CASE STUDY
PHYGITAL STRATEGY & "NEW RETAIL"
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 implement a phygital and "new retail" strategy with the opening of their first store.
GreatArt wanted to initiate a strategy clearly answering stakes of phygital and "new retail" and giving more room to customer (CX) and user experience (UX).
IMPLEMENTATION
AND ACHIEVEMENT
The "new retail" strategy developed for GreatArt is customer, community, context, content and sales oriented:
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customer: professional artist, amateur artist, art club, gallery...
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community: art clubs, suppliers, galleries...
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context: to offer an artistic experience.
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content: artists residencies for a weekend, workshops, conferences, talks, reading spot, free hot drinks, free materials to test, exhibitions...
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sales: how to integrate this "new retail" strategy in a sales strategy, how to link it with the profitability of the company. As always, it is crucial to stay ROI oriented.
By carefully listening to customers' and community's expectations, we decided on the content to offer. GreatArt already had a venue at the disposition of their community: the store. Several partnerships have been built by both the marketing team and the team in-store. The "new retail" strategy totally focused on customer experience.
Beyond actions already discussed above, I also supported GreatArt with the user experience by developing and implementing the following services: click and collect, click and reserve, in-store references to the website, in-store iPads, flexible return and refund policy, option to test all products in-store, awareness campaigns and training of sales assistants in customers guidance and service...
RESULTS
AND FEEDBACK
The implementation of this "new retail" strategy has contributed to increase traffic to store by multiplying reasons for the customers to come to store. It also facilitated the inclusion of GreatArt in the local artistic community.
This strategy is highly contributing to the commercial development of the store whose goals are met on a very competitive market. GreatArt has reached expectations by renewing the offer available to London artists.
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Cedric Grossmann
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