Historic London Market to bring back the art of Banter

Spitalfields, London, UK – 13th July 2010 – In a bid to fight back at the dominance of superstores, the historic Old Spitalfields Market is launching an initiative that will see the industry’s ancient arts of ‘Flash’ and ‘Banter’ be reintroduced at its site near Liverpool Street station, bringing back the very techniques that were born there many hundreds of years ago. ‘Banter’ - essentially a market trader’s light-hearted (and often slightly cheeky) verbal interaction with customers, and ‘Flash’ - the visual presentation of the market stall are both ways in which a trader can make themselves stand out from their fellow stallholders and other local competing retailers. Malcolm Ball, chief executive of Wellington Market Company, the company responsible for Old Spitalfields Market, explained: ”Gone are the days when market traders can just stand there motionless and merely react to their customers.” “There’s so much competition on the high street, let alone inside the market hall, that market traders now need to up their game and take a much more proactive approach in attracting new customers. “Although it’s widely known in our industry that markets can offer shoppers saving on their shopping bills, we do need to convey this message out to consumers. “The challenge is all about presentation and attitude and that’s where flash and banter comes in. “I’ve visited markets throughout the UK, such as the world-famous Bury Market and, from further a field, Quincy Market in Boston and Pike Place in Seattle, USA. There, they take the concept of flash and banter to a whole new level and this has actually made the market a tourist destination in its own right. I’d like to see what could only be described as ‘retail theatre’ become much more prominent throughout Britain. “We have been thinking of ways in which we could encourage this and hit upon the idea of starting a ‘Flash and Banter’ competition at Old Spitalfields Market, something that will really encourage traders to use and develop these key communication skills.” He went on to explain that the origins of the word ‘flash’ came from 18th Century London, when the market traders, or costermongers as they were known, started sewing a ‘flash’ of pearls onto their suits to attract the attention of customers. This is where the term flash came from and it has been adopted by the industry to refer to a market stall’s presentation. “We are offering a cash prize fund worth £1,000 for the top market traders at our site, as voted for by the public and a panel of judges.” Ball continued. “Traders will have to register with us, submitting a short video to reveal the full extent of their flash. They do have to be a regular trader operating from our market. “All of the traders’ videos will be uploaded onto our competition website and, entries will close on the 31st of July 2010, the public will be able to vote for their favourite during August with the winners being announced in September. “We are hoping that this will have a positive effect and make the shopping experience much more entertaining for the customers.” Members of the public will be given a loyalty card when making a purchase with one of the competing traders and then, when they have completed 10 transactions (with any competing trader), they can post their card off in return for a shopping voucher and the chance to win £250 in a prize draw. For further information and to register, please visit the competition website at: http://www.flashandbanter.co.uk ENDS

Tags: