Location, Display, & Sales: Modern Machinery’s Workwear Section Transformation

When Modern Machinery decided to revamp their workwear section, they took a methodical approach that transformed both their space and sales.

We sat down with store owner Gary to learn how they turned a second-floor department into a ground-floor profit centre, and what other retailers can learn from their journey.

The Starting Point

Modern Machinery's relationship with workwear stretches back years, initially working with Cottonmount Trading to stock various workwear brands. But as Gary explains, the partnership deepened when they began focusing on the Xpert range.

"Prior to stocking the Xpert range, we worked with Cottonmount selling a number of other workwear brands. However, the Xpert range, while holding the reasonable price levels of our existing products, have moved up a number of levels in style, quality, and variety across the range."

A Gradual Transformation

Rather than making sweeping changes overnight, Modern Machinery took a measured approach to growing their workwear business. "The transition was very easy," Gary notes. "We started small and built up gradually based on what worked. The Xpert team has always been very helpful, particularly with exchanging slow-moving stock and supporting new lines that didn't perform as expected - though this has rarely been needed."

This careful strategy paid off. Customer feedback improved significantly, even from price-conscious buyers. "While some of our customers will choose products based mainly on price or convenience, we've noticed significantly better feedback from these same customers since moving to Xpert."

The Power of Prime Position

One of the most significant changes came with moving their workwear section from the second floor to a prime ground floor location. Combined with Xpert's retail displays and marketing support, this proved transformative.

"Our workwear sales have increased dramatically since the recent refit," Gary explains. "While moving our workwear section from the second floor to a prime ground floor location played a part, the excellent retail displays and marketing support from the Xpert team have been crucial to this success. Without these, I suspect the impact would not have been as impressive."

Making Sales Simple

The new setup has transformed both customer experience and staff operations. "The new set-up in-store catches everyone's eye. Being in a prime location, by our front entrance, makes it impossible to miss," Gary shares. "What's particularly effective is that once customers notice the striking display, most take time to browse the full range. This often leads to an immediate sale, and even when it doesn't, it creates awareness for future purchases."

For staff, the professional presentation makes selling straightforward. "The product quality, competitive pricing, and professional display does most of the selling for us. Their main task is simply keeping the display looking tidy."

Marketing Makes the Difference

When asked what stands out about working with Xpert, Gary emphasises the marketing support. "From the start, it was the marketing that stood out. We have been working with Xpert a long time, since the safety boots first started being distributed in Northern Ireland. When it comes to price versus quality, Xpert has always been a leader, and the brand has made huge strides in recent years."

He continues, "Obviously financial investment, good management and excellent sales staff are all factors. However, from an outsider's point of view, I really feel both marketing and product design deserve a huge amount of credit for where the brand is today. It goes beyond the presentation of the product. The investment in display stands and marketing support is second to none."

Looking Ahead

Modern Machinery's approach to future growth remains pragmatic yet ambitious. "The strategy moving forward will be the same as it has been since the start. Try it, sell it, restock it. Try it, can't sell it, exchange it," Gary explains. "We are currently planning the second phase of our recent expansion and are looking forward to seeing the range develop."

Key Takeaways for Retailers

• Start small and build based on what works
• Position workwear where customers can't miss it
• Use professional displays to drive engagement
• Keep stock tidy and well-maintained
• Take advantage of marketing support
• Focus on customer feedback
• Build gradually based on success

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Ready to transform your workwear sales? Email [email protected] or call us on +44 (0)28 9083 9090 to discuss how we can support your business growth with Xpert.

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