tim.radley@VM-unleashed!
- 2 -www.vm-unleashed.com
Facebook/VMunleashed.Ltd
Vm-unleashed! credentials [email protected]
+44 (0)7967 609849
VM-unleashed is a retail specialist consultancy working with retail companies
to integrate the functions of buying, selling and visual merchandising for
increased efficiency, sales and profit…and deliver across channels.
which product?
how much of it?
how to segment and group it?
how to display and communicate it?
how to promote and sell it!
...and how to make it happen in your company?
who we are
- 3 -www.vm-unleashed.com
Facebook/VMunleashed.Ltd
Vm-unleashed! credentials [email protected]
+44 (0)7967 609849
we develop best practice in...
which product… buying & merchandising
how much product… commercial space planning
how to segment product… assortment structure
how to display product… store layout & site architecture
visual merchandising & display
how to sell… retail calendar development
events & sales promotions
visual communication
store and site design & refreshment
how to make it happen… benchmarking & analysis
vm tools & processes
team structures & resources
what we do
- 4 -www.vm-unleashed.com
Facebook/VMunleashed.Ltd
Vm-unleashed! credentials [email protected]
+44 (0)7967 609849
our clients
- 5 -www.vm-unleashed.com
Facebook/VMunleashed.Ltd
Vm-unleashed! credentials [email protected]
+44 (0)7967 609849
tim radley is the managing director of vm-unleashed.
he has been working with european retailers for over 20 years, in spain, france, italy, germany,switzerland, scandinavia, portugal, belgium, ireland, poland as well as the uk
tim works across the whole store environment, specialising in commercial space planning,store layout, visual merchandising, vm training, brand identity, visual communication,promotional design and store refreshment.
his working methodology is very interactive, collaborating closely with clients teams not only todeliver project results but also to leave a legacy of understanding and new skills within the team
he has worked with leading retailers such as allsaints, camper, marks & spencer, carrefour,primark, cortefiel, otto versand, bonprix, sonae, modalfa, koton, boots, sainsbury, gruppovestebene, eroski, gruppo coin, bally, adidas, sony, clarks, benetton, orange, imaginarium,porcelanosa, trucco and ben sherman
tim also speaks regularly at european retail events.
tim radley
- 6 -www.vm-unleashed.com
Facebook/VMunleashed.Ltd
Vm-unleashed! credentials [email protected]
+44 (0)7967 609849
1. buying & merchandising
• Benchmarking and correcting key architectures
• Size, colour, price & product category parameters
• Identifying/optimising historical best seller category patterns
• Balancing image makers, best sellers & basics
• Defining product attribute/style enhancements
• Matching end-use & fashion positioning to sales/profit
• Optimising option width & unit depth
• Assortment volumes related to rates of sale
what we do – which product…
Category
1 2 3 *
Jackets
Shirts
T-Shirts
Knitwear
Total Tops
Trousers
Skirts
Total Bottoms
Suits
Dresses
Coats
Total
* Category colours in line with trends and core
Product ThemeCategory
Total
Options
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Facebook/VMunleashed.Ltd
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+44 (0)7967 609849
2. space planning & allocation
• maximising sales/profit productivity per sqm
• maximising sales of best selling stock
• minimising markdowns
• space density and store capacities – store grading
• “gorging” & “starving” store grades
• square metre to linear metre conversion
• allocating space according to profit contribution
• facilitating effective visual merchandising
• stimulating maximum rates of sale
what we do – how much product…
- 8 -www.vm-unleashed.com
Facebook/VMunleashed.Ltd
Vm-unleashed! credentials [email protected]
+44 (0)7967 609849
3. assortment structure planning
• Building the proposition for authority and inspiration
• Balancing “product story grouping”
• Categories, themes, silhouettes and killer categories
• Controlling over-coordination for commerciality
• Hero products and price heroes
• Planning the flow of goods with rates of sale
• Constructing and destructing product stories
what we do – how to segment product…
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Facebook/VMunleashed.Ltd
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ABD
E
C
F
4. store layout & site architecture
• Controlling space blocks and department depth & widths
• Creating sightlines, valleys & cascades
• Space zoning, product grouping and movement
• Power walls, focal points and hot spots
• Facilitating the customer journey
• Allocating sqm according to sales productivity
• Optimising destination departments and impulse product
what we do – how to display product…
Men:priority
placement:type of product story: display principles:
number of
wall modules
ideally:
floor fixture co-
ordination
strategic role
of storystore visibility store location
Collection 1 - new 1 theme/category* * 3 table/rack impulse high front
Collection 2 - new 2 theme/category* * 3 table/rack impulse high front
Denim wall 3 category (co-ordinated)*** repeated/frontal 3 table/rack destination high visible but not front
UP 4 theme symmetrical/frontal/lateral 3 table/rack destination medium mid-back
Overstock 5 category (co-ordinated)*** repeated/frontal 2 + 2 table/rack destination medium mid-back
Basic Accessories 6 categories repeated/frontal 3 ladders/grills destination medium/low mid-back/near cash
Collection 1 - refresh 1 7 theme/category (co-ordinated)** * 2 core low flexible
Collection 1 - refresh2 8 theme/category (co-ordinated)** * 2 core low flexible
Collection 2 - refresh 1 9 theme/category (co-ordinated)** * 2 core low flexible
Notes: * in menswear any of these stories
could be themes or categories. VM
team needs to identify the strongest
story from the product
** the refresh is the ideal place to
use co-ordinated categories with
refresh stock and category product
*** coordinating the categories is a
possibility to make these categories
more fashionable and dynamic
* dependant on story being
theme or category
25
Additional floor
furniture:
2 islands
2 tables
4 racks
1 circular
Women:
Collection 1 - new 1 theme symmetrical/frontal/lateral 3 table/rack impulse high front
Collection 2 - new 2 theme symmetrical/frontal/lateral 2 + 2 table/rack impulse high front
Denim Wall 3 category** repeated/frontal 3 table/rack impulse high front-mid/visible
Collection 1 - refresh 1 4 theme/co-ordinated category* * 2 table/rack core medium mid/back/visible
Basic Accessories 5 category repeated/frontal 2 ladders/grills destination medium/low mid-back/near cash*
Intimates 6 categories repeated/frontal 1.5 small table/rack destination medium/low mid/back/private
Collection 2 - refresh 1 7 theme/co-ordinated category* * 2 core low flexible
Collection 2 - refresh 2 8 theme/co-ordinated category* * 2 core low flexible
Notes: * the refresh is the ideal place to
use co-ordinated categories with
refresh stock and category product
** coordinating the categories is a
possibility to make denim more
fashionable and dynamic
* dependant on story being
theme or category
19.5
Additional floor
furniture:
2 islands
2 circulars
* fashion accessories co-
ordinated with new
collections on hero wall
frames
product display principles store location principles
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+44 (0)7967 609849
5. visual merchandising product display
• presenting product stories with authority
• displaying product commercially
with optimum option and unit densities
• displaying product attractively
to generate maximum rates of sales
• presenting displays based on actual and planned
best sellers, image makers, high & low margin product
what we do – how to display product…
- 11 -www.vm-unleashed.com
Facebook/VMunleashed.Ltd
Vm-unleashed! credentials [email protected]
+44 (0)7967 609849
6. retail calendar, events & sales promotion
• dynamic strategies for stimulating sales
• managing price perception – price & prime promotions
• optimising best seller category trends
• events for core, occasional & new customers
• delivering the dynamic brand personality
• coordinating space, time, assortment & messages
• promotional layering – windows, walls & focal points
• managing department and assortment flex
• creating store promotional journeyEveryday
Promotions
Value
Brands
CapraboBrand
Alcostobrand
Template 1 Template 2
Offers
Price reduced
Multi-buy
BOGOF
Multi-buy
Gift
“when its gone…”
MonthlyPromotions
Template Y
Category/brandPromotions
Template X
Specific designfor each seasonalpromotion
Could include oneor more ofeveryday offermessages, oreveryday valuemessages
Could bringtogether 2 ormore monthlyCampaignse.g. Christmas
Wider-seasonalPromotions
Template Z
EverydayPromotions
Value
Brands
CapraboBrand
Alcostobrand
Template 1 Template 2
Offers
Price reduced
Multi-buy
BOGOF
Multi-buy
Gift
“when its gone…”
MonthlyPromotions
Template Y
Category/brandPromotions
Template X
Specific designfor each seasonalpromotion
Could include oneor more ofeveryday offermessages, oreveryday valuemessages
Could bringtogether 2 ormore monthlyCampaignse.g. Christmas
Wider-seasonalPromotions
Template Z
what we do – how to sell product…
- 12 -www.vm-unleashed.com
Facebook/VMunleashed.Ltd
Vm-unleashed! credentials [email protected]
+44 (0)7967 609849
7. store experience
• creating the “box of customer delights”
• integration of buying, selling & VM display
• “dynamism with distinction!”
• low cost solutions for maximum “Wow!” impact
• focusing investment on “dynamic content”
• coordinating visual merchandising
and visual communication
• “simple mechanics! simple processes! smart thinking!”
• multi-channel integration
• product interaction & customer service
what we do – how to sell product…
- 13 -www.vm-unleashed.com
Facebook/VMunleashed.Ltd
Vm-unleashed! credentials [email protected]
+44 (0)7967 609849
8. visual communication & branding
• logos and visual identities
• sub-brand strategy, positioning and identity
• price communication
• promotional design and delivery
• functional graphics and navigation
• emotional graphic & environmental graphics
• product & service information – “solution not
pollution!”
• POS reduction and efficiency
• graphic tools: bags, uniforms, packaging, ticketing
what we do – how to sell product…
- 14 -www.vm-unleashed.com
Facebook/VMunleashed.Ltd
Vm-unleashed! credentials [email protected]
+44 (0)7967 609849
9. benchmarking & analysis
• specify what elements need to be improved orintroduced to generate additional sales.
• illustrate what are the current strengths and
weaknesses of the wider product proposition.
• recommend actions to allow the product
propositions to achieve their full commercial
potential.
• output charts to illustrate important conclusions:
• competitor and best practice comparisons
what we do – how to make it happen…
- 15 -www.vm-unleashed.com
Facebook/VMunleashed.Ltd
Vm-unleashed! credentials [email protected]
+44 (0)7967 609849
10. vm culture, team structure & training
• instilling a culture of visual merchandising“from boardroom to stockroom!”
• improving visual merchandising skills in-store
• improving vm awareness throughout the company
• using vm glue to improve internal communication
• discovering new “heroes” in the business
• increasing efficiency in reduced teams
• turning “survivors into pioneers”
what we do – how to make it happen…
- 16 -www.vm-unleashed.com
Facebook/VMunleashed.Ltd
Vm-unleashed! credentials [email protected]
+44 (0)7967 609849
11. vm guidelines, tools & processes
• developing guidelines & manuals
• fundamental rules and principles
• monthly updates & implementation guides
• space plans - “every store is different,
but every linear metre is the same!”
• setting up teams and chainsto work across store groups and clusters
• developing store regimes and routines
what we do – how to make it happen…
selected case studies
- 18 -www.vm-unleashed.com
Facebook/VMunleashed.Ltd
Vm-unleashed! credentials [email protected]
+44 (0)7967 609849
project objective:
• to improve the assortment structure in-line with
competitor best practice and sales profitability
• build strategic category dominance
• build competitive price structure
• balance own-brand and label assortment
• allocate appropriate sqmetres
• define ideal display densities and unit depth
project scope and deliverables:
• competitor benchmarking & recommendations:
• assortment structure
• price architecture
• display densities
• commercial space planning
• store layout and department locations
• delivery of brands and labels
• visual merchandising
• events and promotions & seasonal dynamics
homebase – UK
- 19 -www.vm-unleashed.com
Facebook/VMunleashed.Ltd
Vm-unleashed! credentials [email protected]
+44 (0)7967 609849
project objective:• to develop and implement a low-cost store refreshment solution,
• focusing on visual communication, and promotional delivery
• to communicate added-value, unique assortment and low prices
• 4 months from concept to implementation – weekly work programme
• implementation by internal team
project scope and deliverables:• best practice benchmarking
• refresh logo and define rules for colours/fonts/imagery etc.
• conceive and develop “great product! great price!”
• design graphic templates including all information
• visualise store exteriors/facades
• define rules for delivery of all graphics
• definition of promotional strategy for stores
• space planning of promotional/campaigns
• rules for promotional delivery
• space planning & allocation of test stores
• implementation in 3 test stores
• subsequent roll-out
• brand manuals for communication production
• store manuals for maintenance
atlantic homecare – ireland
- 20 -www.vm-unleashed.com
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+44 (0)7967 609849
project objective:
• to create a new concept for the porcelanosa store environment
• space allocation, layout and the customer journey
• 3 months concept & development
• implemented by internal teams
project scope and deliverables:
• best practice benchmarking
• range segmentation by fashion position & end-use
• space allocation for improved productivity
• space planning and layout adjacencies
• outposting and cross-selling by fashion/style
• visual merchandising principles and recommendations
• visual communication messages and templates
• environmental graphics and area refreshment
project benefits:
• improvement is cross-selling by style and fashion positioning
• higher conversion rate into customers
porcelanosa – spain & UK
- 21 -www.vm-unleashed.com
Facebook/VMunleashed.Ltd
Vm-unleashed! credentials [email protected]
+44 (0)7967 609849
portico – spain & europe
project objective:• to use best practice space planning, product blocking and
visual merchandising to increase fashion perception and
sales productivity
• Set-up assortment strategy cross channels
• Set-up effective store grading
• Set-up VM tools & guidelines
project scope and deliverables:• best practice benchmarking
• recommendations of display densities
• recommendations on % of product folded, hung etc
• product blocking with display criteria
• store grading and zoning of space
• re-planning of existing and new stores
• new concept vm for product blocks
• new priorities for accessories display and cross-
merchandising
• improvement of vm manuals and processes
• catalyst for improvements in assortment structure plan
• new store practices and regimes
• selection and training of vm guardians in-store
- 22 -www.vm-unleashed.com
Facebook/VMunleashed.Ltd
Vm-unleashed! credentials [email protected]
+44 (0)7967 609849
project objective:• to refine the strategy for delivery of seasonal promotions,
• in particular the use and implementation of outposting
• developing the retail calendar
• location strategy for promotions
• 2 months strategy & concept
• developed and implemented by internal teams
project scope and deliverables:• best practice benchmarking
• development of product based promotional calendar
• defining the customer journey and “points of impact”
• defined the use of outposts for seasonal campaigns
• visualisation of promotional activity and messages
• space planning/flexing and grading of promotions
• principles of phasing campaigns over seasonal periods
• using outposts to driver customers to destination departments
• visual merchandising and product display guidelines
• design templates for all visual communication
recommendations
m&s – uk
- 23 -www.vm-unleashed.com
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+44 (0)7967 609849
project objective:• to increase sales across the portfolio of alessi retail stores
through modifying the assortment, store layout, display,
graphic communication, events and sales promotions and
through best seller merchandising
• assortment structure planning
• store grading & best seller merchandising
project scope and deliverables:• best practice benchmarking
• rationalisation of store assortment – best seller merchandising
• catalyst for store allocation/replenishment processes
• development of product based promotional calendar
• defining the customer journey and “points of impact”
• defined the use of outposts for seasonal campaigns
• visualisation of promotional activity and messages
• space planning/flexing and grading of promotions
• principles of phasing campaigns over seasonal periods
• visual merchandising and product display guidelines
• design templates for all visual communication
recommendations
alessi – uk, italy & germany
- 24 -www.vm-unleashed.com
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Vm-unleashed! credentials [email protected]
+44 (0)7967 609849
project objective:
• to develop and implement a new logo and store brand experience,
• Develop a new approach to store layout and the customer journey
• Ease of shop and which exposed best seller and Image maker
products to the customer.
• 6 months from concept to implementation – 2 weekly work
programme
• implementation by internal team and local agencies
project scope and deliverables:
• best practice benchmarking
• new logo and define rules for colours/fonts/imagery etc.
• design graphic templates including all information
• visualise store exteriors/facades
• define rules for delivery of all graphics
• definition of promotional strategy for stores
• space planning of promotional/campaigns
• rules for promotional delivery
• space planning & allocation of test stores
• implementation in 2 test stores
• subsequent roll-out
arance – spain
- 25 -www.vm-unleashed.com
Facebook/VMunleashed.Ltd
Vm-unleashed! credentials [email protected]
+44 (0)7967 609849
project objective:• to develop and implement a new brand identity & concept
• Deliver identity across a new store format, catalogues
and promotional literature
• 5 months from concept to implementation – 2 weekly
work programme
• implementation by internal team
project scope and deliverables:• best practice benchmarking
• new logo and define rules for colours/fonts/imagery etc.
• design graphic templates including all information
• visualise store exteriors/facades delivery of logo
• define rules for delivery of all graphics
• definition of promotional strategy for stores
• space planning of promotional/campaigns
• rules for promotional delivery
• space planning & allocation of test store
• implementation in test store
• subsequent roll-out
• content and design templates for new product catalogue
xey – spain
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+44 (0)7967 609849
project objective:• to make boots a destination for summer from february to
october.
• to build on boots authority in health, beauty & travel
accessories.
• to create a dynamic excitement to the proposition, and
integrate new ranges
• to create a “physical presence” on the second floor of stores
project scope and deliverables:• best practice benchmarking
• category management to develop the best possible product
proposition
• development of product based promotional calendar
• visualisation of promotional activity and messages
• space planning/flexing and grading of summer area
• outposting and customer drivers to the summer area
• visual merchandising and product display guidelines
• design templates for all visual communication
• boots has become a destination for travel accessories AYR
• increased traffic and sales in both summer and core products
boots summer travel shop – uk
- 27 -www.vm-unleashed.com
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+44 (0)7967 609849
project objective:• to re-establish boots as a destination for christmas, and for gift• to launch boots as a player in electrical, games, video, books,
stationery...• 6 months concept & development• implemented by internal teams and external agencies
project scope and deliverables:• best practice benchmarking• category management to develop the best possible product
proposition• space concept planning/adjacencies and grading of christmas
areas• definition of a ground floor “honey-pot” and 2nd floor
“destination”• visualisation of promotional activity and messages• defining of customer journey and information hierarchy• outposting and customer drivers to the christmas shop• visual merchandising and product display guidelines• design templates for all visual communication• overseeing of implementation in top 50 stores• scripting and presenting of “store managers” space planning
conference• visual delivery of “3 for2” mix and match promotion• development of bags and display mechanics
boots christmas shop – uk
- 28 -www.vm-unleashed.com
Facebook/VMunleashed.Ltd
Vm-unleashed! credentials [email protected]
+44 (0)7967 609849
flex – spain
project objective:• To develop and design a new range of visual
communication to communicate and increase the
customer awareness of the specialist range of beds
within Noctalia stores, and so to increase sales.
project scope and deliverables:• best practice benchmarking
• new definitions and rules for colours/fonts/imagery etc.
• development of logo in visual communication
• design graphic templates including all information for
tickets & signage
• store colour strategy and environmental graphics
• visualise store exteriors/facades delivery of logo
• define rules for delivery of all graphics across store
formats
• space planning of information podiums/stands
• segmentation and adjacencies of range – method of
communicating range
• Development of props for communication
• implementation in 3 different format test stores
• subsequent roll-out into new stores
- 29 -www.vm-unleashed.com
Facebook/VMunleashed.Ltd
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+44 (0)7967 609849
pier – uk & france
project objective:
• To develop the brand and the visual identity to
communicate more strongly
• to the customer the unique range and exciting products
within the store.
• 1 month design concept
• Handed over to internal team
project scope and deliverables:
• best practice benchmarking
• creation of new logo and development of existing one
• new definitions and rules for colours/fonts/imagery etc.
• development of new ticket hierarchy and information
templates
• design graphic templates including all information for
tickets & signage
• define rules for delivery of all graphics across store
formats
• develop physical signage mechanics for different formats
• conception of new promotional messages and delivery
• development of window concept & designs
- 30 -www.vm-unleashed.com
Facebook/VMunleashed.Ltd
Vm-unleashed! credentials [email protected]
+44 (0)7967 609849
project objective:• To develop and design a new range of visual communication
to increase market share of newly expanded range of energy
products, particularly electricity.
• Tools to be developed included in-store graphics, brochures
and promotional material and mechanics.
• Grading of solution across different formats of stores.
project scope and deliverables:• best practice benchmarking
• new definitions and rules for colours/fonts/imagery etc.
• design graphic templates including all information for leaflets
• visualise store exteriors/facades delivery of logo
• define rules for delivery across 3 generations of stores
• delivery of graphics in 3rd party hostile environments
• definition of promotional strategy for stores
• space planning of promotional/campaigns/information
podiums/stands
• rules for promotional delivery in store from windows to desk
• queuing strategy and system for promotional delivery
• implementation in 3 different format test stores
• subsequent roll-out into new stores and across other media
gasNatural – spain
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Vm-unleashed! credentials [email protected]
+44 (0)7967 609849
project objective:
• to recommend improvements in visual display, visualmerchandising, promotional
• delivery, seasonal events and the customer journey for newconcept stores.
• 2 months programme of store visits, internal interviews• and best practice benchmarking.
project scope and deliverables:
• best practice benchmarking• key recommendations on strategic areas• delicatessen• fresh produce• promotional delivery• healthy eating• seasonal campaigns• health & beauty• insurance & services• assessment of financial benefit and risk• assessment of current resource and investment required• visualisation of recommendation• recommendations on store grading & demographics
sainsbury’s – uk
- 32 -www.vm-unleashed.com
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Vm-unleashed! credentials [email protected]
+44 (0)7967 609849
project objective:• a series of workshops to show best practice visual
communication, space planning and merchandising tocarrefour national vm managers
• to improve the level of in-store communication, display andcustomer journey
project scope and deliverables:• best practice benchmarking• workshop presentations with assessment and
recommendations• store exterior• store planning and layouts• customer journey• visual communication• visual merchandising• lighting• retail theatre for fresh foods• promotional planning & delivery• pricing
• visualisation of recommended graphic templates• recommended store plans
carrefour – spain & france
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Facebook/VMunleashed.Ltd
Vm-unleashed! credentials [email protected]
+44 (0)7967 609849
project objective:
• to review current store strengths andweaknesses
• to feed into development of new visualmerchandising function
• to feed into new store design process
project scope and deliverables:
• Benchmarking & recommendations• commercial space planning• store layout• delivery of brands and labels• product story delivery• visual merchandising• events and promotions• seasonal/fashion dynamics
primark – spain & UK
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Facebook/VMunleashed.Ltd
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+44 (0)7967 609849
project objective: physical & online stores
• to review current strengths andweaknesses
• to revise VM function• to feed into new store design process• to develop online channel interfaces
project scope and deliverables:
• Benchmarking & recommendations• commercial space planning• store layout• product story delivery• visual merchandising• events and promotions• seasonal/fashion dynamics• window strategy• online calendar & messages
allsaints – UK & US
- 35 -www.vm-unleashed.com
Facebook/VMunleashed.Ltd
Vm-unleashed! credentials [email protected]
+44 (0)7967 609849
bonprix (otto versand) – germany
project objective:
• to review current store strengths andweaknesses
• to re-build VM processes & resources• To develop new 1000sqm megastore• To refresh 250sqm store design
project scope and deliverables:
• deliver in both formats:• assortment planning• commercial space planning• store layout• footwear/accessories areas• product story delivery• visual merchandising• events and promotions• seasonal/fashion dynamics
- 36 -www.vm-unleashed.com
Facebook/VMunleashed.Ltd
Vm-unleashed! credentials [email protected]
+44 (0)7967 609849
camper – spain & UK
project objective:
• to review current store strengths andweaknesses
• Develop space planning and VM functions• Develop new guidelines and practices for
new store interior designers
project scope and deliverables:
• benchmarking & recommendations• commercial space planning• store layout• delivery of brands and labels• assortment grouping• product story delivery• visual merchandising• events and promotions• seasonal/fashion dynamics
- 37 -www.vm-unleashed.com
Facebook/VMunleashed.Ltd
Vm-unleashed! credentials [email protected]
+44 (0)7967 609849
koton – turkey
project objective:
• to review current store strengths andweaknesses
• develop new store concept with rules forspace, product allocation and display
project scope and deliverables:
• benchmarking & recommendations• commercial space planning• store layout• positioning & delivery
of brands and labels• assortment grouping• product story delivery• visual merchandising• events and promotions• seasonal/fashion dynamics
- 38 -www.vm-unleashed.com
Facebook/VMunleashed.Ltd
Vm-unleashed! credentials [email protected]
+44 (0)7967 609849
springfield – spain & UK
project objective:
• to review current store delivery• refine store delivery between different
countries
project scope and deliverables:
• develop & deliver training material• commercial space planning• store layout• assortment grouping• product story delivery• visual merchandising• displaying graphics• regimes & rules• VM task scheduling
- 39 -www.vm-unleashed.com
Facebook/VMunleashed.Ltd
Vm-unleashed! credentials [email protected]
+44 (0)7967 609849
springfield – spain & UK
project objective:
• To review current VM practices & processes• To develop new VM documents, processes
and structures to maximise the role of VM inSpringfield
• To test the new processes in test stores
project scope and deliverables:
• develop & deliver VM material• VM bible• VM guideline templates• VM timetables• VM structures & teams• Store regimes & rules• VM task scheduling• VM training modules for VM & stores• Appraisal of space planning processes
and practices
- 40 -www.vm-unleashed.com
Facebook/VMunleashed.Ltd
Vm-unleashed! credentials [email protected]
+44 (0)7967 609849
cortefiel – spain
Men:priority
placement:
number of wall
modules ideally:
parquesur
with intimitesxanadu plazanorte la gavia more less
Collection 1 - new 1 3 3 3 3 3
Collection 2 - new 2 3 3 3 3 2.5 0.5
Denim wall 3 3 3 3 3 3
UP 4 3 3 3 2 2.5 0.5, 1
Overstock 5 2 + 2 4 4 4 4
Basic Accessories 6 3 5 3 3 3
Collection 1 - refresh 1 7 2 2 2 1.5 2 0.5
Collection 1 - refresh2 8 2 2 2 1 1 1
Collection 2 - refresh 1 9 2 2 2 2 1 1
Collection 2-refresh 2 1.5
Homewear 1 1 1
Hero modules: 25
0.6m modules (each 0.5 module) 0.5 2 0.5
1.2m modules 1 1 3
Total 31 29 27 22
% linear
metres to
men51% 55% 56%
Women:priority
placement:
number of wall
modules ideally:more less
Collection 1 - new 1 3 3 3 3
Collection 2 - new 2 2 + 2 4 4 2.5 1.5
Denim Wall 3 3 3 3 2.5 0.5
Collection 1 - refresh 1 4 2 2 2 1.5 0.5
Basic Accessories 5 2 2.5 2.5 2.5
Intimates 6 1.5 2 0.5
Collection 2 - refresh 1 7 2 2 2 2.5 0.5
Collection 2 - refresh 2 8 2 2 2 2
Hero modules: 19.5
0.6m modules (each 0.5 module) 4 5 1
1.2m modules
1.8m modules (each 1.5 module) 1.5
Total 26 23.5 0 17.5
test stores: number of wall modules:
module variation from
ideal
project objective:
• to review current store strengthsand weaknesses
• to deliver commercial VMprocesses in existing stores
• To deliver commercial VMprinciples for new design concept
project scope and deliverables:
• commercial space planning• store layout• product story delivery• visual merchandising• new fixture development• events and promotions• Retail calendar development
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kappAhl – sweden, norway, finland
project objective:
• to re-build VM processes & resources• to deliver VM principles in variety of stores• t refresh stores using only VM
project scope and deliverables:
• assortment planning• commercial space planning• store layout• product story delivery• visual merchandising• VM mock shop development• VM guidelines production• VM rules & regimes
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regina – italy
project objective:
• develop new store conceptfor 1000sqm variety store
project scope and deliverables:
• deliver new store concept:• commercial space planning• store layout• positioning & delivery
of brands and labels• assortment grouping• product story delivery• visual merchandising• events and promotions• seasonal/fashion dynamics
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project objective:
collaboration with oviesse over many years has worked at both the strategic,operational and creative levels, to transform the brand to an aspirationalretailer of fashion brands with exceptional value
project scope and deliverables:
• business and assortment strategy• category management• assortment structure planning• new store concepts• store refreshment programme• development of internal brands/labels• space planning• visual merchandising principles• vm guidelines and tools
project benefits:
oviesse is now one of the most successfuland profitable retailers in italy
ovs industry – italy
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project objective:
To put in place a VM department, team structures, process and facilities & toolsto deliver best practice Visual Merchandising into stores
To create materials to communicate the principles of VM
To set up a training programme
project scope and deliverables:
• best practice benchmarking• space planning and allocation principles• store grading and store zoning process• introduction of best seller merchandising principles• introduction of correct option/unit density principles• setting up visual merchandising processes• training of internal visual merchandising team• design templates for vm guidelines & booklets• Production of basics vm manual for all stores• implementation across test stores• roll-out across sweden, finland and norway
project benefits:
Easy to shop, commercially profitable storesmuch improved perception of motivi as a fashionable retailer
motivi (gruppo vestebene) - italy
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project objective:
to rebrand the retailer and to create an exciting and dynamic storeexperience, low-cost and easy to roll-out across the chain of 400 stores.
12 months strategy, concept & developmentimplemented by internal teams
project scope and deliverables:
• best practice benchmarking• space planning and allocation principles• setting up visual merchandising processes• training of internal visual merchandising team• defining the brand position & personality• development of product based promotional calendar• development of appropriate promotional mechanics• visualisation of promotional activity and messages• design templates for all visual communication recommendations• strategy & implementation of windows• development of catalogues and promotional material• implementation of low cost store refreshment• development of new store concept• architecture and design of new website
project benefits:
significant sales increasesmuch improved perception of motivi as a fashionable retailer
motivi (gruppo vestebene) - italy
Motivi - Development of new window
concept
Research best practicePriorities for MotiviGraphic mechanicsMannequinsDecalsCalendar integration
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project objective:
to introduce visual merchandising best practice methodologies into bothAdidas sports superstores and the new concept adidas originals stores
to help launch the first stores in sweden and germany and produce guidelinesFor the successful roll-out of the concept worldwide
project scope and deliverables:
• best practice benchmarking• space planning and allocation principles• store grading and store zoning process• introduction of best seller merchandising principles• introduction of correct option/unit density principles• setting up visual merchandising processes• training of internal visual merchandising team• design templates for vm guidelines & booklets• Production of basics vm manual for all stores• implementation across test stores• roll-out across sweden, finland and norway
project benefits:
Successful launch of adidas originals store conceptA modular solution applied effectively across a variety of stores
adidas – sweden, germany
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project objective:
to review the current strategy of the value fashion retailer
special area of focus in visual merchandising, brand communicationand catalogues and brochures
culminating in a new store concept
project scope and deliverables:
• best practice benchmarking• strategy for assortments and positioning• new principles for space allocation• store grading• visual merchandising principles• vm product densities and techniques• collaboration on new format/design of brochures• new logo and identity• principles for visual communication• promotional strategy and graphic delivery• setting up of vm structure
project benefits:
good sales performance in current portuguese economic climateincreased fashion perception of code
code – portugal
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project objective:
to maximise the sales productivity of the ladieswear department of Coin.
To link in a commercial way the assortment structure plan, space allocation,And the zoning and space plan of the stores
project scope and deliverables:
• best practice benchmarking• market mapping of assortment structure• comparison of colour, size, price architectures• fashion and end-use positioning• space zoning and allocation• Recommendations on assortment planning & flow of goods• Application of correct product density display• Space planning for test stores with new layout• review of vm processes and guidelines• review of brand material – marketing and literature• recommendations on store design and refreshment
project benefits:
rationalisation of the assortment to best seller focus, competitive fashion, colourand price architecturerefinement of space allocation and visual display to the product development changesIdentification of additional space with potential for brand development and increased revenue
coin – italy: space planning
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project objective:
To introduce a dynamic excitement into Coin stores to rejuvenate theCoin brand and the create awareness of new product development
To refresh the stores with minimum investment but maximum increase in sales
project scope and deliverables:
• best practice benchmarking• Coin brand positioning• Promotional calendar development• Development of a store promotional journey• Space planning of ground floors and hotspots• Visualisation of the concepts for events• Development of physical promotional mechanics• Development of window concepts and mechanics• Low cost store refreshment• Low cost, low-tax external refreshment and events
project benefits:
Improved brand perception of coin as a seller of fashionable productSuccessful repositioning of the brand as younger and more fashionableRetention and attraction of younger, more fashionable brands
coin – italy: store branding, events & promotion
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TIENDAS Ventas
Reales
Pcap Ticked
Medio
Ventas
Reales
Pcap Ticked
Medio
Ventas %
evol
Pcap %
evol
PORT AVENTURA ATTENDANCE 305 648
* LOGO 825 525 2,70 13,47 948 233 2,36 13,43 -13% 15%23002 UNIVERSAL'S STORE 82 157 0,27 10,93 125 172 0,31 12,65 -34% -14%
23100 RECORDS D'AVENTURA 537 861 1,76 15,76 603 014 1,50 16,19 -11% 17%23800 MAS FONOLL 34 582 0,11 6,39 34 188 0,09 4,78 1% 33%
23802 CAL COMIC 20 558 0,07 14,65 23 398 0,06 9,69 -12% 16%41300 AVENTURA ORIENTAL 57 579 0,19 12,69 81 143 0,20 13,55 -29% -7%
63700 GENERAL STORE 92 788 0,30 10,99 81 319 0,20 10,45 14% 50%* SOUVENIRS ATRACCIONES 156 021 0,51 10,40 197 023 0,49 10,11 -21% 4%
31500 SEA ODYSSEY SHOP 34 473 0,11 7,46 40 846 0,10 8,76 -16% 11%31800 TUTUKI SPLASH SHOP 36 581 0,12 17,26 51 524 0,13 13,60 -29% -7%
42300 DRAGON KHAN SHOP 27 958 0,09 9,33 36 043 0,09 9,83 -22% 2%53700 HURACAN CONDOR SHOP 29 225 0,10 17,02 30 821 0,08 12,18 -5% 25%
68901 GRAN CANYON SHOP 27 784 0,09 7,79 37 790 0,09 8,36 -26% -3%* TEMÁTICAS 195 629 0,64 11,84 280 014 0,70 13,50 -30% -8%
31701 MERS DU SUD 30 720 0,10 9,69 25 914 0,06 9,04 19% 56%31702 QUICKSILVER 41 141 0,13 22,06 84 469 0,21 24,77 -51% -36%
41200 LOTUS PALACE 37 920 0,12 11,72 45 989 0,11 11,67 -18% 9%53400 TAXCO 20 188 0,07 12,83 30 177 0,08 14,52 -33% -12%
53500 TIANGUIS 30 851 0,10 5,59 41 724 0,10 5,96 -26% -3%63800 WESTERN CLOTHING COMPANY 34 811 0,11 25,92 51 741 0,13 35,81 -33% -11%
* TIENDAS ALIMENTACIÓN 22 771 0,07 3,37 35 231 0,09 3,53 -35% -15%63100 CHILLY WILLY'S CANDY STORE 22 771 0,07 3,37 35 231 0,09 3,54 -35% -15%
Total tiendas lfl 1 199 947 3,93 1 460 502 3,63 -18% 8%26001 FURIUS BACO SHOP 25 087 0,06 9,64 -100% -100%
52800 TIENDA TEMPLO DEL FUEGO 27 598 0,07 10,26 -100% -100%24201 TALLERS ARTESANALS 63 411 0,16 4,63 -100% -100%
24202 CARAMELS 34 246 0,11 3,1849901 PLAZA IMPERIAL CART 2 349 0,01 19,25
Total tiendas lfl 1 236 543 4,05 1 576 598 3,92 -22% 3%
Marzo y Abril 2009 Marzo y Abril 2008 Evolution 2009/08
project objective:
• to revitalise the retail department, applying best practice methods and processes• and to improve store performance through applying best practice product• and space allocation, visual merchandising & communication
• 12 months development and implementation – 2 weekly work programme• implementation by internal team and local agencies
project scope and deliverables:
• best practice benchmarking• assortment structure planning• new product development• strategy for removal of remaining stock• best seller merchandising• price and colour architectures• store/product strategy• space allocation and layouts for all stores• visual merchandising physical and guideline principles• store refreshment and fixture mechanics• visual communication & price templates• promotional calendar development for site• design recommendations for promotional campaigns• promotional journey based on know customer journeys
portaventura - spain
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aena aeropuertos - spain
project objective:
• to create common best practice standards across all
airport shops
• to liaise with key retailers including Aldeasa to ascertain
the best routes for training, collaborating and improving
VM standards
• To develop a retail calendar to integrate the airport
selling space with the individual retails
• Develop the Aena identity to one that embraces retail
project scope and deliverables:
• VM bible for best practice VM standards
• Training program for airport stores
• Retailer questionnaire
• Retail calendar
• Development of Aena brand identity as a retailing
destination
• To assess the customer journeys within Bilbao Airport
• Show the implementation and delivery of the Aena
promotions and events in Bilbao Airport
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McArthur Glen - uk
project objective:
• To create best practice VM guidelines
for Swindon GWR Outlet Park
• Develop an appropriate identity for the VM material
reflecting the Railway heritage of the outlet
• Deliver VM best practice into the retail environment
project scope and deliverables:
• Best practice benchmarking
• VM bible for best practice VM standards
• Layout of store
• First 1/3rd of store
• Product segmentation
• VM display
• Pricing & Promotions
• Rules & Regimes
• Training program for outlet stores
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dun laoghaire retail strategy - ireland
project objective:
• To assess the current retail situation
• Benchmark Dun Laoghaire retail against surrounding
competitor locations & best practice
• Deliver a strategy for retail in the town
• Develop specific tools for retailers
project scope and deliverables:
• Best practice benchmarking
• Retail Calendar development
• ToolKit for retailers
• VM bible
• Space allocation
• Assortment planning
• Store layout
• VM display
• Pricing
• Promotions
• Windows
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marella
project objective:
• Training workshops for Marella Marketing & Visual
Merchandising teams
• To instil best practice visual merchandising practices
• To instil best practice retail calendar and event planning
& delivery into Marella marketing teams
project scope and deliverables:
• VM workshop delivered to VM head office and store
teams
• Benchmarking of Marella VM against best practice
• Marella store assessment and recommendations on
space layout, store display, processes & tools, windows,
assortment allocation
• Marketing Workshop delivered to marketing, brand and
design teams
• Benchmarking of Marella against best practice
• Recommendations on brand marketing and development
of retail calendar
tim.radley@VM-unleashed!
VM-unleashed Ltd!11 Moat FarmRoyal Tunbridge WellsKent TN2 5XGUK
Tim RadleyManaging [email protected] 609849www.vm-unleashed.com