How rollouts help elevate the customer experience and tips on rollout implementation
What is a rollout?
The definition of rollout according to Merriam is “to introduce something, such as a new product, especially for widespread sale to the public.” In the facilities and construction industries, this generally means a fast-paced, multi-site project, typically with a high number of locations across the country or a geographical region. The rollout could accomplish a variety of things, such as upgrading floor fixtures or end caps, implementing technology or Wi-Fi, or expanding retail presence via a hosted relationship or store-within-a-store arrangement.
How do rollout projects elevate the in-store experience?
In the digital age that we now live in, the world of brick-and-mortar retail is becoming increasingly competitive. With this in mind multi-site brands are having to differentiate themselves from the competition and a common way to do this is by providing an experiential approach to the way their stores operate. This is designed to draw more customers into the store as well as provide an environment in which they can engage with the brand. Other benefits of performing roll-outs include:
Implementation of technology – perfect for increasing engagement with customers
ADA accessibility – allows for a better shopping experience for all customers as well as meeting compliance requirements
New merchandising initiatives
Energy – LED retrofits – saves energy and reduces negative impact on the environment
Increases brand strength with a consistent feel throughout stores
Promotes new product launches – this is a great way to highlight your new products throughout your entire portfolio of stores
Things to consider to optimize efficiency and rollout project success
Experience – working with knowledgeable and experienced partners that know the intricacies and challenges that can arise in rollout projects can make the process feel easier.
Resource planning – effectively planning with multiple vendors for efficient execution. Also, making sure materials and other vendors can support the rollout in the desired time frame.
Scheduling – plan schedules with what makes the most sense from a cost-savings standpoint and also what works well for store operations. Adopt a market approach (target all stores in each market) or a different approach such as focusing on a test market or class A real estate locations first, depending on what the organizational need is. Decide whether work should be performed during open or closed store hours.
Project management – careful management before, during and after a rollout project is important. With the rapid pace of these projects, it imperative that all vendors and suppliers are on the same page. One missed item could negatively impact all of the following sites leading to increased costs, store disruption and negative impact to your brand.
Communication – multiple parties have a stake in the game. Make sure there is excellent communication with all stakeholders including IT, real estate, loss prevention, retail merchandising, facilities and construction at each step of the project.
Reporting – have information pushed to you in a set cadence or in real time, or both. Live information means that issues can be dealt with while crews are still onsite instead of having to go back at a later date which could negatively impact the schedule, increase costs and cause disruption in the store.
Training/ playbook – have detailed guidelines with every step of the process involved to eliminate ambiguity and minimize delays. Many people now have access to smart phones and can watch installation videos while on site. Ensure best business practices are implemented to maintain and elevate your standards.
Equipment – making sure ahead of time that contractors have everything that they need when they get to site.
A case study – The telecommunications industry
The retail industry is constantly changing as technology evolves, consumer behavior changes and OEMs release new products. For example, within a telecommunications store there are typically products from multiple OEMs. For instance, your typical phone manufacturer such as Apple, Samsung, and LG can potentially release several new products over the course of a year.
When Apple releases a new iPhone, here are some things that need to be considered:
The old fixture will need to be removed, either disposed of or returned to storage
The new fixture will have to be installed – new power drops may be required
The updated floorplan will need to be submitted to IT, real estate, facilities, retail merchandising and construction for future reference.
Carpet, patch and paint work might be required to tidy up blemishes from the previous fixture
The fixture will need to be merchandised
This list of requirements will then need to be replicated across the entire portfolio of stores in a very short period. The largest telecommunication companies have upwards of 1000 locations which can make executing these projects extremely challenging without the management expertise from trusted partners like Royal Services.
If you have an upcoming rollout project that is keeping you up at night, we would love to connect with you. We will listen to your challenges, explore the goals that you have and address concerns you have due to prior experiences that might have turned out poorly. Schedule a consultation today and let's work together to ensure your next project is executed to perfection.
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