Delivering a unified CX: liquor retail's new priority

Can you keep up with consumer demands for an omnichannel retail experience that doesn’t stop when they enter a store? Kelly Brown explains why liquor retailers are overhauling how they plan, build and deliver their CX, and shares three steps to take to remain relevant.

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Customers today expect retailers to offer convenience, speed and value throughout the end-to-end shopping journey. They are more discerning and impatient, and don’t care that it can be hard to deliver – they only care about a great experience.  

That is driving a massive shift in how liquor retailers plan, build and deliver their customer experience.  

The retailers making the first move know that a compelling bricks-and-mortar presence blended with an improved digital offering can be leveraged for competitive advantage. And that means seamlessly integrating all back-end systems and channels to deliver experiences that align with customer expectations.   

However, it’s complicated.  

While liquor retail has always been challenging – fast service is non-negotiable, staff require specialised knowledge and transaction volumes are highly variable – this requires a fundamental transformation of the standard business model.  

Liquor retail has been a laggard in creating new digital experiences and investing in technology to improve front- and back-end operations. Many liquor retailers have legacy solutions that are no longer fit for purpose and have bolted on solutions for the digital space that don’t easily integrate.   

Brick-and-mortar sales still dominate, with online sales growing but still languishing at single-digit percentages of total sales-digit percentages of total sales. Change is difficult in a sector with regulatory restrictions on alcohol delivery, age verification requirements and the more ‘sensory’ experience a store can offer.  

And at a time when 75% of retailers can’t connect their online and in-store transaction data, many struggle to deliver the cohesive, consistent unified experiences customers now expect.   

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So what steps can you take to differentiate your liquor retail business?  

Here’s a three-pronged strategy that will help create the distinctive omnichannel experiences customers now expect: 

1. Deliver a unified customer experience 

Focus on the end-to-end needs of your customers and revamp the customer journey to expand your relationship beyond quick visits to stock up on beverages.  

That means making purchasing online and in stores seamless and convenient through digital payments, endless aisle and ‘buy anywhere, fulfil anywhere’ services coupled with fast and flexible on-demand delivery options. In-store pickup can drive foot traffic to physical locations. And leveraging data from online interactions can help in upselling and cross-selling.  

Take advantage of the shift in preference for neighbourhood shopping, with local product ranges tailored to each location and community, supported by bespoke promotional programmes.  

Use apps and your website to provide customers with personalised recommendations, invites to virtual tastings or opportunities to reserve products for in-store pickup, increasing their engagement and loyalty.  

The solution: Create a distinctive omnichannel customer experience by developing a strong brand, offering tailored convenience, expanding the breadth of product offerings (or moving into specialist categories) and generating new revenue streams. 

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2. Unlock the value in your inventory

As you work towards delivering a compelling in-store experience blended with a digital offering, you’ll need to see a real-time view of all your inventory. If you don’t know the quantity of an item, where it is located, its current price nor status, you can’t offer the ‘buy anywhere, fulfil anywhere’ options that are best for customers and most profitable for you.   

However, the average inventory accuracy rate for retailers is estimated at 63%, meaning around one third of inventory records are inaccurate due to discrepancies between physical stock and what's recorded in inventory management systems. And liquor retailers face additional challenges, such as strict regulations, varying product availability and high SKU diversity, that compound these difficulties.  

Inaccurate inventory stems from both systemic and operational challenges. Retailers often rely on traditional ERP systems or custom-built software that can’t provide the real-time updates needed for online sales and instant stock checks. On top of that, legacy systems not designed for real-time data exchange struggle to keep up with the demands of new sales channels, resulting in delayed or inaccurate product availability and pricing information.   

The use of multiple, often disconnected systems for various retail operations further compounds the problem, creating data silos that hinder the development of a unified view of inventory, sales and customer interactions. And when things go wrong, many resort to a quick fix rather than real, lasting solution, which means missing out on chances to really improve the shopping experience and operational efficiency. 

The solution: You’ll want a unified commerce platform that provides an accurate, real-time view of all your inventory and customer data across stores, DCs and digital channels. You’ll improve inventory accuracy, reduce stock requirements, minimise fulfilment costs and increase ranging capabilities.  

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3. Pivot into retail media services   

To remain relevant and competitive in the future, you’ll want to venture beyond traditional retailing and enter new service categories with a higher level of profitability.  

Retail media networks are emerging as one example in retail. A retail media network is a retailer’s advertising platform where they can sell ad space across all their digital assets, such as their website, apps, social channels and in-store digital screens.  

With the demise of revenue from third-party cookies, retail media helps alcohol brands to advertise to the right audience - people who want to purchase alcohol and are legally entitled to do so - and drive higher conversions that increase sales. And as online alcohol sales grow – 15.2% growth is expected between 2022 to 2030 - so will advertising revenues for retailers.  

The solution: With the alcohol industry’s advertising spend expected to reach $6bn in 2023, create a retail media division (or subsidiary) to capitalise on the advertising revenue opportunity and drive additional new growth. 

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Want help to differentiate your liquor business? 

If you want to create distinctive and frictionless customer experiences across all physical and digital channels, get in touch. We’d love to help you develop a unified customer journey. 

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For more on how to deliver every customer a personalised, fast and seamless experience, download our new ebook:  

The four trends shaking up liquor retail and four bold recommendations

As we reach the height of peak holiday season, most retailers are hard at work preparing for 2024. And the big question on everyone’s mind is how to battle declining sales growth. 

The outlook for next year is uncertain.  

While retail spending has slowed, with predictions of subdued sales until late calendar 2024, it’s not yet falling off a cliff. The latest ABS/MST Marquee data also reveals that liquor retail is holding up well compared to other categories, with liquor sales rising 2.2% in September. 

But as retail spending starts to lose share of wallet to non-retail spending – like travel, dining out, housing and health - retailers are urgently looking at how to boost sales growth. 

To secure a profitable future for your liquor retail business, you’ll want to understand the latest trends transforming our industry.  

Here’s the outlook for liquor retail, plus the four steps to take to remain relevant: 

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1. Digital-first world order 

A compelling in-store experience that is harmonised with a digital offering can be leveraged for competitive advantage.  

Global online alcohol sales are back at pre-pandemic levels, with growth of 15.2% expected between 2022 to 2030. That is creating new online shopping habits and changing expectations of the in-store experience.   

As more customer journeys begin on mobile apps or online, and consumers increasingly demand digital convenience within stores, the ability to convert fleeting transactions into enduring relationships will rely heavily on unified experiences across all channels.   

Recommendation #1: Deliver a unified customer experience 

Liquor retailers will need to make shopping a fast, easy and compelling omnichannel experience with personalised products, prices and promotions pre, during and post their purchases, plus fast and frictionless on-demand delivery options.   

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2. Changing consumer behaviours 

Liquor stores that deliver a unified and memorable CX are best positioned for long-term growth and loyalty.  

Changing consumer preferences and rising expectations for convenience are creating new growth opportunities.   

Conscious consumption is driving sales of local and sustainable alcohol brands. An increased focus on balanced lifestyles has fuelled the no- and low-alcoholic drinks category, with global sales topping $11bn in 2022 and growth accelerating. There’s explosive growth in ready-to-drink (RTD) and canned cocktails, and a continuing rise in premiumisation and viral craft cocktails.  

Recommendation #2: Adapt products to meet consumer expectations 

Liquor retailers need to create a distinctive omnichannel customer experience by developing a strong brand, offering tailored convenience, expanding the breadth of their product offerings (or moving into specialist categories) and generating new revenue streams.   

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3. Economic headwinds 

High inflation, increased costs, supply chain disruptions and changing workforce roles are creating financial pressures.  

The liquor retail sector has changed significantly over the past decade. Independent retailers are increasingly joining banner groups, and brick-and-mortar retailers face formidable competition from new entrants, such as on-demand delivery providers and online-only retailers.  

With increasing costs, pressure on consumer spending and the cost of doing business on the rise, there’s likely to be more consolidation and business failures. The climate crisis is also putting pressure on retailers to create a sustainable future for their businesses and the planet.  

Recommendation #3: Embrace complexity to build new capabilities 

Resilient companies invest during tough times, and evolving new businesses takes a long time. Those that don’t invest in their customer experience will get left behind.  

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4. Rise of services businesses 

Services are a tremendous growth opportunity for retailers – and a way to start building ecosystems that satisfy more consumer needs.  

Retailers can achieve up to 20 to 30% additional growth by expanding into services businesses and developing ecosystems that attract and retain loyal customers. Technology is blurring industry lines and allowing different operators – including retailers – to move into services such as healthcare, finances, travel and entertainment. 

Retail media networks are emerging as one example in liquor retail. A retail media network is a retailer’s advertising platform where they can sell ad space across all their digital assets, such as their website, apps, social channels and in-store digital screens. 

The most significant benefit of a retail media network for retailers is that they can monetise their valuable first-party data by selling and delivering relevant ads to customers – resulting in a better customer experience, stronger supplier partnerships and a new, high-margin revenue stream.   

By offering suppliers the opportunity to promote their products through their store networks and digital assets, it enables supply partners to reach the right audience - people interested in purchasing alcohol and legally entitled to do so – and boosts their sales at the point of purchase.  

Recommendation #4: Monetise your customer data by selling advertising 

With the alcohol industry’s advertising spend expected to reach $6bn in 2023, liquor retailers are launching retail media subsidiaries to capitalise on the advertising revenue opportunity and drive additional new growth for their business.  

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Are you experiencing technology challenges that prevent you from exploit these trends and opportunities? 

Our partnerships with retailers delivering disruptive, world-first experiences give us a deep understanding of changing consumer needs and technology trends. Get in touch if you’re looking for help to develop a unified customer journey. 

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Want to deliver every customer a personalised, fast and seamless experience? 

Get our ebook to find out how to revamp the liquor retail CX.  

Modernising liquor retail: 8 essential capabilities for a unified CX

In a recent blog, I talked about why liquor retailers are overhauling their business models to provide convenience, speed and value throughout the end-to-end shopping journey. That is driving a massive shift in how they plan, build and deliver their omnichannel customer experience.   

In this blog, we’ll look at how to create the omnichannel experiences that are best for customers and most profitable for you. 

Many liquor retailers aren’t equipped to create the shopping journeys now expected by digitally savvy consumers. They have siloed backend systems that are inefficient and costly to maintain and have bolted on digital solutions that don’t easily integrate.  

They struggle to meet customer demands for a joined-up retail experience that doesn’t stop when they enter a store.   

And they face powerful new competition from delivery and online retailers working hard to prevent people from going into stores in the first place!  

If you’re looking for new ways to extend your online experience into stores for unified retail, here are the eight pivotal capabilities you need for a modern customer experience: 

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1. Digital convenience in stores 

The POS used to be the epicentre of the store technology experience. But today consumers expect unlimited access to information and functionality to inform their purchasing decisions, and demand digital experiences inside the store.  

Retailers are putting customers in charge of their in-store experience by integrating digital services, such as the ability to look up loyalty points, explore product information and add items to digital wishlists in stores. Shoppable screens provide ‘endless aisle’ capabilities that let customers browse and order from the entire inventory. 

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2. Stores that amplify the digital experience 

Retailers are using the unparalleled knowledge of their store staff to boost digital sales and service by giving in-store teams the tools to connect with shoppers digitally.  Live chat enables customer service or in-store teams to solve user queries, and store teams are using social media to share educational content.  

Some retailers are going one step further and making use of live chat and virtual appointments to offer ecommerce customers the ability to speak with a store team member in real time. By giving customers product recommendations and helping them build personalised baskets, retailers are achieving high levels of conversions while increasing customer loyalty. 

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 3. Localised pricing and promotions 

Retailers are making better decisions about store product assortments, by matching breadth and depth to demand, trends and local demographics. A unified view of inventory gives them total control over their stock to improve efficiency, reduce overall stock, create more satisfied customers and boost the bottom line. 

 And by customising products, prices and promotions nationally, regionally and even by individual sites, retailers are increasing conversions and maximising profits.  

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4. Endless aisle for anywhere, anytime orders 

With a ‘buy anywhere, fulfil anywhere’ strategy and centralised unified commerce platform, retailers can give customers and staff real-time visibility of inventory, order and customer data across the business. That means customers can see the availability of products in their local stores, order via mobile apps or online for click-and-collect and, where regulations permit, order any product and get it delivered to their preferred address.  

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5. Flexible omnichannel fulfilment 

Consumers now make purchasing decisions based on shipping costs and timings. And they want the right level of visibility, communication and tracking, no matter the fulfilment solution.  

Retailers are prioritising capabilities that help them to launch and scale omnichannel experiences faster by improving store fulfilment efficiency and enhancing the store pick-up experience. They’ve created hybrid stores that support the rise in online sales while meeting customers’ expectations for fast pick-up and delivery. They’re introducing ship-from-store capabilities that not only enable ecommerce orders to be shipped from stores, but stores can also ship orders placed in other stores. And with a unified view of inventory for endless aisle across all stores and DCs, they can quickly see where inventory is located and the fastest route to fulfil orders.  

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6. Unified employee experiences 

A great customer experience hinges on a great employee experience. After years of underinvestment and continuing worker shortages, many retailers are playing catch-up by making employee efficiency and enablement a top priority. They’re giving their in-store teams access to relevant customer intelligence - such as loyalty rewards, wishlists and sales histories – to equip them to add more value to their customer interactions.  

Some are using AI technology to provide personalised upselling recommendations during click-and-collect pickups. And localised pricing gives their teams up-to-date, competitive pricing and empowers them to make better, on-the-spot decisions.  

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7. Self-service to fuel growth 

In tandem with the new digital experiences inside stores, retailers are modernising their checkout experience so that customers can transact on their terms. They’re putting customers in control with fast and flexible self-guided assistance, mobile point of sale and contactless payments wherever the customer is in the store, and at events, trade shows and pop-up stores.   

While self-serve kiosks are practical solutions for large stores and supermarkets, liquor and convenience retailers are taking advantage of new self-service apps that can be deployed on any touchscreen terminal, making it simple to create fast and memorable experiences. Positioned on store counters next to POS terminals, these solutions remove the risk of theft or sales to underage customers by ensuring that store staff can quickly and easily verify IDs, audit to avoid losses and assist when required.  

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8. Unified channels strengthen personalisation 

With more buying journeys beginning online, and store visits become more predetermined, customer expectations for a frictionless ‘one brand’ experience are rising. However, many retailers have channel silos that mean any interaction or activity that the customer had with them online is not available to the customer or staff within the store.  

Retailers are delivering personalised experiences by using AI and intelligence across online and offline channels to deliver timely and relevant communications, recommendations, offers and loyalty rewards across in-store and digital touchpoints, including the point of sale, mobile app, web, email and social. Some are extending these personalised recommendations into other communications with customers, such as e-receipts and shipping notifications. 

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If you’d like help to create distinctive and frictionless customer experiences across all physical and digital channels, get in touch. We’d love to help you develop a unified customer journey. 

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Want to deliver every customer a personalised, fast and seamless experience? 

Get our ebook to find out how to revamp the liquor retail CX. 

Delivering a unified CX: liquor retail's new priority

The ecommerce boom and ever-increasing consumer demands for more digital and personalised services are rapidly changing the business of liquor retail. Kelly Brown explains why liquor retailers are overhauling how they plan, build and deliver their CX, and shares three steps to take to remain relevant.

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Customers now expect retailers to offer convenience, speed and value throughout the end-to-end shopping journey. They are more discerning and impatient, and don’t care that it can be hard to deliver – they only care about a great experience.  

That is driving a massive shift in how liquor retailers plan, build and deliver their customer experience.   

The retailers making the first move know that a compelling bricks-and-mortar presence blended with an improved digital offering can be leveraged for competitive advantage.  

And that means seamlessly integrating all backend systems and channels to deliver experiences that align with customer expectations.  

However, it’s complicated. 

While liquor retail has always been challenging – fast service is non-negotiable, staff require specialised knowledge and transaction volumes are highly variable – this requires a fundamental transformation of the standard business model. 

Liquor retail has been a laggard in creating new digital experiences and investing in technology to improve front- and back-end operations. Many liquor retailers have legacy solutions that are no longer fit for purpose and have bolted on solutions for the digital space that don’t easily integrate.  

And they struggle to support their customers’ current omnichannel demands, let alone the personalised ‘phygital’ shopping journeys now expected by post-pandemic, digitally savvy consumers.  

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So what steps can you take to differentiate your liquor retail business? 

Here’s a three-pronged strategy that will help create the distinctive omnichannel experiences customers now expect: 

1. Pivot into retail media services 

To remain relevant and competitive in the future, you’ll need to venture beyond traditional retailing and enter new service categories with a higher level of profitability. 

Retail media networks are emerging as one example in retail. Liquor retailers are monetising their existing data and channels by introducing state-of-the-art digital screens closer to the point of purchase, creating a raft of opportunities for alcohol brands to advertise. 

With the demise of revenue from third-party cookies, retail media helps alcohol brands reach the right audience - people who want to purchase alcohol and are legally entitled to do so - and drive higher conversions that increase sales. And as online alcohol sales grow – 15.2% growth is expected between 2022 to 2030 - so will advertising revenues for retailers. 

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2. Deliver a unified customer experience 

Focus on the end-to-end needs of your customers and revamp the customer journey to expand your relationship beyond quick visits to stock up on beverages. 

That means making purchasing online and in stores seamless and convenient through endless aisle, digital payments and ‘buy anywhere, fulfil anywhere’ services coupled with fast and flexible delivery options. 

Take advantage of the shift in preference for neighbourhood shopping, with local product ranges tailored to each location and community, supported by bespoke promotional programmes. 

And you’ll need to create true omnichannel experiences that seamlessly integrate physical and digital channels to create personalised customer communications, offers, experiences and rewards across in-store and digital touchpoints. 

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3. Embrace complexity to build new capabilities 

To revamp your business and aggressively embrace innovation and new technologies, you’ll need to develop new expertise and capabilities. That will introduce more complexity into your organisation, with sales channels becoming less physical and more digital.  

You’ll want a retail platform that connects your physical and digital channels to let you deliver customer experiences that provide the convenience, speed and variety customers demand. Embrace agile working to innovate and get products to market faster. And by using APIs, you can create an ecosystem of partnerships to deploy new apps, services, channels and devices.  

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Want help to differentiate your liquor business? 

If you want to create distinctive and frictionless customer experiences across all physical and digital channels, get in touch. We’d love to help you develop a unified customer journey. 

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For more on how to deliver every customer a personalised, fast and seamless experience, download our new ebook:  

3 ways Liquorland is crushing inventory management

Liquorland is one of New Zealand’s most successful, sustainable and responsible liquor retailers. With Infinity providing unified inventory, POS and fulfilment, the retailer has added over $100 million in sales in only four years and grown its market share 5 percent - a massive result in a mature market. 

We interviewed Brett O’Hanlon, Liquorland’s Finance and IT Manager, and Andrew Barr, Owner Operator, for insights into how strong inventory management helps to drive profit and sales. 

Many retailers struggle to create a single view of inventory across all locations, but Liquorland is one of the few that has mastered it. Watch the retailer explain how it uses Infinity to reduce costs and optimise its range, delighting customers with personalised experiences that convert.

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1. Optimising store ordering, merchandising and marketing 

How do Liquorland stores achieve results four times ahead of industry average growth? Brett and Andrew describe how unified commerce helps ensure Liquorland is “match fit” to pursue its ambitious growth strategy. 

Andrew explains:

“Infinity has helped us manage inventory by letting us understand what's selling when and where. This allows us to access cash to invest in products that will help enhance the customer experience.”

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2. Flexible pricing and promotions 

Brett explains how Liquorland now gives all 130-odd stores “sovereignty” over their own local promotions, while also participating in powerful nationwide offers.   

And to ensure a unified customer experience, all the promotions are available on the ecommerce site:  

Video: Unifying the CX via flexible pricing & promotions

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3. Forecasting demand to match customer needs 

Andrew says that delivering better cashflow starts with better demand forecasting. 

By having data available across the business, he can build heat maps to predict how much of a specific product customers will want to purchase during key periods of the day or week. That ensures he has the right stock on hand and the right specialist staffing for his customers’ needs. 

Video: Liquorland improves cashflow through better inventory management

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For more on how Infinity supports Liquorland to offer new omnichannel services, read: Infinity helps Liquorland get click-and-collect ready for lockdown in less than a week

Want help to unify your inventory? Contact us to find out more about how Infinity can give your business an accurate and single view of inventory.

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GAS selects Triquestra for nationwide fuel point of sale system

Gasoline Alley Services Ltd (GAS), New Zealand’s largest network of independent fuel retailers, has chosen Triquestra as its strategic partner to transform its retail system.

GAS’ goal is to support its retailers in providing great customer experiences that drive growth throughout the fuel network.

Triquestra’s Infinity unified commerce solution will be installed as the GAS point of sale in approximately 120 sites nationwide. GAS will benefit from a modern retail management system that offers more flexible and streamlined customer transactions and which delivers more control and agility right across the network. 

In 2020, GAS decided to replace the two legacy POS systems operating in its network with a single retail platform. “We needed a new state-of-the-art, industrial strength retail system,” explains GAS Executive Director Tim Ellis.

“Our long-serving current software is unsupported (or will shortly become so) and faces increasing administrative and commercial challenges,” Tim says. “In addition, our processing of AA Smartfuel loyalty transactions is relatively manual, and we want to integrate these into the routine transactional operations of our fuel stations.”

Following a competitive RFP process, GAS chose Triquestra to help it achieve its modernisation objectives.

“Triquestra’s local presence and market knowledge was a huge factor in our decision,” says Tim.  “With a local head office and an extremely competent and responsive team, there’s an agility in the relationship that is highly valuable and attractive to us.”

“We are confident that Triquestra’s extensive fuel sector knowledge and experience lowers our risk and offers us the most reliable path to a full, effective deployment and ultimately to a satisfactory return on our investment.”

Tim says the GAS network is looking forward to more visibility of its key data.

“Infinity will give us greater flexibility and granularity of information so that we can tailor our market promotions nationally, regionally and even individually,” he explains. “GAS retailers will be able to create targeted promotions for the needs of their own local communities - something which is game changing and genuinely exciting.”

“The agility that Infinity offers us will give us greater control over what we do, when we do it and how.”

Tim adds that they are looking forward to the extensive, sophisticated management information Infinity will provide both to individual GAS retailers and to the head office.

“Infinity will make it easier for our retailers to plan and make strategic business decisions. With greater efficiencies and higher quality management information readily available at our fingertips, we’ll all have a better perspective on how our businesses are performing.”

Kelly Brown, Chief Executive of Triquestra, adds: “GAS is an iconic, 100 percent Kiwi brand. We’re very proud to be selected as GAS’ platform partner and are looking forward to helping to modernise its retail experience by providing the speed, convenience and simplicity that customers and individual retailers are increasingly demanding.”

The GAS transition to Infinity’s point of sale is targeted for completion during 2021.

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If it’s time to upgrade your point of sale to provide the speed, convenience and simplicity your people and customers demand, contact us.

My Retail Week recap - including Supplier of the Year runner up!

Retail Week in Melbourne was a great experience – going on a tour of new concept stores, meeting with top eCommerce disruptors and attending Inside Retail’s Retailer Awards gala. There are so many smart people and companies doing clever things to be more customer-focused, personal, sustainable and ethical. It was an inspiring trip.

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Runner up for Retail Supplier of the Year

Hearing Triquestra’s name called out at the Retailer Awards was thrilling. We were in amazing company and I was very proud that our unified commerce platform and talented people were recognised for helping our clients’ retail businesses excel.

Congratulations to Shane Lenton

Shane is CIO of Cue Clothing Co and he nominated us for Retail Supplier of the Year so a big thank you goes to him. So does a big congratulations because during the week he was named #4 in Internet Retailing’s Top 50 People in E-Commerce 2019. His ‘buy anywhere, fulfil anywhere’ strategy – backed by Infinity – has seen Cue significantly grow its online sales. You can read more about Cue’s work with Infinity in our latest case study.

A focus on provenance and purpose

During my retail tour I saw some impressive stores which are offering interesting customer experiences that combine physical retail with consumer desire for provenance and purpose.

• LiTMUS Lab takes advantage of the fact that customers want to try and experience the innovative products they sell before buying. They hold no stock on site, but let shoppers experience the products and store staff knowledge before buying online - either in-store or after leaving the store. All sales are processed as orders that are typically drop shipped directly from the supplier. Their model requires less rental space while reducing inventory cost.

• I visited Australia’s first TOMS shoe store, opened by Retail Prodigy Group. TOMS has a powerful business model that addresses need and advances health, education and economic opportunity for children and communities around the world. In the Melbourne store, you see this commitment in action. In addition to helping a person in need with every purchase, you can buy a $2 coffee when you make a purchase and those coffee beans are supplied from another social enterprise. It’s a feel good, tasty, boutique experience with purpose.

• First Principles is made-to-measure denim with a difference. They build a pattern for you in their boutique where you can see samples, then you’re in control of choosing fabrics and embellishments online where you can order new jeans whenever you want. They source denim in Japan – from one of the world’s longest-running mills and use factories in Kenya where they know every person who makes their product. It’s a great personalisation story from beginning to end, including a commitment to fix any issues. I hope it proves to be sustainable.

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If you’d like to know more about any of the stores I visited or want to discuss these retail trends in relation to your own business, please get in contact.