Our Morayfield Store has transformed


Leading silver jewellery retailer, Butterfly Silver, has undergone a full transformation – the first in the company’s history.

The overhaul includes a rebrand of the logo and brand elements, a new interactive website and a new store fit out to include start of the art digital elements.

The new concept store opened in LEDA’s Morayfield Shopping Centre this week and exceeded any expectations for the new design.

“We were delighted to see the new store be embraced so well by both customers and staff alike” said Michael Granshaw, CEO. “The store outperformed the entire portfolio on opening day – exactly the kind of reaction we’d hoped for.”

The new concept comes after months of designing, planning and an exhaustive customer research strategy.

“We recognised Butterfly Silver was ready to transform so we listened to our customers and overhauled the brand,”  said Mr Granshaw “It was paramount the new concept focused on our key strengths – quality silver jewellery at seriously affordable prices.”

This was achieved with the bespoke merchandising system which is fully interchangeable depending on the stock requirements at the time.

“We designed the merchandising system so we can constantly move and change the displays at a moments notice,” said Mr Gransahw. “Rather than just moving a jewellery box or two, the system allows the entire shelf to be moved, creating a new dynamic look instantly.”

Also included is an ipad kiosk allowing customers to shop online or design their own heirloom jewellery instore – two key areas recognised as paramount to the overall concept.

“We know online shopping is here to stay so we are embracing the trend and offering this instore,” Mr Granshaw said. “If our customers can’t find it in store, they can simply search online and have it home delivered via express post.

Other digital elements include TV screens which now replace the archaic poster marketing systems  – providing instantaneous campaign change over and greater flexibility in marketing.

Another design element of the new concept was to invoke a sense of fun.

“Across the ceiling is trail of 100+ butterflies – they’ve been designed to create a sense of movement, but also pay homage to our original butterfly design from the very beginning” said Mr Granshaw. “It’s a fun design feature.”

The new concept will roll out to LEDA’s Ipswich Riverlink and QIC Woodgrove in the next month, with the entire portfolio of 24 stores complete by 2015.

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