Case Studies

Strategic Review

Children's Hospice Charity shops 

I was engaged by a South West-based children's hospice charity to review and refresh their retail strategy. Originally developed pre-pandemic, the strategy’s implementation had been delayed due to Covid-related disruptions. Now, with plans to expand their network to 52 stores across the region, the charity needed to ensure the strategy was relevant, practical, and impactful amidst shifts in the retail sector.

 

The strategy provided a robust framework for growth and financial success, aiming to significantly increase funds for the charity. It set out a clear vision, mission, strategic objectives, and key performance indicators, creating a strong purpose for the team. Two critical drivers were identified to support growth, alongside performance management of core stores to maintain and boost profit contributions. With positive team engagement and well-defined retail processes, the charity’s stores were geared towards offering purpose-driven, high-quality experiences, supported by POS materials that reinforced the charity’s mission.

 

However, pandemic disruptions had delayed key milestones, necessitating a reassessment to set new, achievable targets, responsive to changes in consumer behaviour and the cost of living crisis. Clear communication was crucial to re-engage the team and sustain momentum, with regular updates on progress. Additional support from Marketing and HR was also identified as essential to align efforts and facilitate effective strategy implementation.

Actions taken:

  • We conducted a thorough review of the proposed strategy.

  • We then presented a comprehensive analysis and report to the head of retail, including validation of key strategic plans, adaptations to the strategy, and additional points for consideration.

  • We performed this work pro-bono due to the vital and important work the charity undertakes.

  • The feedback was well-received, enabling refinement and development before presentation to the trustees and implementation across their stores

 

Recommendations:

The comprehensive feedback presentation and report included the following steps:

  • Redevelopment of the store vision and mission statements
  • Enhanced customers service goals
  • Produced customer purpose statement
  • Clear strategic template
  • 4 to 5 year turnaround plan
  • Marketing / Social media plan

"Phil took the time to look at our strategy, ask the right questions and listen carefully. He took this away and then came back with both an insightful review as well as a series of useful recommendations. The time spent with Phil on this project will help us re-shape our strategy going forwards." 

Retail Director