Case study: Jewellery Concession at the Brighton Grand Hotel – Executive Summary
This case study examines the instalment of a jewellery display within the Brighton Grand Hotel, focusing on its strategic implementation, operational management, marketing initiatives and financial performance.
Background
The Brighton Grand Hotel is a luxury hotel located in the heart of Brighton, known for its opulent architecture, breathtaking sea views, and exceptional service. Recognizing a growing demand for luxury retail experiences by guests, the hotel management utilizes three inbuilt wall cabinets dedicated to our own jewellery display, an upbeat local menswear company and their own display that details the hotel’s history through old photographs and press cuttings. This initiative aims to attract affluent clientele, increase hotel foot traffic, and increase revenue streams.
Objectives
The collaboration between the hotel and Jewel in the Crown aimed to:
- Enhance Guest Experience by offering a unique shopping experience for hotel guests and visitors that aligned with the hotel’s own upscale brand.
- Increase Revenue: Create a new revenue stream from an empty showcase.
For Jewel in the Crown it offers exposure to a wealthy clientele and increased sales potential.
Implementation strategy
Location and design
- Location: The jewellery showcase is one of three built-in units in a main throughfare just off the hotel lobby. It is seen by guests and visitors using the main conference room, toilet facilities, lifts to bedrooms, carpark and spa
- Design: The showcase was vacant and lacked proper lighting and secure locks. We completely refurbished the showcase at our cost, installing led lights down either side, replacing the broken lock and installing opulently printed back and base boards to complement the back boards of the existing menswear display. The measurements of the showcase are approx 1m wide x 2m high with a depth of 200cm. It has adjustable glass shelving
Vending
- Collaboration with renowned jewellery brands known for their craftsmanship and exclusivity
- Established partnerships with local artisans to promote unique and regional pieces
- Attractive POS such as gold gift bags
- Reception hold the key to the showcase and make the sale on our behalf
Inventory management & invoicing
- We have a bespoke stock management system which enables us to create a full inventory of items on display at any one time. This enables us to track sales and manage stock levels efficiently. We also take detailed opening and closing photographs on each visit to support our inventory and protect both parties
- At the end of every month, the hotel provide a monthly sales statement and we raise an invoice to accounts for the agreed sales less of course the commission earned
Marketing strategy
Target market
- Focused on affluent hotel guests, including business travellers, honeymooners, and tourists
- On-going market research to understand customer preferences and trends. Jewellery purchases linked to a special moment is now as high as 50%
Promotions
- Currently looking to introduce an exclusive offer for hotel guests
Digital marketing
- Create engaging visual content showcasing new arrivals and special collections on Instagram
Performance analysis
Sales performance
- The jewellery concession achieved a 25% increase in sales in the first six months of operation compared to initial forecasts
- High-ticket items, such as bespoke bronze pieces, account for a significant portion of total sales
Guest feedback
- Customer satisfaction ratings revealed that 85% of guests appreciated the convenience of having a jewellery store on-site
- Positive feedback highlighted the quality of products and the professionalism of the company
Challenges and solutions
Challenges
- There can occasionally be initial resistance from some traditional hotel stakeholders regarding the integration of retail space. However this was not the case at the Brighton Grand. We were invited by the Front of House Manager to take over the vacant showcase after a recommendation from a colleague at another location.
- Seasonal fluctuations in guest traffic affecting sales consistency
Solutions
- By operating on a one month notice period, hotels can be reassured that they are not tied into anything that doesn’t work. All costs and risks are borne by Jewel in the Crown so it is a risk free investment or win-win situation for the hotel.
- Develop seasonal marketing strategies to boost sales during off-peak periods, such as holiday-themed promotions that reflect the hotel’s calendar such as Pride weekend etc.
Recommendations
- Expand Product Range particularly in run upto Christmas and consider introducing a wider range of fashion accessories, particularly for men
- Loyalty Programs: look to implement a loyalty scheme that rewards returning guests who make frequent purchases from our showcase and encourage higher spending
Scalability potential
Following the success at The Brighton Grand, we are now hoping to work with Leonardo to replicate the model at its sisters properties throughout London and the South East. This model is primed for rollout across other mid and high end properties within a hotel group’s portfolio with minimal operational burden.
Conclusion
From a recent meeting with Hotel Management, it was concluded that the jewellery concession at the Brighton Grand Hotel has proved to be a successful on-going venture, enhancing the guest experience and generating additional revenue. Our focus on customer satisfaction aligns very much with the hotel’s own ethos and our high level of commitment to their guests was highlighted. It demonstrates how hospitality and luxury retail can co-create value without compromising brand integrity.