VM Principles - ECCO Shoes
At TRC we thrive when we can work holistically for brands and work with our clients to develop a fully integrated program. We aim to totally understand brands, identify opportunities, develop and test strategies and tools before finally implementing and training concepts into global markets.
This process worked very successfully with our lovely Danish client ECCO. We began by gaining in depth knowledge of the brand history and ethos along with the product and marketing strategies, most importantly we collaborated with all teams working for the brand. This was backed up with a range of store visits across Europe gaining insights into how retail was looking from a visual and product assortment perspective.
We used this extensive exploration to develop a VM strategy and a range of principles to help ECCO portray a clear message to their consumer. Our aim was to ensure customers could see the whole offer and easily identify what they were looking for in store, still being tempted by new things along the way.
New VM principles were then tested and monitored instore against approved KPI’s making sure everything worked from a visual and commercial perspective. The next step was to create an easy to follow VM manual that stores could use.
We focussed on providing information in a strong visual format, minimal text was used to aid understanding and minimise the need for translation in individual markets. The TRC VM and 3D teams collaborated closely building 3D models of bench mark stores with the correct VM configurations, used for all visuals in the manual.
Finally we facilitated a fun, interactive and practical workshop including a range of exercises to help markets understand the VM planning and implementation process. We received fantastic feedback from the delegates who couldn’t wait to get out into their stores to train and implement the new VM principles. We look forward to seeing the results!
Here at TRC we are already working on the next step which is to support the ECCO sales team with showroom planning and their sell in to customers.
A truly integrated process end to end.