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Arts and craft retailer Hobbycraft continues to defy the current retail gloom, having reported its eighth consecutive year of sales growth.
In the year to February 2018 Hobbycraft saw growth across all sales channels as revenue increased 6.4% to £168.5 million. Online sales soared 21.5%, and now represent 9.8% of total revenues. Four new stores were added to the estate, taking the total to 90 throughout the UK.
Although targeting a specialist type of customer, Hobbycraft’s Club scheme, with 3 million members, demonstrates that this is a loyal customer base, and one that has helped the retailer to reach new heights.
Offering exclusive discounts and events for its members, Hobbycraft can encourage shoppers to visit stores with demos and workshops, turning branches into “social centres for craft”.
Hobbycraft’s strategy is to focus on “customers and value propositions”, and to build its customer base through a “greater understanding of their preferences and deliver a more targeted proposition”. This social approach is noticeable on Hobbycraft’s website, where it offers a selection of ‘How To’ guides and has the potential to add user-generated content such as photographs and videos.
The positive performance figures come at the end of Archie Norman’s tenure as chairman. Having been in the role for four years, former Tesco UK CEO, Matt Davies, was recently appointed to the role.
Let’s hope the good fortune continues.
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