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HomeMy WebLinkAboutContractSeptember 28, 2020 Help where you want it. Advice where you need it. GETTING BACK IN THE GAME: RETAIL BEST PRACTICES IN A COVID REALITY A presentation of emerging retail best practices and shopper insights in a COVID environment paired with individual consultations to empower brick & mortar entrepreneurs This proposal outlines a project consisting of up to six (6) store consultations (with reporting) and 2 virtual retail best practices presentations. Viewed through the current lens of safely re-opening and welcoming shoppers and clients back to their businesses, this project is intended to help educate Renton s merchants with traditional storefront and retail best practices. Insights and examples of effective traditional and COVID-related installations and their contribution to a cohesive and compelling Main Street experience will be shared. The overarching goal is to impart the fact that Main Street and its businesses must effectively and artfully activate their spaces (both digital and physical) to engage, attract and reassure their audiences. Shoppers are feeling both apprehensive and irritable. Economic vitality and recovery will correlate strongly with confidence and convenience in their rapidly changing shopping processes and Main Street has the opportunity to present itself as a viable choice. VIRTUAL PRESENTATION: personalized experiences. It epitomizes the Buy Local trend that mass retailers have been trying to emulate for years and sentiment has never been higher than now, during the COVID 19 pandemic, to support local. Shopper behaviors are undergoing adjustments (which may or may not become permanent) due to the pandemic. What might that mean for the in-store experience? Loyalties are also in flux, opening the door for shoppers to consider local solutions (versus national and online giants). Flexible, creative and responsive Main Street retail, services and restaurants can be exactly what shoppers are yearning for. Responding to new regulatory requirements combined with changing shopping habits and concerns for personal health and safety present challenges as well as new opportunities. Now is the time to adjust, create trust, fine tune and lock in your processes and relationships with your customers. This 60-minute presentation will review 8 important concepts and principles (e.g. fulfillment, mission shopping, signage overload, etc.) to keep in mind when re-opening and then focus on 3 aspects that retailers should successfully manage: 1. Before the Store a. Online Presence b. Outreach Opportunities c. Responsiveness Expectations 2. At the Store a. The district IS the new store (for now) b. Showing and telling shoppers you are OPEN c. Signage Best Practices 3. In the Store a. Responding effectively to new demands ON and IN your store b. Shopper expectations for clean and safe c. Merchandising (product mix and presentation approaches) for look-but- shopping d. Resetting the cash-wrap September 28, 2020 Help where you want it. Advice where you need it. adapt and compete within a constantly changing retail environment to After the Best Practices content, two local case studies (15 to 20 minutes per business) will be shared with attendees so that they may see first-hand examples of how to apply what was just shared. Retailers will be able to take the examples and apply them to their own stores to better assess where improvements are needed. Main Street is working hard to sustain its brick and mortar format and knowing where to invest time and resources can make the difference between just surviving (which, in these times, is admirable and acceptable) or thriving (which is what we are striving for long term). STORE CONSULTATIONS (participants to be selected from applications of interest): In preparation for the presentation, these consultations will provide real time, local instruction to the group. The process will teach participants new concepts and terms with which to evaluate their spaces. Retailers are typically enthusiastic about making improvements but often miscalculate their priorities or stall out during implementation. These consultations will help them stay focused on the important things and their implementation strategies nitty gritty details can be discussed and resolved. A fresh set of eyes with an outside perspective can be the guiding hand to get business owners pointed in the right direction. Selected businesses will complete a questionnaire in advance of the consultation. We will also interview them to learn more about their goals and challenges. With both the local NPP coordinator and the business owner, the site (interior and exterior) will be documented with photos and video. Frontdoor Back will take into account learnings from the interview as well as what is assessed in the space with the goal of identifying where enhancements and interventions are most needed. Aspects of the business façade or interior that are underperforming will be identified and ideas to correct will be provided. Consultation outcomes are the creation of a customized list of solutions and strategies for each -term issues and then transition to long-term or more complex improvements. These consultations and the resulting reports give shop owners ideas, inspiration, and a to- change and outcomes. Areas of focus will be unique to each business but often include the following: Signage best practices from curbside pick-up zones, storefront, window & door signage as well as in store communications Awnings, entrances, lighting, window displays and work-around ideas for facility constraints Store layout, fixture selection and placement, customer circulation, destinations and focal points while accommodating social distancing, BOPIS, and sanitation standards Atmospherics: colors, materials, lighting, visual merchandising Remerchandising for safe (and possibly restricted) shopper interaction while maintaining visual standards District opportunities to support individual businesses and their shoppers September 28, 2020 Help where you want it. Advice where you need it. FINAL DELIVERABLE: The final deliverables will be: One, 90-minute virtual presentation of best practices (Getting Back in the Game) Two individual business consultations Written reports for each business consultation. The Consultation PLUS Report ($2,000) will include our Top 5 findings paired with recommendations for each and a deep dive set of action items (i.e. providing specifications such as materials, fixtures, design directives and possible resources) on their top priority. A private, 30-minute Zoom-call for a presentation of findings will be scheduled with each consultation recipient prior to the primary presentation COSTS: Virtual Presentations: Getting Back in the Game Renton reimagined (revisiting best practices and sharing findings and recommendations of consultations) $3,000 $3,000 Brick & Mortar Consultations & Consultation Plus Reports: Business owner interviews paired with site documentation* Consultation + Top 5 findings report + Selective Technical Design Assistance (Top 2 priorities addressed) 6 @ $2,500 each *Consultation participants must attend the initial presentation PROPOSED TIMING: Week of October , 2020: Program announced and applications for consultations provided to businesses within the participating district. Applications due by , 2020 Week of October , 2020: Applications reviewed and participants selected. Week of October , 2020: Week of November , 2020: Frontdoor Back reaches out to business owners to schedule interview and create a list of images to gather. November thru , 2020: Frontdoor Back prepares and presents their findings with district leadership and business owners. Week of November , 2020: findings and recommendations of the local consultations. TERMS: 50% deposit to confirm scope and reserve dates Speaking fee balances due upon delivery of virtual presentations September 28, 2020 Help where you want it. Advice where you need it. SUPPORT MATERIALS: Upon project agreement, Frontdoor Back will assist in reviewing content for promotional materials and platforms to help recruit businesses that may benefit from the consultations and presentation. Prior to the consultations, Frontdoor Back articulate their concerns and wishes so that we may address specific, top-of-mind issues in the consultations. AGREEMENT: Signatures indicate an understood, binding agreement. AGENCY: Frontdoor Back, LLC REPRESENTATIVE: Seanette Corkill, Owner SIGNATURE: DATE: 9/17/2020 AGENCY: REPRESENTATIVE: SIGNATURE: _____________________________ DATE: