CASE STUDY
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.
IMPLEMENTATION
AND ACHIEVEMENT
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.
RESULTS
AND FEEDBACK
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.
DO YOU HAVE A PROJECT?
LET'S ARRANGE A MEETING!
PHONE / EMAIL / SOCIAL MEDIA
ADDRESS
00 33 (0)6 15 95 91 90
cedric(at)mkngconsulting(dot)com
mkng consulting
Cedric Grossmann
14 rue du Vieux Faubourg
CS30028
59042 Lille Cedex
France
l