‘We believe in exceptional in-store experiences’
GREAT retailers know their market, their customers’ wants and changing needs, their numbers and their product. They also have great skills in buying, selling, merchandising, managing people, planning, decision-making, communicating and so on. But as the sector continues to be disrupted and change dramatically, retailers also need to have a very positive attitude. I do realise that when you feel that you’re being kicked relentlessly, that can be difficult. But characteristics such as tenacity, resilience and adaptability are evident in those who are coping best.
THE RETAILER
There is great hope for so-called ‘bricks and mortar’ retailers in Ireland. Retailers can inspire, educate, entertain and romance customers instore in a way that on-line retailers could never do.
One such store that does this with excellence and taste is Willow in Ennis Co Clare. Jean McCabe was 21 years of age when she founded the company in 2006. Turning her back on her college education in engineering, she was attracted to the cut and thrust of high-street retailing.
Willow’s shops in Ennis and Galway are multi-brand stores, targeting fashion-conscious women. In addition to mid-range fashions for all occasions, the business has also become a destination for ‘guest of the bride’.
Despite the rookie mistakes she made at the beginning, McCabe told me that the business has grown every year, even through the downturn. That says a lot to me about her continuous learning, her positive attitude and work ethic.
McCabe and her team are very proactive in tweaking and improving the business day after day. “Retail has changed dramatically and we know that to succeed, we must give five-star customer experiences consistently,” said McCabe.
McCabe travels regularly to get new ideas. For example, she noticed the receptionist in the Gibson Hotel coming outside the counter to give a room key to a guest. Seeing that to be a really warm and friendly gesture, the Willow sales associates come outside the counter to hand customers their purchase.
THE DETAIL
From the outside in, the attention to detail is exceptional. The shopfront is beautifully presented with fresh planting outside. Window displays are refreshed weekly and the overall window themes are changed monthly. So that customers don’t feel intimidated, there is a blossom tree in the middle of the store to help customers to relax into the environment. The flooring is solid oak so that women are not bothered by the clacking of their own heels as they walk. Every detail of how the customer feels while navigating the store, is thought through.
There is a prosecco bar upstairs for customers to relax while shopping. There is a ‘Gentleman’s Chair’ with beer close by so that they too can feel welcome. Housekeeping is maintained to a very high standard and every single customer is treated to an exceptional experience on every visit. “We’re competing with global online giants that have very deep pockets. We believe that we can win over the customer by giving exceptional and genuine experiences to our customers in store,” said McCabe.
FOOTFALL DRIVERS
McCabe and the team don’t take their prime store locations for granted and recognise that they also need initiatives to attract customers to their stores. ‘Bubbles and Blues’ is a weekly Friday event, for customers to browse with a prosecco, with jazz playing in the background. Customers are also engaged through text and email. It has a comprehensive website that is both a brochure site and an online store. A loyalty app will be launched later this year along with a new personal shopping service.
Social media is also used, with particular emphasis on Instagram, Facebook and Snapchat. Regular customers know that the stores keep changing and no two visits will be the same. Willow has a constant supply of new collections weekly, encouraging the customer to return regularly.
“Driving footfall is about doing the basics exceptionally well, with great merchandising and displays, nice store environment, fabulous product and most importantly, great customer service. That ensures a great experience, which is the key,” said McCabe.
THE LAST WORD
Women’s, men’s and children’s fashion retailers are being affected by online retailing. We see the constant stream of big-budget ads in every aspect of our lives. But it’s not all plain sailing for online fashion retailers. It’s well known that their costs are very high due to customer’s returns. Willow too has a successful online store, willow.ie. It’s interesting to note that 40pc of those sales are from customers within a radius of 50km of each store. It’s a key driver that engages a local audience. Interestingly, 20pc of sales are ‘click and collect’, which also drives footfall into the store.
While recognising the opportunities with an online store, McCabe is a passionate believer in ‘bricks and clicks’ retailing. She didn’t inherit this business but has nurtured it from inception to what it is today. “The industry continues to change and there is even more change to come. But I genuinely love what I do and that’s what drives me” she said.