// Card Factory opens first new format ‘model store’
// It marks the first major store format upgrade in over 20 years
Card Factory has revealed the opening of its first new format ‘model store’, the first major store format upgrade in over 20 years.
The refurbished Coventry store reopened on February 5, and has been designed to “significantly improve the shopping experience”.
As part of Card Factory’s ‘Opening Our New Future’ strategy, the Model Store format will make better use of store space, improve customer flow and navigation through the store, while also improving operational efficiencies.
READ MORE: Card Factory sales returns to pre-Covid levels at Christmas, trades ahead of expectations for year
The new store will also be one of two model stores that will trial digital screens to increase in-store shopper engagement.
Key features of the model store include:
• Improved store layout – all cards moved to perimeter of store in new racks, allowing complementary gifting categories to be merchandised mid-floor in close proximity and to allow more range flexibility while still allowing ranges to be displayed together as required (e.g. seasonal or event related such as Wedding cards with Wedding gifts); mid-floor breaks provide better store circulation for customers
• Improved store signage – clear category and range signage will help customers navigate the store
• Improved customer experience – locating the counter further back in the store as well as the use of low level fixtures and new navigational signage and zoning creates clear sight-lines, ensuring the customer shopping experience is significantly improved
• Digital screen pilot – three screens per store containing a diverse range of content that will change through the day, from product and promotion messages through to brand-led messages such as event reminders and Card Factory’s charity work with organisations such as MacMillan Cancer Support.
Customer feedback on the new store format and layout will be collected following the opening of the Coventry store.
Combined with data analysis of customer behaviour, this will be used to inform the rollout of the new format and programme of store refurbishment across the wider store estate.
The ‘Opening Our New Future’ growth strategy was launched by Card Factory chief executive, Darcy Willson-Rymer, who joined the business in March last year.
The business expected to deliver revenues in excess of £600 million for FY26. This will be achieved by offering more convenience, more choice and an exceptional experience, while continuing to provide great quality and value.
“The customer is at the heart of Card Factory’s Opening Our New Future strategy and through the rollout of the Model Store format, we are responding to the needs of our customers by significantly improving their in-store experience,” Willson-Rymer said.
“Importantly, the new format stores allow us to showcase our continually expanding ranges of complementary categories where we are already the leader in balloons and party.
“By offering greater choice to our customers, we can build upon our historic leadership in cards to capture a larger addressable market and fulfil our vision of becoming the number one destination for all shoppers seeking to celebrate life’s special moments.”
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