The Entertainer outlines expansive store refit plans

Multi-channel director Duncan Grant tells ToyNews the store will go ahead with ‘a programme of rolling refits’
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The Entertainer's multi-channel director Duncan Grant has told ToyNews about the firm’s plans to refit or resite its entire fleet of stores.

Grant believes refitting stores is a great way of creating a consistent shopping experience for consumers across The Entertainer outlets around the country.

“We may resite a store because we want a better location within a town or because we want to increase the size of the store,” Grant told ToyNews.

“We would refit a store to improve the shopping environment and to ensure that customers receive a consistent experience when they shop across a number of our stores. The overall feel of the store is greatly improved which makes the customer’s shopping experience more enjoyable.

"Having the same shopfit across more of our stores also means that when customers shop in multiple Entertainer locations they feel comfortable in every store and receive a consistent experience throughout.

“On a practical level customers will find it easier to locate the products they are looking for due to the improved navigational signage, while moving around the store in busy periods is also easier due to the layout of the shelving.”

After giving the Worcester, Amersham and Maidstone stores a revamp last year, this year has already seen the retailer makeover its Coventry, Crawly and Cardiff stores.

Grant added: “The shopfit has changed significantly over the past five years. We have also incorporated clearer signage, improved sight lines, enlarged demo areas and better flow around the store.

“All of our changes have been driven by our customer feedback.”

Plans are already in place to refit or resite further stores next year, and Grant hopes to give this treatment to every Entertainer store in the country that needs it.

“Ideally we would refit all of our stores in line with our newest shopfit package, but for operational reasons this isn’t practical to do all in one year,” he said.

“Our plan is to continue our refits so that each year a number of our older stores receive a refresh. Every store will receive a refit over the lease cycle.”

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