Godfreys
December 2019 saw Godfreys Bondi Junction, Sydney becoming the brands first store to trial the customer experience hub. The first 5 metres of the shopfront consists of movable joinery and fixtures . This allows flexibility in visual merchandising and enhanced customer experience via the robot play pen, dedicated stick vac wall and third party exhibition space. Other features are the in- wall point of sales, discussion bench and test zone, caddy. The introduction of greenery enhances the home feel and experience . Updated and 3D illuminated signage, black studio open ceiling , track lighting and commercial smart TV presentations further enhance the hub experience . The hub is scheduled for its first update Early 2022
Godfreys - Castle Hill - 2020 - Further conceptual development of the shopfront zone as an activated display / experience hub model in lieu of traditional glazed / solid shopfronts. The removal of existing glass in this shopfront aided to increase visibility and customer engagement. The suspended robot tray demonstrates new cleaning technology. New joinery concepts introduced include movable wall and floor gondolas for added flexibility. The active display zone height has been decreased to a universal 1800mm AFFL. Further development of bespoke displays for shampoo and steam machines, and introduction of hero end displays for 3rd party suppliers follow on from the Bondi concept.
Godfreys in 2021 - This year has seen the successful rollout of several larger ‘Home Maker Style’ retail stores. The concepts of flexible displays, and modular joinery has given the brand a better direction in the exploration of 'customer experience'. This has been an important direction for a brand that does not always have a ‘mall style’ shopfront to engage its customers.
The next step- Take Lessons learnt from the early 2021 rollout of the current fixtures concept and early 2019-2020 storefront presentation concepts and develop a Version 2.0 Store for the brand that connects both ideals to challenge how customers will interact with Godfreys into the future. Key elements will be customer experience and engagement at the lease line versus traditional Bricks and Mortar retail. WHAT IS A SHOPFRONT? Look out for Godfreys Chermside (QLD) and Sylvia Park (NZ) Which will be a switchback to small format ‘Mall Style’ stores for a new look and new level of Customer experience.
