Start-rite has adopted an innovative approach to working in partnership with independent retailers by helping them to get closer to their customers, better understand consumer behaviour and ultimately drive sales upwards.
Working with brand consultants Visual Brand Matters, Start-rite has developed a Brand Training Workshop, which is held regularly across the country. During the course of the workshop, retailers learn how to sell the brand more proactively in-store through visual merchandising and greater appreciation of consumers’ behaviour, and are given full training to qualify as expert fitters.
Back to basics
Successful brand delivery is dependent on using visual merchandising to present products to the customer in a way that motivates purchase. Over the past 18 months, Start-rite has undergone a rigorous review of its brand standards and carried out extensive research into today’s consumer shopping habits.
Armed with this redefined brand strategy and an in-depth understanding of its customers’ needs and expectations, Start-rite has been able to create a brand training workshop that enables retailers to effectively translate these findings to the shop floor. The workshop consists of three core elements: brand management, visual merchandising and fitting expertise.
Going the extra mile
The overall aim of the Brand Training Workshop is to ensure excellent brand positioning for Start-rite in-store, whilst helping retailers to improve their overall sales performance, meaning increased business and profitability for all those involved. The workshops will be delivered by Brand Trainer Charles Boyce and consultant trainer Rachel Mortimer.
In addition to hosting the workshops, the Brand Trainers will invest time in follow-up store visits to selected retailers. These visits will provide hands-on coaching and continued support for retail staff in applying the principles and techniques learnt during the workshop. Going forward, Startrite plans to invite certain retailers to be real ambassadors for the Start-rite brand and become Centres of Excellence.
One of the retailers to pilot the learnings from the workshop in-store is Nick Parkin of Johnsons Shoes: "We were really keen to get involved in the programme and were impressed by Start-rite’s desire to invest time and money in our business" he says. "Not only does this benefit both us and Start-rite, but also all of the other brands that we stock. It is refreshing to see such an open-minded approach and the results have been amazing. Since participating in the course and applying the techniques in-store, we have seen a substantial increase in sales, which is fantastic".
Start-rite Managing Director David Attwood commented: "Quality, style and the importance of fit have always underpinned Start-rite’s brand message. Whilst these elements remain pivotal to our strategy, it has become necessary to rethink our approach. Consumers’ shopping expectations and habits have changed so much over the years and as a business it was necessary to respond to this.
"By investing in these ongoing Brand Training Workshops and working with Visual Brand Matters, Start-rite is in a position to educate retailers on how better brand management and visual merchandising combined with fit expertise can be used effectively to meet these changing needs and provide an easy and enjoyable shopping experience."
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