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Card Factory trials new store concept in Coventry

Card Factory has chosen Coventry as the location for the launch of a new format ‘model store’ as it looks to improve the shopping experience. Part of… View Article

GENERAL MERCHANDISE

Card Factory trials new store concept in Coventry

Card Factory has chosen Coventry as the location for the launch of a new format ‘model store’ as it looks to improve the shopping experience.

Part of its ‘Opening Our New Future’ strategy, the move marks the first time the greeting cards retailer has undertaken a major store format upgrade in over 20 years.

The new format aims to make better use of store space, improve the customer flow and navigation and increase operational efficiencies. The Coventry store will be one of two model stores that will trial digital screens to grow in-store shopper engagement. This will include three screens per store containing a diverse range of content that will change through the day.

Card Factory said customer feedback on the new format and layout will be collected and combined with data analysis of customer behaviour. This will then be used to inform the rollout of the new format and programme of store refurbishments across the wider estate.

Darcy Willson-Rymer, chief executive of Card Factory, said: “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.

“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.”

The new store is one of the first milestones achieved in the delivery of the new strategy.  Launched by Willson-Rymer, who joined the business in March last year, it will aim to help the business take advantage of growth opportunities as it looks to achieve revenues in excess of £600 million for FY26.

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