tim radley@vm-unleashed-profile-case-studies

tim.radley@VM-unleashed!

- 2 -www.vm-unleashed.com

Facebook/VMunleashed.Ltd

Vm-unleashed! credentials [email protected]

+44 (0)7967 609849

VM-unleashed is a retail specialist consultancy working with retail companies

to integrate the functions of buying, selling and visual merchandising for

increased efficiency, sales and profit…and deliver across 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?

who we are




+44 (0)7967 609849

we develop best practice in...

which product… buying & merchandising

how much product… commercial space planning

how to segment product… assortment structure

how to display product… store layout & site architecture

visual merchandising & display

how to sell… retail calendar development

events & sales promotions

visual communication

store and site design & refreshment

how to make it happen… benchmarking & analysis

vm tools & processes

team structures & resources

what we do




+44 (0)7967 609849

our clients




+44 (0)7967 609849

tim radley is the managing director of vm-unleashed.

he has been working with european retailers for over 20 years, in spain, france, italy, germany,switzerland, scandinavia, portugal, belgium, ireland, poland as well as the uk

tim works across the whole store environment, specialising in commercial space planning,store layout, visual merchandising, vm training, brand identity, visual communication,promotional design and store refreshment.

his working methodology is very interactive, collaborating closely with clients teams not only todeliver project results but also to leave a legacy of understanding and new skills within the team

he has worked with leading retailers such as allsaints, camper, marks & spencer, carrefour,primark, cortefiel, otto versand, bonprix, sonae, modalfa, koton, boots, sainsbury, gruppovestebene, eroski, gruppo coin, bally, adidas, sony, clarks, benetton, orange, imaginarium,porcelanosa, trucco and ben sherman

tim also speaks regularly at european retail events.

tim radley




+44 (0)7967 609849

1. buying & merchandising

• Benchmarking and correcting key architectures

• Size, colour, price & product category parameters

• Identifying/optimising historical best seller category patterns

• Balancing image makers, best sellers & basics

• Defining product attribute/style enhancements

• Matching end-use & fashion positioning to sales/profit

• Optimising option width & unit depth

• Assortment volumes related to rates of sale

what we do – which product…

Category

1 2 3 *

Jackets

Shirts

T-Shirts

Knitwear

Total Tops

Trousers

Skirts

Total Bottoms

Suits

Dresses

Coats

Total

* Category colours in line with trends and core

Product ThemeCategory

Total

Options




+44 (0)7967 609849

2. space planning & allocation

• maximising sales/profit productivity per sqm

• maximising sales of best selling stock

• minimising markdowns

• space density and store capacities – store grading

• “gorging” & “starving” store grades

• square metre to linear metre conversion

• allocating space according to profit contribution

• facilitating effective visual merchandising

• stimulating maximum rates of sale

what we do – how much product…




+44 (0)7967 609849

3. assortment structure planning

• Building the proposition for authority and inspiration

• Balancing “product story grouping”

• Categories, themes, silhouettes and killer categories

• Controlling over-coordination for commerciality

• Hero products and price heroes

• Planning the flow of goods with rates of sale

• Constructing and destructing product stories

what we do – how to segment product…




+44 (0)7967 609849

ABD

E

C

F

4. store layout & site architecture

• Controlling space blocks and department depth & widths

• Creating sightlines, valleys & cascades

• Space zoning, product grouping and movement

• Power walls, focal points and hot spots

• Facilitating the customer journey

• Allocating sqm according to sales productivity

• Optimising destination departments and impulse product

what we do – how to display product…

Men:priority

placement:type of product story: display principles:

number of

wall modules

ideally:

floor fixture co-

ordination

strategic role

of storystore visibility store location

Collection 1 - new 1 theme/category* * 3 table/rack impulse high front

Collection 2 - new 2 theme/category* * 3 table/rack impulse high front

Denim wall 3 category (co-ordinated)*** repeated/frontal 3 table/rack destination high visible but not front

UP 4 theme symmetrical/frontal/lateral 3 table/rack destination medium mid-back

Overstock 5 category (co-ordinated)*** repeated/frontal 2 + 2 table/rack destination medium mid-back

Basic Accessories 6 categories repeated/frontal 3 ladders/grills destination medium/low mid-back/near cash

Collection 1 - refresh 1 7 theme/category (co-ordinated)** * 2 core low flexible

Collection 1 - refresh2 8 theme/category (co-ordinated)** * 2 core low flexible

Collection 2 - refresh 1 9 theme/category (co-ordinated)** * 2 core low flexible

Notes: * in menswear any of these stories

could be themes or categories. VM

team needs to identify the strongest

story from the product

** the refresh is the ideal place to

use co-ordinated categories with

refresh stock and category product

*** coordinating the categories is a

possibility to make these categories

more fashionable and dynamic

* dependant on story being

theme or category

25

Additional floor

furniture:

2 islands

2 tables

4 racks

1 circular

Women:

Collection 1 - new 1 theme symmetrical/frontal/lateral 3 table/rack impulse high front

Collection 2 - new 2 theme symmetrical/frontal/lateral 2 + 2 table/rack impulse high front

Denim Wall 3 category** repeated/frontal 3 table/rack impulse high front-mid/visible

Collection 1 - refresh 1 4 theme/co-ordinated category* * 2 table/rack core medium mid/back/visible

Basic Accessories 5 category repeated/frontal 2 ladders/grills destination medium/low mid-back/near cash*

Intimates 6 categories repeated/frontal 1.5 small table/rack destination medium/low mid/back/private

Collection 2 - refresh 1 7 theme/co-ordinated category* * 2 core low flexible

Collection 2 - refresh 2 8 theme/co-ordinated category* * 2 core low flexible

Notes: * the refresh is the ideal place to

use co-ordinated categories with

refresh stock and category product

** coordinating the categories is a

possibility to make denim more

fashionable and dynamic

* dependant on story being

theme or category

19.5

Additional floor

furniture:

2 islands

2 circulars

* fashion accessories co-

ordinated with new

collections on hero wall

frames

product display principles store location principles




+44 (0)7967 609849

5. visual merchandising product display

• presenting product stories with authority

• displaying product commercially

with optimum option and unit densities

• displaying product attractively

to generate maximum rates of sales

• presenting displays based on actual and planned

best sellers, image makers, high & low margin product

what we do – how to display product…




+44 (0)7967 609849

6. retail calendar, events & sales promotion

• dynamic strategies for stimulating sales

• managing price perception – price & prime promotions

• optimising best seller category trends

• events for core, occasional & new customers

• delivering the dynamic brand personality

• coordinating space, time, assortment & messages

• promotional layering – windows, walls & focal points

• managing department and assortment flex

• creating store promotional journeyEveryday

Promotions

Value

Brands

CapraboBrand

Alcostobrand

Template 1 Template 2

Offers

Price reduced

Multi-buy

BOGOF

Multi-buy

Gift

“when its gone…”

MonthlyPromotions

Template Y

Category/brandPromotions

Template X

Specific designfor each seasonalpromotion

Could include oneor more ofeveryday offermessages, oreveryday valuemessages

Could bringtogether 2 ormore monthlyCampaignse.g. Christmas

Wider-seasonalPromotions

Template Z

EverydayPromotions

Value

Brands

CapraboBrand

Alcostobrand

Template 1 Template 2

Offers

Price reduced

Multi-buy

BOGOF

Multi-buy

Gift

“when its gone…”

MonthlyPromotions

Template Y

Category/brandPromotions

Template X

Specific designfor each seasonalpromotion

Could include oneor more ofeveryday offermessages, oreveryday valuemessages

Could bringtogether 2 ormore monthlyCampaignse.g. Christmas

Wider-seasonalPromotions

Template Z

what we do – how to sell product…




+44 (0)7967 609849

7. store experience

• creating the “box of customer delights”

• integration of buying, selling & VM display

• “dynamism with distinction!”

• low cost solutions for maximum “Wow!” impact

• focusing investment on “dynamic content”

• coordinating visual merchandising

and visual communication

• “simple mechanics! simple processes! smart thinking!”

• multi-channel integration

• product interaction & customer service





+44 (0)7967 609849

8. visual communication & branding

• logos and visual identities

• sub-brand strategy, positioning and identity

• price communication

• promotional design and delivery

• functional graphics and navigation

• emotional graphic & environmental graphics

• product & service information – “solution not

pollution!”

• POS reduction and efficiency

• graphic tools: bags, uniforms, packaging, ticketing





+44 (0)7967 609849

9. benchmarking & analysis

• specify what elements need to be improved orintroduced to generate additional sales.

• illustrate what are the current strengths and

weaknesses of the wider product proposition.

• recommend actions to allow the product

propositions to achieve their full commercial

potential.

• output charts to illustrate important conclusions:

• competitor and best practice comparisons

what we do – how to make it happen…




+44 (0)7967 609849

10. vm culture, team structure & training

• instilling a culture of visual merchandising“from boardroom to stockroom!”

• improving visual merchandising skills in-store

• improving vm awareness throughout the company

• using vm glue to improve internal communication

• discovering new “heroes” in the business

• increasing efficiency in reduced teams

• turning “survivors into pioneers”





+44 (0)7967 609849

11. vm guidelines, tools & processes

• developing guidelines & manuals

• fundamental rules and principles

• monthly updates & implementation guides

• space plans - “every store is different,

but every linear metre is the same!”

• setting up teams and chainsto work across store groups and clusters

• developing store regimes and routines


selected case studies




+44 (0)7967 609849

project objective:

• to improve the assortment structure in-line with

competitor best practice and sales profitability

• build strategic category dominance

• build competitive price structure

• balance own-brand and label assortment

• allocate appropriate sqmetres

• define ideal display densities and unit depth

project scope and deliverables:

• competitor benchmarking & recommendations:

• assortment structure

• price architecture

• display densities

• commercial space planning

• store layout and department locations

• delivery of brands and labels

• visual merchandising

• events and promotions & seasonal dynamics

homebase – UK




+44 (0)7967 609849

project objective:• to develop and implement a low-cost store refreshment solution,

• focusing on visual communication, and promotional delivery

• to communicate added-value, unique assortment and low prices

• 4 months from concept to implementation – weekly work programme

• implementation by internal team

project scope and deliverables:• best practice benchmarking

• refresh logo and define rules for colours/fonts/imagery etc.

• conceive and develop “great product! great price!”

• design graphic templates including all information

• visualise store exteriors/facades

• define rules for delivery of all graphics

• definition of promotional strategy for stores

• space planning of promotional/campaigns

• rules for promotional delivery

• space planning & allocation of test stores

• implementation in 3 test stores

• subsequent roll-out

• brand manuals for communication production

• store manuals for maintenance

atlantic homecare – ireland




+44 (0)7967 609849

project objective:

• to create a new concept for the porcelanosa store environment

• space allocation, layout and the customer journey

• 3 months concept & development

• implemented by internal teams


• best practice benchmarking

• range segmentation by fashion position & end-use

• space allocation for improved productivity

• space planning and layout adjacencies

• outposting and cross-selling by fashion/style

• visual merchandising principles and recommendations

• visual communication messages and templates

• environmental graphics and area refreshment

project benefits:

• improvement is cross-selling by style and fashion positioning

• higher conversion rate into customers

porcelanosa – spain & UK




+44 (0)7967 609849

portico – spain & europe

project objective:• to use best practice space planning, product blocking and

visual merchandising to increase fashion perception and

sales productivity

• Set-up assortment strategy cross channels

• Set-up effective store grading

• Set-up VM tools & guidelines


• recommendations of display densities

• recommendations on % of product folded, hung etc

• product blocking with display criteria

• store grading and zoning of space

• re-planning of existing and new stores

• new concept vm for product blocks

• new priorities for accessories display and cross-

merchandising

• improvement of vm manuals and processes

• catalyst for improvements in assortment structure plan

• new store practices and regimes

• selection and training of vm guardians in-store




+44 (0)7967 609849

project objective:• to refine the strategy for delivery of seasonal promotions,

• in particular the use and implementation of outposting

• developing the retail calendar

• location strategy for promotions

• 2 months strategy & concept

• developed and implemented by internal teams


• development of product based promotional calendar

• defining the customer journey and “points of impact”

• defined the use of outposts for seasonal campaigns

• visualisation of promotional activity and messages

• space planning/flexing and grading of promotions

• principles of phasing campaigns over seasonal periods

• using outposts to driver customers to destination departments

• visual merchandising and product display guidelines

• design templates for all visual communication

recommendations

m&s – uk




+44 (0)7967 609849

project objective:• to increase sales across the portfolio of alessi retail stores

through modifying the assortment, store layout, display,

graphic communication, events and sales promotions and

through best seller merchandising

• assortment structure planning

• store grading & best seller merchandising


• rationalisation of store assortment – best seller merchandising

• catalyst for store allocation/replenishment processes


• defining the customer journey and “points of impact”

• defined the use of outposts for seasonal campaigns


• space planning/flexing and grading of promotions

• principles of phasing campaigns over seasonal periods



recommendations

alessi – uk, italy & germany




+44 (0)7967 609849

project objective:

• to develop and implement a new logo and store brand experience,

• Develop a new approach to store layout and the customer journey

• Ease of shop and which exposed best seller and Image maker

products to the customer.

• 6 months from concept to implementation – 2 weekly work

programme

• implementation by internal team and local agencies



• new logo and define rules for colours/fonts/imagery etc.


• visualise store exteriors/facades





• space planning & allocation of test stores

• implementation in 2 test stores


arance – spain




+44 (0)7967 609849

project objective:• to develop and implement a new brand identity & concept

• Deliver identity across a new store format, catalogues

and promotional literature

• 5 months from concept to implementation – 2 weekly

work programme

• implementation by internal team


• new logo and define rules for colours/fonts/imagery etc.


• visualise store exteriors/facades delivery of logo





• space planning & allocation of test store

• implementation in test store


• content and design templates for new product catalogue

xey – spain




+44 (0)7967 609849

project objective:• to make boots a destination for summer from february to

october.

• to build on boots authority in health, beauty & travel

accessories.

• to create a dynamic excitement to the proposition, and

integrate new ranges

• to create a “physical presence” on the second floor of stores


• category management to develop the best possible product

proposition



• space planning/flexing and grading of summer area

• outposting and customer drivers to the summer area



• boots has become a destination for travel accessories AYR

• increased traffic and sales in both summer and core products

boots summer travel shop – uk




+44 (0)7967 609849

project objective:• to re-establish boots as a destination for christmas, and for gift• to launch boots as a player in electrical, games, video, books,

stationery...• 6 months concept & development• implemented by internal teams and external agencies

project scope and deliverables:• best practice benchmarking• category management to develop the best possible product

proposition• space concept planning/adjacencies and grading of christmas

areas• definition of a ground floor “honey-pot” and 2nd floor

“destination”• visualisation of promotional activity and messages• defining of customer journey and information hierarchy• outposting and customer drivers to the christmas shop• visual merchandising and product display guidelines• design templates for all visual communication• overseeing of implementation in top 50 stores• scripting and presenting of “store managers” space planning

conference• visual delivery of “3 for2” mix and match promotion• development of bags and display mechanics

boots christmas shop – uk




+44 (0)7967 609849

flex – spain

project objective:• To develop and design a new range of visual

communication to communicate and increase the

customer awareness of the specialist range of beds

within Noctalia stores, and so to increase sales.


• new definitions and rules for colours/fonts/imagery etc.

• development of logo in visual communication

• design graphic templates including all information for

tickets & signage

• store colour strategy and environmental graphics


• define rules for delivery of all graphics across store

formats

• space planning of information podiums/stands

• segmentation and adjacencies of range – method of

communicating range

• Development of props for communication

• implementation in 3 different format test stores

• subsequent roll-out into new stores




+44 (0)7967 609849

pier – uk & france

project objective:

• To develop the brand and the visual identity to

communicate more strongly

• to the customer the unique range and exciting products

within the store.

• 1 month design concept

• Handed over to internal team



• creation of new logo and development of existing one


• development of new ticket hierarchy and information

templates

• design graphic templates including all information for

tickets & signage

• define rules for delivery of all graphics across store

formats

• develop physical signage mechanics for different formats

• conception of new promotional messages and delivery

• development of window concept & designs




+44 (0)7967 609849

project objective:• To develop and design a new range of visual communication

to increase market share of newly expanded range of energy

products, particularly electricity.

• Tools to be developed included in-store graphics, brochures

and promotional material and mechanics.

• Grading of solution across different formats of stores.



• design graphic templates including all information for leaflets


• define rules for delivery across 3 generations of stores

• delivery of graphics in 3rd party hostile environments


• space planning of promotional/campaigns/information

podiums/stands

• rules for promotional delivery in store from windows to desk

• queuing strategy and system for promotional delivery

• implementation in 3 different format test stores

• subsequent roll-out into new stores and across other media

gasNatural – spain




+44 (0)7967 609849

project objective:

• to recommend improvements in visual display, visualmerchandising, promotional

• delivery, seasonal events and the customer journey for newconcept stores.

• 2 months programme of store visits, internal interviews• and best practice benchmarking.


• best practice benchmarking• key recommendations on strategic areas• delicatessen• fresh produce• promotional delivery• healthy eating• seasonal campaigns• health & beauty• insurance & services• assessment of financial benefit and risk• assessment of current resource and investment required• visualisation of recommendation• recommendations on store grading & demographics

sainsbury’s – uk




+44 (0)7967 609849

project objective:• a series of workshops to show best practice visual

communication, space planning and merchandising tocarrefour national vm managers

• to improve the level of in-store communication, display andcustomer journey

project scope and deliverables:• best practice benchmarking• workshop presentations with assessment and

recommendations• store exterior• store planning and layouts• customer journey• visual communication• visual merchandising• lighting• retail theatre for fresh foods• promotional planning & delivery• pricing

• visualisation of recommended graphic templates• recommended store plans

carrefour – spain & france




+44 (0)7967 609849

project objective:

• to review current store strengths andweaknesses

• to feed into development of new visualmerchandising function

• to feed into new store design process


• Benchmarking & recommendations• commercial space planning• store layout• delivery of brands and labels• product story delivery• visual merchandising• events and promotions• seasonal/fashion dynamics

primark – spain & UK




+44 (0)7967 609849

project objective: physical & online stores

• to review current strengths andweaknesses

• to revise VM function• to feed into new store design process• to develop online channel interfaces


• Benchmarking & recommendations• commercial space planning• store layout• product story delivery• visual merchandising• events and promotions• seasonal/fashion dynamics• window strategy• online calendar & messages

allsaints – UK & US




+44 (0)7967 609849

bonprix (otto versand) – germany

project objective:


• to re-build VM processes & resources• To develop new 1000sqm megastore• To refresh 250sqm store design


• deliver in both formats:• assortment planning• commercial space planning• store layout• footwear/accessories areas• product story delivery• visual merchandising• events and promotions• seasonal/fashion dynamics




+44 (0)7967 609849

camper – spain & UK

project objective:


• Develop space planning and VM functions• Develop new guidelines and practices for

new store interior designers


• benchmarking & recommendations• commercial space planning• store layout• delivery of brands and labels• assortment grouping• product story delivery• visual merchandising• events and promotions• seasonal/fashion dynamics




+44 (0)7967 609849

koton – turkey

project objective:


• develop new store concept with rules forspace, product allocation and display


• benchmarking & recommendations• commercial space planning• store layout• positioning & delivery

of brands and labels• assortment grouping• product story delivery• visual merchandising• events and promotions• seasonal/fashion dynamics




+44 (0)7967 609849

springfield – spain & UK

project objective:

• to review current store delivery• refine store delivery between different

countries


• develop & deliver training material• commercial space planning• store layout• assortment grouping• product story delivery• visual merchandising• displaying graphics• regimes & rules• VM task scheduling




+44 (0)7967 609849

springfield – spain & UK

project objective:

• To review current VM practices & processes• To develop new VM documents, processes

and structures to maximise the role of VM inSpringfield

• To test the new processes in test stores


• develop & deliver VM material• VM bible• VM guideline templates• VM timetables• VM structures & teams• Store regimes & rules• VM task scheduling• VM training modules for VM & stores• Appraisal of space planning processes

and practices




+44 (0)7967 609849

cortefiel – spain

Men:priority

placement:

number of wall

modules ideally:

parquesur

with intimitesxanadu plazanorte la gavia more less

Collection 1 - new 1 3 3 3 3 3

Collection 2 - new 2 3 3 3 3 2.5 0.5

Denim wall 3 3 3 3 3 3

UP 4 3 3 3 2 2.5 0.5, 1

Overstock 5 2 + 2 4 4 4 4

Basic Accessories 6 3 5 3 3 3

Collection 1 - refresh 1 7 2 2 2 1.5 2 0.5

Collection 1 - refresh2 8 2 2 2 1 1 1

Collection 2 - refresh 1 9 2 2 2 2 1 1

Collection 2-refresh 2 1.5

Homewear 1 1 1

Hero modules: 25

0.6m modules (each 0.5 module) 0.5 2 0.5

1.2m modules 1 1 3

Total 31 29 27 22

% linear

metres to

men51% 55% 56%

Women:priority

placement:

number of wall

modules ideally:more less

Collection 1 - new 1 3 3 3 3

Collection 2 - new 2 2 + 2 4 4 2.5 1.5

Denim Wall 3 3 3 3 2.5 0.5

Collection 1 - refresh 1 4 2 2 2 1.5 0.5

Basic Accessories 5 2 2.5 2.5 2.5

Intimates 6 1.5 2 0.5

Collection 2 - refresh 1 7 2 2 2 2.5 0.5

Collection 2 - refresh 2 8 2 2 2 2

Hero modules: 19.5

0.6m modules (each 0.5 module) 4 5 1

1.2m modules

1.8m modules (each 1.5 module) 1.5

Total 26 23.5 0 17.5

test stores: number of wall modules:

module variation from

ideal

project objective:

• to review current store strengthsand weaknesses

• to deliver commercial VMprocesses in existing stores

• To deliver commercial VMprinciples for new design concept


• commercial space planning• store layout• product story delivery• visual merchandising• new fixture development• events and promotions• Retail calendar development




+44 (0)7967 609849

kappAhl – sweden, norway, finland

project objective:

• to re-build VM processes & resources• to deliver VM principles in variety of stores• t refresh stores using only VM


• assortment planning• commercial space planning• store layout• product story delivery• visual merchandising• VM mock shop development• VM guidelines production• VM rules & regimes




+44 (0)7967 609849

regina – italy

project objective:

• develop new store conceptfor 1000sqm variety store


• deliver new store concept:• commercial space planning• store layout• positioning & delivery

of brands and labels• assortment grouping• product story delivery• visual merchandising• events and promotions• seasonal/fashion dynamics




+44 (0)7967 609849

project objective:

collaboration with oviesse over many years has worked at both the strategic,operational and creative levels, to transform the brand to an aspirationalretailer of fashion brands with exceptional value


• business and assortment strategy• category management• assortment structure planning• new store concepts• store refreshment programme• development of internal brands/labels• space planning• visual merchandising principles• vm guidelines and tools

project benefits:

oviesse is now one of the most successfuland profitable retailers in italy

ovs industry – italy




+44 (0)7967 609849

project objective:

To put in place a VM department, team structures, process and facilities & toolsto deliver best practice Visual Merchandising into stores

To create materials to communicate the principles of VM

To set up a training programme


• best practice benchmarking• space planning and allocation principles• store grading and store zoning process• introduction of best seller merchandising principles• introduction of correct option/unit density principles• setting up visual merchandising processes• training of internal visual merchandising team• design templates for vm guidelines & booklets• Production of basics vm manual for all stores• implementation across test stores• roll-out across sweden, finland and norway

project benefits:

Easy to shop, commercially profitable storesmuch improved perception of motivi as a fashionable retailer

motivi (gruppo vestebene) - italy




+44 (0)7967 609849

project objective:

to rebrand the retailer and to create an exciting and dynamic storeexperience, low-cost and easy to roll-out across the chain of 400 stores.

12 months strategy, concept & developmentimplemented by internal teams


• best practice benchmarking• space planning and allocation principles• setting up visual merchandising processes• training of internal visual merchandising team• defining the brand position & personality• development of product based promotional calendar• development of appropriate promotional mechanics• visualisation of promotional activity and messages• design templates for all visual communication recommendations• strategy & implementation of windows• development of catalogues and promotional material• implementation of low cost store refreshment• development of new store concept• architecture and design of new website

project benefits:

significant sales increasesmuch improved perception of motivi as a fashionable retailer

motivi (gruppo vestebene) - italy

Motivi - Development of new window

concept

Research best practicePriorities for MotiviGraphic mechanicsMannequinsDecalsCalendar integration




+44 (0)7967 609849

project objective:

to introduce visual merchandising best practice methodologies into bothAdidas sports superstores and the new concept adidas originals stores

to help launch the first stores in sweden and germany and produce guidelinesFor the successful roll-out of the concept worldwide


• best practice benchmarking• space planning and allocation principles• store grading and store zoning process• introduction of best seller merchandising principles• introduction of correct option/unit density principles• setting up visual merchandising processes• training of internal visual merchandising team• design templates for vm guidelines & booklets• Production of basics vm manual for all stores• implementation across test stores• roll-out across sweden, finland and norway

project benefits:

Successful launch of adidas originals store conceptA modular solution applied effectively across a variety of stores

adidas – sweden, germany




+44 (0)7967 609849

project objective:

to review the current strategy of the value fashion retailer

special area of focus in visual merchandising, brand communicationand catalogues and brochures

culminating in a new store concept


• best practice benchmarking• strategy for assortments and positioning• new principles for space allocation• store grading• visual merchandising principles• vm product densities and techniques• collaboration on new format/design of brochures• new logo and identity• principles for visual communication• promotional strategy and graphic delivery• setting up of vm structure

project benefits:

good sales performance in current portuguese economic climateincreased fashion perception of code

code – portugal




+44 (0)7967 609849

project objective:

to maximise the sales productivity of the ladieswear department of Coin.

To link in a commercial way the assortment structure plan, space allocation,And the zoning and space plan of the stores


• best practice benchmarking• market mapping of assortment structure• comparison of colour, size, price architectures• fashion and end-use positioning• space zoning and allocation• Recommendations on assortment planning & flow of goods• Application of correct product density display• Space planning for test stores with new layout• review of vm processes and guidelines• review of brand material – marketing and literature• recommendations on store design and refreshment

project benefits:

rationalisation of the assortment to best seller focus, competitive fashion, colourand price architecturerefinement of space allocation and visual display to the product development changesIdentification of additional space with potential for brand development and increased revenue

coin – italy: space planning




+44 (0)7967 609849

project objective:

To introduce a dynamic excitement into Coin stores to rejuvenate theCoin brand and the create awareness of new product development

To refresh the stores with minimum investment but maximum increase in sales


• best practice benchmarking• Coin brand positioning• Promotional calendar development• Development of a store promotional journey• Space planning of ground floors and hotspots• Visualisation of the concepts for events• Development of physical promotional mechanics• Development of window concepts and mechanics• Low cost store refreshment• Low cost, low-tax external refreshment and events

project benefits:

Improved brand perception of coin as a seller of fashionable productSuccessful repositioning of the brand as younger and more fashionableRetention and attraction of younger, more fashionable brands

coin – italy: store branding, events & promotion




+44 (0)7967 609849

TIENDAS Ventas

Reales

Pcap Ticked

Medio

Ventas

Reales

Pcap Ticked

Medio

Ventas %

evol

Pcap %

evol

PORT AVENTURA ATTENDANCE 305 648

* LOGO 825 525 2,70 13,47 948 233 2,36 13,43 -13% 15%23002 UNIVERSAL'S STORE 82 157 0,27 10,93 125 172 0,31 12,65 -34% -14%

23100 RECORDS D'AVENTURA 537 861 1,76 15,76 603 014 1,50 16,19 -11% 17%23800 MAS FONOLL 34 582 0,11 6,39 34 188 0,09 4,78 1% 33%

23802 CAL COMIC 20 558 0,07 14,65 23 398 0,06 9,69 -12% 16%41300 AVENTURA ORIENTAL 57 579 0,19 12,69 81 143 0,20 13,55 -29% -7%

63700 GENERAL STORE 92 788 0,30 10,99 81 319 0,20 10,45 14% 50%* SOUVENIRS ATRACCIONES 156 021 0,51 10,40 197 023 0,49 10,11 -21% 4%

31500 SEA ODYSSEY SHOP 34 473 0,11 7,46 40 846 0,10 8,76 -16% 11%31800 TUTUKI SPLASH SHOP 36 581 0,12 17,26 51 524 0,13 13,60 -29% -7%

42300 DRAGON KHAN SHOP 27 958 0,09 9,33 36 043 0,09 9,83 -22% 2%53700 HURACAN CONDOR SHOP 29 225 0,10 17,02 30 821 0,08 12,18 -5% 25%

68901 GRAN CANYON SHOP 27 784 0,09 7,79 37 790 0,09 8,36 -26% -3%* TEMÁTICAS 195 629 0,64 11,84 280 014 0,70 13,50 -30% -8%

31701 MERS DU SUD 30 720 0,10 9,69 25 914 0,06 9,04 19% 56%31702 QUICKSILVER 41 141 0,13 22,06 84 469 0,21 24,77 -51% -36%

41200 LOTUS PALACE 37 920 0,12 11,72 45 989 0,11 11,67 -18% 9%53400 TAXCO 20 188 0,07 12,83 30 177 0,08 14,52 -33% -12%

53500 TIANGUIS 30 851 0,10 5,59 41 724 0,10 5,96 -26% -3%63800 WESTERN CLOTHING COMPANY 34 811 0,11 25,92 51 741 0,13 35,81 -33% -11%

* TIENDAS ALIMENTACIÓN 22 771 0,07 3,37 35 231 0,09 3,53 -35% -15%63100 CHILLY WILLY'S CANDY STORE 22 771 0,07 3,37 35 231 0,09 3,54 -35% -15%

Total tiendas lfl 1 199 947 3,93 1 460 502 3,63 -18% 8%26001 FURIUS BACO SHOP 25 087 0,06 9,64 -100% -100%

52800 TIENDA TEMPLO DEL FUEGO 27 598 0,07 10,26 -100% -100%24201 TALLERS ARTESANALS 63 411 0,16 4,63 -100% -100%

24202 CARAMELS 34 246 0,11 3,1849901 PLAZA IMPERIAL CART 2 349 0,01 19,25

Total tiendas lfl 1 236 543 4,05 1 576 598 3,92 -22% 3%

Marzo y Abril 2009 Marzo y Abril 2008 Evolution 2009/08

project objective:

• to revitalise the retail department, applying best practice methods and processes• and to improve store performance through applying best practice product• and space allocation, visual merchandising & communication

• 12 months development and implementation – 2 weekly work programme• implementation by internal team and local agencies


• best practice benchmarking• assortment structure planning• new product development• strategy for removal of remaining stock• best seller merchandising• price and colour architectures• store/product strategy• space allocation and layouts for all stores• visual merchandising physical and guideline principles• store refreshment and fixture mechanics• visual communication & price templates• promotional calendar development for site• design recommendations for promotional campaigns• promotional journey based on know customer journeys

portaventura - spain




+44 (0)7967 609849

aena aeropuertos - spain

project objective:

• to create common best practice standards across all

airport shops

• to liaise with key retailers including Aldeasa to ascertain

the best routes for training, collaborating and improving

VM standards

• To develop a retail calendar to integrate the airport

selling space with the individual retails

• Develop the Aena identity to one that embraces retail


• VM bible for best practice VM standards

• Training program for airport stores

• Retailer questionnaire

• Retail calendar

• Development of Aena brand identity as a retailing

destination

• To assess the customer journeys within Bilbao Airport

• Show the implementation and delivery of the Aena

promotions and events in Bilbao Airport




+44 (0)7967 609849

McArthur Glen - uk

project objective:

• To create best practice VM guidelines

for Swindon GWR Outlet Park

• Develop an appropriate identity for the VM material

reflecting the Railway heritage of the outlet

• Deliver VM best practice into the retail environment


• Best practice benchmarking

• VM bible for best practice VM standards

• Layout of store

• First 1/3rd of store

• Product segmentation

• VM display

• Pricing & Promotions

• Rules & Regimes

• Training program for outlet stores




+44 (0)7967 609849

dun laoghaire retail strategy - ireland

project objective:

• To assess the current retail situation

• Benchmark Dun Laoghaire retail against surrounding

competitor locations & best practice

• Deliver a strategy for retail in the town

• Develop specific tools for retailers


• Best practice benchmarking

• Retail Calendar development

• ToolKit for retailers

• VM bible

• Space allocation

• Assortment planning

• Store layout

• VM display

• Pricing

• Promotions

• Windows




+44 (0)7967 609849

marella

project objective:

• Training workshops for Marella Marketing & Visual

Merchandising teams

• To instil best practice visual merchandising practices

• To instil best practice retail calendar and event planning

& delivery into Marella marketing teams


• VM workshop delivered to VM head office and store

teams

• Benchmarking of Marella VM against best practice

• Marella store assessment and recommendations on

space layout, store display, processes & tools, windows,

assortment allocation

• Marketing Workshop delivered to marketing, brand and

design teams

• Benchmarking of Marella against best practice

• Recommendations on brand marketing and development

of retail calendar

tim.radley@VM-unleashed!

VM-unleashed Ltd!11 Moat FarmRoyal Tunbridge WellsKent TN2 5XGUK

Tim RadleyManaging [email protected] 609849www.vm-unleashed.com

tim radley@vm-unleashed-profile-case-studies

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