Entries to the Instore Creativity 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 Instore Creativity Award recognises retail stores that have implemented an instore design that delivers a stand-out customer experience. It will focus on retailers who have used innovation to drive more customers into their store and increase customer satisfaction.
Modern Retail is delighted to announce the official shortlist for the Good Retail Awards’ Instore Creativity Award.
The shortlist is as follows:
The Lighting Company
The Lighting Company has worked to bridge the gap between online and instore, creating a no-barrier shopping approach that meets every type of customer’s preferences.
Setting up NFC price and information tickets instore, The Lighting Company enables customers to tap tickets to be taken to a webpage on their phone, where they are able to learn more about each item, see which other items complement it, and view other items in the range. Creating a styling area instore has also allowed shoppers to discover looks that they love, with the instore stylist being able to photograph specific combinations, showing some of the photoshoots on their website. Additional initiatives such as setting up appointment systems to safely speak with consultants, using only LED lightbulbs and transitioning to more eco-friendly packaging have impressed those that visit instore.
Doing everything in-house has seen the team’s skill set continuously grow, allowing the business to continue to innovate. The Lighting Company’s unique approach to instore experience has enabled shoppers to browse in the ways that they want to, making shopping more easy, more modern and an experience.
Agha Home has created a more contemplative and internalised experience instore, showing that brands that sell lifestyle products can merge with culture too. Their approach is focused on artfulness, simplicity and calmness, as opposed to an overwhelming need to push sales.
Agha Home has been designed with experience being the main factor in any decision. Using lighting to give ambience and having a new window installation created by a sculptor, the shop is almost like a gallery, with products being thoughtfully curated and set out, with design factor being key for each and every item. Supporting other artists, Agha Home ensures that most companies that they work with are family businesses, people they know personally, or companies that support their artisans and pay them fairly, as well as those that give some of their profits to charities.
Their strong and consistent art focus that runs throughout their business, from the interior shop design, products, displays and philosophy of engaging with other artists, has created a community of regular customers.
Wyle Blue World
Showcasing the most beautiful, exquisite handmade products from all corners of the globe, Wyle Blue World is decorated with Moroccan lanterns, with exotic scents filling the air alongside the sounds of world music. Selling handmade items chosen by Belinda herself on her travels, as well as locally made leather bags and covered journals, the shop showcases the most unique items, accompanied by Belinda’s in-depth knowledge of where everything has come from, telling each product’s story.
Aiming to create an experience that would impress her customers, Belinda created an atmospheric Moroccan themed alfresco bar in the garden behind her shop – the blueBAR. Working relentlessly to turn this vision into a reality, the blueBAR matched the colour and style of the shop. Employing a chef to work with the pizza ovens being sold instore, customers are able to enjoy a menu of homemade pizzas, sharing platters and more, all served on walnut boards and in hand decorated bowls that can be bought in the shop.
Wyle Blue World has created a one-of-a-kind instore experience, combining their offering with their retail space and the blueBAR, which has worked to generate sales, create employment for new staff and position it as an exciting destination for all in Shrewsbury to enjoy.
Two Faced Twins
When lockdown hit, twins Stella and Gem decided that if they couldn’t go to art events to sell their work, that they would set up their own art gallery. Looking to inject some colour into Worthing town centre, the Two Faced Twins began with a vision of designing a welcoming space for the public, encouraging new and existing art buyers to enjoy their work.
Finding a bleak and run down seafront shelter, Gem and Stella involved family and friends, cleaning,and painting, as well as building large walls to hang their artwork on and installing professional lighting. Making the gallery COVID safe and buying local musicians’ CDs to play in the background, the transformation turned a once derelict shelter into a stand-out space to showcase their contemporary artwork. The Two Faced Twins have continuously redesigned their showroom to fit Government guidelines, making it an enjoyable and safe place for people to view their artwork with a coffee, as well as offering online purchases for customers to collect their artwork from the showroom, or even have it delivered to their homes.
Their innovation and talent has seen the Two Faced Twins grow a loyal community of enthusiastic locals, as well as successfully building a thriving full time business.
For more information on the Good Retail Awards, click here.