Problems reading this e-mail?

 

Ideas - How to transform the ordinary into the extraordinary
Our “Ideas” articles keep you in touch with styles, trends and developments in design, providing you with articles and information that is of direct practical benefit to your company and your customers. This month Nikki Hemstock illustrates how improving a stores Product, Instore experience, and Special amenity design may help specialist retailers to survive.

Innovation - De Gruchy
These articles show how JSA’s design and build work has directly improved our clients’ business and perhaps gives you some ideas as to how we might work for you. This month we look at De Gruchy Jersey.

Inspiration - Junction 32
Our “Inspiration” section is an informal look at the ideas and people that shape future trends.
This month Sue Ovens visits Junction 32.

 


Department Stores are facing even tougher trading conditions than ever before, battling against squeezed margins and keen competition. We exist in a highly competitive era, where shoppers have a huge variety of where to buy, and so the department store of the 21st century needs to offer wide ranges of product, maintain good value and quality service along with an aesthetically pleasing and entertaining environment.

From past experience we know that consumers respond to good design and a pleasing environment which complements their choices as well as supporting their lifestyle requirements. Retail design at its best supports retail strategies and accelerates consumer activity.

Review your product mix

Clever design is an evolutionary process, produced through teamwork. At the centre of the process is the product, and at the end of the day if the product is wrong, no amount of visual imagery will increase its appeal. Stores need to sharpen up their act by streamlining their traditional product ranges in line with today's ever changing lifestyles. Maintaining a contemporary mix for any store is fraught with risk, as we all know that with each adjustment of the assortment there are some customers for whom the deleted line was an absolute life necessity, but in order to survive in every business sector we need to move with the times or sadly lose out.

Offer an experience

Shopping in the 21st century has turned almost into a leisure pursuit where the consumer is in charge and can choose from a vast number of quality yet affordable products. Retailers are all in competition for people's leisure time and money, and so in order to gain this, department stores need to look at turning a necessity into an 'experience'.

Back in 2004 I attended a Retail seminar on “creating destination shopping”, and was left with plenty of ideas and inspiration by the speakers most of which still holds true in today's climate. Understanding the importance of theatre in retail is not a new concept, but now more than ever plays a vital role in the future of staying ahead of the competition. One of the phrases that particularly stuck in my mind was:

“What is deemed as good yesterday is old today and obsolete tomorrow” How true!

 

 

Special amenities and providing a unique service

Good service can be as simple as treating your customers to a simple smile or kindly deed through to slick design and marketing campaigns.

In many cases a shop has become significantly more than simply a place to buy products, and has developed services that give it more of an association with well being. Our client briefs now request: nail bars, brow bars, hair salons beauty treatments all things which make us feel better about ourselves. We see the need for personal shopping assistants, in store child care, and luxurious fitting rooms.

Retail entertainment has increased from a few simple seasonal store decorations to breakfast with bunny at Easter time through to polished in store events, discount incentives, previews, personal appearances, book signings and demonstrations. All perceived to offer the customer that something a little bit extraordinary.

 


 

Ulster Stores group, which owns Moores of Coleraine in Northern Ireland and de Gruchy in Jersey are set for a major refurbishment as part of a £4 million transformation. Jersey is the most Southerly Island of the British Isles and is the largest of the Channel Islands situated only 22km off the north-west coast of France and 140 km south of England, and with increasing direct air routes is easily accessible for a large part of the UK.

De Gruchy is one of the oldest department store retailers in the UK and Channel Islands trading for almost 200 years, and enjoying a reputation beyond the shores of Jersey. The landmark building is the largest in the Channel Islands and enjoys prime shopping space in King Street. Due to its purpose built nature the store has vast open floors which are perfect for today's retail requirements.

As part of the ongoing store transformation JSA have designed and produced a comprehensive professional brochure for de Gruchy highlighting the first phase of the development through to exciting future plans to turn a unique shopping experience into a sensational shopping experience! The brochure includes illustrations and proposed plans for the stunning architectural grandeur of the arcade, along with plans for menswear and ladies fashions. This will be sent out to potential new concession partners promoting the company.

MD Neville Moore said "The shop needed some attention. De Gruchy is like the Selfridges of the island, and can become more interesting without losing sight of where we came from". He went on to say "This is a significant investment with the programme in place to smarten up 80,000 sq ft and convert some15, 000 sq ft of back office space into trading areas.

We signed up JSA to redesign and refit the store as we have an excellent working relationship based on past work carried out at Moores, Coleraine and Clares at Llandudno. The first phase of the refit will start this summer when the accessories area is moved into the restored arcade"

Senior designer Sarah Cox said "We are both delighted and honoured to be involved in this prestigious project. The scope for innovative design is immense, and the building is such an icon in St. Helier. Here at JSA we are excited to have the opportunity to restore it sympathetically, whilst bringing it into the 21st century".

 



 

Having visited Freeport in West Yorkshire several times, it never ceases to amaze me at the growth rate of the venue.  This massive designer outlet is situated on the outskirts of the ancient town of Castleford on the M62 and is an ever growing popular retail/leisure village.  Since the introduction of Xscape and the re-branding to Junction 32 this has all the ingredients for the ultimate day and night out incorporating retail designer products in an easy to get to place close to both Wakefield and Leeds.  Both areas in recent years have benefited from substantial new investment in housing, retailing and leisure.

At Freeport or 'Junction 32' as it has now been revolutionised, you'll discover a terrific range of designer products within the 90 and more shops, selling at up to 60% off high street prices.  There's everything from big-name fashion brands to kitchenware, china, furniture and beds. What's more these great, low prices are not one offs, they're available every single day!  Put all that together with masses of free parking, a huge selection of comfortable, inexpensive places to eat, superb play areas for the kids, and you'll feel totally liberated at Junction 32.

There's B.B's Cafe, Bakers oven, Burger King, Hansens and Bradwells to name but a few so you'll always find somewhere to eat.  Other additions include Starbucks coffee, Café Thorntons and a few crepes and cappuccino outlets which makes choosing somewhere to have a 'retail therapy break' somewhat difficult!

 

 
 

 

As a parent one of the features that appeals to me is the Junction 32 'Safety First for Families'.  There is nothing worse than that sick feeling you get when you turn around and realise your child isn't there. Anyone who has experienced this will know how important it is to have safety systems in place, to help both parents and children become reunited as quickly as possible.  With this in mind, Junction 32 has joined the national child safety initiative, displaying Child Safe Zones.  Brightly coloured window stickers are displayed in every store window which helps provide shoppers with simple safety information and contact details should a child get lost. The emergency number displayed on the sticker puts worried parents or lost children directly in touch with the security team.  On entering the Village a wristband can be collected from Toyworld or Elle. The wristband is bright, waterproof and tough. It allows a parent/guardian to write a mobile number inside the band, so if a child is lost they can quickly become reunited.

Xscape at Junction 32 opened in October 2003 and boasts the country's biggest REAL snow slope providing the ideal location for beginners and serious boarders discovering the thrill of snow sports without a passport!  This is combined with a 14 screen cinema, 20 lane computerised bowling, 2 rock climbing walls, the UK's biggest ice climbing wall, skate and air parks, bars, clubs, restaurants and urban-lifestyle shops!  With an impressive selection of restaurants including Pizza Hut, McDonalds and Brewers Fayre, one of the hardest decisions will be choosing where you are going to eat!

 

 

 

Chief Executive of X-Leisure PY Gerbeau is well known as the man who helped ‘fix’ Euro Disney and subsequently turn the Millennium Dome into the UK’s most successful ever paying visitor attraction.  Under his leadership X-Leisure has implemented a comprehensive programme designed to enhance and grow its portfolio of entertainment and leisure destinations and, as a result, has become the market leader within the leisure property arena. PY’s extraordinary vision on the subject of entertainment, and his determination to enhance the visitor experience has proved hugely successful.

Directly opposite the leisure and retail village is the 119 bedroom three star Tulip Hotel, which promotes a perfect leisure or business location.  Offering modern facilities and stylish rooms yet affordable rates the hotel attracts both business and leisure guests and caters for both equally.

I am now looking forward to my next visit to 'Junction 32', which will be later in the year for some pre Christmas Shopping!  I wonder what else will be new then.

 

 
 

Feeling that you've been missing out on all the past 3i e-zines and other JSA news?
You can always catch up on all things JSA by clicking on the links below.

Previous 3i
To catch up on all the previous 3i articles – click here

News
To catch up on all other Jamieson Smith news from the last few months visit our website
and click on news
– click here

Contact us
We hope you have enjoyed this month’s 3i - we welcome your feedback. Email us with any comments, suggestions or requests - if you know someone who you think would like to be included on our emailing list then please forward their email address to us.

 

13 Devon Square Newton Abbot Devon TQ12 2HN

tel: 01626 336083 fax: 01626 336103 email: enquiries@jamieson-smith.co.uk
www.jamieson-smith.co.uk

  Unsubscribe
To unsubscribe from future JSA e-zines please reply to this e-mail with 'unsubscribe' in the subject line.
 
closeup1closeup2closeup3closeup4