Refurbished Coventry store set to trial customer experience improvements
Card Factory has just opened a new format model store, the UK’s largest special chain’s first major store format upgrade in over 20 years.
The new retail concept, part of Card Factory’s Opening Our New Future strategy, debuted in its Coventry city centre store on Saturday (5 February).
The new store format makes better use of store space, improves customer flow and navigation through the shop as well as a new approach to its greeting card and gift displays.
As part of the improved layout, all of the greeting cards have moved to the perimeter of store in new racks, allowing complementary gifting categories to be merchandised mid-floor in close proximity and providing more range flexibility while still allowing ranges to be displayed together as required, for example, seasonal or event related such as wedding cards with wedding gifts; mid-floor breaks provide better store circulation for customers.
The reopening in Coventry is one of the first milestones in Card Factory’s Opening Our New Future growth strategy which was launched by Darcy Willson-Rymer, ceo, who joined the business in March last year.
Darcy 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 where we are already the leader in balloons and party. By offering greater choice to our customers, we can build upon our historic leadership in cards to capture a larger addressable market and fulfil our vision of becoming the number one destination for all shoppers seeking to celebrate life’s special moments.”
To improve the customer experience, the new look includes locating the counter further back in the store as well as the use of low-level fixtures with new navigational signage and zoning creating clear sight-lines.
The Coventry store is one of two model stores that will also trial digital screens to increase in-store shopper engagement. Three screens will share 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 information about Card Factory’s charity work with organisations like Macmillan Cancer Support.
Customer feedback on the new Coventry store format and layout will be collected and combined with data analysis of customer behaviour then used to inform the Model Store rollout and programme of refurbishment across Card Factory’s wider store estate.
The Card Factory management believe that delivery of this New Future strategy will enable the business to take advantage of growth opportunities, aiming towards delivering revenues in excess of £600million for FY26. This is expected to be achieved by “offering more convenience, more choice and an exceptional experience, while continuing to provide great quality and value”.
Top: Open for business, Card Factory’s first new format model store
