n an era shaped by the virtual over the tactile, defining the role
of bricks and mortar stores in the wider mix of consumer touch
points is an increasingly critical component of how today’s retailers
position themselves in the market.
While so much attention has focused on the impact of online shopping, according
to PwC’s 2015 consumer survey, bricks and mortar stores are still the primary
destination for shoppers. Of the 19,000 people surveyed globally, the vast
majority indicated they preferred to visit stores to ‘touch and feel’ products.
‘The physical store remains the retail touch point with the highest frequency,
driving retailers to transform in-store experiences with differentiated storefronts
that turn stores into ultimate shopping destinations,’ the report explains.
For the Cotton On Group, where online sales currently contribute to around 3
percent of its total revenue annually, the role of its network of over 1300 stores is
significant. Joining other retailers striving to create exciting and unique shopping
environments, the Group is finding new and innovative ways to deliver spaces
that not only reflect the essence of its brands, but also keep up with the evolving
demands of its customers around the world.
Setting The Pace
In the months leading up to Christmas – the busiest trade period of the year – the
Cotton On Group will open 153 stores globally. Equating to over one store a day,
the rate will break the Group’s own record from the same time last year which
saw the retailer open the doors of 60 new stores in 60 days.
It’s an impressive pace and one that is fuelled by the Group’s store development
team who are charged with designing, creating and delivering stores as quickly
as the business and its customers demand.
“We usually have anywhere from 50 to 70 new stores on our work schedule at any
one time,” says Ruth Barras, one of six Store Designers in the Group.
“This includes stores at all stages of the process from planning and design
through to construction and fit out.”
It’s a huge undertaking but one that Robert Kenny, Group Executive, Property, says
is expertly managed by a global team of store developers, designers and planners.
“We’re able to deliver world class retail spaces at the speed and standard that
we do because we have the best team in the business,” Kenny says.
“Our people have years of combined experience – their can-do attitude, creativity
and energy is what makes us different.”
The Group’s ability to turn around stores so quickly has much to do with the
innovative structure of its store development team. Rather than outsourcing
work to external agencies or firms, each part of the process from design to
completion is managed in-house by the Group. The retailer has even established
its own construction team to build and install store fit outs.
Kenny says the approach streamlines the design and development process,
allowing the retailer to open new spaces at an industry leading speed.
“Our people live and breathe this every day. They know our business, our brands
and our customers much better than an external agency ever could so it allows
things to happe