Marketing consultant Joel Turner shares his insights on the challenges in understanding retail customer experience in the 21st Century.

Ever since the rise of E-commerce one conundrum has perplexed retail marketers: how do you connect the online and offline worlds to build a complete understanding of customer experience?

Resolving this disconnect has led to millions of pounds of investment, and numerous technologies and start-ups that support them failing.

Why is it so hard? Tellingly, many previous attempts at bridging the divide have focused on one stage in the customer journey. Perhaps focusing on Near Field Communication (NFC) or Bluetooth to broadcast messages to customers smartphones, or by using Wi-Fi technology to track customer behaviour in-store.

Vitally, no one has been able to grasp the entire customer experience with a brand. The Holy Grail is beyond reach, for now.

As retailers talk increasingly about ‘customer experience’ – rather than just marketing; customer service and retention – they are doing so in parallel fashion, between their online and offline operations.

One of the major issues is that attempts to bridge the gap can often be seen as invasive or raise privacy concerns. Customers don’t want to be told to download an application or scan a QR code – most even balk at giving an email address.

Even the world’s largest technology companies, such as Apple and Google, can’t complete the picture. So while they have an excellent understanding of what you do on your phone or computer all day, they have a very poor understanding of what you do in the physical world.

The reality is, that to gain a strong understanding of the online and offline retail customer experience retailers must lead the initiative. It is retail brands that need to bridge the gap and build a unified picture of the 21st century shopping experience.

Instead of the traditional sending of Christmas Cards to its clients and suppliers, Triplar will be making a donation to an international charity, a national charity and a charity local to our new office in Czech Republic. Sharing the Triplar Christmas donation fund this year will be Oxfam, the Child Growth Foundation and Debra Czech Republic.

The Child Growth Foundation (CGF) was founded in 1977 by Tam and Vreli Fry, the charity gives practical support to families who have been touched by a number of different growth-related conditions, as well as conducting ground-breaking research.

This a charity close to the heart of one of Triplar’s employees, whose sister was diagnosed with Russell Silver Syndrome before her first birthday. The family have benefitted from the continued support of the foundation for over 25 years, and as a way of giving something back continue to be involved in conventions and serve on the board of trustees – passing their experiences and tips onto other families.

Oxfam aims to save lives by responding quickly with aid and protection during emergencies, empowering people to work their own way out of poverty, and campaigning for lasting change to improve inequality in the world’s poorest countries.

Debra Czech Republic is part of Debra International, a worldwide network of national groups working on behalf of those affected by the genetic skin blistering condition Epidermolysis Bullosa (EB).  The charity’s vision is to ensure that people living with EB have access to the best quality support and medical care, while also driving the development of effective treatments and cures.

European Accounts Manager Jason Castleberry explains the criteria Triplar look at when picking a partner factory.

When it comes to finding reliable and high-quality retail furniture suppliers, Triplar considers much more than cost savings and speed alone before selecting a UK or EU-based partner factory.

At Triplar, our experience covers both UK-based and European supply chains. With the latter being by far the most important part of our business, as far as relationship management is concerned, for almost three decades. No matter the continent, our procurement choices are always heavily influenced by the client’s priorities, culture and    past experience.

Whether Triplar is working with a UK or European-based factory, open communication, shared responsibility and disciplined processes are key to maintaining the highest standards. As our partner factories are not ‘just around the corner’ we require very diligent production planning, quality assurance and communication processes. These business critical practices allow us to remain flexible in satisfying the ever-changing requirements that all brands have in modern retail environments.

There may be times where we are able to get a better, more expensive product from the UK that our clients are happy with. However this mainly pertains to smaller, ad hoc projects for which having the supply chain close to home is worth the increased cost.

When larger volume projects are concerned experience has shown that Triplar’s relationships with partner factories in continental Europe are the right choice in meeting the requirement for high-output, efficiently-manufactured and cost-effective retail environments. Whether they be for factory outlets or high street boutiques.

This combination of EU and UK partnerships is roughly split 80:20 in favour of European suppliers, with the relationships we build being the most important factor when choosing a partner factory.

As Triplar’s business model provides a wide range of potential executions of any retail project we’d love to hear about your next retail adventure and offer our expertise in solving any challenges you encounter along the way.

MD Tim Rodwell reflects on whether over-thinking retail environments removes their relevancy. And wonders whether we would be better to trust our instincts….

I was recently having dinner with a friend who works in publishing, an industry that has seen seismic shifts in the past ten years.

We were talking about the paths our careers have taken and I was reminded of an experience from the early days of my career.

I had started work at a firm in the City of London in the marketing and public relations department. My then boss called me into her office and asked me to write a press release on a deal that the firm had recently completed.

I researched, wrote and reviewed the release. Not bad for a first cut I thought as I left the draft in my boss’ in tray. A day or so later the draft landed back on my desk struck through with one red line and post saying: ‘Awful, re-draft’.  Ouch I thought, and dutifully set about re-drafting. This went on for about a week until the deadline for sending the release approached. By which point I was at my wits end.

In a final attempt at ‘getting it right’ I reprinted my very first attempt and gave it back to her. Either a bold move, or a foolish one. I sat back down at my desk and awaited my P45. An hour later my phone rang and my boss told me to come to her office. I entered and she didn’t even look up, she just held the release aloft and said: ‘finally you’ve nailed it’.

As I told this story to my friend he thought a while and then said ‘C.O.P.E’. I asked him what he meant and he explained his firm’s system of Create. Once. Publish. Everywhere.  A system that makes the most of print, digital and social by allowing his company to roll-out content rapidly with few adaptations. Such were the changes in the publishing world that a whole new approach was required and C.O.P.E was his firm’s response.  It has served them very well as they now lead the pack in all three disciplines.

It got me to thinking about the retail environment. What if we adopted Create Once Retail Everywhere (C.O.R.E) as a guiding philosophy?

We spend so much time iterating concepts, and it is often not because we should, but because we can. So often (I’d argue virtually every time) our first thought or response is our best, but we then slavishly go ahead and iterate the creativity and immediacy out of it.

Retail should be fun, fast and fruitful. The product should be the star. Are we over complicating it all I wonder?

This summer saw a prestigious opportunity to work with a longstanding client on a new concession design within Selfridge’s flagship London store.

Based on Oxford Street, a complete revamp of the store’s casual menswear department provided an opportunity to relocate the Levi’s concession to a prime location immediately at the top of the first floor escalator.

Levi’s new SIS fixture concept was designed in the US, and Triplar worked to develop the existing material palette of hot rolled steel and knotty pine – elevating it to create a striking branded presence within the department that befitted its prominent position.

Metal, glass and wooden tables in a variety of sizes encircled the 2.4m illuminated wooden structure, thus providing an eye catching focal point from which the unmistakable Levi’s emblem was suspended.

Lead-times had to be reduced due to the quick turnaround required to ensure the department became operational again as soon as possible. As a result a meticulously planned project was required, one which saw the project delivered within five weeks of approval and concession completed in good time for the reopening.

Triplar has worked closely with JM Scully and their client Estee Lauder this Summer to deliver a new flagship MAC Pro store for the cosmetics brand.

Replacing the thriving store on Fourberts Place, which was established in 1997, the new store opened in Carnaby Street at the beginning of September.

The brand was keen to build on its success to date by expanding the floor space of the new store. The design had to appeal to an existing customer base and new clientele from elsewhere in the capital.

The unit is situated close to the iconic Liberty department store and comprises of two old buildings stretching over several floors – with the new store sprawling over three of them (two retail and one back of office).

Main fit-out works for the building were awarded to J M Scully, with Triplar delivering all shop furniture in partnership with the Dorset-based contractor.

The furniture incorporates material finishes of distressed metal, reclaimed wood from 60 year old roof beams, Richlite paper stone, Colourcore laminate and smoked grey mirroring.  Furniture items included cash desks, make-up bars, personal makeover rooms, tables and wall units.

Triplar MD Tim Rodwell said: “With the added pressure of strict timings  I’m pleased are team were able to work effectively with both the Estee Lauder design team and J M Scully, to deliver the new flagship concept for MAC.

”This is the latest in a number of projects we have completed successfully with J M Scully, and I look forward to our fruitful partnership continuing.”

Following a period of sustained growth Triplar has established a new office in Prague.

With a strong presence in the Czech Republic for the last 20 years, the new base is a logical location for the first European office.

Based on the outskirts of Prague, the office is located in a modern business centre that is just a 15 minute drive from the city centre and around 30 minutes from the airport.

Triplar MD Tim Rodwell said: “The team are extremely excited about the development and look forward to the increased productivity, involvement and potential opportunities that the flexibility of this European base will offer.”

Czech office address:

Triplar Ltd

Kostelecka 879/59

Prague 9

196 00

Contact:

Jason Castleberry

00420 777 092 808

How can any brand develop new concepts relatively quickly,with minimal investment? The answer for Triplar’s clients is architectural models.

After a concept has been designed, the biggest challenge is often communicating it effectively to stakeholders. Scale architectural models help bridge the gap and assist in communicating designs.

Using cutting edge modelling technologies it is now possible to create scale miniatures of POS items within hours, as opposed to the weeks or months it can take to build full-scale versions. In turn this allows brands to promptly conclude if a concept fulfils its purpose and will work well in-store.

Models also help in building an aesthetic understanding; providing an opportunity to study colour and materials. Using a tangible yet scaled down product also allows the brands to better plan layouts and gain a general feel of placement within the retail environment.

Also a useful tool in helping brand sales teams describe store concepts when securing retail space, models can fulfil a variety of roles. Ultimately, they help determine whether a concept will meet business expectations and hold its own in the competitive retail environment.

After doing business in South Africa for years Triplar decided to visit Johannesburg to determine what other opportunities could be derived from cooperation with our clients, design agencies, freight forwarders and local production facilities.

Despite some of the economic challenges faced in the country, it was apparent that there is real excitement about the future of retail in the country. And although Africa is still categorised as an emerging market by most brands, South Africa has proven itself as a valuable market for any global brand wishing to expand into the continent.

Triplar realised that some of the preconceptions of South African companies providing similar solutions were not entirely correct.  Some of the businesses visited included long-standing, local design and production firms who have been thriving in the local market for decades. Alongside the global cargo freight operators shipping to the country, it quickly became apparent that the country has very favourable conditions and facilities for retail development projects.

Triplar MD Tim Rodwell said: “What appealed to Triplar’s interests in particular was the level of quality output we’ve seen in local manufacturing.  We prototyped items from a long running concept that our EU facilities have fine-tuned over the past five years and were delighted to see high-quality results.

“Not only were these chosen manufactures able to produce what we’d asked within a very short time frame, they were also able to quickly adapt our needs into solutions and match materials with those available locally.

“We can now see South Africa is a fertile environment within which to replicate our business model and offer a greater reach to existing and new clients in Africa.”

Triplar has welcomed two new team members: Hollie King and Michal Hrbeck.

Hollie King has joined Triplar from a local shopfitting company, and takes on the role of Project Coordinator. Hollie has gained valuable experience during her 7 years within the industry, working on accounts for various leading supermarket chains.

Hollie will initially be working closely alongside Katie Washington and taking over the daily coordination of the Small Order operations for two of Triplar’s key clients.

Michal Hrbeck joins the team in the Czech Republic and brings 15 years of furniture production and supplier management experience.

His professional career began within a large production facility for office furniture, where he gained knowledge in all phases of retail projects.

He brings an excellent understanding of production resource planning, in-house capacity oversight, material purchase, quality control, packaging and logistics.