collaboration
is key
We meet a retailer who has increased footfall and sales during a time when some stores are struggling. We ask the secret of her success.
Alison Jacobsen is the manager of Molton Brown in Cheltenham and has won awards for her work in the retail business. She is modest, warm and talented and on first introduction it’s easy to see why her team seems so at ease and welcoming when you walk through the doors.
Life was initially directed towards a different career path for Alison, and in fact she had a degree course lined up in fashion design and marketing, however once she’d started working as a Saturday girl at Fenwick’s in Newcastle the world of retail drew her in.
‘I love the buzz of it, meeting new people every day. There’s nothing better than the magic of a customer coming in with a certain expectation and leaving wowed by fabulous service and a lasting impression to return.’ says Alison.
Image of a recent wedding collaboration with local designer Jan Knibbs, Founder of Atelier 19
That level of expectation being surpassed has a lot to do with Alison having worked in many family firms, such as Laura Ashley, where customer service is at the heart of business success. Later in her career Alison moved to the optician chain Vision Express and the store in which she worked was positioned off the beaten track. How did she did manage to increase footfall, tucked away in a shopping centre promoting glasses?
‘My first job when working for any brand is to understand its unique selling point. Vision Express’s USP was in the name’, says Alison. ‘We could turn things around really quickly so we looked at how we could incorporate that in day-to day-living and also big events’.
One idea Alison had was to set up a Vision Express booth at the Cheltenham races so if one of the race goers lost a contact lens or their glasses broke in the excitement of the day then Vision Express could help them out. ‘It went brilliantly’, says Alison. ‘However these ideas only work well when you’ve got a good product but as important is to have a great team willing to get behind it’.
Alison Jacobsen, award-winning Manager, Molton Brown
You can see that Alison is constantly on the look out for new ideas and, as she puts it, the success comes from thinking outside the box. Alison worked with another optician, an independent, and noticed that they were the only opticians in the area to sell the sunglass range that had been created by Hugo Taylor of Made in Chelsea fame. ‘I suggested to the owners that we invited Hugo and his partner to the shop to promote his glasses and much to our delight, and surprise, he did!’
That’s how Alison does so well. She does not stop to think that maybe it can’t be possible or that someone might say no. Over the last year Alison has run over 30 events at the Molton Brown store working on seasonal themes and working closely with fellow retailers. Working with local coffee shops like The Find, florists like Eden of Cleeve, Beards jewelers, Stuart Holmes hair salon, Laura Leigh , Lisa von Hallwyll the award winning milliner and most recently the dress designer Jan Knibbs from Atelier 19.
‘The collaborative events we have run have led to an increase in event sales for the store of 45% on the previous year says Alison. From this Alison has presented a ‘How to guide on events’.
This has been presented to all the Area managers and their management teams. Alison was delighted to have the opportunity to Welcome the Brands president and Senior management team to Cheltenham just before Christmas to present this ‘How to guide’ and how the results provide a profitable return on investment. Cheltenham BID awarded Molton Brown Business of the Month in January this year and Alison gave a talk at the breakfast meeting with her presentation ‘Keeping the high street alive’. Creating a wonderful experience for the customer with amazing collaborations. Alison is now alongside her responsibilities as Store manager of the Cheltenham Molton Brown is out and about across the Uk helping others stores with advice training and inspiration to create Events in their stores.
In these times Alison has not thrown her hands up and complained that dwindling numbers might be leading to lack of sales, she’s gone out and driven her own footfall. Has she always had this drive?
‘When I worked in Fenwick’s I was placed in the cosmetic hall and I saw the impact on sales and how certain events were embraced that would absolutely drive consumers to us’ she says.What did she learn then that has helped with the success she has now? ‘Definitely to plan ahead’ she says. ’We have a lot of lightbulb moments too, so we can organise an event spontaneously but for the best collaboration, and enough time to promote, it’s good to sit down 12 months ahead with the team and brainstorm.
‘Obvious there are seasonal events in the calendar such as spring weddings and dates like mother’s and father’s day but also look out for anything happening that are one-offs. We had a TV screen on during the Royal Wedding with prosecco and cake so that anyone who wanted to see Harry and Meghan tie the knot didn’t miss a moment.’
At Molton Brown Alison and her team organise Corporate paid events and also non-paying events and both serve different purposes. For example paid events are an exclusive closed door event for our corporate clients as a way of thanking their team or their clients.
We run a yoga session on a Sunday and it’s £20 per person and with that comes a goody bag worth £10, £10 onto a gift card refreshments and the yoga session so it’s great value.’ says Alison. ‘It obviously works for us because we’ve welcomed new and existing customers into the Molton Brown space, surrounded by all our gorgeous products’.
Lottie Keble-Wyatt, Pilates instructor collaborating with Molton Brown Cheltenham
‘We also have a new fragrance launch in May so watch this space because it will be all hands on deck for a brilliant local collaboration.’
What tips would Alison give to anyone thinking of collaborating with their neighbouring retailers to increase footfall?
‘Firstly never give up.’ she says. ‘If you know you have a great idea then go for it. If it doesn’t work instantly then look at ways to improve and always include colleagues so that it’s a genuine team effort.
‘My second tip would be to have genuine respect for both customer and staff. If you don’t it will show and you won’t develop the loyal relationship that is crucial in an industry like retail. If you’re running the store, as tiring as may seem you have to lead by example. Be the one with the biggest smile even on the days you don't feel like it. You’ll reap the rewards.
‘Thirdly make friends with retailers of all shapes and sizes with the same values. It will pay off in a number of ways: you have allies when you need a push with sales, you have collaborators when you need great dressings for the windows, you have experts in different fields and you drive traffic to the town with additional marketing channels. I was greeted once by a retailer with ’What’s in it for me?’ when I approached them about collaborating on an event and, as they saw before their eyes when a competitor agreed to do it instead, the answer is ‘lots and lots of customers’.