The Oliver Bonas Effect
I don't know about you, but I can't resist popping into an Oliver Bonas store. "Good morning, are you looking for anything in particular?" the friendly sales assistant asks me as I wander into the Balham store one morning. "No, I just can't resist taking a look at what's in" I answer her. And that's what Oliver Bonas gets so right, it's a browser's paradise.
So how do they do this?
1 Colourful and eye-catching windows
Oliver Bonas now has over 80 stores across the UK and Ireland, but their stores still ooze charm. The fronts of them are usually a pastel colour from their brand palette, or else glossy fronted if they are inside train stations or shopping centres. They always have an eye-catching window display, and even their sale banners are aesthetically pleasing, shunning the classic red and white, they opt for on-brand grey and pastel neons.
Apply this in your own business:
No store? No problem – ensure that your online shop also presents an eye-catching and tempting front by refreshing the header image and featured products seasonally.
2 Masters of product display
The deliberately eclectic store designs means that your eye dances over displays, drawn in at first by the overall colour and impression, and then wanting to look at (and touch!) the items on display.
By combining clothing, homeware and gift items, they ensure their stores are sensory playgrounds AND they bring a sense of informality to things - items are stacked up on tables, designed to be picked up and looked at.
They usually only display one armchair, one rug, one storage basket, among smaller trinkets. A clever trick which makes it feel more like a home than a store
Image © Team London Bridge
Image © Oliver Bonas
Apply this in your own business:
Visual appeal like this is also created by having creative photoshoots to show your products, rather than just having e-commerce images. Also, if you do appear at markets or plan to exhibit at a trade show, planning out your stall to be as eye catching and browsable as possible will pay off in a big way!
3 They make you feel welcome
As you walk in, you’re usually met with a symphony of colours. There also cute slogans on items and rows of charming cards. Add this to colourful store fit-out, and you get the polar opposite of some more exclusive boutiques, who use exclusivity to give a luxury feel. By contrast, Oliver Bonas is a cosy cottage full of lovely goods – flinging open their doors for you to come and explore. While they do use minimalist styles and industrial inspired elements in some of their stores, they also often have softer colours for their shelving, including plywood and pops of mint, yellow and peach.
Apply this to your own business:
If you haven’t already, make sure you have an image of you on your website and social media, and show occasional glimpses behind the scenes – even showing how you package orders can inspire someone to place their own order with you!
4 Great products and brands
Oliver Bonas would be nothing without the fantastic products, which are often from small and independent brands, alongside their own in-house designs. The trick they get right, is understanding their audience really well, and curating everything for them. It’s a store that sells demi-fine jewellery, furniture, dog collars, dresses, candles and greeting cards… and it works!
Apply this to your Own business:
Have the confidence to focus on your ideal customer, and tailor everything for them, from product ranges and new launches to the memes and content you may share on your social media. If you don’t feel clear on your ideal customer, this tool will guide you to them!
5 Location, Location, Location
Oliver Bonas stores are always situated in bustling locations with high levels of foot traffic, such as transport hubs like train stations and airports. And this last point is key - they attract lots of impulse purchases from people waiting for their train or plane, and they are also the perfect place to pick up a gift that feels meaningful without straying far from your path.
Apply this to your own business:
While there are hundreds of thousands of people browsing shops at train stations each day, there are as many browsing on their phone to kill time on a journey. Try to time your newsletters and sale announcements for commuter time and see if you get an uplift in clicks.
In conclusion, Oliver Bonas provides a compelling blueprint for success in the retail landscape, offering valuable lessons for small businesses striving to thrive. Through their innovative approach to product presentation, playful branding, and strategic location choices, Oliver Bonas has created a unique and immersive shopping experience that resonates with customers. By applying these principles to their online presence, small businesses can enhance their digital storefronts, engage with their target audience, and ultimately drive growth and success in the competitive online marketplace. Embracing the spirit of creativity, curation, and customer-centricity exemplified by Oliver Bonas can undoubtedly guide small businesses towards becoming a beloved brand.