‘It’s important they’re properly measured, this gives us an edge’
SARAH Jessica Parker in Sex and the City and I have at least one thing in common. We both love Jimmy Choo Shoes. While her passion is for wearing them, mine is for helping the company to sell them. Jimmy Choo is a luxury brand where price is obviously not the main driver of sales. The styling, the fit and the brand appeal makes it an aspirational brand across all demographics.
Yet even with an amazing product range, the company recognises that product alone is not enough of a differentiator. I saw this first-hand all across Europe, where some stores outperformed others.
Of course there are lots of factors that influence sales but in Jimmy Choo’s case, I know it depended on the local general manager and how they went about ‘converting’ visitors to spenders.
THE RETAILER
Graham Shoes is a multi-brand shoe retailer with stores in Dublin, Carlow, Kilkenny and Clonmel. Founded by Tom Graham in 1970, it is now run by brothers Steve and Gary Graham.
The business has come a long way since the early days. In order to protect Irish shoe manufacturers back then, a licence was needed to import Italian shoes into Ireland.
Over the years, the company has diversified its offering to include shoes for women, men and children. It sees itself as a mid-market retailer, with women’s shoes priced between €50-70, ankle boots from €60-100 and boots from €80-120.
While online is obviously a big disruption for the footwear industry, the other challenge is that we have all become more casual in how we dress. Sportswear is now a huge category and that has enabled international branded sports retailers to compete with traditional shoe stores.
Even schools have relaxed their rules and now allow black trainers to be worn in school.
Nevertheless, Graham’s Shoes is punching above its weight and is holding its own in each store it operates. Childrens is now a really important category in which the company has developed a niche. Customers travel from far and wide to Graham’s destination stores because of the instore experience.
“As children’s feet change so quickly, it’s obviously important that they are properly measured and fitted with shoes that are comfortable and appropriate. That gives us an edge compared to online retailers.
“All of our sales people have been trained in product knowledge and they give honest advice to every customer,” said Steve.
That gives them a high percentage conversion rate in the children’s category.
OTHER BACK TO BASIC RETAIL PRINCIPLES, TO AID CONVERSION
When a customer enters your store, they form opinions very quickly based on first reactions. A physical retailer has much more potential to influence a customer by tapping into all of the senses.
For example, in Graham’s the children can try on and walk in the shoes to check for fit and comfort.
Grocery retailers love to bake fresh bread to create an ambience just inside the front door. Mac Cosmetics always have loud music pumping to create a vibe, and Neal’s Yard Cheese shop in London offers every single customer a tasting.
Focusing on visual marketing in particular, great retailers know the importance of:
1 HOUSEKEEPING STANDARDS
Basic housekeeping standards are a priority for every retailer. A tidy and clean store is essential regardless of whether you’re mainstream or a luxury brand.
2 OVERALL FLOOR PLAN AND LAYOUT
Thinking of the customer’s journey through your store, consider the optimum layout and what product ranges sit most sensibly adjacent to others. Should your products be displayed in categories or in brands? Try to link-sell by accessorising and showing related products together, such as a matching handbag and shoes.
3 DISPLAYS
Uncluttered displays that are allowed to ‘breathe’, are visually pleasing while telling a story, will inspire the customer to buy.
4 BASIC PRINCIPLES
Signage, ticketing, lighting, music are all key elements of the basic principles of in-store sensory marketing.
LAST WORD
In conversation with Steve, he told me that Graham’s is a friendly place to work and the teams work really well together. “We see that giving an in-store customer experience is our main differentiator in a world that is changing every day” he said. “But I do recognise that we retailers need to up our game. There is probably more we can do to refresh and enhance the selling skills of our people in order to convert more browsers to spenders. I intend to do that.”