Willen Hospice launches ‘first of its kind’ gaming shop

As we said in a previous blog post, charity shops are on the rise. Not only are they growing in number, but sales are soaring.

According to the Charity Retail Association, there was a 15.1% growth in like-for-like charity store income in January-March 2023, compared to the same period in 2022.

It’s no surprise charities large and small are scrambling to get a slice of retail action.

However, one organisation has turned the traditional charity shop concept on its head.

Willen House Hospice

To innovate its offer in the face of an increasingly challenging economic climate, Milton Keynes-based charity Willen Hospice has launched a charity shop with a difference.

Rather than selling second-hand designer clothes, knick-knacks, furniture, and books, the hospice opted for a ‘first of its kind’ retro gaming retail and experience store.

The Hangout

The ‘Hangout’ is a unique concept store that offers gamers of all ages a fun place to game, shop, and refuel.

Based in the Xscape leisure complex in Central Milton Keynes, the gamer’s paradise features ten arcade machines with 3,000+ retro games to choose from. It also has a wide range of retro consoles, hi-tech electronic darts, and a huge selection of board games to play.

In addition to the gaming experience, there’s an in-store shop selling a range of new and pre-loved games, toys, collectibles, and accessories. Gamers can also refuel with light refreshments at the cafe.

Visitors can book two-hour slots. The cost depends on the games they want to play. A ‘Board Gamer Pass’ costs £5. An ‘Electronic Gamer Pass’ is £10, and ‘the ‘Ultimate Gamer Pass’ is £15.

100% of the proceeds go to the hospice.

Comment

Leila Blaize-Smith, Willen Hospice Retail Project Lead, said of the store, “we are very proud to be pioneering new ways for our customers to support us. As well as raising vital funds for the Hospice, The Hangout will also double as a venue for us to support the families in our care with young children and teenagers, who are going through an incredibly difficult time.”

Opinion

With 11,200 charity shops around the UK, and new pop-ups, multi-stores, and charity supermarkets popping up everywhere, competition is fierce.

If you’re planning on joining the revolution, your charity shop needs to stand out.

Willen House has nailed it with the Hangout.  

In an article in Third Sector, Jonathan Mail, head of public affairs at the Charity Retail Association, said ‘there’s an increasing trend of charity shops moving towards bigger premises, where they can offer a variety of products and consumer experiences. They are becoming more diversified, offering something for everyone, from the more discounted type of product to things that target a more high-end consumer.”

The Hangout bucks this trend. Rather than trying to cater to everyone, it focuses on gamification, an extremely popular, but niche trend. And it prioritises the customer experience over a quick sale.

Evolution

A growing number of charities are recognising the need to innovate to attract shoppers into their stores. For example, The British Heart Foundation has started offering free CPR training events in some of its stores, while other charities are engaging with their local communities to host events such as community cookery classes or tasting evenings in their shop spaces.

And this is just the start. To ride the charity shop wave, charities will need to find novel ways to differentiate their retail stores and raise the profile of their causes.

Will it spell the end for the traditional charity shop? Time will tell.

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