Changing the Retail Experience During Lockdown2 – Drakes Jewellers
by Melanie Cowie

So, we’re here again in another lockdown where all businesses, apart from essential ones, are temporarily closed.  We have, of course, been here before earlier in the year.  However, what makes this lockdown different is the timing and that most businesses are still trying to catch up from lost business in the spring.

For retail, this time of year is one of the busiest as we lead up to Christmas.  It is estimated that the UK spends around £26.9 billion on Christmas gifts alone each year.  Last Christmas, we spent £25.43 billion online on all shopping at Christmas and £53 billion in stores. This year, research suggests the situation will be reversed and we’ll spend more online than offline in the first truly digital Christmas.

“The pandemic has accelerated the shift towards a more digital world and triggered changes in online shopping behaviours that are likely to have lasting effects” said Mykreative Director Mike Holden.  “The acceleration of online shopping underscores the importance of companies to seize the opportunities offered by digitalisation as the world moves from pandemic response to recovery.”

Drakes Jewellers in Plymouth was founded in 1950 and is one such company that has ensured it’s ready to offer the shopping experience via it’s online shop.  Based inside the popular Drake Circus shopping centre, Drakes is one of the city’s leading independent jewellers.  With the eye-catching store, big brands and bridal lounge on board, the independent retailer has made recent changes to ensure it can still provide jewellery whilst closed.

“Inline with Covid restrictions, the Drakes store is currently closed so we have helped them move more online” added Mike.  “Drakes already had a great website, but now, their site offers a fantastic shopping experience, albeit virtually.  Customers can still enjoy shopping a beautiful array of diamonds, jewellery and watches and choose to have your items delivered to your door or click and collect from the store on Monday’s throughout November.” added Mike.  “If there is a particular item you would like but cannot see it online to buy, you can drop the team an email on and they will be able to help.”

Alongside the online world, Mykreative are also working closely with the Drakes Marketing team to be ready for when they open again very soon.  Drakes Jewellers’ store is big with lots of space to browse and the team there are very much looking forward to welcoming everyone back once Covid restrictions allow.  However, in the meantime, staff encourage shoppers to make use of their online jewellery store instead where the Drakes team are working hard behind the scenes to make more of their collection available to purchase online.
Each year, Mykreative help Drakes install a huge 2 storey high Christmas window display which continues right throughout the store.  Their Christmas themes are always very eye catching and quite a feature of Drakes Shopping Centre in Plymouth and whilst the full display will not be going up this year, there’ll be still be plenty of Christmas cheer in store.
“Our special Christmas Drakes window display will go ahead next year instead” added Mike. “It’s a spectacular display that will make Christmas 2021 extra special next year.”


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