By Aimee Chanthadavong
After 50 years and as part of its first step in a series of changes to give itself a better foothold in the retail market, Retravision Southern has been given a makeover.
Following an 18-month brand project by Retail Oasis, the new revitalised look and feel builds on the electronic retailer’s existing brand. The 360-degree overhaul extends across of its consumer touch points – from store interiors and exteriors, point of sale and marketing collateral to the website. All 130 stores in the Retravision Southern network will be updated with the new livery within the next 12 months, with support from head office to make the transition.
Tim Cockayne, Retravision Southern CEO, told RetailBiz that the changing retail market meant it was a good time to re-evaluate the company for long-term expansion, which includes gaining greater relevance to a slightly younger demographic.
“The re-brand has been completed based on a large amount of market review and research, which showed that the new branding and the upgraded store program has greater acceptance from a younger consumer than the traditional Retravision core market,” he said.
“The key improved factors of the market research were that the brand was seen as more innovative and progressive, whilst maintaining the strengths of reliability and service.
“It was important for Retravision to ensure that we made changes to the branding to be more in tune with the targeted customer and ensuring that Retravision are on the ‘shopping list’ for this customer.”
Two existing Retravision stores in Shepparton and Launceston have already undergone the revamp with a new store layout, polished concrete floors, point of sale and signage and delivering a ‘fresher’ customer experience. Since opening their doors in August, these two stores have seen a 30 per cent uplift in sales.
“This is an extremely encouraging result, showing how the new brand truly resonates with customers and how it will position our members for strong business growth,” Cockayne said.
Some of the markets changes Retravision admit to feeling, as like most retailers who sell AV-related products, are the price deflation.
“Whilst there has been significant price deflation within categories, Retravision has specifically felt this in the AV area, like most other retailers, due to the maturing product range and the high Australian dollar,” Cockayne said.
“Retravision are focusing on balancing this out through increased average sell prices, increased unit sales and capitalising on the growth in 55”+ panels.”
Retravision Southern also recently launched its commercial division, Concept Commercial, headed up by Mike Coen as CEO. Mike was formerly general manager of Clive Peeters Commercial.
According to Cockayne, the brand refresh is just the first of a myriad of changes that will be rolled out over the next 12 months.
“There are significant other developments underway that cannot be fully disclosed, but this definitely includes a full multi channel sales vehicle for our consumers, with an online site being under construction.”
