VM must shift up a gear
We will likely see a surge in retailers and brands announcing reductions in headcount over the coming months – a response to the fallout of global pandemic, and the resulting slowdown in retail sales. For those affected (and VM will not escape), the initial impact will be painful. The tide of change, however, is inevitable, and beyond any individual to stop. The immediate focus will be on identifying ways to make businesses more efficient. Ultimately, that will mean cost savings. It will likely also see workforces become leaner. Some fear this will also result in existing teams being stretched to breaking point. The informed, however, see this is an opportunity: not to simply ask people to do more, with less, but to think and work differently. But can the same (let alone, improved) levels of VM success, and sales growth, really be achieved with fewer resources? In short, the answer is ‘yes’, as world famous motorcycle brand, Harley-Davidson, had begun to prove, even before the Covid outbreak. This time last year it began the digitalisation of VM output. Keen to transform the way it shared guidance on visual merchandising and retail policy for its iconic MotorClothes© merchandise with its network of global dealers, it embarked on a program to put retail best practice into the hands of its people, whenever and wherever they work. The result was an innovative new digital tool that is revolutionising how it manages VM across its 1,000 dealer locations. In order to engage a truly global audience, we implemented a visual-only approach, minimising the need for language translation. Instead of relying on the spoken or written word, easy to follow step-by-step animations were used to provide clear instructions and visual cues for ‘getting it right’, along with a full, system-wide universal search tool. An invaluable VM resource, it guides users through essential VM content and in-store presentation techniques. Dive into each area and you’re presented with a vibrant mix of detailed images and more than 40 “Show Me How” video tutorials. All this was designed to help people, regardless of their skill level, to create the perfect showroom experience – productively, repeatedly and consistently. These cover everything from how to get a ‘focal point’ right for merchandising to effectively setting up event space during seasonal promotions.
