"on-the-job" to "on-the-edge!" retail training - insights that ignite no.10
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insights that ignite: blue touch-papers
from VM-unleashed! Ltd
“on-the-job” to “on-the-edge” training:
blue touch-paper no.10
another blue-touch paper
from VM-unleashed! Ltd
insights that ignite: blue touch-papers
from VM-unleashed! Ltd
“on-the-job” to “on-the-edge” training:
blue touch-paper no.10
remove the risk of “Chinese Whispers” practices, rules & training
1. Effective, Efficient & Relevant Training
1. Training received in situ – in sales personnel’s own store
2. Totally relevant to individual store needs
3. Tailored by store, or store grade, needs
4. Informal, team specific & interactive training
5. Bite-size modules – 30 mins to 2 hours
6. Training timings built around store daily tasks
7. Training duration built around staff with busy lives
8. Whole store teams exposed to training
9. Raising expertise of every staff member
10. Training as an effective store team building process
11. Removes the risk of Chinese Whispers information
12. Stores becomes training centres for field VM
as well as the permanent store staff
2. Build into serious Retail expertise
1. Remote training as part of a “Training Academy”
2. Building towards a recognised “Training Certificate”
3. Ongoing, dynamic and building into real expertise
4. Modular approach with recommendations by
store managers for individuals to take modules
5. Modules requested by individual store personnel
6. Tailored for staff progression
7. Energise the role of “VM guardian”
8. Effective tool in building staff loyalty
9. Effective tool in reducing fast staff turnover
3. Efficient use of technology
1. One VMRemote set-up available and appropriate for many
training purposes across different internal departments
2. Facility for central trainers to train several stores
simultaneously
3. Facility for “instruct, leave, assess” hands-on training
4. Cameras also suitable for standard security
5. Cameras also suitable for traffic counting
6. Cameras also suitable for introduction of shopping behaviour
analytics, dwell measurements etc.
4. Massive cost-saving potential
1. Smaller costs for training instead of huge cost for compliance
2. Rationalisation of field VM teams
3. Massive reduction in travel, accommodation costs
4. Massive reduction in travel to/from formal training
5. Savings on relocation costs and disruption
6. Huge time efficiency improvements
7. A refocus of expertise into head office,
and into crucial store based specialists
The average annualcost per store in fieldtravel, accommodationfor national chain**
**VM-unleashed! average based on
retailer research & field experience
The cost of installingVMRemote fortraining & compliancein a 400 sqmetre store*
*regular shape with good overall visibility
Chinese Whispers TrainingThe main problem with historical
on-the-job (OTJ) training is that
bad habits are passed on. Every
layer of field personnel adds to
the risk of “Chinese Whispers”
practices, rules and training.
Even good store staff become
isolated from new practices and
processes.
In a chain of stores its easy for
breakaway clusters to form.
VMRemote takes the best of
both worlds by allowing staff to
train on their own shop-floor but
be trained directly from head
office by expert trainers.
“On-the-Job” to
“On-the-Edge” training
insights that ignite: blue touch-papers
from VM-unleashed! Ltd
“on-the-job” to “on-the-edge” training:
blue touch-paper no.10
Store training clustered by skills needs and not dictated by geography
Traditional Geographical
based Structure
- Time-consuming
- Expensive
Instruction &
Compliance
model
VMRemote Skills-need
based Structure
- Time-efficient
- Cost-effective
Training &
Education
Model
- Success of training dictated
by head-office adjacencies
- Head office very remote
- Necessity for many field
personnel & layering
- General field manager skills
“jack-of-all-trades”
& “master of none”
- High risk of “Chinese
Whisper” information training
- Stores with different training
needs clustered together
- Store training clusters not
aligned with store grading by
assortment & demographics
2. General skillfield personnel
3. Geographical,mixed gradestore clusters
1. Proactive headoffice with specialists
by store cluster
3. Stores clusteredby same skills and
training needs
2. Rationalisedfield compliance
or multi-storemanagers
- Success of training related to commercial and strategic
importance of each store cluster.
- Head office directly involved in stores training
- Only light field compliance team or multi-store managers
- Specialist training & compliance managers allocated
strategically to each store cluster and based in head office
- Ongoing “on-the-edge” training
- Stores clustered by same training needs
- Specialist VM Guardians trained in every store
The “VMSelling Tool-kit!”Assessment will channel store
training into the most important
& productive areas:-
- VM product display techniques
- Store layout & space allocation
- Window & mannequin dressing
- Store process, rules & regimes
- Managing store relays and
complying to VM guidelines
- Understanding and conveying
dynamic product information
- Delivering the Retail Calendar
- Starting a “Training Academy”
- Introducing and managing
Sales Incentive Schemes
- Instigating store refurbishment,
fixture and brand refreshment
- Collaborating on assortment
buying & merchandising
- Customer recognition skills
- Customer service skills
- Team management skills
- Customer satisfaction
1. Remotehead office
Assessing the Skills-needs
of individual storesOne solution does not fit all when
it comes to store skills training.
It is an important part of the
training process to assess which
skills will actually deliver higher
sales, profit, efficiency and brand
equity.
Every store should be assessed
on its:
- service approach
- store manager influence
- sales personnel hierarchy
- experience, skills and “passion”
- assortment complexity
- store design and evolution
- fixture efficiency & compliance
- delivery & replenishment
efficiencies
- customer expectations.
From proper assessment, stores
can be clustered for training.
insights that ignite: blue touch-papers
from VM-unleashed! Ltd
“on-the-job” to “on-the-edge” training:
blue touch-paper no.10
Revolutionise retail training, Radically reduce costs
Store Geography, Diversity
& Retail DynamicsThe three fundamental reasons
why on-going store based
training is becoming the most
effective and practical way of
training staff.
VMRemote makes this training
option viable by ensuring training
is more dynamic, more focused
& more customised than ever,
whilst significantly reducing cost.
The VMRemote Process
1. Analyse store training needs
2. Grade & Cluster stores
by training needs
3. Develop & adapt training
materials for remote training
4. Define new training roles,
responsibilities & processes
5. Revise field training &
compliance team structures
What is remote training?
• Remote training uses store cameras to link the sales personnelin the store directly with centrally located training specialists.
• The cameras are equipped with 2 way sound systems whichallow real-time interactive training sessions.
• Cameras can be focused on important areas of the store fortraining, and with wide fields of view and zoom facilities forstore-wide compliance and maintenance
• Training modules are developed and are tailored to the needs ofindividual stores and store clusters, fully interactive & hands-on.
Which kind of training?
• Remote training is ideal for all store based disciplines• Store personnel are trained whilst on their own shop-floor.• All training is therefore absolutely relevant and actionable.
• Visual merchandising skills, disciplines & practices• Visual merchandising store layout awareness training• Visual Merchandising store moves & monthly, weekly,
daily product changes• Visual Merchandising compliance and correction• Communication & Demonstration of new product
information, features and benefits• Store operation tasks, procedures & processes• Customer service skills training & demonstrations
Why the growing importance of store based training?
1. Store based training has become more practical & cost effectiveas store portfolios have grown more dispersed and storedemographics and assortment grading more diverse
2. In modern retail, high speed consumer & product dynamicshave made formal, classroom based training cumbersome andquickly outdated, whilst ongoing informal training has becomemore efficient and relevant.
3. In this diverse, dynamic market – “education & informal training”has become more effective and successful than“rigid instruction & compliance!”
Paradoxically as it becomes harder to communicate to, andcontrol, a wider variety of store situations, it has becomemore important than ever to do so, to create brandconsistency and increased commerciality across them.
VMRemote - Bridging the gap between essentialtraining and the necessity to reduce costs
insights that ignite: blue touch-papers
from VM-unleashed! Ltd
“on-the-job” to “on-the-edge” training:
blue touch-paper no.10
Do you measure the new store KPIs?Do you have the ability to measure thestrengths & weaknesses of your storesand analyse store initiative ROI.- Store Traffic & Conversion- Attraction of store areas & displays- Dwell times at displays- engagement rate of displays- Dwell conversion rates- Conversion rates by display
Do you have “The Perfect Store or the Perfect Storm?”
Store SellingStrategy
Store SellingFundamentals
VM Selling Toolkit
StoreImplementation
Analysis of storeimplementation
“The Perfect Store
or The Perfect Storm?”
“The Perfect Store” for the
retailer is always the result of
correctly aligned strategy, selling
principles, tools and support
training.
“The Perfect Storm” arises when
the strategy, principles and
selling tools are simply not
correct, uncoordinated, poorly
resourced and often the result of
poor and outdated retail
awareness, perceptions,
education and training.
Do you know what your correct approachto service and non-service selling shouldbe based on your product proposition,store skill-sets, customer demographic,geographic culture?Do you grade stores by Selling Strategyand do you train your staff accordinglyand appropriately?
Do you get your store VM principlescorrect based on your Selling Strategyand customer proposition?- Assortment structure & segmentation- Display densities & store capacities- Store layout, locations & adjacencies- Product display techniques- Retail calendar & promotions- Visual communication & branding- Store design and customer experience
Do you have the correct VMSellingToolkitto support your store selling strategy?- VM Product Display Book- Seasonal VM Guidelines- Dynamic product communication- A Training Academy- A Retail Calendar- Sales Incentive Schemes- Store design & refreshment actions- Buying & Merchandising Support
Do you have the correct skill-sets in yourstore teams, support and train them toimplement and maintain “Perfect Stores!”- Basic VM skills & awareness- Product knowledge & brand passion- Store space awareness- Store operational disciplines- Daily/weekly rules & regimes- Customer & market awareness- Customer Service Skills
VMGlueTraining from “Boardroom to
Stockroom” creates vertically
coordinated retail teams and
processes, building an awareness
and a VMGlue between buying &
selling, head office and stores.
It is important when planning retail training, tools and processes thatthey are appropriate to deliver the wider picture of retail strategy, storeselling strategy, store selling principles and the variety of “selling tools”that a retailer can use to drive sales and profit through its stores.
“A Fish Rots from the Head”
Remember a fish rots from the
head! Training and education is
not just for the seller on the shop
floor but from the CEO
downwards.
To stay ahead of current best
practice, latest thinking and best
practice tools, processes and
technique a retailer needs….
Training & Education from
“Boardroom to Stockroom”
insights that ignite: blue touch-papers
from VM-unleashed! Ltd
“on-the-job” to “on-the-edge” training:
blue touch-paper no.10
VM-unleashed unlocks the multi-channel profit potential of retailers by
integrating the buying, visual merchandising and selling functions, for
traditional stores and on-line channels.
which product?
how much of it?
how to segment and group it?
how to display and communicate it?
how to promote and sell it!
...and how to make it happen in your company?
Space planning & allocation
maximising sales/profit productivity per sqm., space density and store
capacities – store grading, square metre to linear metre conversion,
store & web space allocation, fixture capacity and design flexibility.
Assortment structure display
Segmenting the assortment for customer ease-of-shop, balancing
product story types, defining construction of options within stories,
planning the flow of goods to construct and fragment stories.
Store layout & web architecture
Segmentation, architecture and intuitive navigation, sightlines and
focal point planning, best seller merchandising, “contact points” to
stimulate impulse purchasing, cross-merchandising.
Visual Merchandising
Commercial display with optimum option and unit densities, creative
display for maximum rates of sales, integration of actual and planned
best sellers, image makers, high & low margin product.
Retail Calendar, Events & Promotions
sales promotion strategies and calendars, price & promotional
communication, stimulating the assortment, controlling store & web
space, time and graphic communication, dynamic promotional
layering, window strategy & display, store & website promotional
journey, e-newsletter delivery.
VM tools & processes, team structure & training
developing guidelines & manuals, space plans & zoning, developing
store regimes and routines, instilling a culture of visual merchandising
“from boardroom to stockroom!”, improving visual merchandising skills
in-store, developing & delivering training programmes.
…for more information please call Tim Radley
+44 (0)7967 609849.
delivering your store selling fundamentals
- making the most of what retailers have
VM-unleashed is a retail
specialist consultancy working
with clients throughout Europe
on training & implementation.
Tim Radley is the founder and
Managing Director and has
been working with best practice
European retailers for over 20
years including:-.
All Saints, Camper, Boots,
Carrefour, Primark, Otto
Versand, Cortefiel, Oviesse,
Coin, Springfield, Motivi,
Adidas, Sonae, Alessi, Aena,
Marks & Spencer, KappAhl,
Imaginarium, Porcelanosa,
Clarks, Aldeasa, Pepe Jeans,
Trucco, Sony, Koton, Oltre,
GasNatural, Orange…
VM-unleashed Ltd!11 Moat FarmRoyal Tunbridge WellsKent TN2 5XGUK
Tim RadleyManaging Directortim.radley@vm-unleashed.com+44 (0)7967 609849www.vm-unleashed.com
pinpointing & delivering ROI opportunities in physical & online stores
from VM-unleashed! Ltd
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