The schedule for the all new Business Conference which takes place on Trade Day at The Cycle Show on September 12, 2019, at the NEC, Birmingham, has been released.
The conference will focus on delivering essential advice for bike shops, addressing the issues facing the UK retail sector and provide examples of best-in-class retailing from beyond the cycling industry.
Mark Faithfull, conference chair and international retail journalist, said: “We’ve designed the trade day business conference to be highly focused on the challenges and opportunities facing cycling retailers and brands, with leading experts in their fields coming to address topics such as store selection and rent negotiation, how to embrace online and social media, creating leadership teams and making the most of your stores. We’ll also be looking at marketing to women, design, pop-ups and creating communities around your store or brand. It’s a phenomenal line-up which offers attendees free access to content and speakers normally only available at paid-for conferences.”
Mark will be joined by representatives of the retail industry who have experience from some of Britain’s biggest brands including Halford’s, Missguided and Bench. They will conduct talks that cover a range of topics, including how to optimise store location and design, maximise omni-channel retail potential and develop strong leadership.
In addition to practical and aspirational information on how to stand out in a crowded marketplace, there will also be a very personal focus to the day, with in-depth discussions on how to train and develop a brilliant workforce, and how to attract and retain customers.
The business conference should form a complementary part of the day for trade visitors, offering the chance to hear and learn from a wide range of international experts at no additional cost.
BUSINESS CONFERENCE, MAIN TRADE DAY
Morning session: Optimising store effectiveness
10.15-10.45: Store location – choosing the right store, rents, lease conditions
Adam Lazenbury, partner at global retail agency Cushman & Wakefield, provides detailed analysis of how to select a store location, powerful retail adjacencies, catchment data; plus what to look out for in terms of rent, lease conditions and providing a strong covenant and how to expand beyond your first store.
10.45-11.15: Branding: Stand out in a crowded marketplace
Great brands know how to connect with their customers emotionally and how to talk their language. Mike Roberts, chief creative officer of international design and brand agency Green Room, considers what lessons you can learn from those who do it best.
11.15-11.45: Firing on all channels: Leveraging opportunities across your business
In an omni-channel world, what can the cycle industry learn from how other independent businesses are using all the channels available to them to maximise impact and sales? Fresh from collaboration with Amazon on the roll-out of Clicks and Mortar pop-up shops across the UK, Emma Jones, founder of Enterprise Nation, looks at strategies for success.
11.45-12.15: Making the store the star
Halfords group head of store format Simon Bentley looks at the role of merchandising within stores, how to capitalise on in-store retail opportunities and the best ways to capture, keep and engage with shoppers.
12.15-12.45: Retail effectiveness through experiences
Today it’s no longer enough to have a good looking store or competitive price point. Engaging brands need new ways to drive footfall, omni-channel sales and loyalty with memorable experiences worth sharing. Michelle Bower, associate director of international creative agency Dalziel & Pow, will explain how to decode what makes an effective experience in today’s competitive retail landscape.
LUNCH BREAK: 12.45-14.15
Afternoon session: Staff and customers – How to get them and keep them
14.15-14.45: Marketing: Reaching out to an army of women customers
The interest in women in competitive sport peaked yet again this summer with the Women’s World Cup and yet the sense remains that the female consumer is still under-represented. Nielsen Sports global lead and head of brands (UK), Lynsey Douglas looks at how you can ensure your business and retail approach is aligned to appeal to women.
14.45-15.15: Leadership: Creating the right management team for growth
One of the toughest moves is taking an owner-run single store business and expanding, ensuring you have the right team and skills in place for growth and for modern retailing. Virtue People director Andy Marsh, formerly with Missguided and Bench, talks building the right leadership team.
15.15-15.45: Customers as advocates: How disruption delivers results
Many sports and fitness markets seem impossibly crowded and competitive and yet a number of disruptors have been able to capture market share by turning customers into communities and their strongest sales advocates. Michael Dean, head of franchise sales for the UK & Ireland, F45 Training,explains how the Australian fitness training phenomenon has taken the UK by storm.
