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Retailer focus
‘Our Type of Food’ Jarrold is marking its 250th anniversary with a bespoke mug by Emma Bridgewater. It has also published a book on the history of the business, with all staff receiving a copy as a gift. Another exciting development is the launch of Jarrold’s own brand food and drink - initially 25 products from 15 producers, including Jarrold Gin, heritage mustard, jams, marmalades, biscuits, chocolate and beer. Many of these appear among cookshop displays. “The Jarrold brand is very strong. We are very proud of our heritage and passionate about good food and drink, so this is a Above: One of natural step for us,” Chris reports. Every Jarrold’s new own product has been developed exclusively for the store in collaboration with brand products is local, independent artisan producers (mostly from Norfolk). part of a glassware Jarrold’s ceo Minnie Moll points out that the range “reduces food miles and display near the puts money back into our local economy.” She also explains how the new store’s wine bar. products reflect Jarrold’s history: “Our tagline for the range is ‘Our Type of Food,’ which refers not only to the to the great quality we demand but also to the typography on the labels. Jarrold was one of the premium printing operations in the world and pride in our printing heritage inspired our packaging design. The letters on the labels is from an original old typeface from the John Jarrold Printing Museum. Each lovingly rediscovered by creative director Bobby from The Click in Norwich, printed on an old print press in the Museum and then transferred onto our labels.”
KitchenAid, Nespresso and so on,” Chris observes. Chris has spent a decade at the store, having started on a one day a week work placement scheme after leaving school at 16. “At the end of my placement, I was offered a job in housewares and subsequently given every opportunity to do more, with training courses and management courses – I’m a home grown manager,” he explains. Reflecting on the biggest changes of the decade, Chris acknowledges that millions of £pounds of investment in Jarrold’s deli (positioned next to cookshop on the lower ground) has had a significant impact. “The deli has become far bigger and brings people in,” he reflects. Along with the addition of the adjacent wine bar, there is a
complementary crossover with cookshop. Customers can select the ideal wine to go with their next culinary creation, round off a shopping spree with a glass of wine, and they can choose new wine glasses and other glassware, which are positioned next to the wine bar. Deli products are used in cookshop displays, for example packets of pasta and jars of pesto and sauces beside Italian pasta bowls. The lower ground floor also attracts footfall thanks to the addition of The Exchange – an eatery offering artisan pizzas and Italian food, which opened in 2018. The floor is also home to Chapters, the coffee shop next to the book department. Books also cross over into cookshop displays; for example Joe Wicks’ books next to his products (from Meyer Group) or Jamie’s Italian next to
Italian food themed products. “It helps create a story,” notes Chris. For customers that come in every week, there is always something new to look at, with weekly changes to feature tables. There will also be a demonstration every week. “It could be something small like showing what can be done with a Cuisinart Soup Maker or the Sage Smoking Gun, or far bigger, like our Sage Barista Masterclasses,” Chris explains. The latter was a “first for Sage” – a ticketed complimentary event (three per day, over two separate days so far) with seating for 25 customers who learnt how to get the most out of Sage coffee machines as well as the history of the coffee bean, latte art and creating coffee cocktails. “These have been very successful for sales, not only with those sitting watching but also customers passing and stopping to listen.” KitchenAid evenings (held every July for the past four years) are another example of highly successful events. The restaurant is transformed, with displays of KitchenAid products and the brand hosts “amazing demos,” with food, wine and strong promotions. Elsewhere in the store, there is a recently revamped ‘Home on 2’ homewares floor (including home furnishing, bathroom and bedroom) plus The Bay, a new seafood bar and footfall driver. Jarrold’s personal shopper service is ideal for people who want to kit out their home. Chris acknowledges: “We have transformed what was a traditional department store into a destination of experiences, whether that is through the many events we hold or in our six places to eat and drink.”
Inset: Kitchen electricals at Jarrold.
PROGRESSIVE
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HOUSEWARES