Technology has an ever-increasing role to play in improving the financial performance of stores Its role stretches from security & loss prevention to fulfilment & replenishment, from POS integration & analysis to the brave new world of customer behaviour analytics and integration with marketing, store design and visual merchandising. The largest obstacle to the appliance of technology is the coordination of different internal departments. The opportunity is for the IT Director and his team to be the Retail Heroes, not only facilitating the introduction of new technologies but also ensuring the performance benefits for each department are married to the cost-savings advantages of coordinated actions

1. insights that ignite: blue touch-papers
from VM-unleashed! Ltd
store technology – the silent facilitator
blue touch-paper no.13
another blue-touch paper
from VM-unleashed! Ltd
insights that ignite
blue touch-paper No. 13
store technology –
the silent facilitator
improving store experience, retail
disciplines & financial performance

2. insights that ignite: blue touch-papers
from VM-unleashed! Ltd
store technology – the silent facilitator
blue touch-paper no.13
• Technology has an ever-increasing role to play in improving the
financial performance of stores
• Its role stretches from security & loss prevention to fulfilment &
replenishment, from POS integration & analysis to the brave new
world of customer behaviour analytics and integration with
marketing, store design and visual merchandising.
• The largest obstacle to the appliance of technology is the
coordination of different internal departments.
• The opportunity is for the IT Director and his team to be the Retail
Heroes, not only facilitating the introduction of new technologies
but also ensuring the performance benefits for each department
are married to the cost-savings advantages of coordinated actions
“Bursting the Techno-Bubbles”
store technology – the silent facilitator
improving store experience, retail disciplines & financial performance
“The Unlikely Bedfellows”
Technology, Training & Visual
Merchandising are the unlikely
“bedfellows” but the irresistible
“glue” that is bringing together
disciplines and departments
within modern retailers.
Their commonality is the
necessity for them to
collaborate with many other
departments, from buying to
selling, from product to people,
from boardroom to stockroom.
VM is the visible, dynamic
customer face of the brand,
Training the Guardian of
successful delivery, and IT
the Silent Facilitator.
Store Operations
Assortment Monitoring
Store Compliance
Security & Loss Prevention
Customer Flow Analysis
Promotional Effectiveness
Behaviour & VMAnalytics
Queue management
Staff-Scheduling
Remote Training
People Counting
from Boardroom…
Logistics
Sourcing Loss P’n
IT Department …to Stockroom
Security
Store Operations
Commercial
space planning
& allocation
Buying
Store design, environment,
graphics & branding
Sales &
Customer
Service
Field & Store
VM delivery
& processes
Sales &
Customer Service
Assortment Monitoring
Store Compliance
Customer Flow Analysis
Promotional Effectiveness
Behaviour & VMAnalytics
Queue management
Staff-Scheduling
Remote Training
Buying &
Merchandising
Assortment Monitoring
Customer Flow Analysis
Promotional Effectiveness
Behaviour & VMAnalytics
Store Compliance
Remote Training
Loss Prevention
Assortment Monitoring
Security Surveillance
Exception Reporting
Staff Scheduling
Training & HR
Store Compliance
Security & Loss Prevention
Customer Flow Analysis
Promotional Effectiveness
Behaviour & VMAnalytics
Queue management
Staff-Scheduling
Remote Training
Marketing
Store Compliance
Customer Flow Analysis
Promotional Effectiveness
Behaviour & VMAnalytics
Queue management
Remote Training
People Counting
Visual
Merchandising
Assortment Monitoring
Store Compliance
Customer Flow Analysis
Promotional Effectiveness
Behaviour & VMAnalytics
Queue management
Remote Training
Store Design
Graphics & Brand
Customer Flow Analysis
Promotional Effectiveness
Behaviour & VMAnalytics
Queue management
People Counting
Space Planning
Store Compliance
Customer Flow Analysis
Promotional Effectiveness
Behaviour & VMAnalytics
Remote Training
Training & HR
Marketing
Events & Sales Promotion
Merchandising Visual
Merchandising

3. insights that ignite: blue touch-papers
from VM-unleashed! Ltd
store technology – the silent facilitator
blue touch-paper no.13
Hardware
Requirement
Software
Requirements
Retail Tools
Existing & New
Disciplines &
Department
Store cameras Video management Visual Display Manual
Seasonal VM guidelines
Store Operations
Visual Merchandising
Buying & Merchandising
Sales Department
Marketing & Promotions
HR & Training
Store Compliance
Store cameras
Tablets/Smart Phones
Video management
Remote presentation
production tools
Visual Display Manual
Customer Service guidelines
Daily, weekly task schedules
and regimes
Marketing Calendars
Staff scheduling
Store Operations
Visual Merchandising
Buying & Merchandising
Store Design
Marketing & Promotions
Customer Service
HR & Training
Remote Training
Store cameras Video management Store Operations
Loss Prevention
Logistics
Sales Department
Buying & Merchandising
Assortment
Monitoring
Store grading
Store zoning guides
VM Guidelines
Delivery schedules
Store cameras Basic/medium analytics Store Operations
Sales Department
Visual Merchandising
Queue Management Staff scheduling
Store cameras Medium analytics Store Operations
Sales Department
Marketing & Promotions
Customer Service
HR & Training
Staff Scheduling &
Productivity
Management
Staff scheduling
Store cameras Advanced analytics Store Operations
Sales Department
Visual Merchandising
Store Design
Marketing & Promotions
Customer Service
HR & Training
Buying & Merchandising
Customer Behaviour &
VMAnalytics
Visual Display Manual
Customer Service guidelines
Daily, weekly task schedules
and regimes
Marketing Calendars
Staff scheduling
POS integration
Store cameras Medium analytics Store Operations
Visual Merchandising
Sales Department
Marketing & Promotions
Customer Flow
analysis
Store layouts
Space planograms
Marketing plan
Store cameras Medium analytics Store Operations
Visual Merchandising
Sales Department
Marketing & Promotions
Customer Service
Buying & Merchandising
Promotions & Marketing
Effectiveness
Store layouts
Marketing plan
Retail Calendar
Visual & Window Guidelines
POS integration
Store cameras Video management
Basic/medium analytics
Store Operations
Loss Prevention
HR & Training
Security Surveillance &
Exception Reporting
Entrance camera Basic analytics POS integration Sales Department
Store Operations
People Counting
The benefits of shared technologies
The importance of technology in improving the store experience
Staff scheduling
POS integration

4. insights that ignite: blue touch-papers
from VM-unleashed! Ltd
store technology – the silent facilitator
blue touch-paper no.13
What is remote training?
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. Adopt best combination of
training technologies, cameras,
tablets to meet objectives and
for compatibility with existing
technology & resources.
5. Define new training roles,
responsibilities & processes
5. Revise field training &
compliance team structures
What is remote training?
• Remote training uses store cameras, tablets and smart phone
technology to link the sales personnel in the store directly with
centrally located training specialists.
• Combinations of cameras & tablets with 2 way sound allow
real-time interactive training sessions.
• The 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
store technology – the silent facilitator
blue touch-paper no.13
VMRemote – “Believing is Seeing!”
Training through Technology & Compliance through Science
Compliance through Science…
Full store visibility from head
office with discrete dome cameras.
Compliance cameras not only
offer viewing angles up to 360o
“fish-eye” views but have remote
tilt, zoom & swivel to compare real
displays with store plans,
planograms & VM guidelines.
The cost of installing VMRemote
for training & compliance*
The cost of installing VMRemote
for training & compliance*
<£1000
Training & Compliance in multi-department stores
• Fish-eye cameras for whole store compliance
• A combination of audio-cameras for strategic departmental
training, and tablets for full store focused training capability
<£3000
Training & Compliance in stores up to 400sqm
• One wide-view camera for whole store compliance
• 2-way audio-cameras for strategic departmental training
Training through Technology
Strategically located cameras
allow 2-way audio training in
important areas of the store.
Store entrance and department
thresholds with combinations of
wall and floor situations allow
for all training possibilities, and
product scenarios.
First 1/3rd of the store is an
essential training location
Magical Tablets…
Tablets take advantage of
existing resources such as store
Wi-Fi, offering complete store
mobility with visual & audio
interaction.
Tablets use standard office
technology allowing teams to
work with material already
produced and sent in familiar
software packages & formats.

6. insights that ignite: blue touch-papers
from VM-unleashed! Ltd
store technology – the silent facilitator
blue touch-paper no.13
The Anatomy of Analytics
Customise your counting, measure your success, meet your objectives
Number of Stores
Measured
Duration of
Measurement Number of
Measurements
Per Store
1. InstantAnalytics
2. VMAnalytics
3. VMAnalyticslight
4. PeopleCounting
What is in-store analytics?
• In-store analytics uses store cameras and analytics software
to measure customer movements and actions inside stores
• The data can be accumulated and extrapolated to give unique
insights into where stores are failing and where opportunities lay in
terms of guiding customers to a wider variety, and more beneficial
parts, of a store, getting them to dwell for longer in areas and at
specific displays, and where, when & how to convert more visitors
into browsers and then into purchasers.
• The 3 parameters to consider when measuring data are:-
1. The number of things you want to measure per store
2. The number of stores you want to measure
3. The duration of time you want to measure for
• To select the correct scope and depth of analytics investment,
it is important to be clear what your objectives are:
• To measure specific issues quickly and with purpose
• To measure a range of issues over time
• To create a store to continually test, measure, improve and
implement new store, sales & marketing initiatives
• To simply measure store traffic
1. Instant Analytics
The objective is to understand
quickly and cost-effectively what
is happening in a specific area of
a store.
Cameras are installed and set up
temporarily in a matter of hours
with data gathered and analysed
over the following days.
The temporary low-cost nature of
InstantAnalytics allows the
camera set-up to be moved
periodically to different areas of
the store to measure and
understand different issues.
InstantAnalytics even allows for
an “Analytics Calendar” to be
employed to measure in turn, the
impact of new store initiatives,
seasonal displays, promotions,
events & marketing campaigns.
2.VMAnalytics
The objective is to understand in
more-depth and for a longer
period of time how a store and
store departments are working.
Retailers may employ a couple
of full VMAnalytics stores
covering strategic cluster or
locations.
VMAnalytics is best used as a
tool to continuously test,
measure, improve and
implement new store initiatives,
displays, sales & marketing
campaigns.
3.VMAnalyticslight
Simply a lighter and less
expensive version of
VMAnalytics. Retailers may
develop several of these stores to
cover a complete variety of store
situations and geographical
clusters.
4.PeopleCounting
One camera located at the
entrance of every store to
measure traffic into and out of the
store

7. insights that ignite: blue touch-papers
from VM-unleashed! Ltd
store technology – the silent facilitator
blue touch-paper no.13
VMAnalytics monitors customer shopping behaviour using store
surveillance cameras, and transforms the behaviour patterns
into statistical data and links to live POS data
VMAnalytics calculates not only traditional store conversion rates but
never seen before KPIs such as:
• Engagement Conversion - % of total traffic at specific displays
• Dwell Times - average time spent engaging with displays
• Dwell Conversion rate - % of people who dwelled that bought
• ‘Transaction Value’ & ‘Items per Transaction’ for specific
ranges, displays and store areas
VMAnalytics assesses the KPI evidence and transforms it into
decisive store actions
For the first time retailers can see the direct impact on
conversion and sales of product displays and visual
merchandising initiatives for specific ranges in specific locations.
Never before have retailers been able to give such an accurate
and precise answer to the perennial question:
“What is happening in my store?”
• Are shoppers engaged
• Are my offers working?
• Which promotional messages sell best?
• What graphic design principles are attracting customers?
• What is my optimal store layout?
• Which fixtures and furniture are most effective?
• Which packaging is most effective?
• Which product display techniques attract attention & sell?
• Which product groupings – single product, categories,
coordinated categories or themes attract & sell?
• Is my new assortment attracting interest?
• Are customers being attracted to displays but not buying?
• Are customer buying from a display, but not enough are being
attracted to it?
• Which window treatments attract customers into the store?
• How do i set staff schedules to maximise sales?
• Does shopper behaviour vary by store location?
…for more information please call Tim Radley
+44 (0)7967 609849.
VMAnalytics!
Answering the perennial question:
“What is happening in my store?”
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…

8. VM-unleashed Ltd!
11 Moat Farm
Royal Tunbridge Wells
Kent TN2 5XG
UK
Tim Radley
Managing Director
tim.radley@vm-unleashed.com
07967 609849
www.vm-unleashed.com
pinpointing & delivering ROI opportunities in physical & online stores
from VM-unleashed! Ltd