Converse Relationship: Clever Footwork to Customer Loyalty

As part of VM-unleashed’s 10th anniversary year we take a look back at some retail milestones from the last decade and explain why each store’s message is as relevant for us today as it was then.

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Converse flagship store, New York City

“Converse know who they are!

The key to brand success in 2013 is the commercial and emotional maximisation of the brand personality. Converse is the best example of taking an iconic product and bringing it to life through celebration of the classics, … Continue reading

Passion is an absolute pre-requisite for commercial retail success

Successful retail businesses are driven by passionate people,
with sales & profits the commercial outcome of a passion for product and lifestyle.

 

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It would be unfair and inaccurate to say that retail businesses have been without passion as in fact some of the most famous and successful retailers ever, from the Limited Group to the Body Shop, have been built around passionate individuals. However too many other companies, founded in less demanding and competitive times, rely too much on simply selling the … Continue reading

Retail Locations Traffic Drivers: Trust, Friendship & Leadership

Traffic is the only thing that matters when it comes to creating successful and profitable retail destinations. It is the lifeblood that pumps money into the local community, creates vibrancy and confidence and attracts new and successful additional retailers to tempt yet more visitors into what rapidly becomes a positive traffic snowball.

 

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This traffic does not happen by chance or by magic but is a result of a retail destination working very hard to deliver 3 essential attributes. Those 3 attributes can be … Continue reading

2nd Joy of a Retail Spring – What do my store staff really do?

As retail stores become more remote from the head office of the business, through more diverse and dispersed portfolios, it becomes more and more difficult to know what operations the store teams are performing, how frequently they are performing them, and to what standards.

 

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This understanding is ironically more important than ever as stores serve and survive in a wider variety of contexts, graded and segmented in a growing number of ways, delivering more focused assortments to more different people in a retail world that … Continue reading

Has “product” become a dirty word in your business?

“When to tell & when to sell!”

 

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Now there’s a question that has become hugely complex with the advent of the internet and social media. Indeed it could very well be argued that they are very much part of the same process, with every word told about a brand identity and proposition a step on the way to making sales, and the selling of every product a consolidation of a brand identity.

There are some fundamentals behind this question that are fairly … Continue reading