I recently worked with Graham & Green to look at how their shops were viewed by customers. Graham & Green is a premium, long-established homewares and interiors brand.
Were the shops, stock, service, staff, atmosphere and pricing attracting enough spending customers to justify their high street rents?
Was the website attracting a different clientele from the shops?
What could we do to make sure that people spent money?
I talked to customers and staff in Graham & Green's Kings Road and Notting Hill shops.
We found the key words for Graham & Green were 'eclectic' and 'different', and that a young, new clientele were discovering the brand on the web.
This understanding allowed Graham & Green to make the changes necessary to secure their high street business in a tough trading environment, whilst investing in promoting their business digitally to bring in new, young, spending customers.