The Brief
How can we help the retail function bring a new visual merchandising vision to life in a unified way across all stores?
The Solution
Bring the team into the bigger picture, inspire them; then communicate the new strategy, through direct, practical advice, tools and guidance; that helps the M&S team bring everything to life.
Background
Marks & Spencer re-launched their M&S Home proposition in Spring 2018 in an attempt to bring things in line with emerging trends and changing consumer behaviour. To deliver this they created a new marketing and visual merchandising strategy to help drive the new product portfolio across the business.
The challenge they faced was around how to encourage their teams in-stores to embrace this new strategy and to create a seamless shopping experience across all Marks & Spencer stores.
Our Approach
Before we started we carried out a series of quick interviews with store staff to better understand the challenges they face when trying to bring to life a new visual merchandising strategy.
Armed with this information we created a single destination – the VM Home Hub featuring, short, high-impact mixed-media films to help people understand, engage and feel inspired by the new strategy.
This was supported by clear, easy-to-access tools and downloadable guides for implementing the VM strategy on the shop floor.
The style and tone of the campaign was designed to echo the M&S ‘Spend it Well’ brand message.
Thank you for all of your hard work on delivering this project. We shared this with all our Home & Retail leadership team and they absolutely loved the concept and all that we have delivered.
SL Visual Merchandising Manager