Order in extra rope and tape... B&Q gears up for the Fifty Shades brigade.
Order in extra rope and tape... B&Q gears up for the Fifty Shades brigade.
Staff at a chain of DIY hardware stores in London have been told to read Fifty Shades of Grey and prepare for a massive rise in demand for rope, cable ties and tape.
A leaked memo reveals that workers at the DIY chain, B&Q, have been asked to prepare themselvesfor "sensitive" customer questions about such products, which could be used in sexual role play.
The memo, circulated to the DIY store's entire 20,887 workforce at 359 stores, is titled: "Staff Briefing - Preparation for Fifty Shades of Grey Customer Queries."
It says copies of the erotic novel will be delivered to each store and can then be lent to staff on a one week basis.
Staff are urged to familiarise themselves with the book and to deal with any related queries in a "polite, helpful and respectful manner".
The Fifty Shades of Grey film adaptation of the book is released this weekend.
It follows the relationship between college graduate Anastasia Steele, played by Dakota Johnson, 25, and businessman, Christian Grey, played by Northern Irish actor Jamie Dornan, 32.
Grey introduces Steele to the world of bondage and dominant sexual role play and both the book and the film include a scene in which he visits a hardware store to purchase rope, cable ties and tape.
The memo says: "We stock many of the products featured in this notable scene and then used later in the film.
"When the book was released in 2012 DIY and hardware stores in the UK and US reported increased demand of certain products and queries from customers as they tried to recreate their own Fifty Shades experiences.
"We need to be prepared for the same effect when the film is released this month.
"All staff are encouraged to familiarise themselves with the content of Fifty Shades of Grey by reading the novel or watching the film upon its release."
A B&Q spokesperson said: "B&Q remains committed to serving our customers in all their DIY needs and we strive to prepare our staff for any enquiry. Customer satisfaction is always our number one priority."
Jamie Dornan and Dakota Johnson in a scene from the film 50 Shades Of Grey.
The memo
STAFF BRIEFING
PREPARATION FOR FIFTY SHADES OF GREY CUSTOMER QUERIES
OVERVIEW
Following the film release of Fifty Shades of Grey, B&Q employees may encounter increased customer product queries relating to rope, cable ties and masking or duck tape. Store Managers should anticipate the need for extra stock and store staff should read the following brief to prepare them to handle potentially sensitive customer questions.
On Saturday 14th February 2015 popular erotic novel Fifty Shades of Grey will be released as a film and is expected to do well in the Box Office. Written by E.L. James, the story follows the relationship between a college graduate, Anastasia Steele, and a young, successful business man, Christian Grey, who introduces her to the world of bondage and dominant/submissive sexual role play.
Preview footage depicts a notable scene from the book where Christian Grey visits a hardware store to purchase rope, cable ties and tape. Rather than bought for home improvement purposes, these products are intended to fulfil Mr Grey's unconventional sexual pursuits.
WHY DOES IT AFFECT US?
As the UK's leading DIY store, we stock many of the products featured in this notable scene and then used later in the film. When the book was released in 2012 DIY and hardware stores in the UK and US reported increased demand of certain products and queries from customers as they tried to recreate their own 'Fifty Shades' experiences. We need to be prepared for the same effect when the film is released this month.
B&Q'S POLICY
It is always B&Q's policy that products should only be used for their designed purposes. Nevertheless, all staff should read this briefing notice to prepare for potentially sensitive customer enquiries and managers need to be aware of the implications that the film may have on stock levels.
All staff are encouraged to familiarise themselves with the content of Fifty Shades of Grey by reading the novel or watching the film upon its release. Copies of the book will be delivered to each store and can be lent to staff on a one week basis. Understanding the storyline and how some products that B&Q stock feature in the film will better prepare staff for incoming queries.
Queries may be unusual and sensitive in nature but staff are reminded of B&Q's commitment to assist customers in a polite, helpful and respectful manner. A level of discretion is also advised.
Store managers are requested to monitor stock levels of rope, cable ties, masking tape and duck tape to ensure that supplies do not run low. Fifty Shades of Grey is released in cinemas on Saturday 14th February 2015 and the busiest sales periods for these products are expected to run from Sunday 15th February to Sunday 1st March 2015 with a focus on weekend trading.
The date for the DVD and home entertainment release of Fifty Shades of Grey is yet to be confirmed but a second briefing may be issued closer to that time.
STAFF ARE ASKED TO KEEP THE CONTENTS OF THIS BRIEFING WITHIN THE COMPANY.
