Since it was announced that the UK was to hold the 2012 Olympics, much has been made of the potential benefits to retailers, by myself and just about everyone else in the industry.

That said, to my knowledge there isn’t a great deal being done in any tangible way by the government or any trade bodies to help retailers prepare for this marathon (sorry!) one-off sales opportunity. Most retailers have the potential to benefit hugely from the Games, but for UK sporting goods retailers, this should be the World Cup times 10.

The Olympics shouldn’t just be the playground of the uberbrands with their multi million sponsorships. Like during World Cups, there are lots of things that small retailers can do to ensure that they enjoy success too.

Simply Sports is an example of one retailer determined to make the Olympics work hard for it. It’s a small chain of two independent sportshops trading from Oxted and Reigate and owned by Adrian Pointer. We were invited to take a look at Adrian’s offer, as he wanted to see what benefit good visual and retail standards could have on his sales in the run up to the Olympics – and crucially for his business, the effect it could have on his team’s motivation and focus during what will be an extremely busy and high pressure time.

In his words: “I knew that my team was as professional as it could be, and I wanted Karl’s team to help us create the space, layout, store presentation and marketing strategy that would reflect our expertise and relevance at this important time for us.”

Adrian had a lot of reasons to make his offer as good as it could be. The Olympic torch will be going through Reigate, and Adidas UK was offering POS and window graphic support, and was happy to work alongside Simply Sports to make their product range look as good as it could instore.

To begin with, we ran a series of Simply Sports coaching and merchandising visits to show the store team some good practice VM skills and teach them how to implement them.

The visits saw us working on the store windows, the space and layout and looking at the selections of product available. We also coached the team to show them how to implement and maintain the above, and helped with the use of graphics and POS and general retail standards.

We then worked with Adrian and Adidas UK representatives to make the most of the space, display and the soft and hard launches of the Team GB Replica Kit range instore.

Adidas won’t be alone in this type of support, with all major sports brands offering POS materials and extra support for their products, and independent retailers need to take advantage and ask their suppliers what they can do for them.

At times like the Olympics, retailers will guarantee increased footfall, but it isn’t time for them to take their foot off the gas, as, in this market, this increase could be the injection that many businesses need to survive. Increased traffic also brings with it the need to maintain standards doubly hard, as disheveled displays won’t show products at their best and consumers won’t be willing to pay that bit more, which means less profit for the retailers.

Adrian is instrumental in communicating the benefits of VM and ‘leading the way’ with his peers. It’s not that Adrian works with us that makes him the type of retailer that others need to try to be, it’s that he looks for help in becoming better at what he does to make the most of opportune sales periods like the Olympics.

Read the original article here.

After a week that saw numerous people protesting against Abercrombie & Fitch’s expansion into Savile Row, The Guardian asked our very own Karl McKeever why A&F is such a powerful brand for teenagers.

Read the article here

Original article published in The Guardian, Saturday 28 April 2012.

Luxe retailers have always had an established, older generation of loyal followers, but according to recent reports they are experiencing a sales boost from an unexpected quarter, with 18-29 year olds no longer just lusting after these high-end goods, but actually buying them too.

Generation Y (youth) consumers ramped up their spending on premium brands by 33% in 2011, highlighting that although this generation may not have as much money as their predecessors, they are actually choosing to spend their cash on high-end key pieces such as bags, shoes and jewellery.

Members of the Luxe crowd who are paving the way for these savvy young shoppers have focused their attentions on digital and social media to engage with this younger generation of consumer. Most notable is Burberry, demonstrating its understanding of this generation with smart use of the latest technology: flagship stores that stream live catwalk shows on huge screens, sales assistants with iPads able to place immediate customer orders and an army of Facebook followers who get rewarded with exclusive new product samples, has all helped to reconnect this 156-year-old brand with a new breed of customer.

It must have been a quiet time for store designers, with the normally restless cycle of retail renewal being slowed by uncertainty in the world economy. Apart from a couple of high profile developments including Westfield Stratford, and a sprinkling of new concepts and overseas brand arrivals, there has been a sense of newness missing for some time.

As our high streets are being reshaped (or should I say downsized) before our eyes at an incredible pace, it’s hardly surprising that hard-pressed retailers have been nervous to invest in their store portfolio, and instead switching their focus to developing online strategies and extending the life of their existing stores. Also, recent comments from senior retailers about the inexorable decline of the British High Street are adding little to boost business or consumer confidence in this area.

As a result VM managers have enjoyed ‘more time in the sun’. Brands, that have diverted spending on store design have at least maintained, and in some cases increased budgets for, VM and marketing, to drive traffic and sales harder from their stores.

However, there comes a point when resuscitation of existing designs is simply not viable in shops, which have lost their appeal. Whether it’s to support a full scale brand re-positioning (Esprit) or just timely estate refurbishment (BHS) – a call to store designers seems inevitable.

What’s surprising about when this happens, is how ideas pop up from nowhere, take root and become trends, ultimately to the point where all stores look the same again!

Right now, I think the predominating design look is characterised by what I’m calling ‘Supernatural’. Essential to the look is a pared back, neutral, design aesthetic. With its roots in movements such as the Shakers, Environmentalists and the Minimalists, it’s fused a hint of restrained Danish style and eco chic. Key to the look is the use of light woods, a neutral colour palette and raw finishes which avoid the overly stark ‘white box’ or more recent faux luxury ‘glamorous’ concepts it replaces.

Muji pioneered this look, Cos was an early adopter for mainstream fashion, but now it’s popping up everywhere. You can see versions of it in brands as diverse as Mango, Esprit and J Crew, and globally for niche cosmetics brand Aesop. Prêt a Manger even has a derivative version in London’s West End.

Whilst, this is an aesthetic that I personally find appealing, like any good marketer, I leave my personal preferences at home when considering what’s right to fulfil the client’s brief. Intrinsically, it’s not the ‘look’ or which brand has used it last that matters, but the underlying motivations behind it and those that drive the brief. For me, understanding this better can be quite simply be like mining marketing gold.

Given the fragile state of the economy, nervous consumers and the fact that even amongst the rich there’s a new sensitivity of how wealth is perceived – it’s no wonder brands are trying reflect this new popular sentiment with subtler messages of modesty, quality and a sense of heritage. In short: a return to old-fashioned values, as if to reassure and convince consumers that these brands have empathy and are here to stay.

In these new stores, life (or the shopping experience) ‘feels’ a little easier and has a less intense pace. It’s no longer cool (if it ever was) to be seen as flashy, indulgent or associated with conspicuous consumption. Brands are playing it coy and collected, at least that’s what they want consumers to believe whatever the day-to-day trading realities.

This levelling effect on ‘the brief’ is in part financial (less money around), part social (unemployment) and part sympathetic (austerity).  Brands, however, must keep the tills ringing and take their share of what money is around.

Now even more than ever, it’s vital for brands to get close to the consumer, be flexible and adaptable and be light on their feet. Brand investment decisions must be right first time, and in solutions that will last. So for brands considering a timely move on, before starting to consider what happens at the check out, I suggest they check in with the consumer first.

They should get to know them better, find out about what’s happening in their lives, and at the same time, comprehensively review the sector and competitors in the marketplace. Research agencies exist for a reason, and in my experience they can provide valuable insight to help inform, shape and guide brand and retail solutions, in ways that even the best store designers can’t. It’s a service many of our clients have found invaluable from us too.

It’s easy, lazy and risky to simply call the designers and request ‘table d’hôte’. ‘House Style’ should not be regarded in the same way as House Salad, as it does not suit all tastes.

After the drought, shoppers will be not be served any better by a deluge of replica ‘me too’ retail interiors that deprive them of choice and variety and make those remaining high street stores and city centres all look the same.  The opportunity for stores to develop a new retail concept (whenever it comes) should be seen as the one time to go ‘a la carte’! Innovate, differentiate and aim to future proof the concept for further evolution over time.

This matters because choosy consumers will in future only enjoy shopping experiences in stores that offer them something better than online provides and a real point of difference. It’s how brands will maximise and grow their retail sales in a way that online shopping simply can’t match.

Store designers have a vested interest in getting brand retail strategy right and share responsibility for saving the future of our high streets too. So the next time clients turn up to dine, make sure to offer what’s new and original on the menu before serving lukewarm ‘soup du jour’.

Click here to see Karl’s pictures of ‘Supernatural’ visual merchandising on Visual Thinking’s Facebook page.

Read the original article on the Retail Focus website here.

Karl was working for an American brand in Singapore when he received another call from Two Four Broadcast, this time to see if Visual Thinking could help Alex Polizzi with the retail strategy and visual merchandising improvement for Props & Frocks, an Essex based fancy dress business.

As in previous episodes of the hit BBC Two series at Courtyard Bridal and Kettley’s Furniture, Karl was asked to give his feedback on the store, to identify the improvement priorities, and, importantly to carry out the complete store transformation with his team at Visual Thinking.

The shop was housed in converted stables at a family house in a rural location, and unless people were familiar with it, they wouldn’t know it existed. Add to that poor signage and a ‘discrete’ exterior, and it wasn’t obvious that a shop was there at all. In fact, the blacked out windows and visible latex boobs, bums and ‘naughty play outfits’ made Karl think he’d arrived at a sex shop by mistake! The owners were horrified and concerned on hearing this.

Karl concluded that a new visual identity was needed, and one that was more in line with what the business was supposed to be all about – selling costumes and accessories, to children and adults, to enjoy fun parties and family celebrations. Good clean fun!

Karl recommended that the shop needed comprehensive refurbishment – a total makeover.

The old stables presented many issues with a complex layout, patched up and non-descript interior design, poor lighting and a mish mash of old shop equipment – topped off with dull and uninspiring visual merchandising. Also, important customer service areas such as the changing rooms and cash desk had become ineffective and were no longer fit for purpose.

Karl thought that the owners had started to forget what the shop was all about. People came here to plan for fun, but the look, feel and instore messaging said ‘don’t touch!’ Customers were not encouraged to buy; overall the shop was seemingly an exercise in sales prevention!

The store needed to be drastically improved with a better layout, visual merchandising and display to tell product stories, make shopping easier, silent sell and to drive linked sales of the store’s great range of costumes and accessories.

Visual Thinking carried out the makeover, using our own suppliers and working with local contractors. First we developed a vibrant new visual identity, including a new logo, colour scheme and various design elements to use throughout the store. The ‘look’ featured a bold carnival theme, using red and white stripes and humorous speech bubbles. Alex presented our creative concept to the family, who really loved it – immediately approving the designs.

The VT team planned all other aspects of the makeover including; exterior signage, an improved layout, interior decoration throughout, new interior signage, improved lighting, updated changing rooms, and of course, much improved visual merchandising and display.

At the end of October, we spent four days on site to transform the store for Halloween – the company’s biggest selling period of the year.

The family loved the end result and even asked for additional items to be carried out, whilst we were implementing the makeover, to maximise the finished results. The resulting retail environment led to fantastic sales performance increases, making for a very successful Halloween that beat all previous years’ results for the same period.

Sales of products featured on the new mannequins were incredible. The same products that had previously sold just two items in a single month now sold 30 products in just two days after the VM improvements that we made.  Overall, there was improved sales performance in all product categories, confirming the success of the changes that Visual Thinking advised.

Customer comments have been WONDERFUL. Everyone noticed, and feedback on the improvements has been extremely positive. Adele Wiseman, the store owner, said: “Sales have increased and we were delighted to see how Karl and his team have helped to make the shop entertaining to be in again.

“The biggest change, though, was how Karl, Brendan and the team helped us to transform the store, in terms of ‘feel’ as well as ‘look’. We were a little worried about letting everyone play with the products so freely, as they can get damaged that way and then we can’t sell them.

“Karl set a bit of seed change in motion though, by convincing us to get rid of the ‘don’t touch’ ethos, which then made the shop fun and gave customers more freedom to try on and play with the costumes and accessories (within reason!). I’m pleased to say that the sales now far outweigh any cost of the damage to goods though!”

This is a great example of how ‘try before you buy’ and ‘retailtainment’ can give new energy and sales impetus, as customers interact with the products and each other, giving people the confidence to buy and making the retail environment so much more appealing for shoppers.

Click here for a programme synopsis and to watch the episode on BBC iPlayer.

Click to see more images of Props & Frocks’ new-look store on Visual Thinking’s Facebook page.

Karl appeared on BBC Radio Coventry & Warwickshire to discuss the merits and methods of the Superbrands list – the 2012 version of which was released today.

During an interview on Annie Othen’s morning show, Karl explained just what makes a Superbrand, and discussed with a jeweller from Coventry how small retail businesses could use some of that magic themselves.

Karl can currently be seen on BBC Two programme The Fixer, alongside businesswoman Alex Polizzi, turning around small family retailers such as Kettley’s Furniture and Courtyard Bridal.

Karl has offered his advice – which is usually given to global brands such as Harley Davidson and Marks & Spencer – to small retailers who are looking to improve their standing on the high street.

If you would like Karl’s advice on how to improve your retail business, please send an email to: mail@visualthinking.co.uk

You can listen again to Karl’s interview on BBC Radio Coventry and Warwickshire on the BBC iPlayer by clicking here.

The production team of the BBC Two TV show Alex Polizzi – The Fixer were so impressed with Karl’s input into the first business to feature in the series, Courtyard Bridal, that they asked him to help with a Yeadon (Leeds) family furniture store, Kettley’s.

As retail consultant to the show, Karl was asked for his expert feedback and advice on how to improve the customer experience and product presentation instore. But this time, Karl and his Visual Thinking Team were also asked to develop the improvements to branding and store design and to carry out the store makeover including visual merchandising and display.

This was a furniture business firmly stuck in the past. For many years Kettley’s had focused on a narrow customer base, principally serving the elderly and people with health related comfort and mobility needs. Over time, the business had established its self-styled reputation as the ‘North’s leading chair specialist’.

Kettley’s hadn’t updated the store for many years and it showed. The dowdy, cluttered and uninspiring retail environment did not communicate what the business was all about or play to its strengths i.e. it did not say products for a ‘comfortable home’, more like a ‘care home’.

Grubby carpets, strip lighting and magnolia painted breeze blocks defined the look instore.  Showrooms were over stocked with beige patterned upholstery, dark wood furniture, plastic covered mattresses and non-coordinating home accessories. Furnishing ideas and specialist products were not well presented to show ideas or to promote the features and benefits.

Window displays lacked impact, furniture was poorly grouped, room sets were not used and the chaotic store layout was confusing, off-putting and potentially hazardous for customers.

And whilst the family members provided high levels of service themselves, signage and point of sale instore lacked professionalism and did not effectively communicate the service offer. Overall, Kettley’s did not offer a convenient, easy or inspiring shopping experience. Joyless!

Visual Thinking developed a new brand identity for Kettley’s, working with designers to create a modern, appropriate and thoughtfully considered new look and feel. This included a smart new logo and visual identity package for the business which could be applied to signage, interior design elements and service messaging. We replanned the layout, and refurbished and reorganised the three floors and ten showrooms which make up the store.

Throughout this process we encouraged the family to think about the products being sold. We helped them to remove excess choice and to reduce duplication to improved space use and increase clarity to the offer choice. Part of the process was to make fewer products have better space to create a perception of higher quality and reflect the price positioning. This was a big challenge for the family, who firmly believed in filling up every inch of the space! Overall, there was a strong case to recommend and adopt a ‘less = more approach’.

The Visual Thinking team and contractors completed the makeover in a total of four days. New carpets were fitted, the last ones being put down over twenty years earlier, the shop was redecorated throughout using the updated brand look, with new signage inside and out.

Our visual merchandising and brand delivery improvements also included implementing dedicated living, dining, sleeping areas with room sets for ideas and inspiration. Specialist mobility chairs and beds were given their own dedicated areas. Overall, our team delivered a new environment with sensitive rebranding, updated store design and visual merchandising.

The biggest effect of the finished makeover was on John Butler, the owner of Kettley’s. Throughout the process, John had many reservations about the changes being planned to his store.  Ultimately, John was asked to stay away from the store whilst the makeover was taking place. This created anxiety amongst the other family members who were nervous of his reaction to the changes that they were helping to implement without him scrutinising their every decision and watching every move, as was his normal style and way of working.

When the makeover was revealed, his reaction was incredible and he LOVES his new store.

The first sale of the day was a £1,000 mobility bed from the new ‘mobility sleep shop’, thus proving that the grouping of these specialist and high value products was the right decision. To add to this, overall there was an extremely positive reaction from customers old and new, with most people asking if the all the products had been changed too. NO, it was just presented more effectively!

TV Producer, Naomi Templeton, of Twofour Broadcast said of the makeover: “You did a fantastic job and the results were breathtaking. It was by far the best interior makeover I have seen in my long career of TV makeovers and I felt completely confident in you all.”

See the pictures of Kettley’s new look on Visual Thinking’s Facebook page.

You can watch the episode on BBC iPlayer here.

There are now less than 200 days to go before the start of the world’s greatest sporting celebration. Taking aside those who continually bemoan the coming of the games and their associated media hype, congestion, queues, and blanket TV coverage (I could go on), I think the UK should consider itself very lucky to be hosting them at this time.

Being awarded the hosting for the 2012 Olympics was one of the key successes of the Blair government. As such, there are countless reasons why we should ALL celebrate the Olympics coming to London. However, my loudest cheer will not come from the gold medals that British athletes pick up, but the gold and silver the games will hopefully bring to the nation’s hard pressed shopkeepers.

For months we’ve been hearing how ‘economic growth’ is what’s missing, yet vital for reviving beleaguered western economies affected by the global recession. As such, any boost to growth should be welcomed with open arms.  And growth opportunities as big as the Olympics don’t come around to any single nation very often. This event could be the catalyst to help the UK return to better times.

Businesses everywhere (and not just those in and around London, but countrywide), should seize this once in a generation opportunity to make money and share in the success of the games. And for retailers that have not yet developed their plans, there’s still time, but the clock is ticking.

Many, but not all, of our own clients already have detailed plans in hand. For me, there can be no room for complacency, and certainly little sympathy for those who do not rise to the challenge, only to complain when they have not reaped their own fair share of rewards after the closing ceremony and visitors have returned home.

For brands this means having a clear, bold and integrated marketing plan to maximise opportunities from the whole event. Plan instore activities to start well in advance, building to a crescendo during the games and lasting for up to six weeks afterwards, as some visitors will extend their time to enjoy holidays in the UK.

Retailers should look for creative ways to promote related themes, such as featured sports, British sporting heroes and British heritage – themes that tell stories to hook shopper interest. They should develop a raft of innovative promotional activity, offers and give-aways that involve shoppers, encourage spending and repeat visits – above all they need ideas to attract, engage and reward shoppers that combine sporting action with retail therapy! If ever there was a great time to test out innovative ‘retailtainment’ activities, to create an Olympic feeling instore, this is it!

However, retailers must take care to avoid contravening strict rules on the use of Olympic imagery, trademarks and terminology, details which the International Olympic Committee strictly enforce. Those companies who are referred to as Official Sponsors really are, and they’ve paid big bucks for the privilege!

It’s essential to think about maximising effective store operations too. The frequency of layout and merchandising updates should be increased, and plans should be made for extra VM and display changes, whilst adopting a relentless focus on replenishment activities and great service. They need to expect more and frequent customers and maximise every potential sale.

Retailers should gear up to maintain high retail standards, if stores show adverse signs of pressure, sales will likely be lost. Simple practicalities should be checked such as stocks of carrier bags, so key supplies and sundries don’t run short! Stores should revise staff rotas around the games schedule to reflect anticipated shopper traffic as congested fitting rooms, a lack of staff service and long queues at the tills will also damage sales. Overall, retailers should review their operational plans for the games from a customer perspective and plan accordingly, assuming there will be times when the store is in overdrive, and key times to recover when everyone is “watching the box”.

I strongly believe that collectively, UK retailers will rise to the challenge. Retail participation in last year’s Royal Wedding was very positive, with shops up and down the land recognising the day with patriotic window displays, flags and bunting, and pictures of the happy couple beaming out instore. And here, lest we forget, her Majesty’s Diamond Jubilee event will provide another welcome footfall boost in June from increased royal tourism and bank holiday leisure shoppers.

Amongst all the gloom at this time, there really is much to be hopeful about. But hope alone will not bring success.

The retail winners from the Olympics, like the athletes themselves, will be the brands and businesses that have put in time, effort and energy into making their dreams a reality. I wish the very best to all those taking part on the track and on the high street!

Read the original article here.

The time for romance is here again, with the chance for Valentine’s Day to provide a welcome boost to retailers, by encouraging the British public to open their wallets as well as their hearts!

It’s the first significant seasonal event of the year and an important opportunity for retailers to kick-start their 2012 promotions. Eye-catching window displays and original and innovative in-store VM techniques will be what separates the good from the bad, and what gets the shoppers inspired to spend their hard-earned money on something special.

Click here to see a selection of some of the better Valentine’s displays we have seen over the years.

The 14^th also has added importance for us as it’s when the next episode of The Fixer airs on BBC Two, featuring the Visual Thinking team working alongside Alex Polizzi to completely revamp a family furniture business in Leeds. See the episode on BBC Two at 8pm.

Click here to view the episode details on the BBC Two website.

New BBC Two show Alex Polizzi – The Fixer, in which the hotelier and businesswoman turns around struggling family businesses with the help of Visual Thinking’s brand director Karl McKeever, attracted 2.2 million viewers – more than half a million more than Polizzi’s previous programme on Channel 5, The Hotel Inspector.