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University of Exeter case study
Sector Higher: Education
Client: University of Exeter
Client Brief:
Delivering a £50million development the “Forum” at the heart of campus the University wanted to consider the steps it would need to take to deliver a customer focussed retail offer. This offer should consider the entire campus and within the Forum itself. It would need to be in keeping with the University aspirations whilst also contribute to a cultural change at the heart of campus.
What was required:
- Visit the University and meet with project owners and key personnel.
- Put together an action plan to support the University to delivery its key objectives.
What I delivered:
- Summary of current position with retail operators.
- An action plan detailing:
- Questions to be answered to deliver a relevant retail offer
- Underlining objectives of each area to be addressed
- Detailed steps for action to deliver the ideal retail offer for the entire campus and within the Forum development.
What the client said:
“Anne delivered a comprehensive summary of the action required to deliver our overall retail objectives.
She worked well with the team here and as always, delivered an action plan of quality.
Having worked closely with Anne at the University of Birmingham, she is my first choice to support us at Exeter. I am hoping we will be able to collaborate with her further as we develop our retail thinking.”
Geoff Pringle – Director, Campus Services, University of Exeter
Higher Education case study
Sector: Higher Education
Client: This project is ongoing. Due to internal situation, the client would prefer to remain anonymous at current time.
Client Brief:
- Improve the sales of an underperforming convenience store to deliver budget.
- Deliver clear processes and procedures for management team and staff to follow.
What was required
- 2 days observation of operation to assess requirements
- Complete recommendation report and agree implementation
- Improve shop floor standards – layout, fill, merchandising
- Improve stockroom standards
What I have delivered to date
Following 2 days observations and delivery of recommendation report, the following action has been taken by Consult Retail to improve overall layout, fill and merchandising.
- Management Briefing
- Sales floor layout changes, planning, leading and supporting team to deliver changes
- Production of and management briefing on Standard Operating Procedures / Guidelines which include:
- Proportionate displays
- Drop Plans
- Shop Floor Fill Standards
- Department Maintenance
- Date rotation
- Afternoon shop fill preparation
- Promotional Planning
- Promotional Displays
- Management walk rounds
- Staff activity planner
- Although early days there is a noticeable difference in the maintenance and presentation of the shop where the team are starting to adopt procedures.
- Sales have slightly improved since sales floor changes have been made despite poor weather. Sales now 1.2% closer to last year’s performance and 2.5% closer to budget.
- Significant changes made to some departments such as branded clothing. Clothing sales have increased year on year 3 months running following initial work done turning a cumulative deficit at the end of October of almost £6k into an increase year on year of £1k.
What the client said
“Anne has taken on this project with exceptional enthusiasm and commitment and as a result, the performance of the retail team and the increase in revenue generated is clearly being realised.
The training and introduction of retail standards was tailored to our needs and has raised the professional appearance of the shop floor and the motivation of the entire retail team.
We are currently in discussions with Anne for a package to deliver the next phase of our retail strategy.”
Anonymous, details on request
University Hospitality Services case study
Sector: Higher Education
Client: University Hospitality Services
Client Brief
Due to the increasing importance of retail in Universities, deliver a one day seminar for senior university officers “Retail within the Higher Education Sector.”
What was required:
- Design, write and deliver a one day seminar for university personnel
- Suggested content to include market potential, models of retailing, and case studies.
What I delivered:
Designed course to cover following content:
- Benefits of delivering effective retail within a university and the hazards of getting it wrong.
- Assessing the current situation and reviewing retail reality
- SWOT analysis
- Ingredients for retail success
- Retail Key Performance Indicators
- Retail success criteria
- A university perspective
- A retailer’s perspective Identifying market potential
- Know your customers
- Assessing market size
- Retail operations
- Review retail operation models, own brand, franchise and tenant brand using a convenience store example to illustrate each model
- evaluate the models
- effect on key performance indicators
- Review potential rent models e.g. tenancy or profit share
- Delivered seminar, finishing on schedule.
- Comments from participants:
“Fully comprehensive, study well explained”
“Extremely useful insight into retail for someone who knows very little, easy to understand and associate with the sector, excellent seminar”
What the client said:
“Anne was asked by University Hospitality Seminars to provide a one day seminar which would identify the benefits of an effective retail operation within a university and consider how to be successful.
Participants were business officers and their staff from a range of universities and she provided them with a comprehensive overview of the subject. Their feedback indicated that they found her presentation interesting and very helpful.
Anne is an excellent professional and we worked well and easily together to put the seminar together and on the day itself.”
Dr John Horobin, Company Secretary, University Hospitality Seminars Ltd
University of Birmingham Guild of Students case study
Sector: Higher Education
Client: University of Birmingham Guild of Students, Edgbaston, Birmingham
Client Brief:
Deliver a new University merchandise shop unit from shell including brand identity and merchandise itself.
What was required
- Deliver shop fit design and layout to a specified budget and time frame including:
- Shop fit design and layout plan to maximise commercial use of footage.
- Source shop fitter to manufacturer and shop fit.
- Liaise with main University / Guild’s contractor
- Work with Guild’s student sabbatical team and marketing team to produce a new shop name and branding, in keeping with the overall shop fit scheme and feel.
- Deliver an appropriate product range for university merchandise, based on the Guild’s requirements.
- Produce a promotional layout and colour plan for the year to maximise sales.
- Support the merchandising / layout of the shop once shop fit complete.
What I delivered
- Designed and project managed the delivery of a new, vibrant merchandise and clothing store.
- New unit ready for opening 4 days prior to deadline.
- Developed a new brand for the shop with sabbatical and marketing team.
- Delivered shop fit to high spec within budget provided.
- Procured new clothing merchandise range, with new designs.
- Produced promotional plan which includes promotional offers to improve average basket spend, increase number of transactions and boost footfall.
- Sales in first term double those of the previous year.
What the client said
“Zest was fitted to an extremely professional and high standard which has impressed our customers. We thoroughly enjoyed working with Anne, whom we felt was very professional and customer focussed. She worked well with us to fulfil our vision for Zest and took the time to understand our unique organisation and goals.
We are delighted that our new merchandise range has enjoyed an exceptional increase in sales.”
Fabian Neuer, President of the Guild of Students
University of Birmingham case study
Sector: Higher Education
Client: University of Birmingham
Client Brief:
Delivery of a 5 year retail strategic plan to “Deliver a retail offer which establishes the University of Birmingham as a ‘Best of Breed’ in retail”
What was required:
- Review of performance, service, quality and real profitability of all current retail operations.
- Develop a retail strategic 5 year plan dovetailing into the Universities wider plan.
- Develop some quick, easy and high profile wins.
What I delivered:
- Improved retail offer in terms of brands on site, the environment, general standards and tenant contracts, to deliver additional £150,000 profit in first year.
- Delivered improved key performance indicators. E.g. rent per square metre on new deals +65%, number of transactions +15% and average transaction value +22%.
- With minimal outlay, delivered new retail platforms including additional shop units, professional and profitable graduation stand and on line e-shop for merchandise and University branded sports clothing.
- Secured funding to complete the largest university customer research project focused on retail.
- Influenced University Council to adopt the delivered 5 year Retail Strategic Plan in its entirety, including the approval of £18.5 million for a retail, catering and student services development scheme.
- Designed and implemented an umbrella brand for retail to improve the awareness of the offer, deliver a dynamic retail “feel” and also provide the opportunity to develop the brand to sell to other universities.
- Introduced the first ever farmer’s market to be held at a University, meeting many of the customers’ practical and ethical needs whilst generating additional income.
- Introduced regular tenant meetings to improve partnerships.
What the client said:
“Anne’s innovative approach to problem solving and ability to turn ideas into profitable ventures led to a significantly enhanced retail offer and substantial increases in income to the University and to the Guild of Students.Adopting her Retail Strategy in its entirety and approving the £18.5 million University Centre development scheme speaks volumes for her aptitude to deliver robust working solutions.
Anne was fun to work with and it was her energy, enthusiasm and professional dedication that helped her integrate into the University community.”
Geoff Pringle, former Director, Hospitality and Accommodation Services
University of Birmingham