Case Study
South Shore Hospital
55 Fogg Rd. | Weymouth, MA 02190 | www.sshosp.org
Place
South Shore Hospital operates two charitable gifts shops on its Weymouth Campus.
Mission
The stores needed branding that would help customers to better understand the differences between the two shops and to more clearly see and understand the offerings and benefits of each.
Tactics
Our team worked with the store's director and the hospital marketing director to help to rebrand the shops. It was a challenging and unique assignment since we had to bring traditional retail tactics into a volunteer and non-profit setting. Additionally we had to interface and work with the store designer we added to our team to help create visuals that would compete with the best gifts shops of all types and in all environments. At the same time we had to keep the stores compatible with the hospital and it's graphics and marketing materials. As a "non-profit" there were other legal and ethical restrictions and parameters that are not normally present in retail projects of this nature. The merchandise is there to sell and since revenues all go back in to improving the hospital and its services there are benefits for employees and hospital guests in making purchase that we tried to capitalize upon in a way that was appropriate and also effective. We had to exercise great care and really needed to understand the make-up of the hospital shop customer, as well as the mostly volunteer staff. We worked with our graphic and store design partner to create new logos, in-store signage, and also advised on shop renovations and merchandising changes.
Results
Sales increased through difficult economic times and customers have a more clear understanding of the two shops and their different offerings. We have continued our work from 2007 into 2010 and we are currently working with hospital management to continue to improve and evolve the shopping experience in both stores.
What the Client Had to Say
"I have been working in some capacity with Mike Tesler and his team at Retail Concepts for a number of years now. He and his team are insightful, professional, connected and bring a world of experience to the table. I highly recommend this team, whether you are a small business ready to take it to the next level or a larger company, looking for a retail expert to give you an objective view of your business and your potential growth opportunities. They have helped us make many improvements in our challenging environment. "
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