B&Q customer and marketing director Chris Moss has encouraged retailers to do things that might appear crazy to others, even if there are unintended consequences.
Speaking at Retail Week Live, Moss described how during his time at Virgin Atlantic he once accidentally sent out 70,000 bomb hoaxes in a PR stunt that involved sending apples to customers.
Although the stunt appeared to backfire due to the apples rotting in the parcels, it created huge press coverage for the airlineās flights to New York.
Moss said that every āsingle day we need to challenge perceptionsā and stressed the importance of creating a fun working environment.
āI believe passionately in love what you do and do what you love,ā he said. āI for one have changed jobs quite often when Iāve got to a point where Iāve said this is not enjoyable any moreā.
He argued that carrying out initiatives that may seem āmad, dumb or crazyā is key to creating a āspecial sauceā that can drive innovation at a business.
Moss predicts that in an increasingly competitive retail environment businesses will start to disappear āunless they have some special sauceā.
He added: āI donāt take no as an answer, I take it as a request for more information.ā
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