Pandora Jewellery's former head of marketing and communications has formed Status (STA+US), a new concept store stocking a variety of international jewellery and watch brands including Guess, Skagen, Armani, Marc Jacobs, Diesel, and Thomas Sabo.
A number of local brands including Najo will also be offered.
Burnes identified the need to bridge the gap between bricks and clicks retailing and believes the new physical retailing concept can capitalise on the growing number of online shoppers and connect the two in a unique, multi-channel envoironment.
“The timing has been a real concern when you read all the media reports on retail,” Burnes told Jeweller. “What I have done with Status was examine everything that doesn’t work between brand and retailer, i.e. transparency between sell-in and sell-through, merchandising, rampant discounting, brand knowledge and customer service.”
During his time with Pandora, Burnes was involved in establishing the company’s global concept stores, exclusively selling Pandora products in Pandora-branded stores. He said one of the most difficult things was managing the relationships between the brand and a multi-branded retailer.
“Building a relationship with suppliers is the most important thing and it needs to have a lot of transparency,” Burnes said. “My relationships with the brands is a lot closer [than traditional stores] and will be guided by the brand in terms of what we’re stocking, what we should be stocking and how we can replace slow-moving with fast-moving stock.”
Burnes has identified 20 specific brands from 7-10 suppliers which he believes will cater to his target demographic of 18-39-year-olds.
Multi-Channel retailingWith the launch of the website next month and the opening of the first concept store in Sydney’s Chatswood Westfield Shopping Centre, Burnes said the company is more than just recognisable brands. He said the concept behind Status’ in-store atmosphere followed a similar approach to an Apple store.
“What drives me with this concept is the way we will connect with customers, regardless of whether it’s digital or face-to-face connections,” Burnes added. “Making sure staff are well-trained and able to provide relevant solutions – something missing from the majority of shopping experiences today.”
Burns says that one of the keys to the new concept is introducing advanced point-of-sale technology, similar to that used in Apple stores, which integrates all CRM data across online, retail, inventory and fulfilment processes.
“Status will be the first jewellery and watch retail operation in Australia to use the highly acclaimed Lightspeed POS system,” Burns explained.
Watch videoJeffrey Atizado of SMB Consultants, the company responsible for implementing the POS systems, said the idea of not having sales counters enabled sales assistants to better engage with its customers, taking them around the store and acting “like a personal shopping assistant.”
“The shop assistant can walk the customer through the offering on their iPads, explain any queries and even make the purchase there for them if desired,” Atizado said. “By having a unified experience between online and offline concepts, we can provide a sense of security for customers – they know they can always try something on prior to purchasing.”
In addition to instore technology Burnes said the website would act as a key factor in the brand’s marketing and advertising. He said the strategy of the website is to focus on brand awareness and loyalty which would both be amplified via social and digital media platforms.
“The site’s designed to reflect the selected brands that Status will be selling and the interactive elements we’re building for the site will really support the shopping experience,” Burnes said. “An online marketing strategy will be rolled out to assist in creating a fan base and reach the substantial social media community.”
Reward program
The company has designed a customer loyalty program, A+ Rewards, providing loyal customers with opportunities to engage in social media activities, gifts and reward points accrued with repeat purchases. Burnes said this was a “key strategy” in implementing brand loyalty and enabled the company to keep a database of their customers, rewarding them on birthdays and other hallmark events.
Burns forecasts the launch of three NSW-based concept stores in 2012 with plans for another five to open throughout 2013. “The roll-out plan is to initially have 12 Status concept stores nationally and as the network expands, introduce Status branded products,” Burnes said.
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