It is a fair claim to say that Apple revolutionised retail just as it had with entertainment, work and communications channels before. This visionary business realised that the value of theatre and physical interaction was at the core of the retail experience; and that immediate sales were only a secondary objective for directly owned stores in the reassurance that an Apple sale would still be the likely outcome enacted efficiently across a myriad of sales outlets across a variety of channels.
Building excitement and new physical experiences is transforming the third floor of Selfridges London into a must-see destination as it unveils a series of lifestyle studios to entice & enthral its adrenaline driven customers.
The Design studio is the latest area to be unveiled and at over 1000sqm presents itself a home for innovative and exciting ladies wear brands from the international established to the emerging new talents. J.W.Anderson, Vetements, Christopher Kane, Marni and Joseph are joined by international brands such as Maison … Continue reading →
Am I displaying with the correct option density? How to have your cake and eat it!
Some of the most obvious questions are often the hardest to answer, or to be more accurate it would seem, are the ones that no one wants to answer.
The repercussions of this “small question” are very great for a number of functions within a retail business and though ultimately the answer may prove favourable to the majority, if not all, it still remains an irony … Continue reading →
Knowledge of traffic and conversion is essential to measure and maximise sales opportunities across stores, however the knowledge of traffic and conversion by category display within the store reveals the mysteries of the shopping experience and promises the riches of increased sales productivity for every gondola, wall and precious retail square metre.
What retail success boils down to is selling as much as possible to as many people as possible. In the context of any retail business this is very much in line … Continue reading →
For a retailer with a long heritage Hema packs a powerful contemporary punch as it speeds into the newly refurbished New Street Station in Birmingham. On the fast track to becoming a global brand Hema now has 5 UK stores, with 3 of these in high traffic transport hubs including Stansted airport.
In the same vein as the comparative propositions of Tiger and Ale Hop Hema strives to cream off the lucrative impulse sales from popular consumer categories through the development of an … Continue reading →
Planning your store layout for maximum profit illustrates yet again the importance of integration within a retail business, the bringing together of the commercial and the emotional, the marriage of the beauty and the beast.
On the one hand the store needs to be functional and based on sound commercial strategy and decision making whilst on the other hand it needs to be emotional to stimulate additional sales and profit.
Whether your retail involvement comes from a field based visual perspective or from a head office commercial perspective stores can often disappoint, both in terms of the visual perception and the financial reality. Whilst there will be opportunities for improvement in both store and head office processes, it is often the integration of the two where the problems lay and in particular the relationship between space planning on the ground and assortment planning in the merchandising processes.
Almost everything is measurable and comparable in retail stores but the benefits only come through understanding the implications and the opportunities that lay within the many depths of the powerpoint charts and excel graphs.
Firstly, benchmarking should not be blind but focused on areas of commercial opportunity and the improvement of sales, profit and customer experience KPIs. So as much experience is required in knowing what to compare and measure, and knowing how to measure and compare, as in the final interpretation.
“Which came first, the chicken or the egg? How long did the chicken stay for, where did she go, and how many eggs were in her basket? Store Analytics – eggs-plored and eggs-plained!
There’s a general feeling that store analytics, using video technology to monitor the movement of customers, their dwell times, engagement rates and conversion rates within stores, has a great deal to offer in terms of store productivities, however how to use the analytics effectively to achieve both short -term wins … Continue reading →