Case study

John Lewis

VM Manual designed to capture an iconic retail experience.


John Lewis has always been an admired and respected name in retail. Their business has a history of instore excellence, but the brand required updated VM guidelines to maintain its standards and reputation.

Working closely with the team at John Lewis, we aimed to encapsulate the brand’s meticulous attention to detail and quality in a comprehensive, highly engaging VM Manual to reflect its store presentation strategy. The “Nuts and Bots” manual gave the John Lewis instore teams the foundation to execute product presentation with renewed authority.

We documented the VM principles needed to support operational success: thorough information on presentation techniques and detailed images to bring the highest standards to every store. The new manual was rolled out with comprehensive training support as well as an intranet version for office-based teams. New stores are easily and quickly integrated into the VM policies, while existing stores enjoyed even greater success, keeping John Lewis’s reputation at the leading edge of the retail sector.




Putting the focus on delivering signature store standards, like never before.


VM policy makeover transforms instore presentation and brand impact.
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