Heading up Canaries Official is Steve Balmer-Walters, Head of Retail at the football club. Since he joined the club two years ago, retail has been taken more seriously than ever before. Steve not only looks after all three stores, he also looks after ecommerce, licensing, wholesale and lotteries for NCFC.
Leading the way within the football industry Canaries Official offers customers and fans not only the chance to purchase the latest football shirt, but also provides them with the opportunity to buy fashionable clothing, accessories and gifts that wouldn’t feel out of place on the high street. Working to improve the customer experience across all of the club’s retail channels, Steve continually adds excellent quality products that are current and competitively priced, to keep the look and feel of each store and online ‘fresh’.
The new kit, which will be launched before the start of the 2015-16 season will see it move forward again in terms of design, look and feel. Steve believes Canaries Official has listened to the club’s fans, especially in relation to the away kit. “We are constantly striving tochange the kits every season in order for the customer to get something unique and different,” he says.
Looking to the future, Canaries Official aims to continuously marry the club’s history and heritage with new innovation. Steve adds, “We are working hard on making sure we have the correct product mix around womenswear and children’s clothing, and we aim to bring newness and freshness into our fashion accessories and souvenirs.”
Other areas that Canaries Official will be looking at moving forward are its customer service, visual merchandising and branding. “One of our biggest challenges is making people aware of what we do across our stores and online, in terms of dual-branding and creativity. We continually encourage people to come and have a look for themselves and provide feedback.”
For the latest retail news, check out the Canaries Official Facebook page.
Carrow Road Canaries Official Store,
Carrow Road, Norwich NR1 1JE
01603 218756
Castle Mall Canaries Official Store
92 Castle Mall, Castle Meadow, Norwich, Norfolk, NR1 3DD
01603 660640
Chapelfield Canaries Official Store
42 Merchants Hall, Lower Ground Chapelfield, Norwich NR2 1SH
01603 613684