It’s not often that the atmosphere in a store is so real and tangible you can almost touch it and taste it. And whilst the assortment on offer may look good enough to eat in Lush, it is the experience which is something to die for and not a misguided mouthful of soap-suds.
Complete strangers are struck instantly by the friendly welcome, the overwhelming enthusiasm of the staff, and the intensity of customer engagement where it seems every customer is the most important … Continue reading
It is a very long way from the product drawing board to an exciting store full of inspiring stock and enthusiastic staff. The journey is complicated logistically, commercially, geographically and emotionally, and involves the passing of the product baton between many hands.
First and foremost the outcome in terms of product proposition must be commercially complete incorporating all the processes and parameters that deliver an assortment plan that learns from past experience as well as future predictions. Logistically that plan must be delivered … Continue reading
Value is not a reality of price alone but the perception of benefit over price. Perception in itself can be the clear communication of reality or the addition of emotional attributes that ultimately constitute brand value.
For a retailer like Hackett in a competitive swell of quality menswear brands using every available tool to enhance the value of the brand heritage, leveraging every luxury thread to add value and quality, working with every breath of quiet customer care is an essential to converting … Continue reading
Many a good and potentially commercial idea and initiative has never made it from the boardroom to the operational teams, never mind the stores themselves.
The complexity of the modern store portfolio has added to this problem, as stores develop a mixture of owned and franchise stores, international coverage and increased store grading and clustering by customer demographic and catchment.
Simply one solution will not fit all and in many modern retailers the current solution fits none, falling between the needs of individual … Continue reading