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insights that ignite: blue touch-papers
from VM-unleashed! Ltd
“on-the-job” to “on-the-edge” training:
blue touch-paper no.10
another blue-touch paper
from VM-unleashed! Ltd
insights that ignite: blue touch-papers
from VM-unleashed! Ltd
“on-the-job” to “on-the-edge” training:
blue touch-paper no.10
remove the risk of “Chinese Whispers” practices, rules & training
1. Effective, Efficient & Relevant Training
1. Training received in situ – in sales personnel’s own store
2. Totally relevant to individual store needs
3. Tailored by store, or store grade, needs
4. Informal, team specific & interactive training
5. Bite-size modules – 30 mins to 2 hours
6. Training timings built around store daily tasks
7. Training duration built around staff with busy lives
8. Whole store teams exposed to training
9. Raising expertise of every staff member
10. Training as an effective store team building process
11. Removes the risk of Chinese Whispers information
12. Stores becomes training centres for field VM
as well as the permanent store staff
2. Build into serious Retail expertise
1. Remote training as part of a “Training Academy”
2. Building towards a recognised “Training Certificate”
3. Ongoing, dynamic and building into real expertise
4. Modular approach with recommendations by
store managers for individuals to take modules
5. Modules requested by individual store personnel
6. Tailored for staff progression
7. Energise the role of “VM guardian”
8. Effective tool in building staff loyalty
9. Effective tool in reducing fast staff turnover
3. Efficient use of technology
1. One VMRemote set-up available and appropriate for many
training purposes across different internal departments
2. Facility for central trainers to train several stores
simultaneously
3. Facility for “instruct, leave, assess” hands-on training
4. Cameras also suitable for standard security
5. Cameras also suitable for traffic counting
6. Cameras also suitable for introduction of shopping behaviour
analytics, dwell measurements etc.
4. Massive cost-saving potential
1. Smaller costs for training instead of huge cost for compliance
2. Rationalisation of field VM teams
3. Massive reduction in travel, accommodation costs
4. Massive reduction in travel to/from formal training
5. Savings on relocation costs and disruption
6. Huge time efficiency improvements
7. A refocus of expertise into head office,
and into crucial store based specialists
The average annual
cost per store in field
travel, accommodation
for national chain**
**VM-unleashed! average based on
retailer research & field experience
The cost of installing
VMRemote for
training & compliance
in a 400 sqmetre store*
*regular shape with good overall visibility
Chinese Whispers Training
The main problem with historical
on-the-job (OTJ) training is that
bad habits are passed on. Every
layer of field personnel adds to
the risk of “Chinese Whispers”
practices, rules and training.
Even good store staff become
isolated from new practices and
processes.
In a chain of stores its easy for
breakaway clusters to form.
VMRemote takes the best of
both worlds by allowing staff to
train on their own shop-floor but
be trained directly from head
office by expert trainers.
“On-the-Job” to
“On-the-Edge” training
insights that ignite: blue touch-papers
from VM-unleashed! Ltd
“on-the-job” to “on-the-edge” training:
blue touch-paper no.10
Store training clustered by skills needs and not dictated by geography
Traditional Geographical
based Structure
- Time-consuming
- Expensive
Instruction &
Compliance
model
VMRemote Skills-need
based Structure
- Time-efficient
- Cost-effective
Training &
Education
Model
- Success of training dictated
by head-office adjacencies
- Head office very remote
- Necessity for many field
personnel & layering
- General field manager skills
“jack-of-all-trades”
& “master of none”
- High risk of “Chinese
Whisper” information training
- Stores with different training
needs clustered together
- Store training clusters not
aligned with store grading by
assortment & demographics
2. General skill
field personnel
3. Geographical,
mixed grade
store clusters
1. Proactive head
office with specialists
by store cluster
3. Stores clustered
by same skills and
training needs
2. Rationalised
field compliance
or multi-store
managers
- Success of training related to commercial and strategic
importance of each store cluster.
- Head office directly involved in stores training
- Only light field compliance team or multi-store managers
- Specialist training & compliance managers allocated
strategically to each store cluster and based in head office
- Ongoing “on-the-edge” training
- Stores clustered by same training needs
- Specialist VM Guardians trained in every store
The “VMSelling Tool-kit!”
Assessment will channel store
training into the most important
& productive areas:-
- VM product display techniques
- Store layout & space allocation
- Window & mannequin dressing
- Store process, rules & regimes
- Managing store relays and
complying to VM guidelines
- Understanding and conveying
dynamic product information
- Delivering the Retail Calendar
- Starting a “Training Academy”
- Introducing and managing
Sales Incentive Schemes
- Instigating store refurbishment,
fixture and brand refreshment
- Collaborating on assortment
buying & merchandising
- Customer recognition skills
- Customer service skills
- Team management skills
- Customer satisfaction
1. Remote
head office
Assessing the Skills-needs
of individual stores
One solution does not fit all when
it comes to store skills training.
It is an important part of the
training process to assess which
skills will actually deliver higher
sales, profit, efficiency and brand
equity.
Every store should be assessed
on its:
- service approach
- store manager influence
- sales personnel hierarchy
- experience, skills and “passion”
- assortment complexity
- store design and evolution
- fixture efficiency & compliance
- delivery & replenishment
efficiencies
- customer expectations.
From proper assessment, stores
can be clustered for training.
insights that ignite: blue touch-papers
from VM-unleashed! Ltd
“on-the-job” to “on-the-edge” training:
blue touch-paper no.10
Revolutionise retail training, Radically reduce costs
Store Geography, Diversity
& Retail Dynamics
The three fundamental reasons
why on-going store based
training is becoming the most
effective and practical way of
training staff.
VMRemote makes this training
option viable by ensuring training
is more dynamic, more focused
& more customised than ever,
whilst significantly reducing cost.
The VMRemote Process
1. Analyse store training needs
2. Grade & Cluster stores
by training needs
3. Develop & adapt training
materials for remote training
4. Define new training roles,
responsibilities & processes
5. Revise field training &
compliance team structures
What is remote training?
• Remote training uses store cameras to link the sales personnel
in the store directly with centrally located training specialists.
• The cameras are equipped with 2 way sound systems which
allow real-time interactive training sessions.
• Cameras can be focused on important areas of the store for
training, and with wide fields of view and zoom facilities for
store-wide compliance and maintenance
• Training modules are developed and are tailored to the needs of
individual stores and store clusters, fully interactive & hands-on.
Which kind of training?
• Remote training is ideal for all store based disciplines
• Store personnel are trained whilst on their own shop-floor.
• All training is therefore absolutely relevant and actionable.
• Visual merchandising skills, disciplines & practices
• Visual merchandising store layout awareness training
• Visual Merchandising store moves & monthly, weekly,
daily product changes
• Visual Merchandising compliance and correction
• Communication & Demonstration of new product
information, features and benefits
• Store operation tasks, procedures & processes
• Customer service skills training & demonstrations
Why the growing importance of store based training?
1. Store based training has become more practical & cost effective
as store portfolios have grown more dispersed and store
demographics and assortment grading more diverse
2. In modern retail, high speed consumer & product dynamics
have made formal, classroom based training cumbersome and
quickly outdated, whilst ongoing informal training has become
more efficient and relevant.
3. In this diverse, dynamic market – “education & informal training”
has become more effective and successful than
“rigid instruction & compliance!”
Paradoxically as it becomes harder to communicate to, and
control, a wider variety of store situations, it has become
more important than ever to do so, to create brand
consistency and increased commerciality across them.
VMRemote - Bridging the gap between essential
training and the necessity to reduce costs
insights that ignite: blue touch-papers
from VM-unleashed! Ltd
“on-the-job” to “on-the-edge” training:
blue touch-paper no.10
Do you measure the new store KPIs?
Do you have the ability to measure the
strengths & weaknesses of your stores
and analyse store initiative ROI.
- Store Traffic & Conversion
- Attraction of store areas & displays
- Dwell times at displays
- engagement rate of displays
- Dwell conversion rates
- Conversion rates by display
Do you have “The Perfect Store or the Perfect Storm?”
Store Selling
Strategy
Store Selling
Fundamentals
VM Selling Toolkit
Store
Implementation
Analysis of store
implementation
“The Perfect Store
or The Perfect Storm?”
“The Perfect Store” for the
retailer is always the result of
correctly aligned strategy, selling
principles, tools and support
training.
“The Perfect Storm” arises when
the strategy, principles and
selling tools are simply not
correct, uncoordinated, poorly
resourced and often the result of
poor and outdated retail
awareness, perceptions,
education and training.
Do you know what your correct approach
to service and non-service selling should
be based on your product proposition,
store skill-sets, customer demographic,
geographic culture?
Do you grade stores by Selling Strategy
and do you train your staff accordingly
and appropriately?
Do you get your store VM principles
correct based on your Selling Strategy
and customer proposition?
- Assortment structure & segmentation
- Display densities & store capacities
- Store layout, locations & adjacencies
- Product display techniques
- Retail calendar & promotions
- Visual communication & branding
- Store design and customer experience
Do you have the correct VMSellingToolkit
to support your store selling strategy?
- VM Product Display Book
- Seasonal VM Guidelines
- Dynamic product communication
- A Training Academy
- A Retail Calendar
- Sales Incentive Schemes
- Store design & refreshment actions
- Buying & Merchandising Support
Do you have the correct skill-sets in your
store teams, support and train them to
implement and maintain “Perfect Stores!”
- Basic VM skills & awareness
- Product knowledge & brand passion
- Store space awareness
- Store operational disciplines
- Daily/weekly rules & regimes
- Customer & market awareness
- Customer Service Skills
VMGlue
Training from “Boardroom to
Stockroom” creates vertically
coordinated retail teams and
processes, building an awareness
and a VMGlue between buying &
selling, head office and stores.
It is important when planning retail training, tools and processes that
they are appropriate to deliver the wider picture of retail strategy, store
selling strategy, store selling principles and the variety of “selling tools”
that a retailer can use to drive sales and profit through its stores.
“A Fish Rots from the Head”
Remember a fish rots from the
head! Training and education is
not just for the seller on the shop
floor but from the CEO
downwards.
To stay ahead of current best
practice, latest thinking and best
practice tools, processes and
technique a retailer needs….
Training & Education from
“Boardroom to Stockroom”
insights that ignite: blue touch-papers
from VM-unleashed! Ltd
“on-the-job” to “on-the-edge” training:
blue touch-paper no.10
VM-unleashed unlocks the multi-channel profit potential of retailers by
integrating the buying, visual merchandising and selling functions, for
traditional stores and on-line 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?
Space planning & allocation
maximising sales/profit productivity per sqm., space density and store
capacities – store grading, square metre to linear metre conversion,
store & web space allocation, fixture capacity and design flexibility.
Assortment structure display
Segmenting the assortment for customer ease-of-shop, balancing
product story types, defining construction of options within stories,
planning the flow of goods to construct and fragment stories.
Store layout & web architecture
Segmentation, architecture and intuitive navigation, sightlines and
focal point planning, best seller merchandising, “contact points” to
stimulate impulse purchasing, cross-merchandising.
Visual Merchandising
Commercial display with optimum option and unit densities, creative
display for maximum rates of sales, integration of actual and planned
best sellers, image makers, high & low margin product.
Retail Calendar, Events & Promotions
sales promotion strategies and calendars, price & promotional
communication, stimulating the assortment, controlling store & web
space, time and graphic communication, dynamic promotional
layering, window strategy & display, store & website promotional
journey, e-newsletter delivery.
VM tools & processes, team structure & training
developing guidelines & manuals, space plans & zoning, developing
store regimes and routines, instilling a culture of visual merchandising
“from boardroom to stockroom!”, improving visual merchandising skills
in-store, developing & delivering training programmes.
…for more information please call Tim Radley
+44 (0)7967 609849.
delivering your store selling fundamentals
- making the most of what retailers have
VM-unleashed is a retail
specialist consultancy working
with clients throughout Europe
on training & implementation.
Tim Radley is the founder and
Managing Director and has
been working with best practice
European retailers for over 20
years including:-.
All Saints, Camper, Boots,
Carrefour, Primark, Otto
Versand, Cortefiel, Oviesse,
Coin, Springfield, Motivi,
Adidas, Sonae, Alessi, Aena,
Marks & Spencer, KappAhl,
Imaginarium, Porcelanosa,
Clarks, Aldeasa, Pepe Jeans,
Trucco, Sony, Koton, Oltre,
GasNatural, Orange…
VM-unleashed Ltd!
11 Moat Farm
Royal Tunbridge Wells
Kent TN2 5XG
UK
Tim Radley
Managing Director
tim.radley@vm-unleashed.com
+44 (0)7967 609849
www.vm-unleashed.com
pinpointing & delivering ROI opportunities in physical & online stores
from VM-unleashed! Ltd

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"On-the-Job" to "On-the-Edge!" Retail Training - Insights that Ignite No.10

  • 1. insights that ignite: blue touch-papers from VM-unleashed! Ltd “on-the-job” to “on-the-edge” training: blue touch-paper no.10 another blue-touch paper from VM-unleashed! Ltd
  • 2. insights that ignite: blue touch-papers from VM-unleashed! Ltd “on-the-job” to “on-the-edge” training: blue touch-paper no.10 remove the risk of “Chinese Whispers” practices, rules & training 1. Effective, Efficient & Relevant Training 1. Training received in situ – in sales personnel’s own store 2. Totally relevant to individual store needs 3. Tailored by store, or store grade, needs 4. Informal, team specific & interactive training 5. Bite-size modules – 30 mins to 2 hours 6. Training timings built around store daily tasks 7. Training duration built around staff with busy lives 8. Whole store teams exposed to training 9. Raising expertise of every staff member 10. Training as an effective store team building process 11. Removes the risk of Chinese Whispers information 12. Stores becomes training centres for field VM as well as the permanent store staff 2. Build into serious Retail expertise 1. Remote training as part of a “Training Academy” 2. Building towards a recognised “Training Certificate” 3. Ongoing, dynamic and building into real expertise 4. Modular approach with recommendations by store managers for individuals to take modules 5. Modules requested by individual store personnel 6. Tailored for staff progression 7. Energise the role of “VM guardian” 8. Effective tool in building staff loyalty 9. Effective tool in reducing fast staff turnover 3. Efficient use of technology 1. One VMRemote set-up available and appropriate for many training purposes across different internal departments 2. Facility for central trainers to train several stores simultaneously 3. Facility for “instruct, leave, assess” hands-on training 4. Cameras also suitable for standard security 5. Cameras also suitable for traffic counting 6. Cameras also suitable for introduction of shopping behaviour analytics, dwell measurements etc. 4. Massive cost-saving potential 1. Smaller costs for training instead of huge cost for compliance 2. Rationalisation of field VM teams 3. Massive reduction in travel, accommodation costs 4. Massive reduction in travel to/from formal training 5. Savings on relocation costs and disruption 6. Huge time efficiency improvements 7. A refocus of expertise into head office, and into crucial store based specialists The average annual cost per store in field travel, accommodation for national chain** **VM-unleashed! average based on retailer research & field experience The cost of installing VMRemote for training & compliance in a 400 sqmetre store* *regular shape with good overall visibility Chinese Whispers Training The main problem with historical on-the-job (OTJ) training is that bad habits are passed on. Every layer of field personnel adds to the risk of “Chinese Whispers” practices, rules and training. Even good store staff become isolated from new practices and processes. In a chain of stores its easy for breakaway clusters to form. VMRemote takes the best of both worlds by allowing staff to train on their own shop-floor but be trained directly from head office by expert trainers. “On-the-Job” to “On-the-Edge” training
  • 3. insights that ignite: blue touch-papers from VM-unleashed! Ltd “on-the-job” to “on-the-edge” training: blue touch-paper no.10 Store training clustered by skills needs and not dictated by geography Traditional Geographical based Structure - Time-consuming - Expensive Instruction & Compliance model VMRemote Skills-need based Structure - Time-efficient - Cost-effective Training & Education Model - Success of training dictated by head-office adjacencies - Head office very remote - Necessity for many field personnel & layering - General field manager skills “jack-of-all-trades” & “master of none” - High risk of “Chinese Whisper” information training - Stores with different training needs clustered together - Store training clusters not aligned with store grading by assortment & demographics 2. General skill field personnel 3. Geographical, mixed grade store clusters 1. Proactive head office with specialists by store cluster 3. Stores clustered by same skills and training needs 2. Rationalised field compliance or multi-store managers - Success of training related to commercial and strategic importance of each store cluster. - Head office directly involved in stores training - Only light field compliance team or multi-store managers - Specialist training & compliance managers allocated strategically to each store cluster and based in head office - Ongoing “on-the-edge” training - Stores clustered by same training needs - Specialist VM Guardians trained in every store The “VMSelling Tool-kit!” Assessment will channel store training into the most important & productive areas:- - VM product display techniques - Store layout & space allocation - Window & mannequin dressing - Store process, rules & regimes - Managing store relays and complying to VM guidelines - Understanding and conveying dynamic product information - Delivering the Retail Calendar - Starting a “Training Academy” - Introducing and managing Sales Incentive Schemes - Instigating store refurbishment, fixture and brand refreshment - Collaborating on assortment buying & merchandising - Customer recognition skills - Customer service skills - Team management skills - Customer satisfaction 1. Remote head office Assessing the Skills-needs of individual stores One solution does not fit all when it comes to store skills training. It is an important part of the training process to assess which skills will actually deliver higher sales, profit, efficiency and brand equity. Every store should be assessed on its: - service approach - store manager influence - sales personnel hierarchy - experience, skills and “passion” - assortment complexity - store design and evolution - fixture efficiency & compliance - delivery & replenishment efficiencies - customer expectations. From proper assessment, stores can be clustered for training.
  • 4. insights that ignite: blue touch-papers from VM-unleashed! Ltd “on-the-job” to “on-the-edge” training: blue touch-paper no.10 Revolutionise retail training, Radically reduce costs Store Geography, Diversity & Retail Dynamics The three fundamental reasons why on-going store based training is becoming the most effective and practical way of training staff. VMRemote makes this training option viable by ensuring training is more dynamic, more focused & more customised than ever, whilst significantly reducing cost. The VMRemote Process 1. Analyse store training needs 2. Grade & Cluster stores by training needs 3. Develop & adapt training materials for remote training 4. Define new training roles, responsibilities & processes 5. Revise field training & compliance team structures What is remote training? • Remote training uses store cameras to link the sales personnel in the store directly with centrally located training specialists. • The cameras are equipped with 2 way sound systems which allow real-time interactive training sessions. • Cameras can be focused on important areas of the store for training, and with wide fields of view and zoom facilities for store-wide compliance and maintenance • Training modules are developed and are tailored to the needs of individual stores and store clusters, fully interactive & hands-on. Which kind of training? • Remote training is ideal for all store based disciplines • Store personnel are trained whilst on their own shop-floor. • All training is therefore absolutely relevant and actionable. • Visual merchandising skills, disciplines & practices • Visual merchandising store layout awareness training • Visual Merchandising store moves & monthly, weekly, daily product changes • Visual Merchandising compliance and correction • Communication & Demonstration of new product information, features and benefits • Store operation tasks, procedures & processes • Customer service skills training & demonstrations Why the growing importance of store based training? 1. Store based training has become more practical & cost effective as store portfolios have grown more dispersed and store demographics and assortment grading more diverse 2. In modern retail, high speed consumer & product dynamics have made formal, classroom based training cumbersome and quickly outdated, whilst ongoing informal training has become more efficient and relevant. 3. In this diverse, dynamic market – “education & informal training” has become more effective and successful than “rigid instruction & compliance!” Paradoxically as it becomes harder to communicate to, and control, a wider variety of store situations, it has become more important than ever to do so, to create brand consistency and increased commerciality across them. VMRemote - Bridging the gap between essential training and the necessity to reduce costs
  • 5. insights that ignite: blue touch-papers from VM-unleashed! Ltd “on-the-job” to “on-the-edge” training: blue touch-paper no.10 Do you measure the new store KPIs? Do you have the ability to measure the strengths & weaknesses of your stores and analyse store initiative ROI. - Store Traffic & Conversion - Attraction of store areas & displays - Dwell times at displays - engagement rate of displays - Dwell conversion rates - Conversion rates by display Do you have “The Perfect Store or the Perfect Storm?” Store Selling Strategy Store Selling Fundamentals VM Selling Toolkit Store Implementation Analysis of store implementation “The Perfect Store or The Perfect Storm?” “The Perfect Store” for the retailer is always the result of correctly aligned strategy, selling principles, tools and support training. “The Perfect Storm” arises when the strategy, principles and selling tools are simply not correct, uncoordinated, poorly resourced and often the result of poor and outdated retail awareness, perceptions, education and training. Do you know what your correct approach to service and non-service selling should be based on your product proposition, store skill-sets, customer demographic, geographic culture? Do you grade stores by Selling Strategy and do you train your staff accordingly and appropriately? Do you get your store VM principles correct based on your Selling Strategy and customer proposition? - Assortment structure & segmentation - Display densities & store capacities - Store layout, locations & adjacencies - Product display techniques - Retail calendar & promotions - Visual communication & branding - Store design and customer experience Do you have the correct VMSellingToolkit to support your store selling strategy? - VM Product Display Book - Seasonal VM Guidelines - Dynamic product communication - A Training Academy - A Retail Calendar - Sales Incentive Schemes - Store design & refreshment actions - Buying & Merchandising Support Do you have the correct skill-sets in your store teams, support and train them to implement and maintain “Perfect Stores!” - Basic VM skills & awareness - Product knowledge & brand passion - Store space awareness - Store operational disciplines - Daily/weekly rules & regimes - Customer & market awareness - Customer Service Skills VMGlue Training from “Boardroom to Stockroom” creates vertically coordinated retail teams and processes, building an awareness and a VMGlue between buying & selling, head office and stores. It is important when planning retail training, tools and processes that they are appropriate to deliver the wider picture of retail strategy, store selling strategy, store selling principles and the variety of “selling tools” that a retailer can use to drive sales and profit through its stores. “A Fish Rots from the Head” Remember a fish rots from the head! Training and education is not just for the seller on the shop floor but from the CEO downwards. To stay ahead of current best practice, latest thinking and best practice tools, processes and technique a retailer needs…. Training & Education from “Boardroom to Stockroom”
  • 6. insights that ignite: blue touch-papers from VM-unleashed! Ltd “on-the-job” to “on-the-edge” training: blue touch-paper no.10 VM-unleashed unlocks the multi-channel profit potential of retailers by integrating the buying, visual merchandising and selling functions, for traditional stores and on-line 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? Space planning & allocation maximising sales/profit productivity per sqm., space density and store capacities – store grading, square metre to linear metre conversion, store & web space allocation, fixture capacity and design flexibility. Assortment structure display Segmenting the assortment for customer ease-of-shop, balancing product story types, defining construction of options within stories, planning the flow of goods to construct and fragment stories. Store layout & web architecture Segmentation, architecture and intuitive navigation, sightlines and focal point planning, best seller merchandising, “contact points” to stimulate impulse purchasing, cross-merchandising. Visual Merchandising Commercial display with optimum option and unit densities, creative display for maximum rates of sales, integration of actual and planned best sellers, image makers, high & low margin product. Retail Calendar, Events & Promotions sales promotion strategies and calendars, price & promotional communication, stimulating the assortment, controlling store & web space, time and graphic communication, dynamic promotional layering, window strategy & display, store & website promotional journey, e-newsletter delivery. VM tools & processes, team structure & training developing guidelines & manuals, space plans & zoning, developing store regimes and routines, instilling a culture of visual merchandising “from boardroom to stockroom!”, improving visual merchandising skills in-store, developing & delivering training programmes. …for more information please call Tim Radley +44 (0)7967 609849. delivering your store selling fundamentals - making the most of what retailers have VM-unleashed is a retail specialist consultancy working with clients throughout Europe on training & implementation. Tim Radley is the founder and Managing Director and has been working with best practice European retailers for over 20 years including:-. All Saints, Camper, Boots, Carrefour, Primark, Otto Versand, Cortefiel, Oviesse, Coin, Springfield, Motivi, Adidas, Sonae, Alessi, Aena, Marks & Spencer, KappAhl, Imaginarium, Porcelanosa, Clarks, Aldeasa, Pepe Jeans, Trucco, Sony, Koton, Oltre, GasNatural, Orange…
  • 7. VM-unleashed Ltd! 11 Moat Farm Royal Tunbridge Wells Kent TN2 5XG UK Tim Radley Managing Director tim.radley@vm-unleashed.com +44 (0)7967 609849 www.vm-unleashed.com pinpointing & delivering ROI opportunities in physical & online stores from VM-unleashed! Ltd