Case studies - Retail Therapy Programme

Over the past three years, we’ve been supporting Belfast-based independent retailers to grow their businesses through a practical, results-focused programme called Retail Therapy

It gives valuable access to retail experts on your premises, at a time which suits you, to help you analyse your business and crack those marketing, sales, customer service and management challenges.

But don’t just take it from us, some of Belfast’s best retailers told us what they got out of the programme below.

Laura and Mark Brown, Arcadia Delicatessen, Lisburn Road, Belfast

Arcadia is a family-run, specialist delicatessen that has provided fine foods and gourmet hampers on the Lisburn Road since 1933.

The Brown family have owned the business since 1946 and current owners Mark and Laura took part in our Retail Therapy programme just last year.

Laura said: "Retail Therapy gave us a fantastic opportunity to step back from the business and think about the 'bigger picture'. As a sole trader, just completing the day to day tasks can be a challenge and time to think about developing branding, marketing, merchandising and customer service is generally non existent. I’m happy to say that our Retail Therapy mentor forced us to devote time and effort to these important areas! As a result, we’ve improved our merchandising, enhanced our brand awareness, grown our hamper sales, and used the feedback from the invaluable mystery shop to support our team and business development."

Arcadia won the 2011 Northern Ireland heat of Deli of the Year

Richard Ryan, The Good Book Shop, Donegall Street, Belfast

Established in 2003, The Good Book Shop specialises in Christian books and resources.

Richard Ryan saw the Retail Therapy programme as an opportunity to get a fresh look at the business and identify how they could improve and develop.

Richard explains: "As a result of participating in council’s Retail Therapy programme, I now have a much better understanding of how to meet my customers’ needs profitably, I’m more confident in negotiating cost reductions with suppliers and I’ve got a much better handle on stock control after introducing computerised systems."

"I also had a chance to think about creating the relaxed shopping and leisure experience that my customers are looking for, so we’ve introduced an informal seating area where customers can relax, check out new books or have a chat with likeminded people. I’m also developing partnerships with some of my Cathedral Quarter neighbours so that I can host book launches and cultural events here."

Debra McVicker, Hampton Blue online gifts and accessories

Hampton Blue is a specialist online gift and accessories shop, set up by sisters Debra McVicker and Tracey Houston. It offers a wonderful range of semi-precious and costume jewellery, scarves, bags, gifts for babies and children, wedding gifts and home accessories.

As Debra and Tracey aren’t from a retail background, Retail Therapy gave them a fantastic grounding in retail specific knowledge and insider tips on how to capture their target market both on and offline. One very practical action which is yielding results for them was placing gift cabinets in selected hotels (including the Culloden) and prestigious service businesses.

Debra comments: "I really enjoyed the behind the scenes trips to Suki Tea. It was fascinating to see how another local business operates their online services and provided me with good tips for Hampton Blue."

Brenda Shankey, Jason Shankey Male Grooming, Ballyhackamore, Belfast

Jason Shankey Male Grooming aims to improve the way men look, feel and think about themselves through providing luxury male grooming services and a range of male grooming products.

Keen to build on their existing concession in Harrods and to develop their salons in Belfast, owner Brenda Shankey completed the Retail Therapy programme and was teamed up with another retailer experienced in concessions.

Brenda found the mystery shops one of the most valuable elements of the programme. She says: "The feedback in 'black and white' was a really useful tool for staff development and ensuring that our customercare is of a very high standard."

Jason Shankey Male Grooming now aims to expand its range of grooming services in the UK by providing live shaves in department stores to raise awareness of their range of products.

Clodagh Shortt, Honey Collection, Lisburn Road, Belfast

Honey is a lifestyle boutique based on the Lisburn Road, specialising in exquisite shoes, designer lingerie and a wide variety of bags and accessories - all personally sourced from Milan, Paris and London by owner Clodagh Shortt.

Inspired by her visits to Singapore and Australia, Clodagh established Honey in 2003 as a one-stop-shop for female indulgence. As well as offering luxury fashion items, Honey also offers a complimentary lingerie fitting and style service and even hosts style parties.

Clodagh participated in Retail Therapy to "keep a closer eye on my business and focus on developing my customer database and website". As well as focusing on these areas, Clodagh picked up useful merchandising tips which have helped attract customers in store.

Watch out for our Retail Therapy Programme 2011-12, recruiting from September 2011

We're currently recruiting. The deadline for applications is 16 September.

Find out more about our Retail Therapy Programme

Interested in learning more?

We're running a free retail masterclass on 'Creating wow (and extra sales) with display and merchandising' on Tuesday 23 August, 6pm-9pm at City East. To secure your place, please contact Rhonda Lynn, Enterprise Officer, lynnr@belfastcity.gov.uk or call 028 9027 0229.

More information

If you’re interested in knowing more about this programme, please contact

Rhonda Lynn
Enterprise Officer
Telephone: 028 9027 0229
Email: lynnr@belfastcity.gov.uk