Retail Supplier of the Year : The General Store
In-store Customer Service Initiative of the Year : Repco
Whether they ’ re shopping online or in-store , it ’ s no secret that customer expectations have increased since Covid-19 hit . Repco stepped up to the challenge last year , launching its impressive 15-minute click-and-collect and fourhour home delivery options for both its retail and trade customers .
Both initiatives were first implemented in Melbourne when the severe Stage 4 restrictions rolled out in Melbourne . The aim for Repco was to bring the store experience to its customers as close to real-time as possible . The trial was so successful , it has since been rolled out across all stores in Australia . Remarkably , the initiatives used processes and infrastructure already in place for Repco ’ s trade customers , so no additional training was required for its retail customers .
Repco ’ s trade customers appreciated the launch of the speedy new services , as they often require parts to complete repairs on the go . It was also a hit with car enthusiasts , who often purchase components for projects they intend to complete that same day , which was often the case when people were at home during lockdown .
Repco demonstrated market leadership through their delivery systems .
What the judges said : “ Consumer-insights-led and tailored rapid fulfillment initiative built to meet and exceed the needs of consumers . Repco demonstrated market leadership through their delivery systems during what was a challenging period for business and customers alike .” Associate Professor Jana Bowden , Macquarie University
Retail agency The General Store received not one , but three nominations in this year ’ s awards , with its high profile clients Rebel , Super Retail Group and Barbeques Galore all backing the business .
For sportswear retailer Rebel , the consultancy has helped evolve customer experience , store design , open two “ incredibly successful stores ” and is aiding the rollout of over 40 more as part of its transformation in the next year .
“ It ’ s a truly end to end partnership that ensures our master vision is harmoniously brought through both businesses at all levels of team members ,” Rebel said .
“ We feel that they have Rebel ’ s interest at heart at all times . Beyond their own business ’ revenue , we know the team will always do what ’ s in our best interests .”
Furniture retailer Freedom noted positive outcomes as a result of the partnership , particularly around its rebrand last year .
“ The General Store took Freedom from your mum ' s brand , a mirror brand , an uninspiring brand and turned it into your confident and stylish best friend – the friend you trusted and was a lighthouse for design and beautiful things ,” Freedom said .
Freedom praised The General Store ’ s “ smart strategy , beautiful craft and relentless pursuit of flawless execution ” which it said resulted in a complete transformation of the brand .
Barbeques Galore partnered with The General Store in a bid to combat a decline in brand equity , product competitiveness and an ‘ ageing ’ retail experience . Together , the teams created a strategic three-year plan and developed a brand platform with a new tone , purpose and campaign .
“ We ’ ve got a whole business approach around how we reconnect and re-engage customers around our future and what it ’ s about ,” said
We know the team will always do what ’ s in our best interests .
Barbeques Galore CEO Angus McDonald . “ It ’ s not just a brand campaign , it ’ s not just an update to our store experience , it ’ s not just the introduction of new ranges or improvements we ’ re making to our back-of-house processes . It ’ s the alignment of all those pieces to deliver a better overall experience .”
The retailer also won awards for its Father ' s Day and brand launch campaigns and featured in Inside Retail ’ s 20 Coolest Retailers list for 2020 .
“ Most importantly though , for the first time in a long time , we have the entire organisation unified behind the brand and its vision . Given the past and the mix of franchisee and company stores , this cannot be understated ,” Barbeques Galore said .
What the judges said : “ The General Store ' s partnership with Rebel goes beyond arm ’ s-length advisory . Together with Rebel ' s leadership , they synergistically build themselves into the fabric of Rebel ' s operations to support , deliver and continually adjust the value-laden RCX vision .” Associate Professor Jana Bowden , Macquarie University ►
May 2021 www . insideretail . com . au | 45