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Richard Harrison
Richard Harrison

Richard Harrison has experience delivering successful marketing initiatives and community engagement projects for Waitrose. This includes organizing memorable annual general meetings, planning a tree planting project with local schools to celebrate Waitrose's 75th anniversary, developing marketing proposals, and utilizing social media. He also has experience with merchandising, coordinating partner forums, and supporting corporate social responsibility aims. Richard conducted a SWOT analysis for John Lewis Newcastle identifying strengths in brand reputation and omni-channel services, opportunities in growing Waitrose and promoting John Lewis through Waitrose, and threats from competitors.

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Portfolio Richard Harrison
Waitrose - AGMs Consistently delivered memorable AGMs for the branch 2011-2013, showcasing achievements and business results, being fully accountable for the AGM event 2013 (The latest movie, produced in-branch, won the branch 贈500 from head office)
Waitrose 75th Anniversary Tree Planting Project Planned, budgeted and implemented a successful project with local schools, to celebrate 75 years in the partnership for Waitrose and engage in the community, promoting our brand (providing opportunity for partners to get involved too). HEDDON: PUPILS LEARN TO LEND A HAND Staff from Waitrose joined in the fun, planting fruit trees with the children to create a school orchard, and a celebratory assembly was held to share the schools work with parents and the community. Our tree planting day was a huge success! The weather was amazing, the team from Waitrose were fantastic and our children had a brilliant afternoon - they all loved it and spoke about the experience for days later! We've had lots of comments from parents about how lovely the trees look/ will be so can I please just say a huge thank you again for thinking of our school as part of your project.
Waitrose Marketing Proposal Recognised commercial threats (and opportunities) and proposed a marketing solution to Branch Management team
Waitrose Partner Voice Coordination & Facilitation I coordinate our Partner Forum: facilitating meetings, working with the management and Partner Voice team to meet business and partner needs. Influencing partners to get involved with PartnerVoice, and embrace co- ownership Promote meetings in both agendas and outcomes, capturing Partner Opinion across the branch
Waitrose In-branch Media Designed 2012 Business Plan with management team to display at branch entrance, making it easy to follow and stand out, reaching partners
Waitrose In-branch Media Designed other various promotional media for both customers and partners Quick check promotion poster and right, customer promotion of branch Community clean-up
Waitrose Community Marketing Actioned voucher delivery in Ponteland, interacting with locals, then recommended targeting outside the catchment area (Heddon on the Wall) and actioned this voucher-drop.
Waitrose Merchandising Actioned four outstanding range reviews as part of team leader development in 2013, improving the merchandising standards in branch This improved branch presentation and customer perception by reducing unnecessary gaps and promoted working together (Improving communication between sections). Wastage consequently decreased in these sections.
Waitrose Social Media Utilising social media to reach (and link) partners and customers Created Branch Twitter page, to provide a platform to interact with current and future customers Promote myWaitrose, branch tastings and marketing support through this
Waitrose Supporting Partnership CSR Investigated the possibility of sending branchs waste food to an Anaerobic Digestion facility, and acted as an ambassador for the business by attending an open day at Cockle Park to be shown the technology and represent the partnerships commitments. I fed my findings back to the Waitrose head of Waste Management, to support the partnerships aims to eventually divert all food waste from landfill
Waitrose Getting to Know You Worked with 3 partners across group J to market the Getting to Know You design an initiative to build stronger relationships between management and non-management partners The final design was used on posters, mugs, mouse-mats and notepads across the Business
Waitrose Local Marketing at Community Events Inner Wheel Wine & Cheese Evening Presented and showcased wines to members of the organisation at a social evening, promoting the business through our selection of excellent products Rotary Club Gala Concert Provided a champagne reception for VIP Guests, promoting our Spanish Cava and commitment to the community
John Lewis Newcastle SWOT Analysis
Strengths Strong, established, respected brand and current market leader Never Knowingly Undersold New Home range and established own brand John Lewis products Omni-channel e.g. Click & Collect incorporates online and Waitrose; appealing to modern day customers and busy lifestyles Most isolated branch in the business (Edinburgh and Manchester are next closest) so this gives a huge target customer base in the North East of England compared to the South.
Weaknesses No Twitter page for John Lewis Newcastle Main John Lewis page has twice posted about #JLNewcastle but no page exists. Customer Facebook page also is not setup. Expensive perception by the wider public actually were good value given our excellent service, product knowledge and warranties (Never Knowingly Undersold) Younger audiences perceive John Lewis as being for older people Competitors have a range of concessions within their floor space, allowing access to younger customer base
Opportunities Waitrose growth in the North is looming, so this provides opportunities to attract Waitrose customers, and promote John Lewis through Waitrose branches (e.g. TVs for Waitrose use or during the World cup) Local Marketing events could be made more efficient and really push the John Lewis brand if they were jointly supported by Waitrose (e.g. Living North) myJohnLewis Card myWaitrose cards are seeing a huge uplift and this can be mirrored across the business with the myJohnLewis rollout, increasing footfall Two year EHT Guarantees Unique point of difference from the market Can push this for Christmas Click & Collect trial in Spar & McColls Chance to penetrate more of the market
Threats Debenhams, Fenwick, House of Fraser Debenhams in particular have two stores in the area Fenwicks clearance sale is promoted heavily through leaflet drops and Radio advertising Price matches amongst local competition these need to be monitored closely to maintain a competitive edge State of the economy can influence customers to shop elsewhere due to our sometimes expensive perception

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Portfolio

  • 2. Waitrose - AGMs Consistently delivered memorable AGMs for the branch 2011-2013, showcasing achievements and business results, being fully accountable for the AGM event 2013 (The latest movie, produced in-branch, won the branch 贈500 from head office)
  • 3. Waitrose 75th Anniversary Tree Planting Project Planned, budgeted and implemented a successful project with local schools, to celebrate 75 years in the partnership for Waitrose and engage in the community, promoting our brand (providing opportunity for partners to get involved too). HEDDON: PUPILS LEARN TO LEND A HAND Staff from Waitrose joined in the fun, planting fruit trees with the children to create a school orchard, and a celebratory assembly was held to share the schools work with parents and the community. Our tree planting day was a huge success! The weather was amazing, the team from Waitrose were fantastic and our children had a brilliant afternoon - they all loved it and spoke about the experience for days later! We've had lots of comments from parents about how lovely the trees look/ will be so can I please just say a huge thank you again for thinking of our school as part of your project.
  • 4. Waitrose Marketing Proposal Recognised commercial threats (and opportunities) and proposed a marketing solution to Branch Management team
  • 5. Waitrose Partner Voice Coordination & Facilitation I coordinate our Partner Forum: facilitating meetings, working with the management and Partner Voice team to meet business and partner needs. Influencing partners to get involved with PartnerVoice, and embrace co- ownership Promote meetings in both agendas and outcomes, capturing Partner Opinion across the branch
  • 6. Waitrose In-branch Media Designed 2012 Business Plan with management team to display at branch entrance, making it easy to follow and stand out, reaching partners
  • 7. Waitrose In-branch Media Designed other various promotional media for both customers and partners Quick check promotion poster and right, customer promotion of branch Community clean-up
  • 8. Waitrose Community Marketing Actioned voucher delivery in Ponteland, interacting with locals, then recommended targeting outside the catchment area (Heddon on the Wall) and actioned this voucher-drop.
  • 9. Waitrose Merchandising Actioned four outstanding range reviews as part of team leader development in 2013, improving the merchandising standards in branch This improved branch presentation and customer perception by reducing unnecessary gaps and promoted working together (Improving communication between sections). Wastage consequently decreased in these sections.
  • 10. Waitrose Social Media Utilising social media to reach (and link) partners and customers Created Branch Twitter page, to provide a platform to interact with current and future customers Promote myWaitrose, branch tastings and marketing support through this
  • 11. Waitrose Supporting Partnership CSR Investigated the possibility of sending branchs waste food to an Anaerobic Digestion facility, and acted as an ambassador for the business by attending an open day at Cockle Park to be shown the technology and represent the partnerships commitments. I fed my findings back to the Waitrose head of Waste Management, to support the partnerships aims to eventually divert all food waste from landfill
  • 12. Waitrose Getting to Know You Worked with 3 partners across group J to market the Getting to Know You design an initiative to build stronger relationships between management and non-management partners The final design was used on posters, mugs, mouse-mats and notepads across the Business
  • 13. Waitrose Local Marketing at Community Events Inner Wheel Wine & Cheese Evening Presented and showcased wines to members of the organisation at a social evening, promoting the business through our selection of excellent products Rotary Club Gala Concert Provided a champagne reception for VIP Guests, promoting our Spanish Cava and commitment to the community
  • 15. Strengths Strong, established, respected brand and current market leader Never Knowingly Undersold New Home range and established own brand John Lewis products Omni-channel e.g. Click & Collect incorporates online and Waitrose; appealing to modern day customers and busy lifestyles Most isolated branch in the business (Edinburgh and Manchester are next closest) so this gives a huge target customer base in the North East of England compared to the South.
  • 16. Weaknesses No Twitter page for John Lewis Newcastle Main John Lewis page has twice posted about #JLNewcastle but no page exists. Customer Facebook page also is not setup. Expensive perception by the wider public actually were good value given our excellent service, product knowledge and warranties (Never Knowingly Undersold) Younger audiences perceive John Lewis as being for older people Competitors have a range of concessions within their floor space, allowing access to younger customer base
  • 17. Opportunities Waitrose growth in the North is looming, so this provides opportunities to attract Waitrose customers, and promote John Lewis through Waitrose branches (e.g. TVs for Waitrose use or during the World cup) Local Marketing events could be made more efficient and really push the John Lewis brand if they were jointly supported by Waitrose (e.g. Living North) myJohnLewis Card myWaitrose cards are seeing a huge uplift and this can be mirrored across the business with the myJohnLewis rollout, increasing footfall Two year EHT Guarantees Unique point of difference from the market Can push this for Christmas Click & Collect trial in Spar & McColls Chance to penetrate more of the market
  • 18. Threats Debenhams, Fenwick, House of Fraser Debenhams in particular have two stores in the area Fenwicks clearance sale is promoted heavily through leaflet drops and Radio advertising Price matches amongst local competition these need to be monitored closely to maintain a competitive edge State of the economy can influence customers to shop elsewhere due to our sometimes expensive perception