We started to work with ECCO in 2017 to define the VM strategy for their Unity retail concept.
The objective was to define a product merchandising hierarchy and create a consumer journey that enables the customer to easily see the complete product offer.
Visual breaks and story telling tools were introduced to highlight key products from the brand marketing calendar. Once defined the VM strategy would be implemented across all channels of distribution.
Our first task was to assess the status quo, conducting a number of ECCO store visits throughout Europe and benchmarking against competitors.
After understanding the current retail landscape, we worked with a test store to identify key VM principles, establish which VM techniques could be applied to the existing concept and explore what additional hardware may be required.
These VM principles were implemented in a number of other test stores in order for us to monitor KPI’s and make any refinements.
We then designed and produced an easy to follow VM Guide that was used to implement the new VM principles.
The guide design had a strong visual presentation with minimal text to aid understanding and minimise the amount of translation.
Our Retail Design and VM teams worked closely together to produce accurate visuals of all of the VM principles in action to be included in the VM Guide.
The key to success of the new VM strategy was the hands on training & development workshops that we ran across all levels of the business in order to build a strong foundation of knowledge.
Since the initial implementation roll out we have been continuously running practical training and coaching sessions to sustain momentum, so that everyone within the business understands why and how they can implement the new VM principles.
We have also conducted Train the Trainer sessions in order to ensure that teams cascade their knowledge across the business, ensuring it is spread as wide as possible becoming an ECCO way of life.
We support ECCO in the EMEA region to implement with success by visiting 10 key markets, several times throughout the year.
During a market visit we work with the local ECCO team to:-
• Implement the VM principles in new stores
• Provide visual correction in previously visited stores
• Complete a competency based scorecard for each store visited
• Provide training to the ECCO team on completing the scorecard
• Identify further development opportunities
A scorecard is completed for each store detailing observations and an action plan. The score card approach allows us to assess how stores are performing and identify specific areas of development for future visits and training sessions.