Case Study: Hobbycraft

Our Impact

Smrtspace was commissioned to complete an evaluation of the existing Hobbycraft space management process. This initial diagnostic was extended to develop an action plan and short term deliverables including a store survey programme, store/category space modelling, planogram assessment and a review of store layout planning principles.

Our Client

Founded in 1995, Hobbycraft has since grown to a nationwide business with over 100 stores across the UK, ready to support and inspire an ever-expanding variety of crafts.

Hobbycraft is the largest arts and crafts retailer in the UK, who sell everything required for art, knitting and crochet, haberdashery, papercraft, wedding and party, baking, jewellery making and more.

Our Approach

Smrtspace visited 5 pilot stores and worked with central teams to better understand and evaluate the existing approach and methodology for managing retail space across the Hobbycraft network. This was wrapped up in an executive playback and recommended action plan. The diagnostic work included:

• Store layout – a review of the store layouts and category positioning with an audit of operational compliance to the central plans.
• Category space analysis – completed an analytical review of the existing category space allocation and return on space to understand hot and cold areas of the store and where space/range could be flexed to drive sales and margin.
• Assortment review – analysing SKU level performance to establish a clear view on range and space Pareto
• Visual merchandising – how planograms were constructed to reflect the needs state of the customer and what data and information they generated for replenishment and supply chain
• Processes – how the space management activities interfaced with the rest of the business and the interdependencies between various workstreams and tasks
• Planning principles – looking at the guidelines and hierarchy for how new stores and store refits were planned and implemented including a review of category positioning, adjacencies and general layout configuration.