retail integration workshop

Retail Integration Workshop:

Our classic workshop and our most popular.

This intensive 2 day workshop systematically explores all of the processes that are involved in delivering attractive, efficient and commercial stores and builds up a picture of the integration and collaboration that is required.

The workshop programme involves a day of store visits and discussions before the workshop and exercises within the workshop to conclude with priority recommendations on where the client can improve their processes and internal integration.

The workshop covers all retail functions from space planning, buying & merchandising, store layout and design, visual merchandising & communication, retail calendar development, prime & price promotions, VM tools, processes and retail organisational structure

Because the workshop specifically addresses the integration between functions, it is therefore appropriate for an audience drawn from across the business. It can be adapted to be suitable from 12-30 people.

 

vm-unleashed-retail-workshop-retail-integration

 

Retail Integration Workshop Agenda:

Day 1:

1.       Review of client stores and selected best practice propositions
Overview of best practice retail integration in the 21st century

      • What is the client proposition and how well is it communicated in store
      • Overview of selected competition and international practice, their stores & propositions
      • What we learn from best practice stores

2.       Space planning and assortment structure planning

      • Principles behind space & assortment planning integration
      • Buying for space
      • Breakdown of assortment by category and collection
      • Range structure leading to display criteria
      • Square metres and linear metres
      • Space conversion – sqm to linear metres
      • Space blocks & product stories
      • Store grading and assortment grading
      • KPI measurement related to space
      • Planning a multi-category store

3.       Product stories and buying & merchandising

      • Principles of buying, merchandising and assortment planning
      • Visual criteria in assortments – colour, size, style, fashion position and end-use
      • Product stories related to colour and other architectures – price & size
      • Translating assortment into store product stories
      • Product story grouping: categories, silhouettes & heroes
      • Combining the commercial & the visual:
      • Looking at product stories from a customer perspective
      • How to segment, explain and communicate category stories
      • VM stories adding value – price and prime promotion

4.       Store layout & the customer experience

      • Creating a commercial layout
      • Varieties and combinations of store layouts
      • Departmental and category location planning
      • Creating power walls, focal points and strike zones
      • Maximising the first 1/3rd of the store
      • Identifying and maximising the customer experience
      • Store layouts & personalised journeys
      • Shopper missions, customer journeys, touch points and emotional triggers
      • VM developing customer touch-points within the store
      • Store analytics to understanding customer experience behaviour

Day 2:

5.       Creating store theatre and delivering the emotional experience

      • The brand box & the dynamic content
      • The brand box – the setting of the stage
      • Lighting, ceilings and flooring
      • Using colour, focal points and internal walls
      • Fixtures for commercialism and brand
      • Service areas – tills and changing rooms
      • Store facias and windows
      • Store design strategies and refreshment
      • Investment & ROI
      • Dynamic content – creating theatre and experience
      • Display rhythms, balance and techniques
      • Busts, mannequins and props
      • Product interaction
      • Technology displays – explaining the product
      • VM display – making the product look good
      • Service model & delivery
      • Staff skills & training

6.       Visual communication

      • Creating a graphics hierarchy
      • The functional journey and the promotional journey
      • Colour, fonts and elements of visual communication
      • Do’s and Don’t’s of graphics and POS delivery
      • Rules on different use of graphics by store grade and location
      • Rules on the dynamic of graphics – when to change them
      • Environmental graphics to create atmosphere
      • Brand graphics, logos
      • Product information & pricing
      • Service messages – online, returns etc…

7.       The Retail Calendar

      • Modern principles of a retail Calendar
      • How to create a retail calendar
      • Channel strategy for core, occasional and new customer groups
      • Dynamic content development
      • VM and stores as part of the marketing calendar
      • The new product dynamics
      • Promotional calendars – prime & price promotions
      • Maximising sales, margin and gross profit with promotions
      • Appropriate promotional mechanics
      • Sales & markdown strategy and delivery

8.       The VM Toolkit, processes and organisational structure

      • How to make VM work
      • The appropriate VMToolkit
      • VM Guidelines booklet & formal training documents
      • Store Planning documents & VMGuidelines
      • Seasonal guidelines & ongoing informal training
      • Dynamic communication
      • Rules & Regimes – daily and weekly task
      • Store staff structure roles & responsibilities
      • Compliance or Education?
      • Remote technologies – mobiles, tablets and cameras
      • VM processes integrating with other disciplines
      • From “boardroom” to “stockroom” integration

Workshop summary & conclusions

 

For more information and costs please contact us below…

tim.radley@vm-unleashed.com
+44 (0)7967 609849

 

Whether you are an established player, or a new kid on the retail block, our workshops can probably help improve your efficiency, your expertise, your store delivery and of course your sales performance and profitability.

I look forward to hearing your questions, whether large or small.

Always expert and easily accessible.

Thank you.

 

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