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Revitalising Lane Cove

from within using Visual Merchandising Makeovers

&Marketing Mentoring

PRESENTED BY BRONWYN CLARKE PROJECT MANAGER Lane Cove ALIVE

LCALG MISSION 

To lead a revitalisation program that maintains Lane Cove’s

‘Village’ character while ensuring social, cultural,

environmental and economic sustainability

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Lane Cove ALIVEA Living Inclusive Village Environment

VISIONAn inclusive community

committed to

sustainability3

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Spices of Asia

Laughing Ganesha Lane Cove Optical

VISUAL MERCHANDISING MAKEOVERS

La Provence

Janet Brandt-Sarif Physio

Fusion Cafe & unWINEd Bar

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1. Giving & Living - Homewares2. Tres Jolie – Hair Face Body3. PhotoCentric - Photographic4. Warwick Dawson Shoes5. Diva’s Kloset6. Zest - Cafe7. After A Fashion - Charity8. Renegade Cycles9. Lane Cove Optical10. Spices of Asia - Condiments11. Curry Lane – Indian Takeaway12. Laughing Ganesha Indian Restaurant13. Janet Brandt Sarif Physiotherapy & Sports Injury Clinic14. Rebalance Myotherapy & Acupuncture15. Fusion Cafe & unWINEd Bar16. La Provence - Patisserie17. Rea’s Family Butchery

Visual Merchandising Makeovers 2009/10/11

Ching Ching Lee

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Marketing Mentoring 2009/11

18. Emily Song - Fashion19. Access Mobile Solutions – Vodafone20. Abeauty – Beauty and Spa21. Tres Jolie – Hair Face Body22. Kuali – Malaysian Restaurant23. Lane Cove Club24. Gloria Jeans - Cafe25. Vikki’sMandarin and Translation26. Dress U - Fashion27. Le Bebe & Child - Children's28. Classic Central Audio- Audio

Linda Hailey

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VISUAL MERCHANDISING MAKEOVERS & MARKETING MENTORING

Lane Cove Alive has assisted 28 Lane Cove businesses over the past 3 yrs with Visual Merchandising & Marketing Mentoring. This approach is revitalising Lane Cove from ‘within’ and encouraging self starters to go it alone.

Lane Cove ALIVE presented series of Inspirasi’s . These are inspirational evenings with Marketing, author & retail specialist Linda Hailey and our own Queen of Shops, Ching Ching Lee from CC Designs

Businesses are encouraged to attend the presentation and at the end of the session asked if they would like to take part in either of the programs.

LCA has budgeted to offer each successful applicant a consultant for ‘free’ to work with them. This equates to 5 1hr sessions for the Marketing and a total assessment and portfolio of new design ideas and logos for the VMM

The recommended businesses are assessed by the consultants and the Project Manager using a selection matrix. The results are presented to the Board of Directors for approval and endorsement

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Visual Merchandising MakeoversAGREEMENT: ‘2011

Lane Cove’s 2011 BUSINESS VISUAL MERCHANDISING MAKEOVER PROGRAM  Congratulations, you have been selected as a recipient of a fabulous business makeover. Your business will be part of this exciting revitalisation project which will add vibrancy, colour and style to Lane Cove Village. Your business presentation will be addressed by visual Merchandising Consultant, Ching Ching Lee, from the overall image, to signing, to stock positioning, colour coordination, and interior and visual design elements.   Confidentiality is assured.  All physical works will be paid for by the trader. The design work will be carried out in April/May /June, 2011 Name of Business: ……………………………………………………………………………………............ Address of Business: ……………………………………………………………………………….…........... Contact Details: T:.........................................Fax....................................Mobile............................... Email;..............................................................................................  

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Agreement: I agree to the following terms:

The work will be carried out in accordance with the designs provided.

The work will be carried out within a specific timeframe of 12 to 18 months from the completion of the design concept as my budget allows.

I agree to have a ‘Customer WOW’ Book on my counter following the completed makeover and will encourage responses to the changes I have undertaken.

I will track my sales over a 3/6/9 month period following the makeover and provide a percentage figure to indicate whether there has been an improvement in my turnover since implementing the changes.

I agree to participate in promotional activities concerning the project which may include disclosure of approximate costs involved.

I understand there will be no cost to me for the consultation package as it is a special project sponsored by Lane Cove ALIVE.  Name:…………………………Signature:… …………… Date......................

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MERCHANDISING MAKEOVERSFusion Coffee & unWINEd Bar

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MERCHANDISING MAKEOVERS

MERCHANDISING MAKEOVERS

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MERCHANDISING MAKEOVERSFusion coffee with its existing following of loyal customers has an opportunity to expand into more that just a ‘take-away’ coffee business – and become a real destination.

Building on this strong local clientele is the perfect opportunity to promote the unWINEd bar upstairs

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VISUAL MERCHANDISING MAKEOVER La Provence

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ZEST CAFE

Current window display is lacking in interest and tends to ‘blend’ into the shop floor displays.

Current counter/s takes up too much space and is not designed to effectively display accessories. Opportunity to cut back existing counter and create a new display area for bike racks. New service counter could be a freestanding unit directly in front of entrance - keeping the sales and the service departments ‘separate’.

Two displays for Tour De France promotion: Flags (French and Australian) behind each bike on either side of the window. Large 3D letters painted white on the ledge. Mannequin in middle in racing gear. Fake grass or pebbles on the floor Three bikes all heading the same way like they are racing. 3D letters on the ramp and floor in the left window.

Renegade CyclesMakeover Report

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BEFORE

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RENEGADE CYCLES MAKEOVER

AFTER = 29% INCREASE IN SALES IN THE NEXT YEAR

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The new premises for Janet Brandt – Sarif Physiotherapy & Sports Injury Clinic provides almost 3 x the amount of space.

The new space is a 2nd level tenancy, situated near complimentary businesses in a quiet location.

The challenge is to promote the new space from a pedestrian level. Part of the relocation is to inform her past and current clients about the new location and direction to the clinic

VISUAL MERCHANDISING MAKEOVERS

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New Premises for Janet Brandt Sarif Physiotherapy and Injury Clinic

Design inspirations

VISUAL MERCHANDISING MAKEOVERS

I received an excited text the other night from Janet at 9 pm to tell me that the lease has finally been signed. So with the DA through, I guess it’s all go now to get sorted to capture the end of the year rush and before the long end of year holidays

“Absolutely invaluable. I was saved from the difficulties of sourcing and worrying about whether I could trust any old design consultant. Small business finds that sort of thing very challenging and the costs prohibitive. I have new logos , new premises and a whole new design prepared in response to my needs. I really appreciate the opportunity given to me by Lane Cove Alive & Ching Ching & Wendy”. Janet Brandt – Sarif Physiotherapist

MERCHANDISING MAKEOVERS

Before

Recommended

After

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BEFORE

AFTER

MERCHANDISING MAKEOVERS DIVA’S KLOSET

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VISUAL MERCHNDISING MAKEOVERS : REBALANCE YOUR CENTRE OF HEALTH

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Assessing Benefits of VMM &MM

Not all measurement has to be numerical – learnt during researching assignments for the Executive Certificate in Business District Management

The vibe of activity around new shops opening and others ‘making over’ is palpable.This is a big investment in the future not only in the business but in Lane Cove

All businesses now have a professional relationship with a specialist they would never have met or considered engaging to improve their business

If necessary we can measure the first series as a 10 fold returnLCA invested $30,000 resulting in $300,000 in fit outs and makeovers collectively

The LCA VVMM & MM has resulted in a number of Lane Cove businesses ‘self starting’ and doing their own complete makeovers

6 new businesses have opened in the last month & 2 older style high-end fashion shops have closed

One shop, a ‘high-end’ jeweller, has relocated to a more prominent position

Businesses are excited about the innovative Free Lane Cove Alive iApp and all are listed and will be trained one to one of how to upload and activate their site

Our collaborative efforts can achieve significant

outcomes for Lane CoveLane Cove Councillors

2010 - 2013 Lane Cove Leadership Group Inc Directors, Project Manager and Council Observer

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Lane Cove Council is to be congratulated for creating and believing in

the Lane Cove ALIVE Project

Our Mission remains to

Maintain Lane Cove’s ‘Village’ character while ensuring social, cultural, environmental and

economic sustainability

This independent organisational model marks Lane Cove Council as a leader in local government within the

State of NSW, Australia & Internationally

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