Upgrading with style

Hospital gift shops are not usually considered hip places to hang out, but a group of students from Fanshawe College’s Fashion Marketing and Management Program (FMMP) is changing that perception with some trendy transformations at St. Joseph’s Health Care London (St. Joseph’s).

While the organization’s six retail stores are filled with colourful giftware, everyday essentials and delicious sundries, being a place to shop isn’t their only function. The stores are also important social hubs, providing connection and joy to patrons.

When planning for the re-opening of the stores after lengthy closures due to the pandemic, St. Joseph’s Volunteer Services, which oversees store operations, saw an opportunity to re-envision the shops’ layouts, products and processes.

Tracy Drenth, Coordinator of Volunteer Services, and her team, including associate Sheryl Hagerman, connected with Wella Nolan, Coordinator of the FMMP and some of her students.

"The students came and toured our stores and right away had great ideas about our signage, layout design and how to place products to get attention of our patrons,” adds Sheryl Hagerman an associate in Volunteer Services.

“I was excited by the breadth of knowledge and excitement the students brought to the table,” says Sheryl.
“After touring our stores the students had great ideas on our signage, layout design, styling and how to place products to get the attention of our shoppers.”

Based on the students’ recommendations, numerous operational improvements have been implemented such as sourcing
new vendors and inventory, moving to bulk buying practices, enhancing shipping and financial processes, and installing a point-of-sale debit and credit card system at the Parkwood Institute Finch Family Mental Health Care Building store.

The partnership has been equally valuable to the students, adds Wella.

“Working with the St. Joseph’s team has provided our students the opportunity to build on their practical, technical and academic skills in a work environment. They have been able to apply merchandising strategies and techniques in a realistic setting and increase their self-confdence, independence, problem solving and interpersonal skills in communicating their ideas with an employer.”

But the most rewarding aspect of their experience, say the students, has been eliciting smiles from patients and
residents and having a positive impact on their lives.

More than a store

St. Joseph’s Health Care London operates retail stores at St. Joseph’s Hospital, Mount Hope Centre for Long Term Care, Parkwood Institute (Main Building and Finch Family Mental Health Care Building) and Southwest Centre for Forensic Mental Health Care. The stores offer giftware, confectionaries, clothing and various unique items. They are also a place for patients and residents to socialize. Revenue generated from St. Joseph’s stores support patient and resident care and programs.