AIS Head of Marketing and Communications, Helen Bevins goes out and about with a visit to AIS Member, Elphicks. Read about her marketing mission ...
On May 10th, I embarked on a retail expedition. My destination: Elphicks, a valued member of AIS, and got ready to explore the store through a marketer's eye.
Bye-bye Leicester, hello Farnham! I hopped on the 7am train, on a gorgeous sunny day, with a cup of tea (builders brew is the only way to have your tea!) and a tasty pain au raisin to keep me company. After months of virtual meetings, I'm finally trading screens for face-to-face time with Alan Bushnell (Elphick’s MD) in Farnham. Can't wait to see the store and explore the town too!
Arriving on Farnham high street felt like walking into a technicolor Elphicks wonderland! Their new branding practically pops off the buildings with vibrant window graphics and flags flying high.
Elphicks' window display was eye-catching, with seasonal theming including pops of yellow from the daffodils, bright outfits on the mannequins, and the colour and text on the 3-day 20% off promotional assets, meant that any passer-by was drawn into the store to find out more.
As I stepped into Elphicks, the first thing that greeted me (besides the amazing window displays, of course) was a giant hug from Alan! We found ourselves right by the beauty section, where all the big names were - Clinique, Lancôme, L'Occitane, Dior, for example.
Elphicks have dedicated spaces, by each key entry point to each floor, to their history, going all the way back to 1881. Photos, timelines, even some old press cuttings and adverts - it was like a time capsule celebrating their journey. As well as being visually effective in store, it provides a great asset to be recreated for digital marcomms activity – a social media campaign could be developed around it “Share your memories of Elphicks with us” and encourage people to post any photos they may have, and create a #tag … #ElphicksMemories
It was also a great a way of saying "We've been here for the community, by the community, for generations."
Perfect opportunity for story-telling and marketing!
My visit to Elphicks wasn't just about the store (which was stunning). I was there to see first-hand how independent retailers are using experiential events to increase sales and get more customers through the door.
Elphicks had commissioned Nicky Hambleton Jones, the fashion guru from '10 Years Younger' and 'This Morning' to work her magic with a summer wardrobe edit. There was a real buzz during the event - "Ooh, that dress is amazing!" and "that would be perfect for the wedding!"
The excitement continued after Nicky's wardrobe edit. People were queuing for the fitting rooms to try on items of the edit, chatting with Nicky, and taking advantage of the special 20% discount promotion that was running for three days … I noticed in the queues for the tills, that each customer had at least one item of clothing from Nicky’s edit.
Leaving the buzz of the summer edit behind, we headed to Heidi's Restaurant for some lunch (more on that later, it did NOT disappoint!). But on the way there, one thing really struck me - Elphicks has an amazing cross-section of shoppers. There was the stylish older customer, mums with prams shopping, and everyone in between.
I also noticed the thought and approach taken around wayfinding – which isn’t all about signs everywhere. Even the simplicity of the different shades of floor tiles for walkways, like a yellow brick road effect, made navigating your way around the store really easy. The end of each walkway was dotted with vibrantly coloured products – which automatically guides you towards them and along the walkways.
As we headed to Heidi’s Restaurant, Alan showed me an Aladdin’s cave – for haberdashery enthusiasts! Whether it’s knitting, sewing, crocheting or dress making there’s plenty of colourful and sparkly accessories, fabrics, wool, and other items to choose from.
Lunchtime, and Heidi's Restaurant did NOT disappoint. The menu was amazing, making choosing a meal a struggle – as I probably could have eaten everything on offer. In the end, I chose the salami ciabatta. Joining us was Daisy, Elphicks' Social Media whiz, where we talked all things digital marketing. Nicky Hambleton Jones joined us too, and was curious about AIS, the perks of membership, and our global supplier network. We also discovered a mutual love for bold colour clashing nail varnish.
After lunch, it was time to talk marketing. Alan and I met with Peter Findlater, Elphicks' Commercial Manager, to dive deep into their digital marketing strategy. My mission … to advise on how they could enhance their online and digital presence.
I waved goodbye to the gorgeous town of Farnham, and hopped back on the train, Leicester-bound. Whilst listening to my favourite Spotify playlist, I reflected that visiting AIS member stores like Elphicks is like getting a behind-the-scenes peek of how an independent retail store is run. Seeing it through a marketing lens was fascinating and inspiring.
It was great to meet the friendly, hard-working team and hear how much they value AIS expertise, whether it's product sourcing, financial systems, or marketing magic, it invigorated my passion for marketing and communications.
It's clear that AIS is more than just a service - it's a supportive community that empowers businesses like Elphicks to thrive.
