Entries to the Bricks ‘n’ Clicks category of the 2021 Good Retail Awards have showcased many impressive examples of retailers using innovation to succeed in what has been an incredibly challenging year.
We would like to take the time to say thank you to all who entered. The number of inspirational stories shared by so many retailers made it a privilege (and a real challenge!) to narrow them down to the final shortlist.
The Bricks ‘n’ Clicks Award recognises retailers who have utilised both online and offline channels to create a seamless customer experience. Retailers shortlisted for this category recognise the importance of integrating all of their customer-facing platforms, both physical and digital, into a true omnichannel offering.
Modern Retail is delighted to announce the official shortlist for the Good Retail Awards’ Bricks ‘n’ Clicks Award.
The shortlist is as follows:
Artworx Gallery
Artworx Gallery has created an experience for customers that is as exciting online as it is offline. Replicating the interactivity and personalised touch that customers can enjoy instore, they have adapted their website and online shopping offering to showcase products, using in-house videos, 360° images and alternative views.
Run by Julie and Chris; a mum and son team, they are proud to go the extra mile. Placing thank you cards in packages and sending personalised emails to check orders arrive safely are just the beginning of their many initiatives, including loyalty schemes to reward loyal customers and much more.
To overcome the challenges associated with COVID-19, Julie and Chris have enabled shoppers to see products in their shop window and scan the QR code, completing the sale online and picking the purchase up during their daily click & collect opening times, tying in the online and offline experience fantastically.
Gracie Jaynes
Gracie Jaynes has adapted to overcome challenges faced this year by offering customers a virtual shopping experience from their sofa. Offering FaceTime sessions with customers, the team showcased specific items of interest, basing their recommendations on individuals’ requests and preferences.
Ensuring their website was optimised for a range of devices, as well as offering popular payment options, they made express checkout easier than ever before. Alongside their ability to switch to 100% online whenever required, they began offering click & collect as well as a local delivery service, allowing them to give a personal touch to orders made online. Turning their front room into a packaging station, this saw more than 100 parcels sent out to customers every day.
With their ability to showcase their products creatively online as well as instore, Gracie Jaynes’ social media following has grown from 4,000 to more than 17,000 since the beginning of the pandemic. The business’ success in adapting as required has seen Gracie Jaynes grow their team and attract countless new customers to their showroom when it is allowed to be open.
Stationery Supplies
Stationery Supplies have adapted the way they worked to suit the changing needs of customers, allowing those in need of stationery for home schooling, working from home and gifts, to receive a first-class experience.
Changing their hardly used website into ‘click ‘n’ deliver’, they manually entered over 800 products, completely rethinking their approach to online orders, email and phone enquiries. Filling their social media channels with bright and cheerful imagery of their stationery, the business saw interaction skyrocket, spiking when Sarah shaved her head live on Facebook for a much-loved local charity.
Rearranging the shop to work more like a warehouse to simplify picking, doing local deliveries and adding a click and collect option has enabled Stationery Supplies’ customers to receive their orders in the ways that suit them best. When shops were able to reopen, all safety measures were promoted on social media, giving customers peace of mind.
Despite the challenges faced in 2020, Stationery Supplies celebrated their best ever day, week and month in business, as well as opening a second shop and employing two new staff in 2020, making sure another community retained its independent stationery shop.
Salamander Cookshop
Single independent shop, Salamander Cookshop worked to design a stand-out experience that links their instore environment and online presence in a different way to their competitors. They set out to create a virtual store alongside their instore offering, allowing them to facilitate a wider range of customers through next day delivery to the store, or their home.
Bringing their products to life, Salamander Cookshop offered access to the enthusiasm and expertise of staff, brand ambassadors and other experts to customers inside the shop and through online channels, allowing these opportunities to be accessible anytime and anywhere.
Through the development of a new website that encourages interaction and a brilliant instore environment, as well as a monthly newsletter, enhanced social media use and the introduction of interactive events and competitions, Salamander Cookshop has created an omnichannel experience that impresses customers and has grown the business.
Kukoon Rugs
Kukook Rugs has worked tirelessly to grow brand awareness and loyalty in recent months, creating a uniform approach to instore and online sales, while keeping their rugs at a competitive price.
When faced with the challenge of having two separate stores and more than 18 online sales avenues, Kukoon Rugs found a solution that would adjust stock levels in real-time, allowing staff to scan each rug, to find the most up to date stock levels and locations of products. This worked to successfully improve customers’ experiences both instore and online. Adapting processes has seen the business reduce plastic wastage, as well as the shop floor team providing feedback from customers that influences upcoming ranges.
Combining shop assets with online assets, Kukoon Rugs have been able to utilise platforms such as Amazon FBA and marketplaces such as Wayfair, allowing a wider range of customers to enjoy the same fantastic products and information about each rug, as they can instore.
For more information on the Good Retail Awards, click here.
Holly brings a wealth of experience in both print and digital publishing. As Modern Retail’s Content Editor, Holly is passionate about helping independent retailers to thrive in today’s ever-changing market.
