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Case Study

Adapting to marketing after lockdown with Sue Ryder

How a national charity kept 450+ retail shops safe, compliant and on-brand through reopening — by empowering every shop to create the signage and posters they needed in minutes.

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The Situation

Reopening 450 shops, safely and on-brand

Retail accounts for 10% of Sue Ryder's income across more than 450 shops, so the impact of closing during lockdown was severe. Reopening quickly — with new regulations to meet — meant every shop needed to change its store information constantly, and keep it all on-brand.

The major problem the Retail and Marketing teams faced was tailoring designs for individual shops. These signs were essential for safety, so it was vital they were in place for reopening — but fulfilling them centrally would have taken enormous planning and time.

The demand created a cascade of problems:

  1. 1Every one of 450+ shops needed its own tailored safety signage
  2. 2Opening times, safe capacity and layout varied from shop to shop
  3. 3Retail also needed a constant flow of sale, offer and collection posters
  4. 4Rules differed between shops in Scotland and England, and kept changing

Impossible demand

Even a handful of stores would have overwhelmed the design team — 450 was simply impossible

Compliance risk

Signage is critical for legal compliance and the safety of staff, volunteers and shoppers

Off-brand workarounds

Without support, shops would be forced to make their own materials — nobody wins

The Business Case

Shops are the most visible face of the charity

Charity shops are a vital source of income and one of the most visible parts of the Sue Ryder brand. Keeping every shop safe, compliant and consistent through reopening simply couldn't wait on a central design queue.

Quite honestly, it would be a nightmare without RightMarket!

Helena ForrestMarketing Manager, Sue Ryder

The Retail team needs a huge amount of collateral. Producing it all centrally would mean enormous time and cost, leaving shops to fend for themselves. Simplifying artwork creation was an easy way to protect the vital funds shops bring in— and keep the brand consistent on the high street.

The Solution

RightMarket's Online Brand Centre

The platform had been available to Sue Ryder's shops before lockdown, but became essential after reopening. With the tools already in place, producing every design each shop needed was effortless.

Self-serve branded templates

Rather than wait for a brief to be designed and sent back, shops log in and create opening times, sale posters, special offers and collection leaflets themselves.

Compliance made simple

Supplying the right signage is critical for legal compliance. RightMarket keeps every shop using the correct material with the right information — no intervention from Marketing needed.

Flexible for every shop

Different sizes, opening hours and rules across Scotland and England are all handled. There's no slowdown in the range or volume of designs Retail needs.

The big advantage for everyone: shops only had to ask Marketing for a small number of designs. The Online Brand Centre fulfilled almost all of their needs.

The Impact

Central to the reopening strategy

RightMarket removed the pressure of producing hundreds of designs and gave every shop what it needed, instantly:

Designs in minutes

Volunteers and staff produce the designs they need in minutes, removing the pressure of producing hundreds centrally.

Instant updates

Any change to opening times, offers or social distancing restrictions is reflected in store signage instantly.

Consistent & on-brand

Every Sue Ryder shop is instantly recognisable, with every sign and poster reflecting the charity's colours and style.

Empowered shops

Retail staff and volunteers own the visual presentation of their shops and keep finding new uses for the templates.

The Takeaway

More visible, more competitive on the high street

Beyond efficiency, RightMarket opened the potential for entirely new designs that traditional processes could never support — making the brand more visible with no additional work.

  • Marketing can focus on larger charity projects and campaigns
  • Retail has the designs it needs, on-hand and instantly
  • The brand is never compromised, even in an uncertain period

“RightMarket allows us to stand out and be more competitive on the high street.”

David GledhillDesign & Production Manager, Sue Ryder

Keep every location safe, compliant and on-brand

See how RightMarket can empower your whole network to create on-brand marketing in a 30-minute call.

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