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Counter Culture 3

Physical retail success: why it’s time to get in-store best practice right, and make more lolly.

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3<br />

<strong>Counter</strong><br />

<strong>Culture</strong><br />

shoptactics<br />

...and Relax<br />

The US retailer redefining how we<br />

interact with physical retail spaces.<br />

Authentic Reality<br />

Why nothing still clicks quite like<br />

experiencing a brand of real.<br />

Great Escapes<br />

We roundup the essential retail<br />

experiences worthy of your air miles.<br />

Experiential retailers with…<br />

Treat’s In-store<br />

visualthinking.co.uk


Contents<br />

Foreword 3<br />

Summer Lovin’ 4<br />

...and Relax 5<br />

Authentic Reality 7<br />

2<br />

Being Human 9<br />

Cool Covers 10<br />

Summer Hit 11<br />

Great Escapes 12<br />

Holiday Notes 14<br />

Get On Board 14<br />

Highly Rated 15<br />

Winning Teams 17<br />

Inflated Dreams 19<br />

Track Performance 20<br />

Relay Race 21<br />

Services 22<br />

Inside this issue you will find these symbols.<br />

When you see them, it means that there are more<br />

related articles or a VM Travel report available to<br />

read on our blog. Or that there are more images<br />

to view in our Facebook galleries. Be sure to click<br />

on them, and enjoy what you discover.


Foreword<br />

Welcome to the experiential issue.<br />

3<br />

1 2 3 4 5 6<br />

While many will be enjoying a spot of<br />

physical relaxation this summer, others will<br />

be competing: hard. Not least retailers.<br />

The pressure to perform still weighs<br />

heavy; like the hopes of an expectant<br />

nation ahead of the Rio Olympics. To<br />

borrow a sporting cliché: we are in the<br />

results business. Whether on the track<br />

or instore, everyone hopes the next few<br />

months will bring some great team and<br />

individual performances.<br />

Practice really does<br />

make perfect.<br />

As anyone who has ever tried to make big<br />

gains knows: practice really does make<br />

perfect. It’s why having focus and clear<br />

goals is a catalyst for retail performance<br />

improvement. It’s also essential for instore<br />

teams to be motivated, to train hard and<br />

be well drilled.<br />

Our recent work for O2 has been<br />

described as the ‘best training ever’.<br />

More importantly, the consistency it has<br />

brought to retail standards has led to a<br />

32% increase in instore compliance. Now<br />

that’s what I call a great performance.<br />

But being the most ‘technically perfect’<br />

doesn’t necessarily make you the most<br />

interesting. We love sport because it can<br />

be serve up the unpredictable and the<br />

unthinkable. We love shopping for the<br />

same reason. Shoppers have little time<br />

for the “me too” brigade. They want to<br />

be amazed, inspired, jolted out of their<br />

apathy. Thankfully, the power to delight,<br />

surprise, and engage is not exclusively<br />

reserved for those with the willingness<br />

and budgets to spend big. This year’s<br />

biggest sporting story made that clear.<br />

So to mainstream retailers I say this:<br />

try something new, be bold, be brave<br />

with how you approach developing<br />

your people, delivering the customer<br />

experience, and bringing the brand to life<br />

instore – be fearless. Have a clear game<br />

plan. Follow it. Then do the hard work in<br />

training that will allow you to be agile and<br />

responsive to change.<br />

Stay with us over the next few pages to<br />

discover more about how to do just that.<br />

We promise the experience will be<br />

a positive one<br />

Karl McKeever<br />

Founder & Managing Director<br />

@karlmckeever | @shoptactics<br />

F I N I S H<br />

<strong>Counter</strong> <strong>Culture</strong>. Issue No. 3 © Visual Thinking 2016 www.visualthinking.co.uk


Summer<br />

Lovin’<br />

Retailers preparing for new store launches can<br />

learn a thing or two from holiday romances. Though they<br />

will promise much and no doubt be intense for many, the<br />

love often proves to be short-lived.<br />

4<br />

Over the next few months, hotels,<br />

beaches and bars around the world will<br />

be sprinkled with love. Some will be<br />

fueled by youthful exuberance. For others,<br />

it will offer a ‘Shirley Valentine’ sense of<br />

distraction and welcome escape from<br />

being stuck in life’s rut. It will induce<br />

feelings of optimism and a willingness to<br />

make big plans. But for the majority, the<br />

summer romance will be short-lived – cut<br />

down by the reality that back in the world<br />

of the day-to-day, it would be unlikely to<br />

maintain its veneer.<br />

As with holiday romances, new store<br />

openings can often set the bar of ‘love’<br />

too high. The result sees too much<br />

precious time, effort and money spent<br />

on supporting the store opening, and not<br />

enough committed to maintaining the<br />

love of retail standards and delivering the<br />

brand experience on a daily basis once<br />

the sun has set on the launch party.<br />

In recent years there have been many<br />

examples of brands that have fallen<br />

into the ‘launch and leave’ trap. New<br />

concepts require significant, ongoing<br />

investment. Failure to do so will<br />

ensure they never fulfill their true ROI<br />

potential – it’s as simple as that. Without<br />

effective retail policy, learning support<br />

and communication tools to enable<br />

store teams to deliver a consistent<br />

brand experience for customers, retail<br />

performance, like a holiday fling, is only<br />

likely to disappoint over time. People<br />

don’t naturally have the experience to<br />

manage new environments – this needs<br />

to be built, nurtured and embedded. Like<br />

working to get that perfect beach body<br />

before you jet off to attracting admiring<br />

glances on the beach, managing a new<br />

store concept places huge demands on<br />

the management teams, and they need<br />

specialist and ongoing support to make<br />

it work.<br />

Yes, it’s easy to wow people when it’s your<br />

moment in the sun. But as with admiring<br />

glance that you will give to the happily<br />

married old couple, while you holiday;<br />

people really respect those who are able to<br />

keep things new and fresh, year after year<br />

<strong>Counter</strong> <strong>Culture</strong>. Issue No. 3 © Visual Thinking 2016 www.visualthinking.co.uk


5<br />

...and Relax<br />

A change of scenery is sometimes needed to<br />

rediscover just how much we love home. For US retailer<br />

Restoration Hardware, its stunning new store has not<br />

only reinvigorated the building it calls home, but is also<br />

redefining how we interact with physical retail spaces.


Much has been written about the need<br />

particularly Restoration goes one step<br />

think about the way you want to live, the<br />

for retailers to restore the relevance of<br />

further. Having closed its existing store on<br />

way we eat, as well as to consider the<br />

physical spaces. How about creating a<br />

North Avenue and relocated to one of the<br />

way we want to interact—socially and<br />

store that you would want to live in?<br />

city’s least commercial neighbourhoods,<br />

with our retail spaces.<br />

6<br />

The latest store (if that indeed is even the<br />

right term) from luxury home furnishing<br />

retailer, Restoration Hardware, does not<br />

anchor a mall, but a neighbourhood. It is<br />

RH Chicago has created a truly<br />

captivating crossover store, blurring the<br />

lines between retail, hospitality, and home.<br />

You can describe RH Chicago, but really<br />

Make no mistake: you will not stumble<br />

upon this place while out shopping.<br />

There is no passing footfall. This is true<br />

destination retail – delivered in the finest,<br />

located in the historic and now beautifully<br />

have to see it. In almost every respect, it<br />

and most intriguing way possible. Its<br />

restored Three Arts Club. Originally<br />

is not a retail space: this is not about the<br />

success is proof, if needed, that shoppers<br />

developed as a place for young women<br />

product. Instead, it’s about a social and<br />

will travel for a great experience. Above<br />

to study the performing and visual arts, it<br />

sensory experience. Everything you can<br />

all, RH Chicago demonstrates that to<br />

lay derelict for over 20 years. The stated<br />

see, you can buy. Everywhere you can sit,<br />

succeed in modern retail, sometimes you<br />

aim of RH is to blur the lines between<br />

you can eat. The result genuinely makes<br />

have to be brave<br />

residential and retail. The result of this<br />

you pause – to imagine new things, to<br />

UK sales uplift for Australia’s best luxury bedding brand....<br />

(with expert VM support from Visual Thinking).<br />

Store colleagues<br />

trained for O2 UK<br />

Increase<br />

<strong>Counter</strong> <strong>Culture</strong>. Issue No. 3 © Visual Thinking 2016 www.visualthinking.co.uk


Authentic<br />

Reality<br />

Physical stores are having a<br />

renaissance. Online may be convenient,<br />

but when it comes to creating shopper<br />

engagement nothing clicks quite like<br />

experiencing a brand for real.<br />

7<br />

For far too long, retail has been obsessed<br />

It is the most emotionally rich moments<br />

but, the experiences we gain from<br />

with the idea of reduction. The most<br />

that frame our experience of a brand<br />

human interaction matter. The better the<br />

obvious example is the endless race to<br />

and drive repeat purchases. These<br />

memory of the store visit, the more likely<br />

the bottom that has seen retailers waging<br />

seminal moments take place instore,<br />

shoppers are to return.<br />

war to be crowned ‘the cheapest’. In<br />

reality, those that have pursued this<br />

strategy have simply eroded their margins<br />

and left shoppers will a few more pence in<br />

their pocket, but ultimately unrewarded.<br />

not online. Stores are the place where<br />

we go to escape our own four walls – to<br />

explore, daydream, look in windows, be<br />

entertained, inspired.<br />

If you’re buying online it’s probably<br />

Now, perhaps more than ever, retailers<br />

seem bound and determined to sell to<br />

shoppers by bringing their brand story to<br />

life through engaging instore experiences.<br />

In other words, why are we different<br />

Then there is the impact of the online<br />

because you know what you want<br />

(and hopefully streets ahead) than the<br />

shift. Internet purchases are all about<br />

and it will be a brief exchange. By<br />

competition? What can we offer you that<br />

making shopping quicker, easier and more<br />

developing staff and applying visual<br />

your life has been missing? And why<br />

automated: no need to waste time going<br />

merchandising principles in the right<br />

should you open your wallet?<br />

to store, navigating around it, in endless<br />

queues, coming into contact with store<br />

teams, or anyone else for that matter.<br />

Put simply, online is reductive. Rarely do<br />

they add to the shopping experience.<br />

Instead, there are focused on what can be<br />

removed. The best retail websites may be<br />

things of functional beauty, but can they<br />

really ever be truly enjoyable experiences<br />

– in the sense of what we really mean by<br />

the word ‘enjoyable’?<br />

way, a retailer adds relevance, interest<br />

and surprise. You enter a garden centre<br />

thinking ‘bedding plants’ and exit with<br />

hanging baskets and planters, a new<br />

gardening book, and maybe even a pot<br />

of preserves. But it’s not just through<br />

carefully considered VM techniques that<br />

retailers can seduce shoppers.<br />

We are inherently social creatures.<br />

Despite ‘social’ media seemingly<br />

making rooms full of people anything<br />

But too often, it seems, crafting this sort<br />

of narrative comes without the necessary<br />

work to engage the ‘hearts and minds’ of<br />

those who will need to tell the story and<br />

ensure stores live up to the standards set<br />

by the brand promise. Perhaps having the<br />

most efficient instore processes around<br />

is only about removing complexity and<br />

unnecessary tasks to make store team’s<br />

lives easier. Or perhaps not. The true<br />

benefit makes the retail experience more<br />

<strong>Counter</strong> <strong>Culture</strong>. Issue No. 3 © Visual Thinking 2016 www.visualthinking.co.uk


enjoyable for the shopper, and adds<br />

value to the bottom line for retailers. It<br />

makes store teams more efficient and<br />

effective, enables them to get to the most<br />

appropriate product presentation solution<br />

faster, and frees them to demonstrate to<br />

shoppers how much they know and care<br />

about the products they sell.<br />

Despite the urge to use the thin veil of<br />

‘interactive’ as an excuse to reduce focus<br />

on store team development, putting all<br />

your eggs in the digital technology basket<br />

will now, more than at any time recently,<br />

only make you the same as everyone<br />

else. In a world so used to consuming<br />

via a backlit screen it’s rarely digital<br />

purchases that we remember: it’s those<br />

real experiences touched by people<br />

that we hold dearest. It’s what Visual<br />

Thinking has spent more than 20 years<br />

championing – developing the expertise<br />

and solutions to transform stores,<br />

and the retail teams in them, to meet<br />

tomorrow’s business needs today<br />

Being<br />

Human<br />

Retailers should not only be striving to<br />

personalise the shopping experience. While having robust<br />

guidelines and giving store teams freedom may sound<br />

like a contradiction in terms it is possible, and important,<br />

to stay on-brand while celebrating the individual.<br />

8<br />

Whether at a national and global level,<br />

instore effectiveness is so often defined<br />

by the policies and procedures that are<br />

put in place to control brand delivery. Best<br />

practice behaviour, regularly repeated, is<br />

good. Extremely good. Deviate from the<br />

rules however and it can have serious<br />

consequences on retail performance –<br />

let individuality loose at your peril.<br />

Little wonder then that mainstream<br />

retailers, with their vast store estates and<br />

large numbers of retail employees are<br />

keen to lock down exactly what is and<br />

isn’t on-brand. At Visual Thinking, we<br />

help retailers accelerate the process of<br />

making that happen – capturing essential<br />

policy detail to deliver best practice<br />

instore standards and create better<br />

business outcomes.<br />

But in the drive for slavish consistency,<br />

some retailers are putting the human scale<br />

under threat of becoming an endangered<br />

species. And the effects of that can<br />

be just as detrimental to performance<br />

as poor standards themselves.<br />

Personalisation and customisation are two<br />

of the hottest topics in retail right now,<br />

with shoppers increasingly buying into<br />

tailored promotions, and the concept of<br />

a ‘brand for me’, as they continue to look<br />

for retail experiences and products that<br />

are more individual and relevant.<br />

At a time when these trends are on<br />

the rise, finding a way to ensure store<br />

staff can apply retail policy with real<br />

personality, and still remain true to the<br />

brand, is vital. If not managed in the<br />

right way, attempts to achieve uniformity<br />

can all too easily lack the all-important<br />

human touch – suffocating the very real<br />

individuals that retailers rely on to bring<br />

the brand to life instore day in, day out.<br />

People do not want monotonous<br />

conveyor belt retail experiences and<br />

humanoid sales associates any more<br />

than they want their musicians to be<br />

manufactured, or their elite sports stars<br />

to be robotic machines. Success means<br />

finding a balance: standardisation without<br />

the boredom. We get it. And so do the<br />

clients Visual Thinking work with. From<br />

Levi’s and Harley-Davidson to Sainsbury’s<br />

and Wilko. It means developing instore<br />

guidelines in a way that provides a clear<br />

framework within which to work whilst<br />

giving people the freedom needed to<br />

make the store feel ‘human’. After all, no<br />

one is better placed to deliver the brand<br />

than the people on the shop floor


Cool Covers<br />

Image source: trésorparisien<br />

Music and bookstores are seeing a resurgence. The secret to<br />

challenging the threat of digital alternatives? A fresh take on a past hit –<br />

exploiting our love for physical things, and the physical places that sell them.<br />

Throughout the summer, millions of us will attend music festivals<br />

or pick up a book while on holiday. Seamlessly merging both<br />

a physical and virtual experience at the same time, each has<br />

the power to transport us somewhere else. Think of it in those<br />

terms and they are arguably the ultimate in Augmented Reality.<br />

In reality, music and bookstores stand as proud pillars of<br />

independence and defiance in today’s ‘always-on’ digital world,<br />

and our rediscovered love affair with books and vinyl records<br />

shows no sign of abating.<br />

Last summer, Sonia Rykiel’s upgraded Parisian flagship store<br />

featured floor-to-ceiling bookcases filled with more than 50,000<br />

books, and not a digital screen in sight. For others, books and<br />

vinyl are becoming the new coffee. Urban Outfitters features<br />

both, with lounge seating to let an entire generation that has<br />

never truly owned physical music sit and immerse themselves<br />

in something other than social media.<br />

9<br />

<strong>Counter</strong> <strong>Culture</strong>. Issue No. 3 © Visual Thinking 2016 www.visualthinking.co.uk


10<br />

Perhaps it is attention to detail that we<br />

value: the texture, the colour, the beauty<br />

of the cover and the care and quality that<br />

goes into them. It’s why album artwork is<br />

so revered, and why book publishers are<br />

investing so much in design to reimagine<br />

past classics. You absolutely can judge a<br />

book by its cover. Otherwise it’s just text.<br />

And you can get text free online.<br />

Whatever the reason, there’s renewed<br />

interest in the printed word. Fewer e-books<br />

are being turned on. Vinyl record sales<br />

are on the up, too – by 70% in 2016. So<br />

much so that there’s a good chance you<br />

will find your favourite 12” in your local<br />

supermarket. Yes, really. When Sainsbury’s<br />

announced that it was to start selling vinyls<br />

in 171 of its stores it became the biggest<br />

vinyl retailer on the high street.<br />

The demise of Borders, Tower Records<br />

and Virgin Megastores t(later Zavvi) from<br />

our high streets saw those of a certain<br />

generation wax lyrical about the beauty<br />

of thumbing through a great page-turning<br />

novel, or poring over the sleeve notes of<br />

the latest album release and the joy of<br />

popping a needle on a record.<br />

Surely though, there was no need to<br />

visit a physical shop? Online you can be<br />

surrounded by every book and musician<br />

imaginable, all accessible with a few<br />

taps of your finger. But with every waking<br />

hour seemingly spent ‘living’ on screen,<br />

more and more of us want to switch off.<br />

And we’re doing so by reconnecting with<br />

tangible, tactile experiences. In a world<br />

obsessed with instant gratification, more<br />

and more of us are realising that often it’s<br />

the ‘how’, and not just being able to have<br />

something when you want it, that delivers<br />

the pay off.<br />

more and more of us<br />

want to switch off<br />

This ‘awakening’ is seeing a new bread<br />

of stores, along with some old favourites,<br />

tapping into the emotional joy that we<br />

were perhaps too quick to abandon in our<br />

rush to ‘discover’ something new based<br />

on algorithms. Think Saraiva Bookstore in<br />

São Paulo, the Yan Ji You Book Store in<br />

China, or Tokyo’s imaginative Book and<br />

Bed Hostel.<br />

In many ways, achieving success in such<br />

niche markets could be seen as having<br />

to put principles before profit, but not so.<br />

Mainstream retailers like Waterstone’s are<br />

rediscovering and redefining their relevance<br />

– it announced last October that it was<br />

removing Amazon Kindle e-books from its<br />

stores. Its re-modelled Tottenham Court<br />

Road store is focused on creating a social<br />

destination for book lovers, with the instore<br />

environment and regular events connecting<br />

enabling the retailer to really connect with<br />

shoppers’ passion points.<br />

Now in its tenth year, Record Store Day<br />

is a worldwide celebration of independent<br />

record shops – a reminder of the<br />

eccentricities only found in real stores, and<br />

a clear sign that people still give a damn<br />

about good record shops. There is the<br />

enduring success of Reckless Record in<br />

Soho. It opened its doors in 1984 and is<br />

still going strong – proving that, like the<br />

power of the written word or a song, it’s<br />

not just about the product, but how you<br />

package it that makes all the difference.<br />

Just as some retailers in this sector got<br />

wrong-footed, so will others if they do<br />

not focus on how to make shopping the<br />

most enjoyable moment in your day. But<br />

those stores that get it right are testament<br />

to the value of creating physical, genuine<br />

and engaging retail experiences, delivered<br />

with sensitivity to the product and<br />

knowledgeable staff. As Waterstones’ boss<br />

James Daunt so perfectly summed up:<br />

“When you face oblivion, it forces you to<br />

look at what you’re doing and to do it a lot<br />

better.” Other sectors take note<br />

<strong>Counter</strong> <strong>Culture</strong>. Issue No. 3 © Visual Thinking 2016 www.visualthinking.co.uk


Summer Hit<br />

Glastonbury, mud and Hunters may headline<br />

in the minds of UK music festival lovers, but in Japan it’s<br />

all about Fuji Rock. This year, it marks 20 years as Asia’s<br />

premier music festival – the launch of Hunter’s first store<br />

in Tokyo couldn’t have been better timed.<br />

Visual Thinking Abroad<br />

Where we’ve been in 2016<br />

Louise McJannet<br />

Senior Retail Consultant<br />

@shoptactics_lm<br />

Jul<br />

Cologne<br />

11 Tokyo is a city of breathtaking efficiency<br />

implemented VM standards that Visual<br />

Jun<br />

Dubai<br />

Mexico City<br />

– the perfect place then for delivering VM<br />

Thinking has made its name delivering.<br />

launch support for a new flagship store,<br />

within a very precise timescale.<br />

After spending just a few days in the<br />

city’s Ginza district, I realised that<br />

the Japanese capital is a fascinating<br />

tangle of opposites; the store’s blend<br />

of handcrafted replica silver birch trees<br />

and mirror-clad walls – that reflect the<br />

contemporary-heritage feel of the Hunter<br />

brand so well – fits like a dream here.<br />

The Japanese have been soaking up all<br />

that classic British brands have to offer<br />

for many years now, and Hunter sees the<br />

country as one of the most important and<br />

exciting markets.<br />

Here, for me, perhaps more than anywhere<br />

else, those standards had a creative affinity<br />

with the city itself. Imposing and ordered<br />

but full of warmth, it’s a place that I quickly<br />

fell in love with while supporting Hunter’s<br />

store launch in Japan.<br />

Working closely with the Head of Brand<br />

and Marketing Manager, it’s already<br />

proved to be a busy summer for everyone<br />

at Hunter. Soon after arriving back from<br />

Japan, attention turned to supporting<br />

the launch of the brand’s festival pop-up<br />

within TopShop, and The World’s Smallest<br />

Festival inside a portable loo, right in the<br />

heart of its Regent Street store, as part of<br />

May<br />

Apr<br />

Mar<br />

Chicago<br />

Washington<br />

Marrakesh<br />

Rome<br />

Prague<br />

New York<br />

Hong Kong<br />

Tokyo<br />

Budapest<br />

Designed by Checkland Kindleysides<br />

in collaboration with Hunter creative<br />

director Alasdhair Willis – the same team<br />

its #BeAHeadliner campaign. The unique<br />

Hunter spirit and sense of humour once<br />

again displayed: at its very best<br />

Feb<br />

Barcelona<br />

Dublin<br />

responsible for its London flagship store<br />

– the multi-sensory retail experience<br />

showcases the Hunter Original footwear,<br />

outerwear and accessories collections,<br />

Jan<br />

Cologne<br />

Amsterdam<br />

alongside the Hunter Field performance<br />

collection. It also features the meticulously<br />

<strong>Counter</strong> <strong>Culture</strong>. Issue No. 3 © Visual Thinking 2016 www.visualthinking.co.uk


Great Escapes<br />

From the chaos and clamour of<br />

the Medina in Marrakesh to the heights of<br />

urban retail in Hong Kong, we round up the<br />

essential experiences worthy of your air<br />

miles right now.<br />

Hong Kong<br />

Space in Hong Kong is scarce – with<br />

vertigo-inducing skyscrapers, busy<br />

inhabitants and big brand retailers<br />

crammed into every square kilometre,<br />

and all fighting for attention, as our<br />

team discovered when we dispatched<br />

them to profile its streets and stores.<br />

Far from a place for the fainthearted, the<br />

pace of retail here is truly intensive – a<br />

combination of high footfall and speed<br />

of purchase. Hong Kong is arguably one<br />

of, if not the most established shopping<br />

metropolis of East Asia. But despite the<br />

size of its importance, it’s small. Order is<br />

therefore everything, especially instore –<br />

each one fitted out to the level you would<br />

expect within a large flagship store.<br />

12<br />

<strong>Counter</strong> <strong>Culture</strong>. Issue No. 3 © Visual Thinking 2016 www.visualthinking.co.uk


13<br />

Marrakech<br />

One of the reasons Marrakech attracts<br />

so many tourists is down to the fact that<br />

it taps into our sense of exploration and<br />

discovery. The ancient city of Marrakech<br />

seems a world away from the gleaming<br />

shopping capitals of London, Paris,<br />

Dubai or New York. The maze-like<br />

streets inside the Medina, the walled<br />

Old City of Marrakech, are filled with<br />

chaos and clamour. The markets are<br />

both curious and bizarre; a dense and<br />

dimly lit warren of ramshackle shops,<br />

grimy workshops and tiny kiosks that<br />

sit alongside luxury spas and boutique<br />

riads. Here good, bad and frankly<br />

awful traders sit side by side, with little<br />

thought given to structuring the stalls<br />

into anything that could create an easy,<br />

logical and cohesive customer journey.<br />

Looking at these kind of retail markets can<br />

open your eyes to fresh ideas in the same<br />

way that the latest shiny concept store in<br />

the west can. While I am not suggesting<br />

that retailers should become as ‘informal’<br />

as the Medina, injecting a greater sense<br />

of freedom and discovery into the retail<br />

experience can be key to creating<br />

a more engaging customer journey<br />

instore. Despite our relentless quest for<br />

uniformity, brands should also consider<br />

ways in which they could lift some of their<br />

self-imposed restrictions. The appeal<br />

of discount supermarkets such as Lidl<br />

and Aldi lies not just in the fact that<br />

they offer low prices but also because<br />

customers can find interesting continental<br />

goods alongside their usual groceries.<br />

Make no mistake: when it comes to<br />

how you manage retail space, there is a<br />

fine line between delivering intrigue and<br />

confusion. So-called organised chaos<br />

might seem attractive but to do it well<br />

requires a highly considered approach<br />

and investment to develop clearly<br />

defined retail standards and policies. But<br />

introducing the kind of excitement that<br />

the Medina offers in a structured and<br />

consistent way, could make the overall<br />

experience in some UK retailers less stiff,<br />

stuffy and, ultimately, richer. Surely that’s<br />

what we all want, in way one or another<br />

<strong>Counter</strong> <strong>Culture</strong>. Issue No. 3 © Visual Thinking 2016 www.visualthinking.co.uk


Holiday Notes<br />

A summer break just wouldn’t<br />

be the same without some stimulating<br />

reading material. Wherever your travels<br />

take you off, why not take five minutes and<br />

catch up on what the Visual Thinking team<br />

has been up to, at home and abroad.<br />

14<br />

@karlmckeever<br />

—<br />

Easy to see why @mothercareuk is performing well again.<br />

Great #CX, VM instore. Here in @MallofEmirates<br />

M&S shares slump 47.5% in 2 days as city analysts seem<br />

generally underwhelmed by new plans to reinvigorate<br />

clothing & home #seenitallbefore<br />

Had a great day with clients working through action plans<br />

for their major #VM development programme starting soon<br />

#leisure<br />

Read my latest column about failure of @BHS_UK<br />

in @retailfocus magazine<br />

Good luck to the @shoptactics team @shoptatics_st<br />

@shoptactics_hb creating #VM magic for a<br />

#sportslifestyle brand in #MiltonKeynes tonight.<br />

Get on Board<br />

Here’s our shopping list of<br />

upcoming events, conferences and<br />

industry awards over the coming months<br />

to help you top-up your retail knowledge<br />

intake as the tan starts to fade.<br />

12—14 September 2016<br />

Paris Retail Week<br />

Porte de Versailles, Paris<br />

@shoptactics<br />

—<br />

Popping the big question. It’s #weddingseason<br />

@karlmckeever’s latest @retailfocus column:<br />

bit.ly/28QhhZ9<br />

13—15 September 2016<br />

International Retail Design Conference<br />

Le Westin Montreal, Canada<br />

Should Great Britain be rebranded ‘Bargain Britain’?<br />

Read our insight report: bit.ly/1OgwJxr<br />

Today @karlmckeever will be chairing the @RetailBulletin<br />

Customer Engagement Conference. Follow on #TRBce<br />

5 October 2016<br />

Retail HR Summit 2016<br />

Cavendish Conference Centre, London<br />

How to achieve in-store success when expanding<br />

internationally by @shoptactics_kk bit.ly/1rgMw4x<br />

Clearly defined zones & innovative touches add up<br />

to a shopper focused experience. Read more:<br />

bit.ly/1XQunHk<br />

12—13 October 2016<br />

Retail Congress Asia Pacific<br />

Mandarin Oriental, Kuala Lumpur<br />

Facebook Galleries<br />

24 November 2016<br />

VM and Display Awards 2016<br />

Bloomsbury, London<br />

Keep up to date with latest retail stories and images from<br />

our travels, as we showcase the global retail stars catching<br />

our eye. Like us and we’ll like you back!<br />

<strong>Counter</strong> <strong>Culture</strong>. Issue No. 3 © Visual Thinking 2016 www.visualthinking.co.uk


Highly Rated<br />

Before jetting off this summer, many of us will<br />

have first checked-in to explore online reviews. They raise<br />

many interesting points, including whether a comparable<br />

high profile retail site would be a good idea and how<br />

shoppers would rate store performance.<br />

15


16<br />

Kirsty Kean<br />

Senior Business Development Manager<br />

@shoptactics_kk<br />

Bustling, charming, memorable, or run<br />

down, noisy and disappointing? Plenty of<br />

us will be busily reading or writing reviews<br />

on some of the world’s favourite and notso-favourite<br />

summer destinations over the<br />

next few months.<br />

In an age when we seem willing to ‘share’<br />

every aspect of our lives online, review<br />

websites and forums have become<br />

hugely popular. On the upside, websites<br />

such a TripAdvisor have provided a<br />

counterweight to the old cliché that<br />

people only leave feedback when they<br />

receive a bad experience. Though not<br />

always unbiased and constructive,<br />

millions of us do trust the content of<br />

reviews left on its site, or others like it.<br />

But it’s not entirely good news. It used<br />

to be said that a dissatisfied customer<br />

would tell up to ten people. Thanks to<br />

review websites that figure has multiplied<br />

into who knows how many – thousands,<br />

tens of thousands, millions even.<br />

What is certain is that they are now the<br />

perfect go-to destination for pre-purchase<br />

research or to vent a little post-purchase<br />

frustration. As such, both have become<br />

a useful and powerful weapon in the<br />

modern customers’ armoury. From hotel<br />

stays, to restaurant dining experiences<br />

and even taxi journeys, we increasingly<br />

vote with our fingers.<br />

Naturally, the ability to give ‘anonymous’<br />

feedback is great news for us Brits.<br />

Rarely ones to openly complain, it has<br />

made many of us feel empowered to<br />

disconnect from the effects of saying<br />

what we really feel. Few of us consider<br />

the impact of shooting from the hip in<br />

the heat of the moment and giving a<br />

low rating. But there are consequences.<br />

Falling below a 4.5 rating puts Uber<br />

drivers at serious risk of being thrown off<br />

the network. Is that really the result we<br />

wanted when we tapped our rating?<br />

From hotel stays, to<br />

restaurant dining<br />

experiences and even<br />

taxi journeys, we<br />

increasingly vote with<br />

our fingers.<br />

Until now, retail stores have avoided<br />

this kind of high profile and very public<br />

online scrutiny. Yes, there are sites<br />

such as Reevo, that allow shoppers to<br />

share their experiences of retailers, but<br />

by comparison it is all very low key. So<br />

what if TripAdvisor were to branch out<br />

into reviews of stores: how would yours<br />

fare? How would visitors to your stores<br />

rate the brand experience; product<br />

presentation; ease of shop; customer<br />

service; or knowledge of store teams?<br />

The result would prove interesting,<br />

maybe even surprising.<br />

We’re going to stick our necks out a<br />

little here and say that perhaps retail<br />

needs such a high-profile equivalent<br />

of its own. Feedback from customers<br />

is a precious commodity and needs to<br />

be given a platform. Inertia can all too<br />

easily creep in. Good can all too quickly<br />

become viewed as ‘good enough’. More<br />

importantly, identifying accurate ways<br />

to quantify what’s working (and what’s<br />

not) across the retail experience acts as<br />

a useful aid to support internal calls for<br />

investment in future store improvement<br />

and employee engagement programmes.<br />

While a suitable platform for Like-ing<br />

stores, or not, may be still to come,<br />

retailers do at least already have the tools<br />

at their disposal to conduct objective<br />

reviews of their own. Focused on<br />

delivering actionable intelligence on what<br />

is happening instore, and the reasons<br />

why, visual brand audits use proven<br />

analytics to capture the data and visual<br />

evidence that matters. There can often be<br />

an imbalance of where time and resources<br />

are spent to help plans succeed in the<br />

longer term. High performing stores may<br />

require less ongoing investment to embed<br />

retail performance improvement than<br />

those where maintaining retail standards<br />

has historically proven a struggle. Audits<br />

provide the ‘proof’ – giving senior<br />

management the vital information they<br />

need to accelerate the pace of change<br />

based on truly inform decisions.<br />

Countless retailers have benefited from<br />

the value that in-depth visual brand audit<br />

reviews can provide. Few are better<br />

placed to conduct an independent,<br />

authoritative and comprehensive<br />

assessment of current brand delivery<br />

and store standards than Visual<br />

Thinking. Instore as in life, and so often<br />

holidays too, the destination may be<br />

the reason we travel, but it’s how we<br />

rate the journey that really matters<br />

<strong>Counter</strong> <strong>Culture</strong>. Issue No. 3 © Visual Thinking 2016 www.visualthinking.co.uk


17<br />

Winning Teams<br />

Retail success can live or die by how effectively teams deliver<br />

the physical brand experience instore. Creating a harmonious working<br />

environment is all well and good, but transforming retail performance<br />

demands full engagement and ultra efficiency.<br />

<strong>Counter</strong> <strong>Culture</strong>. Issue No. 3 © Visual Thinking 2016 www.visualthinking.co.uk


18<br />

Having someone on your back because<br />

teams are underperforming is one thing.<br />

But, literally, having someone on your<br />

back – over a 253.5 metre course – is<br />

quite another. Of all the sporting events<br />

that are taking place this summer, you<br />

will be forgiven if the annual World Wife-<br />

Carrying Championships pass you by.<br />

Each year, the event held in Sonkajärvi,<br />

Finland, attracts couples from around<br />

the world. Though it’s unlikely to ever<br />

become an Olympic sport, it is does<br />

serve as a particularly good example<br />

of the symbiotic relationship that exists<br />

between people, working together<br />

‘as one’, and enduring success.<br />

Marriage has always been seen<br />

as a stepping-stone to stability. A<br />

demonstration of what is possible<br />

when people with a shared interest and<br />

common goals unite – the starting point<br />

to inspire a better future, if you will.<br />

Taking the analogy a step further; marriage<br />

brings efficiency. Intuitive understanding,<br />

divided tasks, even finishing each other’s<br />

sentences. Regardless of the context – in<br />

the home, in sport, or instore, teams who<br />

work effectively with one another have the<br />

capacity for increased productivity. Find<br />

ways to ensure stores teams work more<br />

efficiently, and you will be more profitable.<br />

For retailers, it’s a simple equation.<br />

But as anyone who has ever been<br />

married, or taken part in team sports,<br />

will tell you; success requires clear<br />

communication and understanding of<br />

roles, responsibilities and expectations.<br />

Equally, that ‘truth’ applies instore. In<br />

reality, that requires retailers to rethink<br />

traditional approaches to engagement:<br />

buying in to the idea that real change can<br />

only start by securing real buy-in. In other<br />

words, winning hearts and minds. Teams<br />

will always perform well if they believe<br />

in what they are doing, and understand<br />

why. Just ask leading UK brands like O2,<br />

Sainsbury’s, Triumph Motorcycles, Big<br />

W in Australia, or any number of others<br />

we’ve worked with over the years.<br />

Simply leading people up the mountain (or<br />

carrying them round an obstacle course)<br />

is not enough. What’s really important<br />

is equipping people with the learning,<br />

development and communication tools<br />

they need to work well together and<br />

keep them at the top. That requires<br />

training to be made believable, practical,<br />

evidence-based and focused on common<br />

sense, using the power of the group to<br />

make it stick. Success means focusing<br />

employees’ attention to ensure they don’t<br />

just get the message – they ‘live’ it.<br />

There is a marked difference between<br />

telling people what to do, and getting<br />

them to a place where they themselves<br />

recognise what is the right thing to do.<br />

This is a crucial tipping point when store<br />

teams and senior management begin<br />

to see that getting it right delivers real<br />

performance improvement. It also has<br />

a magnetic effect on the relationship<br />

between the store and its customers<br />

<strong>Counter</strong> <strong>Culture</strong>. Issue No. 3 © Visual Thinking 2016 www.visualthinking.co.uk


Inflated<br />

Dreams<br />

With the Olympics on the horizon we<br />

travel to Brazil to take the temperature of a<br />

nation that’s currently experiencing its fare share<br />

of developments – from recessionary fears and<br />

the struggles of international brands, to a local<br />

retailer hoping they have their eye on the ball.<br />

19<br />

<strong>Counter</strong> <strong>Culture</strong>. Issue No. 3 © Visual Thinking 2016 www.visualthinking.co.uk


Rio’s preparations for the 2016 Olympics<br />

Cup four years ago. During day games,<br />

The retailer wasn’t tropicalized, and still<br />

were famously declared the ‘worst ever’ by<br />

shopping malls saw sales down 30%,<br />

isn’t – favouring a push-button roll out<br />

the IOC vice-president two years ago. But<br />

many stores reduced their working hours,<br />

of its US business instead of ensuring<br />

the run up to the Games for the country’s<br />

while staffing costs increased. In short,<br />

that VM, products and overall shopper<br />

retailers hasn’t gone smoothly either, to<br />

most brands were asking for the World<br />

experience reflect regional tastes, styles<br />

put it mildly. While the world may eagerly<br />

Cup to end. They will be hoping for better<br />

and shopper preferences.<br />

20<br />

be counting down to when the Olympic<br />

celebrations begin, in Brazil the samba<br />

mood has become somewhat muted, as<br />

the economy, and retail fortunes in the<br />

country continue to flounder.<br />

during the Olympics.<br />

In terms of managing large-scale<br />

infrastructure projects, Brazil will have<br />

learned many valuable lessons from<br />

hosting the world’s two biggest sporting<br />

One domestic success story is fashion<br />

retailer, Renner. Competing with the likes<br />

of Riachuelo, Marisa and C&A, it’s on an<br />

aggressive expansion drive and, so far, is<br />

bucking the downward economic curve.<br />

The fierce competition that will place<br />

tournaments so close to each other. But<br />

It plans to go from 283 stores to 450<br />

on the track in August will be nothing<br />

many international retailers in the country<br />

by 2021 – eyeing international growth<br />

compared to what’s already happening<br />

are still coming to terms with the cost of<br />

as a means of hitting those targets. Its<br />

instore. Last year, 100,000 retail stores<br />

their own mistakes in recent years.<br />

senior management team have chosen<br />

closed. Inflation and interest rates remain<br />

high, as does unemployment, while both<br />

the BRL and consumer confidence remain<br />

low. It’s led to Brazilian consumers to<br />

explore alternative purchase models such<br />

as sharing, rent and exchange, which<br />

allows them to still take advantage of the<br />

small pleasures of life, without the full<br />

cost of ownership.<br />

Shoppers waited anxiously outside<br />

Topshop when it opened its first store<br />

back in 2012, keen to see the collection<br />

at first hand. It was one of the first<br />

international fast fashion brands to<br />

arrive in Brazil that year. Fast forward to<br />

2016 and the brand has closed its last<br />

store, in São Paulo – the story behind<br />

its withdrawal once again throwing a<br />

to follow the lead of other large fashion<br />

chains, such as Zara, by identifying<br />

neighbouring countries with a similar<br />

profile to their customers. As a result,<br />

it will begin by crossing the border into<br />

Uruguay – opening two stores next year<br />

in Montevideo.<br />

It’s a welcome sign that, despite<br />

everything being far from perfect, there<br />

As for the major shopping mall<br />

spotlight on the challenges of operating<br />

really is much to be hopeful about. But<br />

developments that were built around<br />

international franchise agreements.<br />

hope alone will not bring success. The<br />

the optimism, investment and desire for<br />

regeneration that befitted the host of<br />

nation of both the World Cup and the<br />

Olympics: the accelerated growth had<br />

its price. Of 13,400 thousand stores<br />

launched between 2013 and 2015,<br />

approximately 6,000 remain unoccupied.<br />

US retailer Walmart has also struggled.<br />

When the brand first arrived, the message<br />

was clear: Walmart would streamroll the<br />

competition. Two decades later, however,<br />

the picture is very different. It remains<br />

in third position, behind Pão de Açucar<br />

and Carrefour. As is often the case,<br />

retail winners in Brazil, like the athletes<br />

themselves, will be those who play the<br />

long game – putting the time, effort<br />

and energy in day after day, so they<br />

can deliver a strong and consistent<br />

performance on the big stage<br />

To make matters worse, retailers enjoyed<br />

Walmart’s problems can be put down<br />

little direct benefit from hosting the World<br />

to a failure to adapt to the local market.<br />

<strong>Counter</strong> <strong>Culture</strong>. Issue No. 3 © Visual Thinking 2016 www.visualthinking.co.uk


Track<br />

Performance<br />

As in sport, live performance monitoring can<br />

be fundamental to retail success. From back to front<br />

of store, new innovative digital tools are reshaping<br />

approaches to VM standards, improving both efficiency<br />

and team development.<br />

Being able to perform consistently at<br />

the highest level is what marks out<br />

the great from the good. As in sport,<br />

live performance monitoring instore<br />

can be fundamental to both retailer<br />

success and team development.<br />

Today’s sporting elite continues to<br />

invest significant time and energy in<br />

technology to monitor performance.<br />

Often displayed on iPads in real-time,<br />

the information that is now available can<br />

give both individuals and teams a truly<br />

competitive edge. But the importance of<br />

speed and accuracy is not just confined<br />

to the track. It can also be the difference<br />

between efficiently delivered retail<br />

standards, and poor store performance.<br />

Performance data has been a huge<br />

part of retail for a long time. When it<br />

comes to analysing shopper and sales<br />

data, the tech and know-how behind<br />

it can be baffling to all but a few. But<br />

new VM Apps are now also help to<br />

deliver performance improvements<br />

in a way that is both accessible<br />

and measurable to the masses.<br />

21<br />

<strong>Counter</strong> <strong>Culture</strong>. Issue No. 3 © Visual Thinking 2016 www.visualthinking.co.uk


Too often, technology has focused<br />

on collecting data on what happens,<br />

without looking at informing how it<br />

happens. For those obsessed with<br />

making improvements in everything they<br />

do, a new breed of interactive digital<br />

tools are enabling retailers to fine-tune<br />

their own tactics around hitting instore<br />

compliance targets – assisting task<br />

sequencing, tracking activities and<br />

ensuring store teams are performing<br />

in the most efficient way possible.<br />

The digital tool has allowed store teams<br />

to focus and align with each other and<br />

the retailer to support the implementation<br />

of minimum store standards. Covering<br />

everything from back to front of store,<br />

it provides comprehensive store<br />

guidelines in a format that can be easily<br />

referenced – featuring a mix of policy<br />

information, 360˚ store photography,<br />

motion graphics and video content<br />

delivered through a stimulating,<br />

enhanced online user experience.<br />

Compliance with store<br />

standards has risen<br />

from 58% to over 82%<br />

22<br />

Although VM policies and manuals may<br />

set out desired performance benchmarks<br />

and provide ‘the detail’, it’s a recognised<br />

fact that simply having access to<br />

information does not always lead to being<br />

more effective. The most important part<br />

is being able to present the information<br />

in a format people can work with. A lot of<br />

people are visual learners, making stepby-step<br />

iPad based tools the right choice<br />

for engaging large numbers of store staff.<br />

Brands such as O2 are using innovative<br />

digital solutions in very practical, useful<br />

ways, to help store teams monitor and<br />

drive instore compliance. Launched in<br />

2015, its ‘Love what you do – Visual<br />

Excellence’ digital tool was designed to<br />

increase the participation and motivation<br />

of stores teams to implement and<br />

consistently maintain the highest levels<br />

of VM and store standards – across all<br />

fixtures, displays, windows, service areas<br />

and stockrooms.<br />

Iamge: O2 Visual Excellence tool<br />

Completed daily by teams within<br />

each store, its introduction has been<br />

credited with stimulating greatly<br />

improved store presentation across<br />

the O2 retail estate. Thanks to the<br />

tool, compliance with standards has<br />

risen from 58% to over 82%.<br />

Results are paramount. Though<br />

anyone who thinks performance can<br />

be reduced to an App is probably<br />

deluding themselves. Technology can<br />

modify behaviour, but as any sports<br />

performance coach will tell you, how<br />

well people understand and apply<br />

what technology is telling them is<br />

what can make all the difference<br />

<strong>Counter</strong> <strong>Culture</strong>. Issue No. 3 © Visual Thinking 2016 www.visualthinking.co.uk


Relay Race<br />

With shoppers able to order that<br />

must-have item at the swipe of a button,<br />

could the race to get goods into the hands<br />

of shoppers see brand delivery stumbling<br />

over the line?<br />

BR<br />

A<br />

ND<br />

Lit in Greece back in April, the Olympic<br />

Effective brand delivery used to be<br />

you know so well – are typically missing.<br />

23<br />

torch will have been carried by 12,000<br />

relatively straightforward to crack. Not<br />

And although retailers may have strict<br />

torchbearers through 329 Brazilian cities<br />

only did you have experts like Visual<br />

contractual requirements in place with<br />

by the time it arrives in Rio this summer.<br />

Thinking to deliver group workshops and<br />

courier companies in terms of SLAs<br />

The Torch Relay is perhaps the ultimate<br />

large-scale learning events to embed the<br />

concerning ‘hard’ elements – the most<br />

example of effective brand delivery –<br />

message of why effective brand delivered<br />

cost effective, the most efficient – a<br />

consistently presenting the Games and<br />

matters, but for retailers there was also a<br />

lack of understanding on the part of<br />

its values to millions of people wherever<br />

singular focus on the store.<br />

the provider and, most importantly, the<br />

they may see it, despite passing through<br />

person on the customers’ doorstep<br />

countless hands.<br />

around ‘softer’ requirements of brand<br />

Sadly, not every exchange goes quite as<br />

smoothly. Just ask the 2004 US men’s<br />

4x100m relay team – it cost them a Gold<br />

medal at the Olympics in Athens. On<br />

paper they had the fastest feet. They<br />

were just cursed with bad hands.<br />

Requirements of brand<br />

experience can often result<br />

in a failure to deliver the<br />

brand promise<br />

experience can often result in a failure<br />

to deliver the brand promise, and in so<br />

doing disappoint customers. Get it wrong<br />

and shoppers could call into question the<br />

trust and positivity that has been so hard<br />

earned by the brand.<br />

Developments in home delivery services<br />

mean that retailers are now in a relay<br />

race of their own. Delivery by drone<br />

may be one step closer to take off with<br />

Amazon Prime Air, but it’s likely to be a<br />

few years until it eventually becomes the<br />

mainstream route of choice. Until that day<br />

arrives, retailers continue to rely on more<br />

conventional methods of passing goods<br />

from store (or warehouse) to customers’<br />

But the touchpoints have fractured<br />

and you ignore this emerging and<br />

all-important stage at your peril.<br />

With shoppers able to buy online for<br />

home delivery, responsibility for not<br />

only the goods but also the brand<br />

experience at the final point of delivery<br />

is in their hands. Here, the familiar (and<br />

Simply delivering a brand’s products is not<br />

always enough, without the experience<br />

having the same ‘feel’. Does that mean<br />

third party providers should receive<br />

training in what it means to deliver a<br />

retailer’s brand in a way that lives up<br />

to and reflects its DNA? Think of it as if<br />

there was a parcel carrying your brand’s<br />

reputation and you have your answer:<br />

‘Fragile: Handle with Care’<br />

homes – third party couriers.<br />

reassuring) hallmarks – everything that<br />

confirms you will ‘experience’ the brand<br />

<strong>Counter</strong> <strong>Culture</strong>. Issue No. 3 © Visual Thinking 2016 www.visualthinking.co.uk


Services<br />

If you’ve not experienced the<br />

benefits of Visual Thinking before, here are<br />

a few ways you can increase your retail<br />

performance even further.<br />

24<br />

Digital Learning Tools<br />

To hold our attention, learning tools must<br />

be engaging and easy to understand.<br />

Our range of digital learning tools are just<br />

that. Presented in a user-friendly format,<br />

they can be used as a standalone learning<br />

resource or form part of a complete training<br />

solution. Flexible and cost-effective, they<br />

can cover a range of subjects including<br />

store presentation, policy implementation,<br />

product launches, seasonal events and<br />

customer service training.<br />

VM & Retail Training<br />

To make a real difference instore you need<br />

to invest where it matters most – winning<br />

the hearts and minds of your people.<br />

That way, you can bring about lasting<br />

change, and ensure the brand experience<br />

is presented to shoppers as you intended<br />

– in every store, every day. From group<br />

workshops through to self-learning and<br />

one-to-one coaching, our engaging, easily<br />

digestible training helps people to gain<br />

essential knowledge skills, so they can<br />

recognise what good looks like and, most<br />

importantly, buy into why it matters.<br />

Visual Brand Audits<br />

Making lasting improvements to retail<br />

strategy and VM delivery starts by<br />

precisely identifying the issues that may<br />

be limiting your stores’ potential. Our<br />

Visual Brand Audits provide a detailed<br />

assessment of what’s happening<br />

instore. And, just as importantly, the<br />

reasons why. We provide an expert<br />

critique of current store operations,<br />

customer service and retail standards,<br />

supported by statistical, photographic<br />

and comment-based findings.<br />

VM & Retail Policy and Manuals<br />

When existing VM policy just doesn’t cut it,<br />

how about reinvigorating your stores with<br />

best-in-class retail presentation? You’ll<br />

be surprised by the difference we make.<br />

Stores will be easier and more enjoyable<br />

places to shop, with products presented<br />

to maximise space and sales potential.<br />

We work across all market sectors –<br />

giving your brand access to cutting-edge<br />

presentation and display techniques.<br />

<strong>Counter</strong> <strong>Culture</strong>. Issue No. 3 © Visual Thinking 2016 www.visualthinking.co.uk


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Visual Thinking<br />

9 Davy Court<br />

Central Park<br />

Rugby<br />

Warwickshire<br />

CV23 0UZ<br />

United Kingdom<br />

+44 (0)1788 543 331<br />

mail@visualthinking.co.uk<br />

visualthinking.co.uk<br />

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Reproduction in whole or in part without written permission is strictly prohibited. Copyright © 2016<br />

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