Ails McGee and her husband Greg set up their contemporary art gallery, According to McGee, in York 12 years ago. Despite substantial investment and three website redesigns, she admits that the business has had limited appeal as an e-commerce platform.
“What we’ve found is that the business works better with a customer relationship,” she says. “When you’re online and looking at buying a piece of art, I think it puts customers off. They’d rather talk to us about the collection, the artists they’re investing in, etc.”
It’s hoped that will all change with their new e-commerce arm, The Artillery, run in tandem with creative directors Sue Holding and Émilie-Rose Nédey. The website will connect galleries, collectors and artists with customers, who are able to hire a hand-selected piece of art before deciding if they want to buy it (or swap it for another).
“It’s about getting the artwork out there,” McGee says. “All of those collections, from all of the galleries, artists and collectors would be seen through the e-commerce platform. A lot of our artists have work in their studios doing nothing. The Artillery is a platform for them to gain more exposure and make an income from their work being hired as well as possible sales.
“For customers, you’ll have an ever-evolving collection. Art is a good conversation piece at dinner parties and hiring it can help you decide what you would actually like to collect. There’s such a variety of collections we could have for you. We think it’s a really good thing.”
Rental charges are expected to be 10% of the artwork’s overall value, and customers can visit the local galleries that have signed up to the scheme, choose online, or go for the ‘unknown’ option where McGee and her co-directors will choose a piece for you.
It is hoped the model will have appeal on a national and international level, with collections in Chicago and Paris already interested, and a London tube advertising campaign in the works. This prize, with SAP Anywhere software “couldn’t be better,” McGee says. “Obviously this has come at the right time and is going to really help us,” particularly where stock control is concerned.
The business are working with specialist tech incubator company, Allies, to develop the new platform, which is expected to launch by Christmas 2016. She admits there are still some questions regarding functionality to be answered, but “we’re really excited about having a much bigger and better exposure online.”
Toby Davidson, vice president of product strategy for SAP Anywhere and one of the competition judges says: “Technology platforms such as SAP Anywhere are no longer out of reach for smaller companies like According to McGee. Companies, large and small, are increasingly understanding the importance of being present online in today’s digital world and know that technology is the key to success.
“According to McGee’s dynamic business model is changing the old-world perception of the art industry through the use of technology. SAP Anywhere will be able to provide a tool that is complementary to their ongoing work allowing them to grow and reach new successes.”
This advertisement feature is paid for and produced to a brief agreed with SAP Anywhere, sponsor of The Disruptors hub on the Guardian Small Business Network.
