When I was a little kid, there was a local greengrocers called “Mr James” and next to him was his daughters sweet shop, called Erica’s.
We would go there quite a lot because back then – 1974 – there were no supermarkets near where we lived and it was the only place to get groceries and fresh veg.
Anyway, around 1975, Gem – better known now as Asda – opened down the road and people suddenly stopped going to Mr James & Erica’s and started heading to a place where they offered more choice, cheaper prices and – most importantly for my Mum – anonymity from the small town mentality.
Because of the shift in customers, Mr James & Erica’s sold up in 1976 and went to Keyworth – a village about 7 miles away – and since then, we’ve seen a whole host of retailers take it’s place from other grocery shops through to hairdressers and double glazing showrooms.
I say this because when I was with my Mum on Sunday, I drove past the old shop and suddenly realised that I still referred to it as Mr James & Erica’s even though it’s not been like that for over 30 years.
THIRTY YEARS!
Why has it got so deep in my consciousness?
Is it because it created a certain frame of reference in my life and if so, what?
Going out with my Mum?
Getting to choose a sweetie?
My first exposure to real community?
Not sure … maybe … but I do find it fascinating that despite many stores taking it’s place over the years – years where I still was part of that community – the name I still refer to is Mr James & Erica’s.
The thing is, it’s more than just a name to me … it means something, something good.
I still remember how upset I was when they moved and how I viewed the new owner with suspicion [well he did have ginger hair!]
Whilst I am sure there’s someone out there who could give me a rationalised reason for why I feel this way, the reality is that despite interacting with thousands of stores over the years, Mr James & Erica’s has a special place in my heart and so anyone who doubts the importance of ‘frames of reference’ and/or ‘first impressions’ is mad.
In these days where brands are seemingly obsessed with the short-term and maximum bang for their buck … it might be worth reminding them that by offering consistent little acts of emotional positivity, they could leave their audience with a more powerful, deeper and lasting mark than the biggest bursts of television advertising activity could ever achieve.
Wherever Mr James and his butch looking daughter Erica are – thanks for the memories.