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insights that ignite: blue touch-papers
from VM-unleashed! Ltd
The VMToolbox – selling tools to build your customer propos...
insights that ignite: blue touch-papers
from VM-unleashed! Ltd
The VMToolbox – selling tools to build your customer propos...
insights that ignite: blue touch-papers
from VM-unleashed! Ltd
The VMToolbox – selling tools to build your customer propos...
insights that ignite: blue touch-papers
from VM-unleashed! Ltd
The VMToolbox – selling tools to build your customer propos...
insights that ignite: blue touch-papers
from VM-unleashed! Ltd
The VMToolbox – selling tools to build your customer propos...
VM-unleashed Ltd!
11 Moat Farm
Royal Tunbridge Wells
Kent TN2 5XG
UK
Tim Radley
Managing Director
tim.radley@vm-unleashed....
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The VMToolkit - Building your Proposition - Insights that Ignite No.15

Developing the correct VMToolbox, containing the selling tools you need enables your proposition to work and your stores selling strategy to deliver sales and profits

defining your most commercial selling propositions
clustering stores by proposition and selling strategy
identifying and developing the most appropriate selling tools
supporting tools and stores with training and education
monitoring the delivering of tools across stores

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The VMToolkit - Building your Proposition - Insights that Ignite No.15

  1. 1. insights that ignite: blue touch-papers from VM-unleashed! Ltd The VMToolbox – selling tools to build your customer proposition blue touch-paper no.15 from VM-unleashed! Ltd another blue-touch paper
  2. 2. insights that ignite: blue touch-papers from VM-unleashed! Ltd The VMToolbox – selling tools to build your customer proposition blue touch-paper no.15 Developing the correct VMToolbox, containing the selling tools you need enables your proposition to work and your stores selling strategy to deliver sales and profits • defining your most commercial selling propositions • clustering stores by proposition and selling strategy • identifying and developing the most appropriate selling tools • supporting tools and stores with training and education • monitoring the delivering of tools across stores As best practice retailers, we need to identify and develop the most effective tools and processes to achieve this... As best practice retailers, we need to produce and support the delivery of VMTools with the correct working structures so that the right people come together, at the right time and in the right place. • buying & Merchandising • store operations • HR and personnel • marketing • store design “The VMToolbox” Selling tools to build the proposition …for more information please call Tim Radley +44 (0)7967 609849. The VMToolbox! Identifying and developing the correct selling tools that enable you to build your customer proposition and deliver sales and profits Assessing the selling tools to build and support individual store propositions One solution does not fit all when it comes to selling tools. It is an important part of the strategic process to assess which tools will actually deliver higher sales, profit, efficiency and brand equity. Every store should be assessed , on its: - service approach - dynamic of product - complexity of assortment - difficulty of store control - store manager influence - sales personnel hierarchy - staff experience & skills - staff enthusiasm and “passion” - store design evolution - fixture efficiency & compliance - delivery scheduling - replenishment efficiency …… Only from proper assessment, can stores be clustered and supported to perform. The number and variety of propositions may be part of the retail proposition itself Roll-out your retail proposition, but Roll-up your sleeves and build it with all the VMTools you need to succeed. Be the architect of your proposition, and not your downfall! Level of customer service level of difficulty to control store display Dynamic & complexity of product assortment
  3. 3. insights that ignite: blue touch-papers from VM-unleashed! Ltd The VMToolbox – selling tools to build your customer proposition blue touch-paper no.15 VMPeople! Training “the heart and head” of retail Education and instruction from “boardroom to stockroom” from Boardroom… …to Stockroom Training has always been important for retailers. It just got more-so! • To ensure the store is visually attractive • To ensure that individual products and product groups are located correctly for maximum sales • To ensure visual consistency across stores for a strong brand • To ensure daily/weekly tasks are performed • To communicate product attributes, qualities and selling points, building awareness and expertise • To train best practice customer service skills, sales communication, customer identification and interaction • To create coordination & cooperation between head office & stores Why the importance of store based training is growing? 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. 3. In this diverse, dynamic market – “education & informal training” has become more effective than “rigid instruction & compliance!” Do we have the correct skill-sets in our store teams? Do we support & train them to build & maintain “Perfect Stores?” Do we use training & VMGlue to integrate buying & selling teams? Do we create VMPeople with VM awareness across the company? The Knowledge Map …for more information please call Tim Radley +44 (0)7967 609849. What do you train? Basic VM skills, display techniques & commercial VM awareness? Dressing creative displays and window themes? Awareness of the importance of daily/weekly regimes and processes? Store operational tasks? Management of store relays complying to VM Guidelines? Understanding of the product, the brand and a passion for product? Awareness of the market in which they operate, competition & opportunities? Knowledge of best sellers, assortment selection, unit depth, replenishment, merchandising? Identification of customer segments and matching product and sales techniques to the situation? Fundamental customer service skills & etiquette?
  4. 4. insights that ignite: blue touch-papers from VM-unleashed! Ltd The VMToolbox – selling tools to build your customer proposition blue touch-paper no.15 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”
  5. 5. insights that ignite: blue touch-papers from VM-unleashed! Ltd The VMToolbox – selling tools to build your customer proposition blue touch-paper no.15 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…
  6. 6. 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
  • rezamoghadddami

    Sep. 30, 2016

Developing the correct VMToolbox, containing the selling tools you need enables your proposition to work and your stores selling strategy to deliver sales and profits defining your most commercial selling propositions clustering stores by proposition and selling strategy identifying and developing the most appropriate selling tools supporting tools and stores with training and education monitoring the delivering of tools across stores

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