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Client: Waterstone's
Project: Brand Audit
Brief:
Bookseller Waterstones asked Visual Thinking to provide a comprehensive review of the current Waterstones customer experience across all three of its store formats, including store design, visual merchandising and retail operations.
Solution:
The Visual Thinking team designed a bespoke brand audit, incorporating an image-rich, report-based commentary and statistics review, which was then implemented across 10 specially selected stores nationwide. Three Visual Thinking consultants spent one full day in each store, over a period of six weeks.
The team then developed a detailed executive report with strategic recommendations, which was presented to the Waterstones senior management team. The report also detailed a number of ‘quick wins’ that could be implemented to revitalise the store estate.
On the strength of the report findings, a comprehensive training programme was agreed and delivered for all head office and retail teams involved in influencing or implementing the visual look in stores. This work was to influence the company’s ‘Top 20’ store revitalisation programme, completed in summer 2010.
