Bundle retailing – the way forward

A number of you will be aware that I was recently on the Australian TV programme, “Today Tonight”, to present a session on how retailing will change once we get over the discount mode of doing business. If you missed it click here to view. I discussed the fact that I believed “Bundle” retailing would be the new trend for 2009. This technique is venturing into all aspects of retailing and introducing new opportunities for many retailers and suppliers. Having been interviewed on the programme, a few days later, I was reading The Dominion newspaper whilst I was in New Zealand and discovered an excellent example of this technique in the Feb28th edition entitled “Matchmaking makes a Celebrity Catch”. This was a story based on James Ross, of Firstlight Foods based in Hastings in New Zealand. His success story is not based in New Zealand ,but in the upmarket retail venues of the UK. Ross is basically a butcher who provides meat from 26 local farmers from within the Hastings region of New Zealand to premier food retailers in the UK. He also realised that consumers were not using his meats to the best of their potential. The result is that he has developed a one-stop cabinet that contains a range of produce from the Hastings region. He now provides a meal in a purpose designed cabinet with a touch of Kiwi difference. The Hasting reared venison, lamb and Wagyu beef is displayed alongside recommended sauces such as chilled blueberry sauce and complementary wines all from the Hasting region. He has now linked up with the London based Kiwi chef, Peter Gordon to develop the range even further. Consumers are eating out in restaurants less than they were a few months ago. This has opened up an opportunity for gourmet meals at home where the consumer can put a meal together for between $15 and $25. Ross has come up with a wonderful concept in that he has taken a regional range of foods and packaged them together in a bundle retail format, and still provides the customer with a choice. I am sure we are going to see more of this innovative way of putting retail concepts together in the not too distant future.