Card Factory has announced the opening of its first new format ‘model store’ - its first major store format upgrade in over 20 years.
The refurbished Coventry store reopened on Saturday, 5 February and has been designed to significantly improve the shopping experience.
As part of Card Factory’s ‘Opening Our New Future’ strategy, the Model Store format will make better use of store space, improve customer flow and navigation through the store, while also improving operational efficiencies. The Coventry store will also be one of two model stores that will trial digital screens to increase in-store shopper engagement.
Key features of the model store include:
- Improved store layout – all cards moved to perimeter of store in new racks, allowing complementary gifting categories to be merchandised mid-floor in close proximity and to allow more range flexibility while still allowing ranges to be displayed together as required (such as seasonal or event related – Wedding cards with Wedding gifts); mid-floor breaks provide better store circulation for customers
- Improved store signage – clear category and range signage will help customers navigate the store
- Improved customer experience – locating the counter further back in the store as well as the use of low-level fixtures and new navigational signage and zoning creates clear sight-lines, ensuring the customer shopping experience is significantly improved
- Digital screen pilot – three screens per store containing a diverse range of content that will change through the day, from product and promotion messages through to brand-led messages such as event reminders and Card Factory’s charity work with organisations such as MacMillan Cancer Support.
Customer feedback on the new store format and layout will be collected following the opening of the Coventry store. Combined with data analysis of customer behaviour, this will be used to inform the rollout of the new format and programme of store refurbishment across the wider store estate.
Delivery of the ‘Opening Our New Future’ growth strategy is now underway with the Model Store being one of the first milestones achieved.
Card Factory CEO, Darcy Willson-Rymer said: “The customer is at the heart of Card Factory’s Opening Our New Future strategy and through the rollout of the Model Store format, we are responding to the needs of our customers by significantly improving their in-store experience.
“Importantly, the new format stores allow us to showcase our continually expanding ranges of complementary categories.’’
