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The Mail Bag

Marketing and JJB

Comments (45)

Having read all the comments on the difficulty buying merchandise from the existing megastore, and the lack of a city centre store, I emailed Everton, and refered them to some threads in the mailbag. To be fair I did get a reply and the guy had read the mailbag links as he copied them on the bottom of his email:



Thank you for your e-mail. We are launching our new kit on July 10th, and as a result we will have a greater presence in all JJB stores around that time, plus the club Megastore at the stadium, supported by all Replica Kit items including Goalkeeper kits, Training Range and related Accessories. This launch will be supported by outdoor media, press, radio and striking imagery outside the Megastore, including the Super Lamb Banana which is currently next to the Dixie Dean statue. The Megastore will also open early on launch day to service supporters on their way to work and school etc. JJB will also have additional window graphics and internal signage in their local stores to highlight kit launch. I am sure JJB will do everything they can to help promote Everton sales in their stores on July 10th and beyond.

We have increasing shirt sales year on year, and already pre-orders for the new shirt are higher than last season. We are very happy with the designs we have chosen this season, and all 3 kits are very strong, and we expect to have record sales again as a result.

We are looking at our options for a store in Liverpool City Centre, but we have no plans to open anything in the immediate future. This forms part of the review of our long term retail strategy.

I appreciate you taking time to contact me with your thoughts.


Gary Wilton
Dan Sedlak, London     Posted 25/06/2008 at 12:38:27

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Terry Maddock
1   Posted 25/06/2008 at 13:47:21

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The visibility of Everton in Liverpool cty centre is nil,

The 1st sight that greets you at our "retail partners" city centre store is a 15 ft tall Stevie G la as you go up the stairs followed by a large array of LFC merchandise 3 paces inside the door...

Our megastore near the ground is fine...but its virtually in the ground itself..we have no identity in the city..the train stations, billboards, Liverpool 1..are all cover massively by LFC..and not at all in any way by EFC... This is negligence bordering on criminal...

I would guess that should I go shopping in the Trafford centre or anywhere else in Manchester you would see a fair balance of City vs UTD merchandise...but in Liverpool more EFC "goods" are sold by street traders than the clubs official partner.
James Marshall
2   Posted 25/06/2008 at 13:54:05

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Any idea if they’ll be selling Everton ’Flannels’??
Dan McKie
3   Posted 25/06/2008 at 14:02:02

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I can honestly say that i have never had a problem buying Everton stuff from either the megastore or JJB, except for 1 time on the website when they sent me a short sleeved home shirt with Campbell on the back instead of long sleeve which I had requested! Couldnt be bothered sending it back though so I kept it. As for JJB, if you cant see our shirts, just route between the PSV and Inter shirts, you can usually dig one out if ya get right to the back :0)
Dan Parker
4   Posted 25/06/2008 at 14:20:46

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To be fair, I always have to get my Brother to buy me a shirt so I can pick up when I visit London. He never seems to have much trouble getting one.
James Marshall
5   Posted 25/06/2008 at 14:26:30

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I just dont buy one and havent since the ’One2One’ debacle. Football shirts are for halfwits.
6   Posted 25/06/2008 at 14:47:39

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I did a stint in Eveton’s marketing dept in 2002 and they were looking at city centre store presence then! How long does a long term strategy need to be to open a small sized shop? 6 years and counting. Slow isnt the word for Everton.
Richard Harris
7   Posted 25/06/2008 at 14:30:55

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James Marshall wrote "I just dont buy one and havent since the ?One2One? debacle. Football shirts are for halfwits".

I’m so glad that I haven’t bought a shirt since the long sleeved blue umbro sort of EFC like shirt in 1969. Wouldn’t want to be thought of as a halfwit !!
Frank Duffy
8   Posted 25/06/2008 at 14:54:16

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A typical response from Everton. Never address the question. Sure the Club Shop will have the new shirts on sale ( a given) but JJB?. If they hardly sell our stuff now why should we have the confidence things will change this season. Pity our spokesperson didn’t explain why JJB are so poor now and why Everton did not cancel the contract and found some one else. Or better still opened an Everton shop in tjhe Liverpool 1 Complex.

As one of the earlier guys said ’ its 6 yerars since this City Centre ’strategy’ was considered. Will it be another 6 years?

They take our money then take us for mugs.
James Marshall
9   Posted 25/06/2008 at 15:03:26

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I still love my nifty little Hafnia shirt, though I cant get into it anymore due to middle aged spread!
Trevor Clarke
10   Posted 25/06/2008 at 14:59:00

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Have you tried buying and adult home shirt for a man there are non anywhere, I wanted a new home one from the 07/08 season as mine was tatty for me hols and you cant get one for love nor money from the megastore or JJB, all JJB had was the white away top which I purchased.

The store is crap, cant believe you cant even buy a kit wyness your the big boss pull your finger out
11   Posted 25/06/2008 at 15:04:04

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They sell them as well!!
12   Posted 25/06/2008 at 15:07:53

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what happened to the shop at central station, it was always better stocked than the one at goodison. the whole marketing dept should go. think what the fans want not what you like. JJB are a waste of space i tried in sheffield, london and at goodison and could not get what i wanted. the girl at meadowhall told me they only stocked wigan shirts or local teams.
Paul Watson
13   Posted 25/06/2008 at 15:13:07

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What about pink Everton shirts for the girls.
Sold like hot cakes.

Why aren’t there more ?
jack calvert
14   Posted 25/06/2008 at 15:12:03

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I’m getting sick and tired on here of every response being at opposite sides of the spectrum on every issue with very little appreciation of both sides arguments towards the middle.

After reading the email sent by the club it quotes:
"We have increasing shirt sales year on year, and already pre-orders for the new shirt are higher than last season"

So if the club feel that if they are doing enough to increase sales through the marketing they already have in place - maybe it suggests that further coverage would not be cost effective.

Why are people so bothered that everton shirts are not worn in the city centre by fans in the middle of close season?
Off-field media coverage and jamming new shirts down throats does not increase support. Success on the pitch does. The only way for EFC to increase profile in the uk is by success on the pitch.
15   Posted 25/06/2008 at 15:21:33

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I added a comment myself on the original merchandising/marketing/JJB issue a couple of weeks ago.
Too right they wont be planning to get an ’Everton’ store in the city centre, why should they pay massive extra rent when they have a superstore in Williamson Square? I went to JJB a week after the home kit was launced last year and a lot of product, was sold out and was virtually never replaced. As time went on and the stock dwindled ’our’ section became increasingly smaller and extremely tatty.
I suppose what Im trying to say, is that if JJB cant get it right when it comes to stocking, marketing and merchandising our product, then it is time for the club to buy back the rights (which should never have been relinquished in the first place) get a prime city centre location and employ the ’top’ people in that field. Lets take the club forward in all areas.
Tony Marsh
16   Posted 25/06/2008 at 16:02:45

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Why should any of you think EFC should
figure prominently in city center advertising when the majority of you voted for us to leave Liverpool.You cant have it both ways,Either we are a team that hails from the Great City of Liverpool or we are a club that comes from a retail park in Kirkby.<

>If any of you lot out there voted yes to Knowslwy then you have no right complaining about lack of profile in this city
Mike McLean
17   Posted 25/06/2008 at 16:16:30

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Tony, you’re quite right.
Dan McKie
18   Posted 25/06/2008 at 16:23:00

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Ive never been to Kirkby but I bet we have billboards plastered all over the place there!
patty beesley
19   Posted 25/06/2008 at 16:34:16

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Good point Tony.... for once your little Welsh daffodil agrees with you!!!
Alan Codd
20   Posted 25/06/2008 at 16:50:58

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I went into JJB in Bootle strand today and had to ask were the EFC merchandise was.
The lady smirked and said this is all we have , she pointed to a display trolley thet revolved. THAT WAS IT.
What a fucking joke ,they didnt even have last years shirts.
meanwhile the shites products were plastered all over the front windows.
Wyness and co just fuck off
Steve Collins
21   Posted 25/06/2008 at 16:53:44

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If you don’t like whats going at the club

Stop supporting them.

Feckin bunch of moans lately on this website.

If its not kirby its DM or transfer funds or now its such a non point about marketing.

FFS I hear Tranmere and the shite could do with help filling seats

Or better yet do what one guy suggested start your own team. So you could have the likes of Tony Marsh on your board or better yet he could be your manager
Brian Waring
22   Posted 25/06/2008 at 17:02:00

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Your right Tony. The people who are whinging about it, are probalby the people who voted for us to move to a little backwater town.
Brian Waring
23   Posted 25/06/2008 at 17:15:05

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Steve, tell you what. If your not happy with what gets discussed on here, heres a thought, why don’t you fuck off to one of those goody, goody Everton sites, where no-one is allowed to post anything remotely negative concerning the club. And where they conform to the clubs agenda. At the end of the day, no-one is twisting your arm to come on here.
Steve Collins
24   Posted 25/06/2008 at 17:26:25

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I have nothing against this site infact i thinks its the best site their is.

The problem is theres nothing wrong with negativity and concern for your club but it gets to the point were people nit pick for the sake of it.

Lately there have been quite a few of people who just want to deconstruct good points and comments for their own agenda.

As for those goody goody site. I don’t think theres many of them left. I would have no reason to go to the official site as there really isn’t anything good on it.

And by the way is there a need for the swearing tosser
Richard Osborne
25   Posted 25/06/2008 at 17:44:02

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Absolutely right Tony.
Gavin Ramejkis
26   Posted 25/06/2008 at 17:40:13

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Steve without reverting to swearing I think this post and many more like it are pointing to base business mistakes being made by the club. To deny the need to have people wearing the kit all over the city is nonsense. KW is supposed to have come from a marketing background, it’s not rocket science to say every shirt or kit or other Everton branded good that you see on the street would be another pound in the club’s coffers. Anyone with any business acumen whatsoever would tell you to look at maximising your earning potential through marketing and sales is common sense. The location of Liverpool is the capital of culture and will be attracting thousands of visitors, many of whom will or won’t know football but if they fancy buying souvenir shirts or kits and there simply isn’t a range on offer but just the RS ones which do you think they are going to buy? If marketing and maximising isn’t so obvious why do you think the RS whore themselves on every street corner to the buying masses? The board make blase statements about having to milk the corporate cow for the club to move to the next level, why would anyone have any faith in their ability when they can’t even address grass roots marketing? How would a short term lease in the city centre be detrimental to any long term strategy when this would clearly capitalise on the capital of culture window without a potential long term ownership and drop in sales/profitability? Remembering back to my earlier line, every Everton branded item sold through an official retailer is another pound in the club’s coffers, the CEO is reputedly from a marketing background yet fails with this opportunity. If the club can’t market base products to the masses how the hell does it hope to sell to streetwise and savvy corporates?
Paul Gladwell
27   Posted 25/06/2008 at 17:56:35

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Steve what is there to shout about being invisible in oure city of birth? Tony Marsh is so right, get used to it lads, a small town club we could become.
Craig Taylor
28   Posted 25/06/2008 at 18:08:22

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Tony Marsh, get a life and get over it. It all shows that we have no identity in the city, we arent wanted. Thats why LCC havent given us another site. If we were wanted we would be fought for.

It would be a waste of more money to open a shop in the city centre that wouldnt make any money.

And speaking of being 2 faced, most people slate Tony Marsh for his over the top generally stupid and useless comments. Why kiss his arse on this issue. He is never right so think about it.
Tony Marsh
29   Posted 25/06/2008 at 18:27:18

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Never right eh Craig. I wasn't far off the mark 12 months ago on this Kirkby fiasco was I????
Brian Waring
30   Posted 25/06/2008 at 18:26:52

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Steve, the problem I have is that (I’m not saying you personally ) is that there is fans who come out and have a go at anybody who dare say anything against the club, KW, BK etc. They make out everything in the garden is rosey and we are all just moaning bastards (there I go again ). The only good thing about the club at the moment ,is Moyes and the players, everything else is a joke. By the way, it’s okay for you to say "Feckin bunch of moans " but not for me to swear?
Roy Coyne
31   Posted 25/06/2008 at 19:29:15

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Tony Marsh: the trouble on here, Tony, is they know you are 100% correct and it sticks in their throats. I see post on here from guys saying £78 million is reasonable for a stadium ? the very same people were telling us how stupid we where voting No to a free stadium. And while they carry on, we are doomed. Even Kenwright s blackmail about a delay will mean less transfer cash is swallowed up. If I didn?t see it I would not believe it.
Paul Gladwell
32   Posted 25/06/2008 at 19:40:00

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Not wanted by whom in the city Craig?
The tens of thousands of people in the city who support the club?
The city council that bent over backwards to try and give us the most prime spot in the city possible, do you think they want a multi million pound business to leave?
Yes they are not innocent in this, farce but they are certainly less guilty than Mr Wyness.
And as for other sites, Everton Football Club had that stupid agreement that stated they could not speak to anyone and quite clearly did not want to either, them pair of liars shit bricks at what the Rs are doing and decided a new identity away from them is what we need, in a small town out of site of the business hub of the fastest growing city in Europe, commercial suicide and even worse given the economic climate and as for sucking up to Tony, yes he is a downer at times and gets stick for it, however quite a few times he speaks sense and telling a yes voter to stop moaning because we dont exist commercially in the city is a very good and honest shout.
And finally if a shop in little old Birkenhead Pyramids can make money, then dont come out with crap, that one in the city centre would not, provided it was run correctly.
Dave Wilson
33   Posted 25/06/2008 at 20:46:06

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Everytime the gobshite next door to me has a has a bellyfull of cheap larger he starts singing " Fuck of to kirkby, the City’s all ours"
Then you read comments like the ones on this thred

I feel sick to my stomach that so many people could show so little pride


"no identity in the City" ?

Try hanging a white flag out of your front window
Paul Conatzer
34   Posted 25/06/2008 at 21:39:33

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This is a little bit off topic, but in the same general area. I live in the U.S. and I would like to buy Everton gear from the official store, because I’m thinking most of the money would go back into the club. However, the shipping charges to send to the U.S. are incredible. Last time I checked it was around 24 pounds...which is $50 more or less.....So, I’ve tended to buy from e-bay....and the goods may be knockoffs
Jason Pullen
35   Posted 25/06/2008 at 23:23:14

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Paul, I am in Australia and tried to buy a baby kit for my 4 month old. 20 pounds for the kit, and 25 pounds for postage!! Unbelievable. JJB’s response to my complaint was that delivery charges are standard, end of story. Needless to say I didn’t complete my purchase.
Michael Tracey
36   Posted 25/06/2008 at 23:52:45

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I don?t know when I was in Liverpool around Christmas I went to the JJB City Centre store and they had lots of Everton merchandise. Shirts in all sizes and heaps of other stuff. The merchandising could improve there is no doubting that but maybe a little bit of exageration is going on with what some people above have written. I suppose though that you can?t let truth get in the way of a good old fashioned beat up. Tony Marsh does have a point as well though and I do recall him pretty much saying what a big fuck up and embarrasment this whole Kirkby thing will be.
Graham Duffy
37   Posted 26/06/2008 at 07:25:40

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Michael, i dont agree that anybody is exagerating about the lack of merchandice in either the club shop or JJB stores.

I went in a few months ago to try and buy a sticker for my car and a little scarf to hang in the back window of my car.

Guess what - out of stock - no new ones til the ’new’ stock arrives in July!!

why is there none in stock when even tho the Everton shirt may change, the badge itslef wont!
Craig Taylor
38   Posted 26/06/2008 at 09:20:32

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I apologise, think it was my time of the month.

I just think that everything posted on her recently ends up getting turned into the stadium debate.

We undoubtedly want what we all think is best for the club.

Personal apology to Tony, as is always stressed on this site, it is your personal opinion, and you are entitled to it.

My personal opinion is that the council could have tried harder. Of course us fans want Everton in the city. My no identity comment stems from the early post noting that redshite is posted all over the city in train station even in JJB (our retail partner). Why is the bias so large. What I mean is our identity isnt as big as redshites.
Steve Templeton
39   Posted 26/06/2008 at 09:32:16

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You also said twelve months ago that we wouldn’t sign Yakubu!

Paul Fuller
40   Posted 26/06/2008 at 10:21:32

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I live in Essex and was pleased when the deal with JJB was agreed and I was looking forward to seeing some Everton kits for sale in my local area, instead of the constant rows of Man U, Arsenal, Tottenham, W Ham and Liverpool.

I usally buy my stuff direct from the club because I believe finacially Everton benifit 100%, but the one time I tryed to get some gear locally there was not a sign of any Everton merchandise in the store.

So much for the national network.
Peter Howard
41   Posted 26/06/2008 at 11:44:22

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Super-fuckin’- lamb shite next to the Great Man’s statue sums it up. My arl fella (who saw him score his 60th) will be spinning in his grave in EVERTON cemetary ! !
Barry Sherlock
42   Posted 26/06/2008 at 12:47:00

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Paul Gladwell.
The Everton Shop in Birkenhead Pyramids closed down mate.....

And PLEASE, tell me what "most prime spot" in the City did LCC "bend over backwards" to give us???
James Marshall
43   Posted 26/06/2008 at 13:06:52

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From what I read, JJB are in major financial strife and have had to close loads of their stores - if this is true then its not surprising that they haven’t done much to help promote Everton countrywide.
Iain Latchford
44   Posted 26/06/2008 at 14:24:57

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I went into my local JJB in Bedford. All what you would expect down here...Arse, Chelski, Yid. Also RS and Man Utd. Then........Newcastle.. ???? WTF ?

Not a sign of anything to do with us.

How much does it cost to have just a couple of shirts in there ?? We’re no longer perceived as a "big" club because we don’t try to portray ourselves as one.

As my Dad always says "We couldn’t organise a lucky dip !!" And he’s right.
Steve Ashton
45   Posted 26/06/2008 at 16:51:08

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Just been to US through Heathrow, I could buy the shirt of every single Prem club in the sports shops with the exception of EFC and Fulham. On enquiry Fulham were awaiting delivery of new design.

EFC ’no we have never sold them’.

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