Case Studies Camelot National Lottery
PLUS
Timeline of an Installation
POS FAILS ISSUE
05 2016
NYX
Introducing
ASSET TRACKING
AND OUR NEW CLIENT APP
CONTENTS
Join us on
Your brand in
STAND Q10 AT RETAIL DESIGN EXPO 2016
SAFE HANDS
2016
FROM MACCLESFIELD TO THE REST OF EUROPE
H
In this issue you will find out why 2015 was the year that the omni-channel way of thinking became widely-adopted by many national retailers, as well as the recent developments in the retail sector which Momentum Instore has been at the heart of. Technological advancements definitely changed the way we shopped in 2015. Apple Pay was one of the highlights which saw consumers use their smart devices more, integrating new technology into shopping behaviour and not to mention the rise of contactless payments seeing our till points change forever. At Momentum Instore we have recognised how integral the adoption of technology has been for the retail sector, and we have been busy investing in technology to enhance our own services. Further on in this issue you will see how our new app, InSite, is being used to help give
Contents 05 TRACKING
YOUR RETAIL ESTATE
STORE SURVEYS
to our first issue of Inside Instore in 2016
Momentum Instore is on the map ello and welcome to the first 2016 issue of Inside Instore. On behalf of the whole team at Momentum Instore I’d like to wish you all the best for the year ahead.
MOMENTUM INSTORE LIVE TO DELIVER ON OUR CLIENT’S INSTORE BRAND EXPERIENCES. WITH OUR HIGHLY SPECIALISED SERVICES, AN EYE FOR DETAIL AND 40 YEARS OF EXPERIENCE, WE’RE CERTAIN WE CAN DELIVER YOUR MARKETING CAMPAIGNS RIGHT FIRST TIME.
Hello and welcome
08 CASE STUDY
Camelot National Lottery
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our partners greater accessibility and insight into their retail projects. And it’s not just developments in technology; our HQ has been a hive of activity as we are set to launch our new service Asset Tracking, but there is more about that later in this issue. Last year we partnered with Camelot, owners of the National Lottery, to support its installation needs following its brand refresh. Momentum Instore set off by installing and refreshing iconic lottery kiosks, with over 120 of Momentum’s installation teams working on the project at its peak. Following completion the project was not only the biggest installation project in the UK, but the whole of Europe!
show our partners and competitors what our dedicated team are capable of. We are committed to remaining at the forefront of our industry, and just as retailers and brands alike will continue to strengthen their digital footprint we have remained forwardthinking, reporting key trends and investing in innovative technology. To this end, we would love to hear from you if you have any questions about the work we do, or what we can do for you. Link in with us at Momentum Instore, or contact us through our website. At Momentum Instore we don’t want to just answer your questions but start a conversation. Rob Gleave
It has been almost a year since we launched our rebrand at the Retail Design Expo in London. This year we are back and ready to
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Managing Director Momentum Instore
SUPPORTING POPAI THROUGHOUT 2016 By becoming the first gold sponsors for 2016
NEW APP LAUNCHED Access your entire retail estate's data at the touch of a button
12 CASE STUDY NYX Installation
07 SHOPS
WITHIN SHOPS
16 Your brand in
SAFE HANDS A lot can happen in a year
If you would like to know more please contact Tim Ellis on: +44 (0) 7957 175 406, tim.ellis@momentuminstore.com YOUR BRAND IN SAFE HANDS YOUR BRAND IN SAFE HANDS
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Momentum Instore Beechwood Court, Springwood Way, Tytherington Business Park, Tytherington, Macclesfield, Cheshire, SK10 2XG W: momentuminstore.com T: +44 (0) 1625 569 200
Contacts Tim Ellis, Head of Business Development E: tim.ellis@momentuminstore.com Paul McCarthy, Sales & Marketing Director E: paul.mccarthy@momentuminstore.com
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NEWS
INTRODUCING ASSET TRACKING
Raising money Supporting POPAI
TO GIVE BACK
I
t isn’t just all retail talk at Momentum Instore. In 2015, the team at the Macclesfield office took part in raising money for partner charity East Cheshire Hospice. The team got involved in Yellow Day, Halloween face painting and ‘Wear it Pink day’ to raise over £1,000 for the Hospice!
Keep track of everything
THROUGHOUT 2016
IN YOUR RETAIL ESTATE
W
T
e have strengthened our support of our industry association, POPAI, by becoming the first gold sponsors for 2016.
Paul McCarthy comments:
“OUR SPONSORSHIP WILL GIVE US THE OPPORTUNITY TO DEMONSTRATE THAT WE ARE INDUSTRY LEADERS AND ARE EXTREMELY PASSIONATE ABOUT DELIVERING THE BEST PROFESSIONAL STANDARDS ACROSS RETAIL INSTALLATIONS.”
he retail estate is constantly evolving. From the high street, to out of town shopping centres and retail parks, retailers & brands need to ensure their shops are performing and utilising their data in the most effective way. We know how difficult it can be to keep track of everything in your retail estate. Having a detailed understanding of all your collateral, including fixtures, fittings, shelving and stock, can seem overwhelming. As we continue to grow and work with more retail partners, Momentum Instore’s team of experts recognise the value knowing this data can bring. We set out to develop technology to be able to provide a complete asset registry for our clients, so we came up with our new service – Retail Asset Tracking.
WHAT IS ASSET TRACKING?
Racing Ahead
STAYING AHEAD As a gold sponsor, Momentum Instore will further showcase its work with a presence at every POPAI event within the UK and Ireland. In 2016 we are particularly excited to be discussing the challenges of delivering Europe’s largest installation with our client Camelot, the POPAI spring seminar will take place on 21st April 2016 at the London Transport Museum.
W
e held our annual company conference at the iconic Aintree Racecourse in June last year. The day’s agenda included launching key strategic objectives and updates on the rebrand of Momentum Instore, which we launched at the beginning of the year. On top of this, we looked at our vision for the future and key developments for the year ahead as we further cement our position as industry experts. For 2016, we are taking to the road, hosting the ‘Momentum Instore Roadshow’ to involve our UK wide team, and we can’t wait!
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Unique numbered adhesive labels applied to instore equipment. Each label is printed with its own distinctive barcode to help prove ownership and provide a detailed list of collateral, furniture and instore displays. Once all tags have been applied, retailers & brands will be able to go online and view a complete asset registry for their whole store estate; from tracking damage of assets to supporting store surveys. From installation rollouts to a full overview of retail estate value, Asset Tracking fully supports such projects, helping retailers better understand the true value of their bricks and mortar.
WHAT CAN ASSET TRACKING DO FOR YOU?
identifiers, we can collect detailed data on a store-by-store basis, specifying anything from stand size to maintenance history on that particular piece of kit. Pulling this information into one easy-to-use portal gives our clients the ability not only to track and maintain their items, but also allocate accurately against capex budgets. The data that is collected is instantly visible online, along with a full set of photographs.
FULLY INTEGRATED Reports can be generated in real time and can be accessed via our new mobile app, InSite, ensuring that the most up-to-date information can be received anywhere and anytime. There is a real requirement now more than ever for retailers to be able to grasp the true value of the store-estate; understanding what needs to be fixed in stores, reviewing individual in-store collateral and combining the information with analytics such as footfall, conversion and sales targets to underpin the fundamental development of the shopping environment. It is this approach which gives our partners that keen edge in a highly competitive market.
THE ELEMENTS OF ASSET TRACKING • Barcode tagging of all in-store collateral • Collation & management of store data • Complete online asset registry • Tracking of store maintenance history • Digital photography • Bespoke reporting • Project management Whatever the size of your retail estate, we believe that Asset Tracking is an integral part of effectively managing your whole portfolio. Talk to us today for a demonstration or to enquire how Asset Tracking can work for you.
By tagging instore collateral with unique
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INSITE APP
SHOPS WITHIN SHOPS
I
n today’s mobile world, how valuable would it be to be able to access your store data from the palm of your hand? We have developed an app that can do just that.
Discover our Top Three Shops
WITHIN A SHOP
T
he rapid growth of e-commerce and omni-channel shopping means that retailers are now working harder than ever to develop a brand that stands out against its competitors. One way in particular that retailers are aiding their growth strategy is through the shop within a shop concept. This concept allows a brand to ‘rent’ space from other retailers, widening their audience and customer reach. Unlike the well-known concessions within department stores, these spaces are controlled and staffed by the brand and fully replicate the look and feel of the rest of the brand’s retail estate.
DESIGNED TO GIVE CLIENTS GREATER VISIBILITY AND UNDERSTANDING OF THEIR ENTIRE RETAIL ESTATE.
No. 1 The Apple Watch Store in Selfridges Oxford Street
Instant Information
Image Gallery
Whether in the office or out on the road, instantly track your projects progress & store visit detail
See a full gallery of your store estate at the touch of a button
YOUR BRAND IN SAFE HANDS
Retail Response
Asset Tracking
Log maintenance requests from store to ensure your kit is looking its best
Track your entire portfolio through barcode scanning technology
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No. 2 Carphone Warehouse in PC World & Currys As the tech market continues its meteoric expansion, it only makes sense that technology brands join together to offer customers their core products under one roof. Following the Dixons Carphone Warehouse merger in 2014 the mobile device retailer took over dedicated floor space into 300 Currys and PC World superstores. These installations were distinctly designed in the Carphone Warehouse style and further enhanced the brand’s customer reach. Our Momentum Instore installation and merchandising teams successfully completed the integration of Carphone Warehouse spaces into existing Currys and PC World stores.
Ahead of the launch of the Apple Watch in early 2015, Apple opened its very own store dedicated entirely to its new product in Selfridge’s flagship Oxford Street store. The Apple Watch shop within a shop is designed in the minimalistic style typical to Apple stores and allowed customers to try on and ask questions about the watch prior to its official release. While tech giant Apple already monopolises the high street, the concept diversified their retail offering and undoubtedly increased Selfridges’ footfall!
No. 3 Argos outlets within Sainsbury’s stores Following successful shop within a shop partnerships with Starbucks, Jessops and Timpson, in 2015 Sainsbury’s announced that it would be launching ten Argos outlets in its stores as a new way to utilise its space. At the time, unlike its rivals, Sainsbury’s didn’t offer a click and collect service, so the introduction of Argos into their stores was a strategic move which didn’t conflict with their own in-store offering and brought more customers into their stores. As the retail arena becomes increasingly competitive a greater number of retailers are diversifying their retail portfolio and embracing the shop within a shop concept.
To discover more contact Tim Ellis, Head of Business Development | T: +44 (0) 7957 175 406 | E: tim.ellis@momentuminstore.com
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CASE STUDY
CASE STUDY
"THIS MASSIVE UNDERTAKING BY MOMENTUM INSTORE CAME IN ON TIME AND WELL WITHIN BUDGET. THE UPDATED KIT WILL BOOST THE NATIONAL LOTTERY’S IN-STORE PRESENCE TO FURTHER DRIVE SALES AND RETURNS TO GOOD CAUSES, AS WELL AS ADD FURTHER VALUE TO RETAILERS’ BUSINESSES. IT WILL ALSO ENSURE THE POINT OF SALE ITEMS ARE FIT FOR PURPOSE UNTIL THE END OF CAMELOT’S EXTENDED LICENCE PERIOD IN 2023."
Case Study
CAMELOT NATIONAL LOTTERY
Nik Anyon, Camelot’s Head of Retail and Gaming
Delivering Europe’s Largest Installation
IN 2015, MOMENTUM INSTORE COMPLETED THE INSTALLATION OF NEW NATIONAL LOTTERY POINT OF SALE ITEMS IN UK STORES, WHICH MARKED THE COMPLETION OF THE MOST EXPANSIVE INSTALLATION PROJECT EVER TO TAKE PLACE IN EUROPE. THE PROJECT
When Camelot announced it would be refreshing and updating its National Lottery playstations, dispensers and all signage, Momentum Instore was delighted to take on the challenge. The new branding developed by Camelot had been designed to highlight the full range of games offered by The National Lottery, as well as reinforce the life-changing role each of the games plays in creating millionaires and delivering over £34 million every week to Good Causes across the UK. On top of this, the iconic ‘crossed fingers’ National Lottery logo is a staple of the British high street and recognised by 95% of the UK population; maintaining the focus and prominent display of this influential symbol alongside the company’s new branding was key to making this installation project a success. 8
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The Momentum Instore team completed the roll-out in 19 weeks, which included the modernisation of the National Lottery Playstation, National Lottery Scratchcard dispenser and updated National Lottery signage, including pavement, window and wall signs in over 37,706 UK stores. At the peak of the roll-out, 120 of Momentum’s installation teams were working on the project. System integration was a key deliverable for project success. We worked hard to develop our online reporting portal to allow Camelot to access visit history and estate information from their existing technology.
19 WEEKS TO COMPLETE
120
INSTALLATION TEAMS
99.3%
COMPLETED RIGHT FIRST TIME
305,000 PHOTOGRAPHS PROVIDED
37,706 STORES
Through close consultation and discussion with key stakeholders and IT departments of both companies, Momentum Instore ultimately created a bespoke solution to specifically meet the needs of Camelot. Automated reports, daily store visit vouchers, synchronised stock information and digital photographs were available following each day’s installation activity.
THE RESULTS
6.6M PARTS & 5,752
Speaking of the project, Rob Gleave, Managing Director of Momentum Instore, says: "We were delighted to partner with an industry giant to complete such a large scale roll-out. For Momentum Instore to be part of one of the largest ever retail installations was truly an extraordinary moment in the company’s history. Taking on such an ambitious project is yet more validation of Momentum’s commitment to delivering seamless project management and installation quality at speed, regardless of scale.”
PALLETS MANAGED
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TIMELINE OF AN INSTALLATION
TIMELINE OF AN INSTALLATION
No.1
Taking you on a
JOURNEY THROUGH A MOMENTUM INSTORE RETAIL INSTALLATION...
The Proposal
Work Begins
We take the time to meet with you so we can really understand the objectives of your installation.
You’ll receive a detailed proposal, covering every aspect of your installation including pricing.
Your dedicated project management team will put together a fully detailed installation brief for the project.
No.5
No.6
Send in the Troops
Kitted Out
Knowledge is Power
Fully trained and briefed installation teams will visit your stores.
All essential stock and kit will be delivered. We can arrange a trial installation in a store of your choice.
Our Estate Management System gives you access to bespoke reporting on your project’s progress.
No.7
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No.3
Getting to Know You
No.4
10
No.2
No.8
No.9
We live to deliver
You're in safe hands
Monitor
Your project is live! Rest assured, we won’t stop working until every detail is exactly right.
We’ll de-brief you at the end of the project to make sure everything ran smoothly.
Our online portal InSite allows you to keep an eye on what’s happening in store at all times.
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CASE STUDY
CASE STUDY
Case Study
NYX INSTALLATION
Bringing NYX to the UK High Street
WITH A TRACK RECORD WORKING WITH COSMETICS, SEE HOW MOMENTUM INSTORE HELPED BRING THE AMERICAN BRAND TO THE UK HIGH STREET. THE PROJECT
Acquired by L’Oréal in 2014, NYX’s products have previously only been available to the UK market via online retailers. The dynamic brand has established a successful social media and online presence, but lacked any presence within the British and mainland European physical retail sphere. When Boots announced that they would be introducing the American brand to their core cosmetics range, Momentum Instore was delighted to partner once again with the industry giant. With a reputation as cosmetics merchandising experts the team at Momentum Instore, were keen to bring their astute eye for detail and extensive experience to the project. The project involved Momentum Instore taking delivery of the furniture for the installation and then transporting the delivery directly to the store. Momentum’s four person installation team then fully installed the furniture, bolting the units together and levelling them. The installation took place during store closing hours,
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with the team working overnight from 8pm to 8am the following morning. Following the completion of the installation a four person merchandising team began work and, in total, the Momentum team have merchandised over 900 units.
8PM TO 8AM DURING STORE CLOSING HOURS
THE RESULTS
So far Momentum Instore has completed the installation of one Boots store in Manchester, prior to the national rollout scheduled for 2016. Work has also been completed on stands in Madrid, Barcelona, Milan, Copenhagen, Toulouse & Gothenburg. This partnership with NYX is an exciting opportunity for Momentum Instore to extend its global reach and work with a contemporary, global brand.
MOMENTUM INSTORE HAS DEMONSTRATED A TRUE TALENT AND SPECIALISM WITHIN COSMETIC MERCHANDISING, A SPECIALISM THAT IS DESIRED TO CARRY OUT SUCH HIGH VOLUME JOBS. OUR EYE FOR DETAIL IS SECOND TO NONE, AND NO MORE IS THIS TRUE THAN THE WORK WE HAVE DONE WITH NATIONAL AND GLOBAL COSMETIC BRANDS.”
900
UNITS MERCHANDISED
4
SPECIALISED COSMETIC MERCHANDISERS PER PROJECT
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MEMBERS OF THE MOMENTUM TEAM
Paul McCarthy, Sales & Marketing Director
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OMNI-CHANNEL BLOG
ARE YOU BEING SERVED?
Enter the Omni-Channel
HAS IN-STORE CONNECTIVITY KILLED THE SALES ASSISTANT?
WAY OF THINKING
T
he role of the shop assistant is changing but is human labour eventually being replaced by machines in shops?
The answer? Not quite. Momentum Instore takes a look at how digital technology has changed the UK retail sector and what the future looks like for the sales assistant. Digital integration within stores has not only changed the way in which customers shop but has also led to retailers changing their approach to the way they plan their store operations. The undertone that technology could replace labour within retail is not a radical one – you only need to look at car manufacturing to see the impact technology development can make on labour force numbers.
The Role of a Retail Associate: The retail associate has been the common dominator of shopping in the retail sector since what seems like the dawn of time. Whatever the name that a particular shop gives them they were once the only gateway between a sale and the customer. Online inevitably changed that, by-passing the sales assistant entirely. The rise in digital convergence within stores has created greater connectivity, click and collect for example has led to smarter merchandising and less storage space required in stores and self-scanning machines has reduced the need for till assistants, especially within supermarkets. The role of the sales assistant hasn’t been completely revolutionised, however as new tech is installed the knowledge and skills of store staff will need to expand and adapt. 14
IS NOW THE TIME FOR DIGITAL?
As a result, retail workers need to be better trained than ever if stores are to move with the technological times. With more and more shops offering connectivity through smartphone, apps and tablets, those choosing a career in retail need to be prepared to deal with such innovations when things go wrong, as well as when things go right. In the last decade the UK retail sector has changed significantly. Here are only a few in-store innovations that we may take for granted, that didn’t exist or weren’t as widely adopted in 2005 as they are now:
Self-Service Scanning: Self-service checkouts were non-existent back in 2005, going from a niche facility to being widely-adopted by supermarkets and high street retailers alike. Not without their flaws, the self-service points have become almost an iconic piece of tech within stores.
Click and Collect: Click and collect has been widely adopted within most of the UK’s biggest department stores and the alternative method of shopping is growing. The perfect marriage between online and in-store connectivity, retailers continue to invest more in click and collect – not only is it a guaranteed sale but it is incentivising customers to come into stores.
Online Customer Service: Waiting to speak to a manager to voice a complaint was the most effective way to get an issue resolved. The rise of Twitter has meant that retailers have stepped up their Issue 05 2016
customer service, having dedicated Twitter accounts just for the matter. In ten short years Twitter went from non-existent to having over 1.6 billion users world-wide, changing the way in which retailers approach their customer service standards.
Contactless Payments: Usage of contactless payments increased by 330 per cent in 2014 (mintel) and the meteoric rise isn’t showing any sign of slowing down. The payment method has led to quicker till transaction times and less time customers spend in stores. Retailers need to think of more innovative POP and POS installations to convert customers quicker than ever before.
In-store WiFi: Free WiFi is everywhere from public transport to city centres and retailers have realised that it offers an additional service to their offering. In 2005, internet usage was almost exclusive to personal computers and laptops. In-store connectivity has changed the way customers shop.
The Future is…
POS FAILS
WHO’S IT FOR?
Everyone remembers the Sainsbury’s sign fail that went viral in 2014 when an employee mistakenly placed a poster in the shop window that was only intended for staff to see. The poster was the ‘Fifty Pence Challenge’ that asked staff to encourage customers to spend an extra fifty pence with every transaction. Oops!
W
DO THE MATH
We know maths can be tricky, but if you’re producing a sign like this for your store make sure you double check the numbers on a calculator before getting it printed.
What you may think is a good deal for your customer may not be the case if you forget to proofread your promotional material!
(Courtesy of http://www.ranker.com/list/funny-supermarketfails/jude-newsome?format=SLIDESHOW&page=7)
POS Fails: Is Now the Time for Digital? hen done right, printed POS is an effective way to highlight products and promotions in-store, however it’s unfortunately very easy to get wrong. Spelling and grammar mistakes, incorrect pricing, and errors in judgement can leave retailers red-faced, especially when customers take to social media to share such faux pas. It’s not just mistakes made in POS that should be considered, but also the cost of printing. The fast-moving world of retail with its ever-changing prices means that sometimes POS has to change multiple times, racking up costs from the materials used and the extra time taken. It’s for this reason that digital POS is growing increasingly popular as, despite the initial investment, retailers have no follow-up costs and can constantly change the information displayed at the touch of a button. We’ve selected some of our favourite printed POS fails of all time that every retailer can learn from.
A GOOD OFFER?
INCORRECT DESCRIPTION
(Courtesy of http://www.theguardian.com/business/2014/sep/30/ sainsburys-puts-poster-in-window-that-customers-were -never-meant-to-see-)
Customers like clarity and assurance when making purchases, and nothing is worse than finding a product isn’t as described.
CHECK THE SPELLING
There are so many examples of bad spelling in retail signage that it was hard to choose just one. Retailers are constantly pushed for time, but not taking a minute to check things over could leave them open to ridicule.
(Courtesy of http://www.ranker.com/list/funny-supermarketfails/jude-newsome?format=SLIDESHOW&page=8)
BRAND RECOGNITION (Courtesy of http://thesignfail.tumblr.com/)
When it comes to merchandising, a strong brand identity is key. Don’t make the mistake of using the wrong brand’s POS with the products of another.
PUNCTUATION PROBLEMS
You’d think a company called apostrophe would be able to get it right! If in doubt on punctuation, get a second opinion before committing to having something printed.
What does the future hold for the retail assistant? The rise of a robotic workforce gracing our high street isn’t on the horizon yet, but the need for customer service assistants using more technology within their role has led to a change in the requirements and skills they possess. (Courtesy of http://www.ranker.com/list/funny-supermarketfails/jude-newsome?format=SLIDESHOW&page=27) (Courtesy of http://thesignfail.tumblr.com/)
(Courtesy of http://www.huffingtonpost.co.uk/2012/02/22/ apostrophe-fail_n_1293672.html)
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Your brand in
SAFE HANDS A lot can happen in a year
101,448
3,038,884 PIECES OF DATA
49,649
MERCHANDISING
1 New App DEVELOPED
in 2015
collected
shifts completed
for our clients
Awarded A POPAI AWARD
410
1,491,176 MAN HOURS
1 New
SERVICE LAUNCHED
for our AkzoNobel MixLab installation
projects completed
worked
Retail Asset Tracking
658
STORES SUPPORTED
1
NEW WEBSITE
12 employees
We delivered THE BIGGEST
with their merchandising
launched
1 employee of the year
installation project in Europe…ever!
1st EXHIBITION
Future
Not a lot OF WINNINGS AT AINTREE
We went
we attend our first exhibition in 20 years, and we loved it!
helped to train the Senior Managers and Leaders of the future
STORES VISITED
INDIVIDUAL INSTALLATION
OF THE MONTH
LEADERS
but a great company conference!
YOUR BRAND IN SAFE HANDS
GLOBAL
installing in France, Sweden, Spain & Italy!