laboratorio de investigación para  nuevas telas. Y en 1948 fue el primer retailer en abrir un departamento de I+D para trabajar estrechamente con proveedores, productores y agricultores. En 1954 fueron los primeros en hacer una investigación que sería clave en la moda: un estudio sistemático del tamaño de las piernas de las mujeres, para crear un nuevo y sistema de dimensionamiento mejorado para medias. Cuando los demás aún no habían nacido, M&S hizo algo revolucionario:  la “Operación Simplificación” mediante la cual  redujo el papeleo interno en 25 millones de items por año.
En una Europa endogámica, introdujeron lineas de alimentos de minorías crecientes en los grisáceos suburbios de las ciudades británicas,en concreto alimentos indios y chinos, y consiguió que aquello se tornara “cool”.  Fueron de los primeros retailers en entender que aquello de internet iba en serio, y en 1999 abren su propia página online.  Tendrán que pasar muchos años para que el Corte Inglés abriera su propio comercio electrónico. M&S tiene una tienda dentro de la mayor tienda del mundo, Amazon, desde el 19 de abril de 2005. Ese día los periódicos decían: Marks & Spencer reclutó hoy la ayuda del especialista en línea Amazon para que administre su sitio web mientras se concentra en su negocio principal.
Hoy, M&S nos dice que cerrará al menos 100 tiendas departamentales. Los tiempos están cambiando. Corren malos tiempos para un retail que lo fue todo en el pasado. A veces, demasiado tiempo mirando el retrovisor, hace que no veas el camino que te queda por delante.
¿Les parece emocionante y disruptivo lo que ahora hacen en los centros comerciales para mejorar su experiencia de compra, observe lo que hacían los ya desaparecidos Grandes Almacenes, Kennards en Inglaterra hace casi un siglo:
Los grandes almacenes eran el lugar correcto al que ir, lo más moderno del planeta tierra, cuando en ese planeta aún no existían los centros comerciales, ni una cosa que se llamaba internet, ni todo lo que fue llegando.
Se trataba de lugares donde había mucho de todo. Un lugar donde se mezclaba el último admitido en la clase media,  y los ricos que se sentían bien en los lugares donde iban los inferiores socialmente: solían ser fácilmente reconocidos, iban acompañados, y el gerente de las tiendas los recibía personalmente y les llevaba sonrientemente hacía ciertos espacios ya sí vetados para el lumpen. Pero aún así, era lo más cercano que nunca existió a la patria chica de los consumidores de todos los tipos de bolsillos.
Es verdad que con su crecimiento, hubo muchos retailers que quebraron. Como cerraron cientos, miles de pequeños supermercados en el Medio Oeste con el advenimiento de Wal-Mart. Pero como siempre, cerraron los que siguieron anclados en lo que una vez fueron. Los grandes almacenes introdujeron tecnologías disruptivas para la época: , como ascensores ( ya en 1857 se instaló el primer ascensor público en los grandes almacenes EV Haughwout en 488 Broadway en Nueva York; luego lo fueron instalando durante décadas el resto de los grandes almacenes), escaleras mecánicas (en 1902 Macy´s instaló unas escaleras automáticas de madera, en una de sus tiendas en NY) y sistemas de purificación de aire. También introdujeron sistemas de control de stock que les permitieron rastrear qué líneas de stock se vendían bien y cuáles eran lentas.
Fuente: Macy´s
A su vez, basándose, y mejorando a sus antecesores de la venta por catálogo, sobre todo Sears, en Estados Unidos muchos de los grandes almacenes llegaron a hacer en la década de los 80 hasta un tercio de sus ventas a través del correo. Un cliente les pedía lo que quería de su stock tras recibir en su casa un panfleto y lo recibía por correo. ¿Les suena?
A tal punto que se abrieron departamentos, por ejemplo, en Sears o Macy´s solo para atender el negocio de envío por correo postal.
Si había un lugar en el retail donde la atención al cliente era religión ése era los grandes almacenes. Todo el mundo sabía que afuera había miles de lugares mejores donde buscar el mejor precio, pero aquellos eran los lugares donde eso de ir a comprar se convertía en una experiencia agradable. Y no solo a comprar, a pasear, a observar, a socializar. Y a divertirse. Ahora que nos cuentan, y yo les cuento, que los centros comerciales van hacía lo experiencial, investiguen cómo eran los escaparates de Macy´s hace décadas. Impresionantes. Un espectáculo anonadante.
Pero a menudo, los grandes almacenes abandonaban sus ecosistemas, y salían a las calles a caminar por los barrios donde vivían sus clientes.
Resultado de imagen de macys vintage
Y durante décadas siguieron saliendo a las calles:
Resultado de imagen de macys parade
Les hemos hablado de que el customer centric es ahora la clave. Que sin, entre otras cosas, una EXCELENTE atención al cliente usted retailer está exiliado del futuro, pero hubo una vez unos lugares donde usted entraba, iba a un mostrador, y se sentaba en una silla, mientras que un empleado de aquel lugar cerraba el mundo que orbitaba en torno a él, y usted pasaba a ser su único argumento al que prestar atención  durante los próximos minutos
Hace décadas sucedieron cosas inimaginables, para la época, en aquellos lugares: desfiles de moda, conciertos, Papás Noeles, celebrities firmando libros, una explosión de eventos que hacían que aquellas tiendas fueran el lugar correcto al que ir. No se trataba de comprar simplemente, era algo mucho más importante. Todos los niños del mundo occidental sabían silenciosamente que aquellos lugares tenían algo de mágia escondida. Todas las mujeres del mundo sabían que aquellos lugares ellas eran las protagonistas. Todos los hombres de aquel mundo occidental, sabían que en aquellos lugares eran los protagonistas. Eran lugares emocionantes.

Almacen Paris. Easy. Retail, Grandes almacenes, Ignacio Gómez Escobar, Macy´s, MARK&SPENCER, Parade

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