Shopfloor DEALER PROFILE: HERBERT TODD & SON Live!
Herbert Todd & Son won the coveted Turning Point Award at this year’s ERT Awards, all thanks to its commitment to reinforcing the idea of ERT’s Turning Point campaign, and the work that the retailer has completed in the last 18 months is evidence of that. Jack Cheeseman spoke to partner, Matthew Todd, to find out more
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Location, location, location
ased in Yorkshire, Herbert
Todd & Son is an electrical retailer with three branches – Harrogate, Acomb and Monks Cross. The name might sound familiar… that’s because the company enjoyed tremendous success at this year’s ERT Awards, walking away with not just one or two, but three Awards. In April last year, the retailer moved its Monks Cross store to a 10,000-square-foot, multimillion- pound flagship destination store in an out-of-town shopping area, close to John Lewis. The company sells mid to premium products and prides itself on the quality of its showroom, experiential retail – including cooking events (more on that later), staff knowledge and customer service. This new store is the focus of this profile. Curious about how the business made the best of the move and what key decisions it made when opening, I spoke with Partner, Matthew Todd, who tells me that they had definitely outgrown the previous unit in the town centre but critically, they were approached by a
developer who was keen to buy the site and this prompted the move. “We managed to move without any financial burden and we didn’t lose any trading days with the way it was all structured,” he explains, “so it was a great deal. We’re now in a busy, vibrant out-of-town shopping area and we get a huge amount of passing traffic and as long as we do our marketing correctly, people will know where we are and pop in and have a look.
“Since the move we’re now making
more sales but also making higher value sales. And there’s been so much positivity around the new store, which is great; when customers come in they can’t believe what it looks like now. The biggest change has been in utilising the space we have here to its best effect, like putting in premium manufacturer areas for people like Smeg, AEG, Neff, Rangemaster and so on. All these guys have got their own area to show off their products and they’re all wired up as well.” “With the space we’ve got now we’re a bit like Currys – we’re large ››
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October 2018
ertonline.co.uk
Dec/Jan 2019
ertonline.co.uk
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