retail workshop brochure dec10
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Helping you find your Driving sustainable profit growth
Retail-Remedy delivers complete support solutions to retail companies and those organisations wishing to engage with retailers.
As retail experts we pride ourselves in providing our clients with quality, experience-based insights into the challenges and opportunities that retail provides.
Our strength lies in being able to apply our collective retailing experience (currently in excess of 200 years) to develop strategies, concepts and ideas that appeal to consumer needs and deliver sustainable profit growth to the companies we engage with.
Our values and trading ethos have enabled us to attract leading retail specialists to join us – people we have worked with over time, people we are prepared to trust with your project …and our reputation.
As a business we pride ourselves on being respectful towards your culture and identity and at the same time delivering an objective, independent and honest appraisal of your organisational strengths and opportunities.
Strategy & Planning
Defining Strategy
The tale of the rather warm frog
What Strategy is and what it is not
Brand and Strategy compatibility in the retail sector
Evaluating your current Strategy
Competitors’ Strategy and how to ignore it
Strategy Testing
Strategic Decision Making
Developing collective intuition
Creating constructive conflict
Maintaining decision pace in fast paced retail environments
Avoiding internal politics
Traditional Strategic tools
SWOT analysis
Five forces framework
Experience curves
Strategic portfolios
Surfing the Edge of Chaos
Strategy as a living organism
Removing equilibrium and delivering for the customer
Creating an adaptive Strategy system
Creative Strategy on the edge of Retail Chaos
Strategy as Options for the Future
Uncovering hidden constraints
Establishing Strategic processes
Optimising the Strategic portfolio
Planning and Opportunism
Strategy & Planning Workshop – Strategic Personnel (business owners/leaders/senior managers)Prime Objective: to formulate an effective strategy using all the tools at your disposal and create plans that you can implement
Learning outcomesAt the end of the workshop, participants will:
evaluate the Strategy employed by successful retailers
understand the factors that influences current and future Strategy
appreciate how to begin forming a customer-facing Strategy
be aware of the tools to help challenge and develop Strategy
understand how to keep Strategy alive and relevant
Strategy and Planning programme overview
“Perception is strong and sight weak.In strategy it is important to see distant things as if they were close and to take a distanced view
of close things.”Miyamoto Musashi 1584-1645, legendary Japanese swordsman
Leadership
“Know Thyself!” Scribes of Delphi (via Plato)
Learning outcomesAt the end of the workshop participants will be able to:
Leadership Workshop
Prime Objective: transforming business owners into great leaders
design, evaluate and communicate an effective vision for your business
deliver a clear Strategy that engages the whole team
understand how to inspire colleagues with stretching goals and clear target setting
deliver a variety of communication styles for each business need
act as a role model for team empowerment and performance management
identify team dynamics and instigate a performance and development culture that caters for the whole team
Leadership programme overview
Laying the foundations
Great Business Owners versus Great Business Leaders
Transforming business ideas into strategic direction
Reviewing the vision, mission and values of your business
How to keep your business relevant – BHAGs
Knowing when to grow and when to shrink
Building the right team
Great leaders build great teams
Harnessing the passion of your team.
Recognising individual and team strengths
Team building options
Communicating the message
Communication types and their uses
The problem with over-communication and how to stop it
The Emperor has no clothes – how to tell him.
Communication feedback loops
Goal setting
What is policy? what is procedure?…and how to communicate both
Aligning personal targets with business goals, Strategy into KRAs
Building milestones
Managing performance
Agreed performance charters and how to get them – GAPS analysis
Performance reviews and their frequency
Dealing with poor performance
Managing personal development and nurturing talent
Aligning reward to performance
Succession planning to future-proof your business
Branding & Marketing
“Designing an authentic and differentiating Brand Promise and aligning your company to be a Promise Delivery System (and nothing else) equals Brand Success”
WOW Branding 2007
understand what their brand values are
understand how to create a brand promise
review options for central brand management
understand how to create differentiation in an undifferentiated market
create marketing promotions that support the brand
understand how to deliver the brand promise through the line
understand how to extend a brand or make a sub brand
Strategic Brand & Marketing programme overview
What’s your Brand?
Your Brand evaluation
Market place review
Customer profiles, current and future
Brand and Strategy integration
Right brains, left brains and the bit in the middle.
Brand promise alignment
Managing Brand options
One stop Shop
Brand agencies
Integrating your marketing team
Brand disciplines
Differentiating your Brand
Internal collaboration, external collaboration
Remaining innovative
Marketing the Brand options
Keeping the Brand Promise during marketing
Promote the product or the Brand?
Bringing the Brand alive
How does the field team live the Brand?
Brand enhancing and erosion in the field
Going to Market
Brand extensions, the good the bad and the ‘ I’d rather not’
Sub-branding, Why? Why not?
“An image is not simply a trademark, a design, a slogan or an easily remembered picture. It is a studiously crafted personality profile of an individual, institution, corporation, product or service.”
Daniel J. Boorstin: historian, professor, attorney and writer
Learning outcomesAt the end of the workshop, participants will:
Brand & Marketing Workshop 1 – Strategic personnel (business owners/leaders/senior managers)
Prime Objective: to evaluate, challenge and understand the principles of Branding as it relates to your business and its customers
Branding & Marketing
What’s your Brand?
Your Brand evaluation
Market place review
Customer profiles, current and future
Colleague profile
Brand Execution in the field
Brand values and company values
Colleague Brand induction
Look and Feel, to customers and colleagues
Ease of Brand execution in stores
Analysis and management of Brand management in the field
Brand Charters
Creating a Brand Charter
Involving colleagues in the Brand
All-arena support of the Brand
Brand enhancing and Brand erosion
Operational Marketing
Simplifying the toolkit
Developing sixth sense marketing
Promotional management
Keeping it interesting
Making it an event
Delivering for the suppliers
Customer Service
Service as a Brand expression
Brand enhancing and Brand erosion
Brand & Marketing Workshop 2 – Operational personnel (line management)
Prime Objective: to understand the brand and how the brand promise is delivered though its people
Learning outcomes
At the end of the workshop, participants will:
“There is nothing more tragic for a company than when its insiders are clueless about the brand and their role in delivering the brand promise.”
WOW Branding 2007
Operational Brand & Marketing programme overview
understand the importance of branding throughout the organisation
understand how to evaluate brand execution in the field
understand the importance of keeping branding simple in the field
have learnt how to support integrated marketing through promotional management
realise the importance of making service part of the brand experience
understand how to execute events in the field.
Buying & Merchandising
“We only have one bullet in our gun, the right product at the right price”
James Sinegal, Costco
Learning outcomes
At the end of the workshop, participants will:
Defining the role of the category What does your category mean to Customers in your store:
– Is it destination, routine or treat? – Is it a category that will be awarded feature space and/or marketing support?
How does the category contribute to overall profit?
Understanding your Category Customer Who is your target Customer?
What % of the store’s Customers will you expect to shop your category?
What does your Customer need/want from the category?
How to delight the Customer
Understanding your Competition Where else are your customers shopping?
Why are they shopping there?
How can you improve on their current experience?
How can you tell them about your benefits?
Developing category objectives and strategies Understand your growth objectives
How can you achieve them?
What do you need to do differently?
Creating plans to land change
Better Buying How you can afford to deliver your strategies
Making the right decisions
Customer requirements vs financial benefits
Better negotiation with suppliers
Price and Promotions What is your price and promotions strategy?
What do you need to do more of, or to do differently?
How to fund your activity
How to shout about your activity
Buying and Merchandising Workshop
Prime Objective: to increase sales and profits through better buying and category management
Better Buying and Category Management programme overview
understand the role the category plays in their business
understand their Customers and what they want from the category
understand the competition and how this effects their decisions
approach setting the right objectives and strategies
make the right decisions on range, pricing and promotions
growing their sales and profit of the category
“Imaginative, sanguine men will never recognize that in negotiations the most dangerous moment of all is when everything is moving according to their wishes.”
Honoré de Balzac, French writer
“Let us never negotiate out of fear. But let us never fear to negotiate.”
John F Kennedy
Negotiation
Learning outcomes
At the end of the workshop, participants will:
Negotiation Workshop
Prime Objective: to increase profits through better Negotiation
understand what makes a good negotiator – how to become one
understand their objectives, and those of the other party
know how to plan a negotiation
know how to set the right strategy and work to this throughout the negotiation
understand how to deliver a win-win outcome
understand how to manage conflict and tactics
understand how to capture and record agreements correctly
Better Negotiation programme overview
What makes a good negotiator?
What are the knowledge and skills required?
How can you become better at negotiating?
How to practise, practise, practise
Planning the negotiation
How to set the right objectives
Know your own business
Understand what the other side wants
Where is the power? – what have you got that the other party wants?
Setting your negotiation strategy
What is your start point?
Managing agendas
How can you take advantage of natural competition between suppliers?
Aim for win-win
How to make both sides ‘feel good’
Conflict and collaboration – uses and misuses
Concessions – should you or shouldn’t you?
How to build and maintain relationships
Managing conflict
Is conflict a bad thing?
How to say no without walking away
When to walk away
Tactics, and how to handle them
Most common tactics and responses
How to use time and deadlines
Capturing the deal
How to document and follow up post deal
Avoiding break down
Visual Merchandising
Learning outcomes
At the end of the workshop, participants will:
The role of Visual Merchandising What’s my role?
How does it impact the business?
Measuring Success
Image and Identity Understanding your customer
Communicating your brand values
The silent sales person
Navigation and Store design Understanding customer flow
Mapping the customer Journey
Delivering the correct floor plan
Choosing lighting and fixturing
The Product Story Building a campaign
Less is more
Apples with apples
Visual cues
Working with colour
Product Execution – the principles Categories/Brands/Prices
Product adjacencies
Use of space and product flexing
Promotional activities
Communicating your message Windows
Point of Sale
Displays
Fixtures
Use of space
Colleagues
Visual Merchandising Workshop
Prime Objective: to increase footfall, sales and profits through powerful Visual Merchandising
Visual Merchandising programme overview
understand the importance of visual merchandising within their business model
understand visual merchandising and its relationship to sales
understand the components of visual merchandising
appreciate the elements of successful visual merchandising execution
be able to identify visual merchandising action plans, toolkits and training guides
“Properly practiced creativity must result in greater sales more economically achieved. Properly practiced creativity can lift your claims out of the swamp of sameness and make them accepted, believed, persuasive, urgent“
William Bernbach , founder of Doyle Dane Bernbach
“If growth is what you’re after, you won’t learn much from complex
measurements of customer satisfaction or retention.
You simply need to know what your customers tell their friends about you.” Frederick F. Reichheld , Harvard Business Review
Customer Service
Learning outcomes
At the end of the workshop participants will:
Customer Service Workshop – Strategic level
Prime Objective: introducing a modern approach to recognising and satisfying current and future customer needs
recognise the correlation between your brand and service.
understand how to determine the ‘real’ needs of customers.
understand how to measure service effectiveness and delivery within the business.
be able to recognise and reward great service delivery.
plot the customer journey and determine the key service overlaps.
Customer Service programme overviewThe Customer
Who is your customer?
Who do you want your customer to be?
What does your ‘Brand’ say about your service and your service say about your ‘Brand’?
Identifying and plotting the needs of your current and future customers
The Experience
You are a service expert
Seeing what your customers see
Hearing what your customer say
Making feedback work for you
The Customer Path
Your customer’s journey starts before they enter your business and never ends
Making your customers work for you
The goodwill bank
Measuring Success
Colleague Engagement
Why they bother, if they do?
Recruiting a service driven team
How to get – and keep – colleagues engaged in service delivery
Service Framework
Growing your business through service delivery
Policies and procedures – Giving customers what they want
Budgeting for service – it costs you money but increases your profits
Monitoring colleague/customer engagement
“The only path to profitable growth may lie in a company’s ability to
get its loyal customers to become its marketing department.”
Frederick F. Reichheld, Harvard Business Review
web: www.retail-remedy.com e-mail: [email protected] phone: +44 (0) 161 408 3021 driving sustainable profit growth