OPENING OF A FIRST STORE
GreatArt is the British sister company of Gerstaecker, European leading art supplies retailer. Acting as a major mailorder company in the United Kingdom since 2001 with an e-commerce website, a catalogue and several prints, GreatArt was looking to open their first retail store in Great Britain, in London.
GreatArt wanted to reinforce their position as a key actor thanks to a first retail store which would be incomparable and unique in London. A store that would embrace a clear strategy to answer the stakes of the "new retail". Gerstaecker was looking for another showcase store in Europe.
The project required different levels of expertise: statistical analysis and data-mining to target the right location, requirements definition, realisation of a merchandising book and guide, search for the venue, and for the different partners (real estate agent, solicitors, architects...)...
An exhaustive merchandising book and guide allowed us to efficiently work on the shop floor plan, to define the product assortment for this store, to draw the planogrammes, and to work methodically with the designers; architects and carpenters for the layout and arrangement of the tills area, the chill out / experiential area for customers, and also the tea room and offices for the teams...
Among other actions deployed for this project: negotiation with suppliers, sourcing of local suppliers, development and implementation of the marketing plan for the opening, and of the retail marketing plan (digital and offline) to ensure the commercial growth of the store.
The store is a result of best practices, decisions made and clearly oriented to answer a "new retail" strategy and innovative ideas for the art supplies market.
It opened on 21st July 2016.
By the end of 2018, 100 000 visitors were coming to the store every year and spent an average of 30 minutes browsing the space.
The store is very well welcomed by the customers with a global rating of 4.6/5 on Google with over 260 reviews. GreatArt London support tens of art clubs and charities, and serve hobby- as well as professional artists, known and reputed for some of them.
Thanks to this store, GreatArt moved up another gear and will be able to easily follow the steps of other successful sister companies in the Gerstaecker group, such as the French business, trading as Le Géant des Beaux-Arts, leading their market with 17 stores by the end of 2018.
IDEAS, TRENDS AND FOOD FOR THOUGHTS...
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With mkngconsulting, I act as an Off- & Online Retail Consultant.
What do I mean by off- and online retail?
Over the past decade, we heard a lot about adopting a "multichannel" or an "omnichannel" strategy. More recently, we have been using the terms "new retail" or "phygital" or even "smart phygital". In the long run, it seems we are trying to label in a new way what is retail and what retail has become over the years: global and interconnected.
Offline on one hand, with every tangible elements, materials or human ressources: a catalogue, print materials - promotional or not -, employees, a retail store, a pop-up store, presence - mercantile or not - on a fair...).
Online on the other hand with all the elements of a digital strategy: with a website - ecommerce or not -, an online store on a marketplace, a blog, emailings campaigns, an affiliation programme, presence on search engines - paid or organic -...).
I truly believe there is a need to highlight those two aspects - off- and online - as part of a retail strategy, now and in the future.