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

who we are

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?

www.vm-unleashed.com Vm-unleashed! credentials tim.radley@vm-unleashed.com
Facebook/VMunleashed.Ltd -2- +44 (0)7967 609849

what we do

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


our clients


tim radley

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 to
deliver 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, gruppo
vestebene, eroski, gruppo coin, bally, adidas, sony, clarks, benetton, orange, imaginarium,
porcelanosa, trucco and ben sherman

tim also speaks regularly at european retail events.


what we do – which product…

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

Product Theme Category Total
Category
1 2 3 * Options

Jackets
Shirts
T-Shirts
Knitwear
Total Tops
Trousers
Skirts
Total Bottoms
Suits
Dresses
Coats
Total

* Category colours in line with trends and core


what we do – how much product…

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 to segment product…

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 display product…

4. store layout & site architecture
• Controlling space blocks and department depth & widths E
• Creating sightlines, valleys & cascades D C B A
• Space zoning, product grouping and movement F
• Power walls, focal points and hot spots
• Facilitating the customer journey
• Allocating sqm according to sales productivity
• Optimising destination departments and impulse product

product display principles store location principles
Men: number of
priority floor fixture co- strategic role
type of product story: display principles: wall modules store visibility store location
placement: ordination of story
ideally:
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 * dependant on story being Additional floor
could be themes or categories. VM theme or category furniture:
team needs to identify the strongest 2 islands
story from the product 2 tables
** the refresh is the ideal place to 4 racks
use co-ordinated categories with 25 1 circular
refresh stock and category product
*** coordinating the categories is a
possibility to make these categories
more fashionable and dynamic

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 * dependant on story being Additional floor * fashion accessories co-
use co-ordinated categories with theme or category furniture: ordinated with new
refresh stock and category product 2 islands collections on hero wall
19.5
** coordinating the categories is a 2 circulars frames
possibility to make denim more
fashionable and dynamic


what we do – how to display product…

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

Facebook/VMunleashed.Ltd - 10 - +44 (0)7967 609849

what we do – how to sell product…

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 journey
Everyday
Promotions

Specific design
Value Offers
for each seasonal
promotion
Brands Price reduced
Could include one
or more of
Multi-buy
Category/brand Monthly Wider-seasonal everyday offer
Promotions Promotions Promotions messages, or
Caprabo BOGOF
everyday value
Brand
messages
Multi-buy
Could bring
Gift
together 2 or
Alcosto
more monthly
brand “when its gone…”
Campaigns
e.g. Christmas

Template 1 Template 2 Template X Template Y Template Z



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



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


what we do – how to make it happen…

9. benchmarking & analysis
• specify what elements need to be improved or
introduced 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



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”



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 chains
to work across store groups and clusters
• developing store regimes and routines


homebase – UK

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


atlantic homecare – ireland

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

• 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

porcelanosa – spain & UK

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

• 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


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


m&s – uk

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


alessi – uk, italy & germany

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


arance – spain

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


xey – spain

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


boots summer travel shop – uk

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 christmas shop – uk

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

• 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”
• defining of customer journey and information hierarchy
• outposting and customer drivers to the christmas shop
• 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


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


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


gasNatural – spain

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


sainsbury’s – uk

project objective:

• to recommend improvements in visual display, visual
merchandising, promotional
• delivery, seasonal events and the customer journey for new
concept stores.

• 2 months programme of store visits, internal interviews
• and 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

carrefour – spain & france

project objective:
• a series of workshops to show best practice visual
communication, space planning and merchandising to
carrefour national vm managers
• to improve the level of in-store communication, display and
customer journey

• workshop presentations with assessment and
recommendations
• store exterior
• store planning and layouts
• customer journey
• visual communication
• lighting
• retail theatre for fresh foods
• promotional planning & delivery
• pricing
• visualisation of recommended graphic templates
• recommended store plans


primark – spain & UK

project objective:

• to review current store strengths and
weaknesses
• to feed into development of new visual
merchandising function
• to feed into new store design process


• Benchmarking & recommendations
• store layout
• product story delivery
• events and promotions
• seasonal/fashion dynamics


allsaints – UK & US

project objective: physical & online stores

• to review current strengths and
weaknesses
• to revise VM function
• to feed into new store design process
• to develop online channel interfaces


• Benchmarking & recommendations
• store layout
• window strategy
• online calendar & messages

bonprix (otto versand) – germany

project objective:

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


• deliver in both formats:
• assortment planning
• store layout
• footwear/accessories areas

camper – spain & UK

project objective:

weaknesses
• Develop space planning and VM functions
• Develop new guidelines and practices for
new store interior designers


• benchmarking & recommendations
• store layout
• assortment grouping

koton – turkey

project objective:

weaknesses
• develop new store concept with rules for
space, product allocation and display


• benchmarking & recommendations
• store layout
• positioning & delivery
of brands and labels

springfield – spain & UK

project objective:

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


• develop & deliver training material
• store layout
• displaying graphics
• regimes & rules
• VM task scheduling


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 in
Springfield
• 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


cortefiel – spain

project objective:

• to review current store strengths
and weaknesses
• to deliver commercial VM
processes in existing stores
• To deliver commercial VM
principles for new design concept


• commercial space planning Men:
priority number of wall parquesur
test stores: number of wall modules:

xanadu plazanorte la gavia
module variation from

more
ideal

less
placement: modules ideally: with intimites

• store layout Collection 1 - new
Collection 2 - new
Denim wall
UP
Overstock
1
2
3
4
5
3
3
3
3
2+ 2
3
3
3
3
4
3
3
3
3
4
3
3
3
2
4
3
2.5
3
2.5
4
0.5

0.5, 1

Basic Accessories 6 3 5 3 3 3

• product story delivery Collection 1 - refresh 1
Collection 1 - refresh2
Collection 2 - refresh 1
Collection 2-refresh 2
Homewear
7
8
9
2
2
2
2
2
2
1.5
1
2
2
2

1
1.5
1
2

1
2
1
1
0.5
1
1

• visual merchandising Hero modules:
0.6m modules (each 0.5 module)
1.2m modules
Total
25

% linear
0.5
1
31
2
1
29
0.5
3
27 22

metres to

• new fixture development
51% 55% 56%
men

priority number of wall
Women: more less
placement: modules ideally:
Collection 1 - new 1 3 3 3 3
Collection 2 - new 2 2+ 2 4 4 2.5 1.5

• events and promotions Denim Wall
Collection 1 - refresh 1
Basic Accessories
Intimates
3
4
5
6
3
2
2
1.5
3
2
2.5
2
3
2
2.5
2.5
1.5
2.5
0.5
0.5
0.5

Collection 2 - refresh 1 7 2 2 2 2.5 0.5

• Retail calendar development Collection 2 - refresh 2
Hero modules:
1.2m modules
8 2
19.5
2

4

1.5
2

5
2

1

Total 26 23.5 0 17.5


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
• store layout
• VM mock shop development
• VM guidelines production
• VM rules & regimes


regina – italy

project objective:

• develop new store concept
for 1000sqm variety store


• deliver new store concept:
• store layout
• positioning & delivery
of brands and labels


ovs industry – italy

project objective:

collaboration with oviesse over many years has worked at both the strategic,
operational and creative levels, to transform the brand to an aspirational
retailer 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 successful
and profitable retailers in italy


motivi (gruppo vestebene) - italy

project objective:

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

To create materials to communicate the principles of VM

To set up a training programme


• 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 stores
much improved perception of motivi as a fashionable retailer


motivi (gruppo vestebene) - italy

project objective:

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

12 months strategy, concept & development
implemented by internal teams


• defining the brand position & personality
• development of appropriate promotional mechanics
• visualisation of promotional activity and messages Motivi - Development of new window
concept
• design templates for all visual communication recommendations Research best practice
Priorities for Motivi
• strategy & implementation of windows Graphic mechanics
Mannequins
• development of catalogues and promotional material Decals
Calendar integration

• implementation of low cost store refreshment
• development of new store concept
• architecture and design of new website

project benefits:

significant sales increases
much improved perception of motivi as a fashionable retailer


adidas – sweden, germany

project objective:

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

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


• store grading and store zoning process
• introduction of best seller merchandising principles
• introduction of correct option/unit density principles
• 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 concept
A modular solution applied effectively across a variety of stores


code – portugal

project objective:

to review the current strategy of the value fashion retailer

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

culminating in a new store concept


• 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 climate
increased fashion perception of code


coin – italy: space planning

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


• 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, colour
and price architecture
refinement of space allocation and visual display to the product development changes
Identification of additional space with potential for brand development and increased revenue


coin – italy: store branding, events & promotion

project objective:

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

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


• 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 product
Successful repositioning of the brand as younger and more fashionable
Retention and attraction of younger, more fashionable brands


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

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

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