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Meet the Instore Creativity Award Shortlist

Instore Creativity Award

Entries to the Instore Creativity category of the 2023 Good Retail Awards have showcased many impressive examples of innovation to benefit retailers, customers and the industry as a whole.

We would like to take the time to say thank you to all who entered. The number of inspirational stories shared by so many in the industry made it a privilege (and a real challenge!) to narrow them down to the final shortlist.

The Instore Creativity Award recognises retailers who have implemented an instore design that delivers a stand-out customer experience. It focuses on those 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 Instore Creativity Award shortlist

The Instore Creativity Award shortlist is as follows:

Ellie Sanderson Luxury Bridal

Ellie Sanderson Luxury Bridal has turned traditional High Street Bridal retailing upside down, making sure they offer a completely irreplaceable experience instore.

They have put extensive thought into every shopper’s journey, beginning before they even walk through the doors. Making sure there is plenty of easy parking, Ellie Sanderson designed an arrival pod to welcome people instore, before the grand entrance into the showroom. They have also created a coffee area for clients to relax in after buying their dresses, turning it into more of an experience than a typical shop transaction.

Every aspect of the design, from the shop layout, soft materials and warm and natural tones have been guided by the clients’ perception. With the building being an old barn with curved window arches, all furniture was hand-made to keep the curves and these elements are even built into their display arches, with arch-shaped mirrors and curved fitting areas and sofas. Combined with soft furnishings of organic nature, hand painted walls and bespoke terrazzo trays for jewellery, Ellie Sanderson Luxury Bridal has created a unique, warm and luxurious space.

Salamander Cookshop

Salamander Cookshop has created an instore experience that brings cookware to life, allows the team to share their expertise and give product demonstrations to capture shoppers’ imaginations, while engaging with the wider community.

By repurposing kitchen tables that were used to display products and investing in portable hobs and a halogen mini oven, Salamander Cookshop found a way to give cooking demonstrations. They have also collaborated with other local businesses to use demonstration space and run events.

They have launched popular monthly events which are combined with instore promotions using locally printed posters and displays, as well as including a prize draw, promotion in their monthly newsletter, social media, website and local media coverage.

Suave Owl

Suave Owl has created an exclusive space for Groom’s parties and other groups, making sure the Groom feels pampered, in the same way a bride does when looking for her dress.

Taking two adjoining basement storage rooms and decorating them in line with their retail store, Suave Owl created an extension of their existing space. One room accommodates five changing rooms, while the other is a communal space with seating, inspiration and a bar (with an alcohol licence).

Offering dedicated personal service and expertise on hand, it has worked to make a memorable day for customers, offering a free beverage to all visitors as they enter the homely, welcoming and exclusive environment.

Williams of Audlem Ltd

Family business, Williams of Audlem Ltd, has restored their 161-year-old village shop to reflect its heritage and history in a unique, authentic and sustainable way. They have undergone a project to create a unique and authentic trading space that attracts customers in a climate where nostalgia is growing in popularity. To counteract the decline of small shops, they have created a one-of-a-kind shopping experience.

They reused and repurposed original fixtures that had been removed from the shop, but not disposed of, including their old cash register which they had restored by the BBC Repair Shop team in 2018. Suitable authentic fitments were introduced in the shopfitting, as well as updating lighting with eco-friendly lights that are in the period style of the shop’s new look. On the exterior, the old shop pavement awnings were restored, as well as the signwriting and exterior paintwork being made to reflect the heritage of the shop. In 2022, they commissioned a bespoke hand painted wall mural to celebrate the shop’s 160th year in business.

The shop’s renovation has captured the imagination of many shoppers, with some travelling from as far as New Zealand to see the cash register and some even giving their own treasured artefacts to ‘rehome’ in their store as they have loved the shop’s backstory so much.

Congratulations to all in the Instore Creativity Award Shortlist

We would like to say a huge thank you to all on the Instore Creativity Award shortlist, as well as to those that entered the category.

For more information on the Good Retail Awards, click here.

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