A Guide to Brantano Concessions

Transcription

1 A Guide to Brantano Concessions One of my best decisions in 2013 was to pick up the phone and call Brantano. Keith Grinsted, Head of Specialist Retail Chelmsford Star Co- operative Society Ltd

2 Is a Brantano concession right for you? Looking for a low risk way to broaden your customer offering? Know that your shoppers would love to buy top footwear brands? Have space that could be generating more sales for you? Then a Brantano concession could be perfect for you. We re experts at taking sq/m and turning them into profitable spaces. We can create tailor- made concession packages that suit your customer needs. This includes different options on stocked brands, mix of genders, product display options and staffing/payment options to suit. We ve got transparent commission based remuneration agreements in place with all our current partners and we d love to talk to you today about how a Brantano concession could work for you. Our popular Kids Character Range:

3 Who we work with What our partners say We are delighted with the results from our new partnership with Jones & Brantano. Throughout both the planning and execution phase our new Concession partners went the extra mile to achieve the deadlines set. Tony Richards, Beales Trading Director We had been looking for a while for a replacement shoe franchise in our Braintree quadrant departmental store following the demise of Barratts / Famous Footwear but to little avail. The name Brantano came up as having the right offering for our customer base but we had never seen them as anything other than an out of town retailer. But it was worth a phone call. Nothing ventured, nothing gained. What a surprise. We spoke with Karen Staton. She visited the store, loved it and asked when they could move in. It was as easy as that! Brantano have been a great company to deal with. The process toward their arrival in Braintree could not have gone more smoothly, nor more quickly. Within weeks we had cleared the space, their shop fitters had done their work, and the department was up and running successfully. Their product range is great, their staff a pleasure to work with, and there is always a communication line open to operational directors if necessary. One of my best decisions in 2013 was to pick up the phone and call Brantano. Keith Grinsted, Head of Specialist Retail Chelmsford Star Co- operative Society Ltd

4 An Introduction to Brantano We re a 60 year old brand with a history grounded in shoe selling. With ambitious plans for a successful future, part of Macintosh Retail Group, sister company to Jones the Bootmaker. Macintosh Retail Group is a large- scale non- food retailer listed on the Euronext Amsterdam Stock Exchange, specialised in the distribution of consumer products and services in the Living and Fashion sectors. Customers are served online and in almost 1,000 shops. We are 100% committed to providing excellent service to our customers.

5 3 simple things are at the core of what we do: We ve taken 60 years of listening to our customers to refine the essence of our brand into 3 main focuses. 1. Expertise We specialise in feet. And that s why we take pride in the fact that all our staff are trained by the top fitted brands to Edexcel fitting standards. This is predominantly important for children s feet, but feet can change shape throughout our lives, so we can fit everybody. And, we make sure we have the range to suit; wide fit, petite sizes and king sizes. Because we re specialists we want the right shoes for our customers that they like and will last. 2. Proximity Not only are we close to our customers, on convenient retail parks we get the product as close as we can. Whether that be in our stores, with all our shoes out in pairs ready to be tried on, or online at All of our customers favourite brands and styles conveniently under one roof. 3. Being Family Orientated Our stores and services are designed with families in mind. We care about all feet, and want to ensure that shoe shopping can be made as easy as possible for everyone. You can rest assured that we will listen to the needs of your customers and tailor our package with these core principles in mind.

6 So why work with us? We pride ourselves on our customer focused approach. What that means for us, is that we continually look for new and appropriate ways to exceed the expectations of our specific target audiences. What that means for you; bespoke solutions designed to meet and surpass the needs of your customers. Here are a few examples from our own retail environment: The elderly our move towards direct selling Some of our most important customers can t get to our stores. So in true Brantano fashion we take our shoes to them! In particular we focus on care homes and sheltered accommodation where residents are still keen to receive an expert service, but are less mobile. We work with the managers and wardens to arrange regular visits with a selection of relevant stock. We can re- measure feet as they start to change shape in older age or simply offer shoe care products to renew the life of existing shoes. We never underestimate the impact of a friendly smile and a biscuit. Mums a community approach and store re- fit to support their needs To ensure that mum s know about our convenient, free, expert fitting service we embark on an ambitious schools contact plan at the end of every summer term, just before back to school shoes are required. Our staff go into local schools teaching children about the importance of looking after their feet and getting all the kids measured up. When in store we ve created a specific area with all the information mum s need on the fitting process and stickers and colouring- in sheets to keep the little ones occupied. Our Edexcel trained store staff will ensure that all children are measured correctly and leave with the appropriate shoes if new shoes are required. Ladies an innovative local marketing strategy to create the perfect shopping experience Ladies and shoes have a special relationship so twice a year we aim to create the perfect environment within our stores to celebrate the launch of our new season collection. Hence, the Brantano Ladies Night was born. An exclusive long weekend of 25% off discount on ladies footwear. Invitations are handed out in the weeks prior to the event to help create a sense of anticipation amongst existing and new customers alike.

7 The on- the- go shopper our commitment to multi- channel retailing Our commitment to convenient shoe shopping extends to online. That s why we have a significant commitment to our cross channel customer experience and have doubled our online sales in less than a year. Customers can create a bespoke shopping experience with us, browsing from the comfort of their homes, or on their mobile when they are out and about. We will deliver to them directly or to their local store. Or you can simply call our customer service team and place a telephone order if you d prefer. These are the sort of choices our customers expect, so it s what we deliver. Charity we support the causes that matter to our customers We have a corporate charity partner Tommy s who, over the last 5 years have held a special place in our hearts, and those of our customers. That s why we set up the shoe exchange. Bring your old shoes into a Brantano store and we ll donate 20p to the Tommy s charity. We ll also give 5 for the customer to spend in store as a thank you. Through doing this, and running store specific sponsored events we ve raised over 100,000 to date for the Tommy s charity and hope to continue this relationship long into the future. Local Marketing raising awarness of who you are We provide many ways to locally market our stores which will also raise awareness of the concession. These include regional newspaper advertising, social media updates and special discounts for not only local customers but also for your employees. Brantano also offer regular pay day events in store.

8 But don t just take our word for it These are just a few ways that we take our specific knowledge about our customers and aim to keep innovating so that we meet their needs and exceed their expectations. And we think we are heading in the right direction Retail analysts Verdict named Brantano as the nation s fourth best retailer in its annual Customer Satisfaction Awards stepping us up from our fifth place position in With brands like John Lewis and Ikea ahead of us, we know we ve got room for improvement, but it s comforting to know that our customers feel we are on the right track. And its why these great brands continue to work with us, and are proud to sit under the Brantano roof.

9 Our Concession Branding We can provide you with a suite of POS elements, tailored to fit any spaces so your customers can shop Brantano in the easiest way possible. Brands cards To display the brands that are available within the concession store. Size cards Easy for the customers to see their size shoe and where it is placed within the store. Brantano, Essentials, Slippers & Wellingtons panels Easy to find each product with these panels directing the customer to the range of product we stock. Directional Hanging Sign Clearly shows where Brantano is located within the building. Kids Fitting Bay When in store we can create a specific area with all the information mum s need on the fitting process and stickers and colouring- in sheets to keep the little ones occupied. Our Edexcel trained store staff will ensure that all children are measured correctly and leave with the appropriate shoes if new shoes are required.

10 What Next? We d love to distil what we do for our customers into a solution that works for yours. That s why we are flexible to your requirements. This includes model sizes, age groups, product selections etc. We will be able to make a 800 sq ft model work as well as a 1500 sq ft version. We ve got big plans for the future, which is why we d like to work with you. It all starts with a conversation Please contact: Karen Staton Retail Operations Director Mob: Karen.staton@brantano.co.uk Brantano (UK) Limited Interlink Way West Interlink Business Park Bardon Coalville Leicestershire LE67 1LD