Customer touchpoints & locations
Retail brands must now be proactive and go to wherever their customers want them to be. In the physical world, and the digital world.
From traditional high streets & shopping centres, to marketing events and pop-up locations. From DTC e-commerce, social media & rich media, to Tik-Tok, influencer sites and global marketplaces.
I’ve been employed to work on touchpoint & location strategy by Walgreens, Boots, Adidas, AllSaints, Ferrari, Luxottica, Ray-Ban, Nespresso, Halfords, Ladbrokes, Camper, Cortefiel, Springfield, Sonae, Otto Versand, BonPrix, World Duty Free, La Caixa, Flex, Latteria Soresina, Gruppo Vestebene, Gruppo Coin, Aena, Heatons, Portaventura, Benetton, Dublin City Council, Northumbria University & Dun Laoghaire Council.
My clients like the approach which begins by following traditional location strategy mapping & data analysis.
They also like the new elements I bring. It is essential now to understand the commercial economic opportunities of customer communities around physical shops, and digital channels. This must be done with an ‘On-the-street’ approach identifying in reality the ways to build that community loyalty, footfall and sales.
Every consultancy project is created and developed for each client’s specific needs and requests. The scope, timing, resources and process is agreed after an initial discussion process.
To have a discussion about your touchpoints & locations, email me at email@example.com
UK & Ireland
Boots is the leading health & beauty retailer in the UK with over 2,000 shops. It is said that 85% of the population is within a 10 minute journey from a Boots.
Their location strategy is continually updated with catchment data, demographic trends, and changes to local competitor and population maps.
I helped to deliver a strategy for the delivery of Christmas, Summer and other commercial events, across the portfolio. To do this it is essential to understand the customer communities around those 2000 shops, their shopping preferences and what they want from Boots during seasonal campaigns…product ranges, shop layouts, shop windows, local promotions, services, decor, atmosphere, in-store events & omni-channel presence.
Never stop watching customers.
The thing about data is that it tells you what is happening. However, it won’t tell you what could happen if things were done differently, and what those different things need to be.
I learnt that there is essential & rich knowledge to be gained only by visiting stores, talking to staff and watching customers.
Watching outside the shop tells you if locations are correct, and how to drive more footfall whatever that situation. Watching inside tells you how to layout a shop, plan navigation and locate key departments & events to convert that footfall into sales.