AR RETAIL PROFILE
Godfreys re-imagines the in-store experience for today’s customers BY EMILY BENCIC
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Our people are at the heart of our success, so we have undertaken a learning and development journey across product knowledge and management training.
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ustralia’s vacuuming and cleaning specialist, Godfreys has been a household name for almost 90 years with a growing store network that currently sits at 184 locations, including 28 in New Zealand. In response to the changing retail landscape and consumer expectations, Godfreys has consulted with internal and external stakeholders to develop a program of work, that provides customers with a more relevant, consistent, and experiential in-store experience. Not only does the enhanced in-store environment better reflect Godfreys’ brand proposition, ‘Cleanliness’, it warmly invites customers to experience the quality and performance of the product range first-hand. “It was imperative that the customer experience be seamless, from interactions online to product demonstrations in-store because what the customer sees and touches forms part of that experience,” Godfreys general manager of retail, Michael Owen told Appliance Retailer.
Appliance Retailer December 2021
Inside Godfreys Castle Hill – the new store layout is more open and engaging.
“We are renowned for our product demonstrations and customer service, encouraging customers to walk into our stores and interact with our staff and products is key. “Our people are at the heart of our success, so we have undertaken a learning and development journey across product knowledge and management training, centred around ‘solving customer problems’ with the ultimate goal of providing a superior customer experience.” With Godfreys sites ranging from 1,000 square metres down to 50 square metres, Owen admits that achieving a consistent level of presentation did prove challenging. “However, working with a dedicated team of specialists has enabled us to successfully overcome any issues and create exceptional customer-centric environments,” he said. The project has rolled out refurbishments and new stores across sites including Castle Hill (NSW), Chermside (QLD), Malaga (WA), Moorabbin (VIC) and Northland (VIC), with many more in the pipeline for completion soon.
