We’ve been working with Mole Valley Farmers for nearly 20 years. In 2002, they engaged us to create and launch a new flagship store in South Molton, Devon and during the process we took on-board designing, printing and dispatching all their POS requirements.
Since then we’ve become Mole Valley Farmer’s trusted retail marketing partner. Over this time the business has grown tenfold to become the UK’s largest agricultural and rural retailer. We’re part of a collaborative senior marketing team with a sales turnover of £460m, working directly with both the CEO and Head of Marketing working to identify how best to future proof the retail business.
During our 18-year partnership, we’ve worked on numerous strategic and tactical retail projects. However, our most recent and probably the most relevant due to the pressures of the current UK retail climate has been our store audit project which we developed with their senior marketing personnel with input from the heads of procurement, operations and HR.
The store audit was an intensive six-month project which took a deep dive into the client’s store portfolio in the south-east, Mole Country Stores. We evaluated each store on a bespoke basis, with a specific focus on the location of the store, it’s proposition and its people (both staff and customer).
The criteria for evaluation and the metrics of measurement was complex! Nevertheless, it provided the right insight and knowledge to allow informed, commercial decisions to be made to ensure their retail stores are offering their customers exactly what they want and need from the brand in each geo-location they operate within.
The store audit provided three outputs; (1) identified strategic opportunities requiring large-scale investment, but has potential for significant growth; (2) operational projects to implement at store level to improve overall customer service and engagement levels; (3) tactical category projects to drive footfall and sales performance. Moving forward, we’re working with our client to further develop the opportunities and projects identified from the audit. Project groups have been formalised, cost/benefit analysis exercises undertaken, creative messaging is being considered, measurement and analytics are in place and timing plans drawn up!
If you are keen to understand how Chalk + Ward Retail can help to grow your retail business, please do contact us.