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HEAL'S

COMPETITORS INSTOREÂ

Kyra Tandy


01

LIBERTY REGENT ST, SOHO, W1B 5AH


COMPETITORS

01

LIBERTY Liberty of London much like Heal's is a very establish brand which has been based in London for years. It stocks everything from jewelry, home decor, clothing and so much more. The store exterior is beautiful, which draws many customers into the store as well as its well known name. Its a top destination for tourists especially at Christmas time.

NODNOL FO YTREBIL

The windows are displayed beautifully and stop people in the streets to have a look and then drawing them into the store. As you first walk in to the store you are greeted by a member of staff and are asked if there is anything you need help with. This makes the customers feel welcome. I noticed that the store was very well lite and there was soft music which didn't overpower the customers it was just the right sound for back ground music. The interior was very brightly coloured with bright yellows, reds and greens.This makes the customers feel awake . As you enter the Christmas shop there is Christmas music and a Christmas infused scent wondering round the floor level which get the customers in the mood for Christmas and the customers don't want to leave.  A eye catching features that i noticed was located in the lighting area. They had this section which had a bright neon sign, where you can customise your own sign to say anything you liked, this is very on trend and a unique idea i had not seen before. Another shopping feature that interested the customers is a section in the Christmas shop where the employers will wrap your Christmas presents that you have brought for no extra charge. This is a nice idea as its less hassle for the customers at Christmas.  'Liberty loyalty' is a big marketing strategy that Liberty London use. It is a loyalty card which lets the customers hear about the new collections, events and discounts before anyone else. They do this scheme where for every £1 a customer spends they get  1 point which will all add up, twice a year they send there customers discounts codes depending on how many points they have  . This makes people keep shopping at Liberty as they want these special discounts.. 

01/09

They have a lot of events coming up for the Christmas season such as a Christmas garland workshop which they sell tickets for, this draws money and customers in.They have a father Christmas workshop which draws in children and whilst the children are at the workshop there parents can go shopping.


02

JOHN LEWIS AND PARTNERS OXFORD STREET, LONDON, W1C 1DX


COMPETITORS

02

JOHN LEWIS AND PARTNERS John Lewis and partners in Oxford street is a very busy store as it stocks a lot of products for a lot of different age ranges and price ranges. The store in general doesn't really stand out much compared to other shops on Oxford street, You could nearly miss it if your not paying attention. I wasn't overall impressed with there shop windows as i didn't feel like it caught my attention and it was a basic window display. John Lewis could of done a lot better.

SRENTRAP DNA SIWEL NHOJ

When visiting the store i was not greeted which makes sense as the price range is a bit lower than Liberty, there was however an employer at the escalators asking what you were looking for and they would inform you what floor you needed. The home wear floor had a lot of show rooms however i couldn't see where you could purchase the products which were on display. One feature i noticed when i was looking around was the "customised furnishing for your home" which is where the customers can actually design there own furnishing for there home. They could choose the shape, fabric and colour they wanted there furnishing in. However, that was the only in-store feature i could see. My John Lewis is a type of loyalty card, Which the customers receive vouchers,shopping events to early access to clearance and receipts on the customers mobile. A marketing strategy that John Lewis are doing right now is a prize draw where someone can win an "ears boom 3 speaker". Every £1 a customer spends on there "My John Lewis" card in November gives the customer an entry into the draw, There are also 50 other prizes that are available in the prize draw.  Within there Christmas shop they had a meet Santa grotto which is a nice idea for the kids and make them in the Christmas mood with a little gift from John Lewis. Whilst the kids are in the Santa grotto there parents can do there Christmas shopping with out worrying about there kids. 

02/09

I wasn't that impressed with John Lewis, With them being a big brand and a brand most people go to i would of thought they would have more instore experiences and events going on. I think over the years they had done better and now they rely on the loyal customers they already have. There Christmas advert every year draws a lot of attention but there is not a lot of in-store features.


03

SELFRIDGES OXFORD STREET, LONDON, W1A 1AB


COMPETITORS

03

SELFRIDGES Selfridges is one of the biggest London brands out there and everyone knows who Selfridges is and where it is in London. They draw a lot of customers in just because of there name and how established they are. The exterior is outstanding as well as well there beautifully designed windows they display, these could catch anyone attention. When you enter the store you feel very welcome as they greet you and help you with anything you want.

SEGDIRFLES

Selfridges have a lot of in store marketing right now. First they have there new restaurant open "Brasserie of Light" the restaurant is now open for business with its insta-worthy dishes and a huge cocktail menu. This gives it customers an experience as they shop ,its not just a destination for shopping its a destination to relax. After a day of shopping there customers can grab a little food and drinks to complete there day. One of there big brand in the Selfridges store "Gucci" has redesigned there store and made everything pink from bubblegum carpets to glittery curtains. This is just a little fun for customers and something different which catches the audiences attention and they will remember it and tell there friends. An exciting thing Selfridges is doing for children in the toys section of the store is a "dancing piano mat". They want there customers to have fun and remember there shopping day, and keep coming back for more fun. You can even buy the piano mat which they are trying to get the customers to do. Every Saturday and Sunday from the 1st of December Selfridges are doing breakfast with Santa . They are selling tickets to attend this which draws in money for Selfridges and gets there customers shopping early in the day. They want a shopping day at Selfridges to be memorable by children and adults. Selfridges are pulling out all the stocks this year to make shopping an experience and a full day out. Selfridges will always have customers and they know how to market there audience to make sure they have the best time, with Selfridges being so big and spread across many floor they have something going on, on every floor so you visit them all. 

03/09


04

CONRAN MARLYBONE HIGH STREET, LONDON, W1U 5HS


COMPETITORS

04

CONRAN Conran is a very eye catching store to look at as it is well lite and a very eye-catching building in general, you just want to go in and see whats inside. When i went to the store it was very quite and almost empty , However the furnishings made up for it as they caught your eye straight away and were very instagramable. They have all there products displayed beautifully and easy to find.  Conran didn't have much marketing going on in the store however they have a lot of upcoming events. Marylebone Christmas lights switch on, when the lights get turned on in Marylebone the Conran store is staying open later then usual with a lot of festive activates going on. Visitors can enjoy a complementary glass of mulled wine or hot chocolate to get into the festive spirit. This will draw in a lot of customers as it will be busy from the lights so customers will pop in to see what is happening in Conran.

NARNOC

Conran is collaborating with "Scribble and Daub" to add a personal touch to there Christmas gifts. Scribble and Daub will be in-store putting an hand drawn stamp on festive cards. This makes customers want to buy a card as it is unique and exclusive. Another thing Conran is doing is Polaroid photos. Visitors can pose for a Christmas inspired Polaroid and there Polaroid will have a magical filter that will get the customers in the Christmas mood. This is a nice idea for big groups. Customers can ask there friends to come to the Conran store to get a nice photo they won't forget taking. Customers can also post this Polaroid on there social media platform and tag Conran. The final thing Conran is doing to market there brand is by having a robotic arm draw whatever the customer asks for. They want to show that technology is a major thing in retail now and try to bring it into there homes. It is a bit of fun to try to introduce it to people.

04/09

"Festive flower arranging workshops" Conran is joining with 'Freebies Flowers' for a festive flower arranging workshop. The customers learn how to select the perfect vase, prepare stems , than learn how to wrap and finish bouquets to take home. They are selling tickets for this events with complementary drinks included in the ticket. This is perfect for people to learn how to make beautiful flowers just in time for Christmas. Another festive event Conran is doing is "Tasting with Tipplesworth" they are presenting a selection of tempting drinks for the festive season. it will last two weeks..


05

SKANDIUM MARYLEBONE HIGH STREET, LONDON, W1U 4QT


COMPETITORS

05

SKANDIUM Skandium is quite a small store therefor it is very packed inside with Skandium products. When going to visit it i nearly missed it as it doesn't stand out much , There windows display was what was in the store so the windows don't draw you in that much. They have a lot of furniture on display but not many of what those products they are displaying can be brought because they have very little stock of items in there store. I felt like it was more of a show room than a shop as there were hardly any products you could pick up and buy. Saying that is is a very beautifully displayed shop which did catch my eye as i had never been there before.

MUIDNAKS

They had hardly any in-store marketing however they do have events coming up. They have a Christmas market which is the same day the lights are being switch on in Marylebone, They will be showcasing fashion, accessories and jewellery. They will also have "Unikon" selling Christmas wreaths. This will get lots of attention from customers as they will already be in the area due to the lights being switched on, However a lot of other stores in Marylebone are doing this as well. An event to get children involved in the brand is there Swedish weekend where children can paint there own wooden horses and take them home.This is something to keep the children amused and get them in the Christmas spirit. It is a unique one off piece of furniture for the children that they will remember painting and think of the Skandium store.  To market the brand on social media they are doing a competition where someone can win one of the chairs they have in there shop window. To win the chair the customers just need to follow Skandium on Twitter, Instagram and Pintrest. This make the brand become more popular on social media and incorporate there store as well. This is a clever idea because it is benefiting the company hugely as it gets them followers easily and quickly. And it attracts people to the store so they can see the chair before entering the competition. Also with only one included in the competition, the customer who wins the chair is more likely to buy the others to have a matching set. 

05/09

Skandium for me doesn't really impress me because i feel like there is not much going on in there store so its not an experience, if i passed one of there store i don't think i would go in just because it doesn't catch my eye. They could do more to engage there customers and make them come back.I feel like Skandium is one of there brands that has loyal customers but they are not that good at getting new customers or organising events that get the brand interest..


06

FORTNUM AND MASON PICCADILLY, LONDON, W1A 1ER


COMPETITORS

06

FORTNUM AND MASON Fortnum and Mason is another one of these well establish brands in London as it has been around for years. This mean it is a top destination for tourists and people to come and see. They sell a range of products across a range of floors .The exterior of the shop is beautiful from the building to the window displays. Every year there window displays get better and better and people can't help to take a look inside the store. As you walk into the store they have employers holding the door open for you and they hand you a basket. The music in the shop is very faint but you can still hear it which is just right as there audience can still enjoy shopping but have a little background music. In the middle of there shop they have this beautiful Christmas decoration which is like a waterfall of ball-balls and a stair case that goes around it. It is so magical.

NOSAM DNA MUNTROF

Fortnum and Mason have a variety of events going on in-store over the next few months. Firstly they have there wine tasting in December. This is where they want there customers to get into the Christmas spirit at there annual tasting event in there Gallery Restaurant. With more than 40 fantastic bottles to sample, this event is the perfect opportunity for there customers to stock up for the season ahead. This event always gets a lot of attention every year and it definitely draws customers in. For this event there are tickets however if customers buy 18 bottles of wine there ticket is fully refunded back to them. This makes the customers buy Fortnum and Mason products as they want there refund but they end up spending more. They have a lot of events that appeal to children as well such as there crackers making where children aged between 5 and 12 can make there own bespoke crackers for Christmas day. This makes Fortnum and Mason a shopping experience for children as well as adults . For this event there needs to be a purchase of a ticket however the adults have to stay in the store whilst there children are at this event this means the adults can do some Christmas shopping whilst there children are having fun. They do the same event but for stocking as well.  Another event that Fortnum and Mason do is there ice rink at Somerset House which gets a lot of attention as who doesn't want to go ice skating at Christmas. Its fun for all the family, Fortnum and Mason will be selling gifts there as well as hot drinks and cold ones.This markets Fortnum and Mason as people will be in the Christmas mood meaning they will want to purchase goods also the Fortnum and Mason logos will be on everything making it aware to people about the brand. 

06/09


07

SOFA.COM VICTORIA STREET, LONDON, SW1E 6QT


COMPETITORS

07

SOFA.COM

MOC.AFOS

Sofa.com in House of Fraser in Victoria has just opened in the last week, It is a little section of House of Fraser on the second floor. By having a concession in House of Fraser they already have a foot fall of customers as people already go to House of Fraser to shop, They will also have customers coming to see the concession as it has just opened and they want to see what it is all about..Customers can see it straight away as it is located just as you get off the esculaters on to the second floor. When i went to the store there were four massive balloons surrounding the concession with Sofa.com logo on them. There was also a range of complementary drinks on offer including champagne, teas and coffees which is a nice touch as it makes customers feel welcome and right at home as they can enjoy there drinks on a comfy sofa and not be disturbed. Around the concession they had there logo in varies places so people where aware of what company it was. As you walk round the concession they have a wall with four rails of fabrics displayed on it. This means the customers can see and feel the fabrics that  the company have on offer before deciding on one. This is a good idea as most company's the customers order there chosen fabric online and can't touch it in person till they have ordered it and the fabric has arrived. This makes that process quicker for the customers. On the side of the concession where the tills are they have a wall of sample fabric all in colour order that the customers can take home for free. This means Sofa.com customers can go back home and test the fabrics with other furnishings they have at home and see if it would look good against them. This is nice as the customers can take as many as they like and they can take her time making there decision. In Sofa.com's other show rooms they have a personal shoppers experience . There consultants are free of charge and enables Sofa.com to give there customers a one-on-one guidance to ensure they enjoy there shopping experience. There personal shopping experience needs to be booked as they do it by appointments. By Sofa.com having this service it means the customers are getting the brands full attention and are being looked after the best they can be meaning they will come back to the brand and recommend it to there friends and family as they loved there shopping experience. 

07/09


08

MADE CHARING CROSS ROAD, LONDON, WC2H OJG


COMPETITORS

08

MADE Made's in Charing Cross is not that spectacular as it is a plain building which looks a bit run down. It does not stand out and i have never noticed it before. Compared to the rest of the stores i visited, Made was the one that least impressed me. There was no shop window displays which i was very disappointed with as that is what draws customers in. Also in the store there was only one employer walking round so if more than one customer had a quire they couldn't be sorted out.

EDAM

There was not a lot of marketing in the store that i went to visit ,However on the whole back wall they had little images of every product they sell , meaning a customer can look at a image and ask a member of staff if they can purchase it. This way is quicker than looking through a brocher as the customer can choose what exact piece of furniture they like. As well as having a wall with all there products they had a row of 8 mac books where customers could go on the Made website and shop from there, However i think if they wanted to do that they would just do that at home. It is using up space they could use for something else.  Made market mostly online rather than offline as there was literally no marketing happening in store, I don't know how they attract there customers into there store on a day to day basis as i had never heard of the brand. When i went to the store they were having renovations in the building therefor the showroom was a lot smaller so they might have more marketing in the other half of the showroom. Whilst these refashions are going on they could of marketed in there store more though as it is very small and needs some in store features to catch the eye of the audience. Overall if customers are going to Made, Made needs to try and make there customers shopping more of an experience to get them coming back and enjoy there visit.They want there customers to spread the word of Made to get more customers, However they can not do this if there is no in store marketing as the  customers needs to remember there shopping experience.  

08/09


COMPETITORS

09

Best in store marketing Selfridges Out of all 8 of there brands i think Selfridges has the best in store marketing that is drawing customers in. Selfrideges is such a well known brand however they do not just rely on there loyal customers.They are always trying to grab the attention of more customers and expand there audience. Selfridges has just got the right amount of marketing for both adults and children.  With all there in store marketing going on right now they are sure to get more customers as there is something for everyone whether its going to see the all pink Gucci or going to a wreath workshop, Selfridges has managed to have a wide range of events suiting everyone. 

Selfridges rely on there in store marketing a lot as there is constantly people going in and out of the store, Therefore they need to keep their customers engaged so they stay in the store and make there shopping experience memorable so they come back or recommencement Selfridges to there friends or family. During the Christmas time marketing is hugely important as they need customers in there store to purchase there Christmas gifts, with Selfridges having a range off Christmas themed events they are sure to have customers that feel special and get in the Christmas mood through Selfridges. 

09/09

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