Download - Before & After Home Hub Hills Makeover
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Home Centre MakeoverHome Hub Castle HillSydney 2012 2014Results
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Home Hub Castle Hill Situation
Key issues:
• High store vacancy rate 10 vacant & low rents
• Two buildings and signage & wayfinding was confusing for the customer
• Poor retail sales and presentation
• High turnover of retailers
• Marketing brand & advertising was weak
• Centre presentation was poor in areas
• Low sales and foot traffic
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1. Consultancy Report to identify weak areas
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Before - Exterior hadpoor presentation
& poor first impressionto attract customers
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After – signage that is eye catching and draws customers to the centre
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After – signage that is eye catching and makes customers notice the
new & improved Home Hub Castle Hill Before
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Doors were not identified and confusing for the customers due to having two buildings
Signage not strong enough to slow customers down while driving
Before
B
Brand did not reflect Homemaker Centre
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After – signage that is eye catching and aligns
with the new brandBefore
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Advertising design was dated
& imagery not reflecting
a modern Home Centre that
would inspire
the shoppers to visit.
Before 2011/12dated looking
advertising
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After – New centre brand & logo. New modern and fresh looking advertising
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After –New modern and fresh looking advertising
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After –New modern and fresh looking advertising
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After –better communication with the retailers in a
fresh design
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After –better communication
with the retailers to keep them up to date
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Before After
Cost Effective Sign Upgrade
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New signage for better navigation and foot traffic between the two buildings
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After – lift signage & new directories to
improve journey through the centre &
brand alignment
Before
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After – eye level & floor graphics of Christmas
decorations on budget
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After – Casual Leasing brochure for more weekend income and employment of
Visual Merchandiser to create effective casual lease displays
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Visual Merchandising training for sales for the retailers by Debra Young
After – one on one training with retailers
& group training
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Instore training for sales for retailers with Debra Young
After – Retailers will improve with their
instore presentation & experience
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Retailers would paint their stores and stage the settings after retail consultancy sessions
After photo example - New
wall trim, painted the
wall grey, new ticketing and
stage in traditional
merchandising method
Before
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After look– one on one sessions with bedding
retailer who was struggling with low sales Before
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Highlight for Retailers Sales
•
normal trade $11,000 weekend sales.
• Many retailers have achieved new growth and some are expanding in larger stores
• 35% YTD sales
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New tenants - due to better presented
property, new brand and advertising
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Centre Results
• 10 out 10 leased with premium tenants like Freedom, Nick Scali, Betta Electrical and Early Settler were added.
• 35% increase in YTD sales for Home Hub centre sales..
• 55% increase foot traffic
• Casual leasing income is now prime and new interior display within the centre
• New wayfinding & signage is working and reduced the number of tenants turnover and frustrated shoppers trying to find their destination
• Tenants are achieving higher sales and have better interior presentation which attracts more customers and creating experience!
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Credits
Centre Manager: Dean Baker
Marketing Manager: Chloe Boerema
Retail Asset Review &
Retail Development Strategy & Marketing
By Boom Retail Debra Young & Phillip Russell