Mob rule ok?

23/08/2012 09:45:15 Editor's Blog
by Fiona Hodge

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It is quite likely that the term 'cash mob' is something you've not come across before but it's a trend that seems to be gathering pace on the UK's high streets and might be worth looking into.

As previously reported, the initiative has spread across the US like wildfire, providing a welcome sales boost for a number of independent retailers. And now it has reached our shores. But what it will actually mean for our retailers is yet to be seen.

As revealed in our poll results, some traders are yet to embrace the idea but, for those who do want to get involved and hopefully create a much-needed cash injection, there are certain rules.

As much as I'm sure they would like to, retailers can't nominate themselves to play host to a cash mob and therefore rely on discerning locals or regular customers who want to show their appreciation and support by organising the event.

Looking at the stores chosen in America and Canada, they are often long-established businesses that have a strong relationship with locals and are active within their community. While retailers aren't required to do anything to warrant the extra spend instore, they are encouraged by some cash mob groups to give something back to the community that helped support them. Not a bad exchange really and pretty good PR!

Of course, it is natural for some shop owners to be wary, whether it is the hangover from last year's riots or simply the fact that a crowd of people descending on their store is a daunting prospect. I think the fear of the unknown is also at play here, since the concept is very new to the UK and what little information there is about these events and any positive outcome may not have filtered through to our high streets.

As I said, the true impact cash mobbing will have on our retailers is yet to be seen but it is certainly encouraging to see the public supporting local businesses in such a positive way and, a year on from the destructive riots, that social media is being employed to organise mob activities with a more constructive agenda.

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