Evoke Creative at the cutting edge of retail

Neil Clark and Dean Ward of Evoke Creative

Retail trends are changing fast and by staying ahead of the curve digital technology business Evoke Creative has seen its turnover grow by more than 30% in the last year alone.

The company, which is led by co-founders, chief technology officer Dean Ward and chief commercial officer, Neil Clark, has doubled staff numbers to more than 65 over the last two years to keep up with the demand for its digital kiosks, interactive displays, ticketing and self-service devices, which it designs and manufactures for the like of JD Sports, Google, McDonald’s and Tesco.

The company began its interactive technology journey developing self service kiosks for the UK library sector. This still remains an important bedrock of the business, with more than 15,000 devices deployed globally, but a number of years ago the company deliberately targeted a transforming retail landscape for its future growth.

“We aim to diversify across as many sectors as possible, but the retail markets we operate in are at a point where our product offering makes good business sense, and the benefits we can bring to retailers are now being realised,” said Clark.

Being both from a product development background, the pair understand the importance of investing in R&D and constantly keeping up to speed with changing technology.

Ward states “Our technology enables stores to run more efficiently, in terms of stock control and customer service. Staff are now using our technology for assisted sales, acting like a personal shopper for customers. We are seeing more retailers offer a more experiential service, in which our technology is integral.”

Data is the next big push. Previously the larger percentage of Evoke’s turnover has been from manufacturing hardware, but over the last 18 months it has invested in the development of its own software platform. It’s created a portal based digital content management system, with remote diagnostics of its hardware estate, and experiential interactive customer journeys.

The company is also working with major retailers and brands on RFID (Radio Frequency Identification) technology, introducing ‘lift and learn’ in fixture displays. This allows RFID tagged products to trigger digital content once lifted from shelf. The content can then display technical product data, promotional video, sound or even scents. It’s all about an immersive experience.

“That’s where we think retail will be going,” said Ward. “We have years of experience with RFID, mastering the technology within our library kiosks.

Being able to gather vital instore data on how shoppers behave, what they touch and lift up, is yet another use case for the technology Evoke are developing. Especially with the price point of RFID tags dropping at the rate they are, it finally makes sense. It can work for the supply chain all the way through to the customer facing experience.

Whilst technology and design define Evoke, key to their success has been their client relationships and approach to projects big or small.

“A lot of kiosk firms started as metal fabricators, whereas we started life as a product design agency and it’s the consultative approach to client relationships that sets us apart,” said Ward.

While the company is clearly at the edge of technological change, Ward and Clark recognise that they also need to invest in their internal processes and staff to keep a handle on the business’ growth, and with every new major client, comes more process.

Clark said: “As the scale of our clients have grown, so too has the expectations on us – for the last two years we have been working closely with McDonald’s UK & Ireland as they rollout self-service kiosks throughout their whole restaurant estate. This ever increasing scrutiny on our systems and processes has transformed our mind set, from a UK SME to having aspirations of a truly global company. With this in mind, we have complimented our board by recruiting a new MD, and FD, as well as bolstering the sales and account management teams with European New Business development experience”

Evoke Creative is also investing in a new head office and will move to the 55,000 sq ft HQ on the Wirral in Jan 2018.

With an inclusive team ethos running through the heart of Evoke, in preparation for the move, the company conducted a number of sessions with its staff, using virtual reality technology to gain their input. Its design team worked with the building contractor and architect to deliver a collaborative and creative working environment, incorporating warehousing and factory facilities, which are some four times the size of the present head office.

Clark said ”It’s a facility that will have the wow factor for our staff and clients, but more importantly allow for the future expansion and development we have planned.”

Victoria Price from EY 

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