Card Factory today announced the opening of its second new format ‘model store’ as part of a major store format upgrade. The refurbished Bury store has been designed to significantly improve the shopping experience.
As part of
Card Factory’s ‘Opening Our New Future’ strategy, the model store format makes
better use of store space, improves customer flow and navigation through the
store, while also improving operational efficiencies. The Bury store is also
one of two model stores that is trialling digital screens to increase in-store
shopper engagement.
Key features
of the model store include:
- Improved store layout – all cards moved to the perimeter of store in new racks, allowing complementary gifting categories to be merchandised mid-floor in close proximity and to allow more range flexibility while still allowing ranges to be displayed together as required (e.g. seasonal or event related such as Wedding cards with Wedding gifts); mid-floor breaks provide better store circulation for customers
- Improved store signage – clear category and range signage will help customers navigate the store
- Improved customer experience – locating the counter further back in the store as well as the use of low level fixtures and new navigational signage and zoning creates clear sight-lines, ensuring the customer shopping experience is significantly improved
- Digital screen pilot – three screens per store containing 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 Card Factory’s charity work with organisations such as MacMillan Cancer Support
- Customer feedback on the new store format and layout has been positive. Customers appreciate the clear signage and navigation and particularly like the offers being bold and easy to find. Combined with data analysis of customer behaviour, this will be used to inform the rollout of the new format and programme of store refurbishment across the wider store estate.
Delivery of
the ‘Opening Our New Future’ growth strategy is now underway with the model
store being one of the first milestones achieved. Launched by Card Factory CEO,
Darcy Willson-Rymer, who joined the business in March last year, delivery of
the strategy will enable the business to take advantage of the many growth
opportunities available to it, with the business expected to deliver revenues
in excess of £600m for FY26. This will be achieved by offering more
convenience, more choice and an exceptional experience, while continuing to
provide great quality and value. Through the delivery of the strategy, Card
Factory will be transformed into the first omnichannel brand in its space,
helping customers celebrate each and every special occasion, however they
choose to shop.
Darcy Willson-Rymer 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.”
