Shop Revamp & Training Doubles Turnover
Franschhoek Live Craft Centre
The FLCC, a collective of small-scale craft producers from the Franschhoek region, was given prime retail space by the local municipality in the Franschhoek Main Rd, an area extremely popular with domestic and international tourists. However, in the absence of any formal retail training, merchandising and display knowledge or product development input, they were unable to take full advantage of this wonderful opportunity and for several years sales and morale were very low at the Centre.
In 2007 Fetola, who had secured funding from Old Mutual to assist projects such as this, selected FLCC as one of the 16 original recipients of the Legends Programme.
FLCC’s participation started when their ceramicist Vuyisa Potina was sent on a programme of individual creative inspiration and product development training held in Limpopo province. This mind-shifting course was followed by one-on –one product development assistance from ceramic specialist Sandile Cele, which resulted in a new range of products that attracted the attention of the Design Indaba. Vuyisa attended Design Indaba as an emerging Creative exhibitor in Feb 2008, which resulted in good exposure and some retail and export orders.
At this stage it was recognised that capacity needed to be built in the organisation itself, rather than in one individual; and a programme of business training was commenced with the group as a whole. Training included applied administration, costing and pricing, sales techniques, stock control and shop management.
This training was supported by a complete remodelling of the shop interior, including shelving, décor and shop branding. Special attention was paid to the FLCC branding and signage to make the shop more attractive and interesting to passing trade.
The transformed retail space was officially opened with a stakeholders gala function in July 2008, which allowed FLCC to acknowledge and thank its many supporters since inception.
FLCC Shop
The FLCC shop has through this ongoing process been transformed from an unattractive jumble of fairly derivative, poorly made products in a dimly lit space, into a vibrant, successful and increasingly popular feature of the Franschhoek Main Street. The newly revamped Gallery and retail space now stands proudly alongside other shops in this bustling tourism destination. Turnover has soared as a result of the improved sales & business skills of the members, the attractive new shop front, and the uncluttered, stylish look of the revamped interior. Stock control and shop management systems have changed the way the crafters do business, and the new levels of professionalism create a sense of confidence that encourages sales.
The turning point for this project, has been accredited to the comprehensive revamp of the retail shop – redesigned interior, shelving, lighting and importantly, associated training in business, product development, sales and display skills. Outcomes include a doubling in turnover, increased skills levels of individuals and improved sustainability of the business, which is especially encouraging given the general downturn in the economy.
