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RETAIL PROFILE - GODFREYS
Godfreys re-imagines the in-store experience for today’s customers
BY EMILY BENCIC
Australia’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.
Godfreys Moorabbin (VIC) opened its doors in June 2021.
Inside Godfreys Moorabbin – the store provides ample space to hero the extensive range of floorcare brands.
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.
“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.
“The initiative has been embraced by our sales team as the new layouts are more open and engaging; providing ample space to hero our range of exceptional products and brands,” Owen said.
Godfreys Dandenong
“Importantly, the store concepts have also resonated with our customers – both existing and new – with positive feedback on the ability to interact more easily with products and experience the product’s effectiveness on surfaces that resemble the family home.”
In-floor test demonstration zones made up of multiple-surfaces reflecting some of the floor treatments that customers may use in their home such as ceramic tiles, vinyl, timber and carpet allow customers to experience the efficacy of the products on surfaces and materials used in the home.
The sites also include ‘Robot Playpens’ where customers can see robots in action with demonstrations via Wi-Fi through a tablet instore. This allows them to experience how they can interact with the products remotely from their smart devices before purchasing.
Godfreys Castle Hill (NSW) has undertaken a refurbishment
Inside Godfreys Castle Hill – the new store layout is more open and engaging.
“Supporting the customer sentiment, our data shows a positive correlation between sales and new store layout. There are many factors in play however the modern look and feel of the new stores is attracting new customers who are purchasing based on the quality of our products, brands, and customer service.
“Due to government restrictions, updates to several stores in NSW and VIC have been delayed. However, this allowed us to expedite projects in other states and welcome customers to a fresh and revitalised in-store experience,” he said.
On a final note, Owen said, “We are looking forward to continuing the roll out of this project across Australia and New Zealand so many more customers can enjoy the experience.” AR
