»  Shoppercentricity

That is what Waitrose has decided, announcing it will open a 4,600 sq ft cooking school dedicated to "inspire the nation to move from just watching cookery programmes to actually cooking and experimenting with new ingredients."

The space will include a theater, teaching area, dining area, bar and kitchen. All this, from a retailer?! I love the forward thinking this reflects - not only a desire to connect with shoppers, but also a desire to help shoppers connect with their products. This is about so much more than filling grocery carts. 

OK, but how do you justify an investment like this?  To start, you have to think broader than just direct sales impact - this has to be a key pillar of your brand's position and strategy. It has to be a company wide focus. As Waitrose's Marketing Director Rupert Thomas explains, "The school also provides an opportunity for us to forge even stronger relationships with its customers and gain a better understanding of what shoppers are looking for from a modern supermarket." 

What a great example of creating a dialogue with your shoppers.