Leading retail consultant Karl McKeever is asking political parties to do some good for the UK retail community and their own campaigns, by encouraging them to set out their stalls in vacant shop units on the high street in the final days of the election.

Karl, who has advised the likes of M&S, Matalan and Sainsbury’s on visual merchandising, believes that political parties should take their message straight to the people using the many vacant retail units on the high street as campaign bases.

He believes that this would allow electoral candidates from all parties to meet hundreds of potential voters as they shop, with the interest created increasing high street footfall and driving much needed consumer traffic back into stores.

“If political parties want us to buy their candidates, then they should think creatively about how and where to sell their messages, and open up shop where the people are – they could even sell their merchandise,” explains McKeever.

“Social media and live debates are being promoted as the big, new ideas for delivering the Election but it’s in the high street where the general public could really engage face-to-face with their wannabe MPs, and make a real choice between them.”

“Instore, retail tactics could be used to help win the day. ‘Convenience’ being delivered through easy, direct access to politicians, ‘wow factor’ from clever communication of manifesto promises, and ‘choice’ from the different ‘brands’ and ‘product offers’ promoted by each party. Store designs could also emphasis party colours.

“This heightened activity in vacant retail units would create a buzz around our now empty town centres and neglected high streets, increasing footfall for the surviving retailers close by. As political parties are keen to say how important retailing is to the UK economy, this would give them the chance to put their money where their mouths are.”

Retail consultant Karl McKeever is to make his second major TV appearance of 2010, this time helping out on Feargal Quinn’s Retail Therapy, a six-part series on RTÉ1 designed to offer business development advice to a variety of established independent Irish retailers.

Karl features in episode six of the famous Irish retail maestro’s show, where he joins Feargal to help the popular Dublin supermarket JC’s to improve its customer experience and retail presentation to fight off the might of Tesco Ireland and German discounters Aldi and Lidl.

One of Europe’s most eminent authorities on retail brand delivery and the founder of leading retail consultancy Visual Thinking, Karl was approached to take part in the show by RTÉ TV producers from working with Irish retail trade organisation - Retail Excellence Ireland. Karl is also a frequent retail business contributor in the Irish national media.

Feargal Quinn is one of Ireland’s most renowned businessmen, who started in a small shop in Dundalk in 1960 and went on to create the Superquinn empire which, over a period of 45 years, grew to 21 shops and 5,000 employees. The Quinn family sold out of the business in 2005 in a deal worth €420m.

Karl’s episode will air on 13 April 2010 at 8:30pm on RTÉ1, which transmits globally on cable and satellite.

The programme can also be viewed on RTÉ’s website www.rte.ie/player after 13 April. 

The series is presented by three psychologists eminent in their respective fields of body language (Dr Peter Collett), social science (Anjula Mutanda) and neuroscience (Dr Jack Lewis). They will examine the whole spectrum of modern thinking from the spoken and unspoken rules of attraction and love, the social glue that is humour, the dynamics of power and wealth and the hidden psychology of winning and lying.

In the episode about Selling, Karl McKeever introduces Anjula Mutanda to the field of visual merchandising and the practices used by retailers to encourage consumers to buy.

Broadcast date 29.03.10, 9pm - watch again on Sky.

The series is presented by three psychologists eminent in their respectivefields of body language (Dr Peter Collett), social science (Anjula Mutanda) andneuroscience (Dr Jack Lewis).

They will examine the whole spectrum of modernthinking from the spoken and unspoken rules of attraction and love, the socialglue that is humour, the dynamics of power and wealth and the hidden psychologyof winning and lying.

In the episode about Selling, Karl McKeever introduces Anjula Mutanda to thefield of visual merchandising and the practices used by retailers to encourage consumers to buy.

Broadcast date 29.03.10, 9pm - watch again on Sky.

The series is presented by three psychologists eminent in their respective fields of body language (Dr Peter Collett), social science (Anjula Mutanda) and neuroscience (Dr Jack Lewis). They will examine the whole spectrum of modern thinking from the spoken and unspoken rules of attraction and love, the social glue that is humour, the dynamics of power and wealth and the hidden psychology of winning and lying. 

The series is a rich mix of fascinating and revealing archive analysis of celebrities, politicians and sportsmen and field experiments involving both the presenters and the general public. The ultimate goal of the series is for the viewer to understand the way they and others think and behave and therefore to improve the quality of their everyday lives in a very practical and accessible way.

Episodes include Attraction, Power, Selling, Lying, Money, Humour, Winning and Sex.

In the episode about Selling, Karl McKeever introduces Anjula Mutanda to the field of visual merchandising and the practices used by retailers to encourage consumers to buy.

Broadcast date 29.03.10, 9pm - watch again on Sky.

Leading retail consultancy Visual Thinking is using the 2009 version of its annual ‘book’ to drive long-term vigour back into the market to help brands achieve greater success during these times of economic hardship.

The new book showcases 11 recent case studies from Visual Thinking showing how major consumer brands have benefited from a range of instore improvement initiatives designed to improve their trading performance.

Featuring top names from across fashion, grocery, motor, telecom and homewares sectors, Visual Thinking hopes to inspire other brands and to attract future clients by illustrating ways to improve sales by maximising the customer experience instore.

Compiled by brand director Karl McKeever and his team, each page draws on recent projects, covering over 25 years of experience in the retail market, working for major brands such as M&S, Sainsbury’s, John Lewis, Tesco and Matalan, among others.

“Our annual book has taken many approaches over the years, but this year the objective has been to share our expertise, impart knowledge and inject some much-needed confidence back into an industry beaten down by the recession,” explains Karl.

“Encouraging retailers to be bold in the face of economic uncertainty is now more important than ever. Retailers need proactive and effective strategies that attract new consumers and maximise every single sale.

“Many retailers have understandably cut back on major capital developments such as new store concepts or refurbishment projects. This has refocused businesses on the need to get more out of their existing store estates. And, that’s where VM and operational improvement strategies win out by injecting new life instore and maximising trading / operational performance. 

“Those retailers who maintain investment in commercially driven VM projects now, will be the ones to maximise performance, and secure increased profits and growth in the long-term.

“Recent business downturns have shown that the price of failing to maintain investment levels will hurt customers in the short-term and can significantly weaken the brand in future. Failing to invest is something that retailers risk at their peril.”

For further information on Visual Thinking and to arrange an informal meeting to discuss your brand development needs, call +44 (0)116 278 6176 or email mail@visualthinking.co.uk.

Owners at Topline, Ireland’s largest independent DIY retail group are to be trained how to create a better shopping experience for customers thanks to leading UK brand delivery and VM consultancy, Visual Thinking.

Topline asked the team at Visual Thinking to develop two specialist training programmes to teach their employees the key principles of visual merchandising to ensure their stores were delivering outstanding shopping experiences for consumers.

One of the programmes will focus on delivering successful promotions, including the effective use of POS and display, while the second will be dedicated to delivering outstanding shopping environments.

Commenting on the project, Visual Thinking’s senior brand consultant, Jeanette Cheetham said: “Topline came to us after one of the company managers attended a workshop we ran in conjunction with Retail Excellence Ireland. They clearly saw the benefits that effective visual merchandising can make and were keen to work with us further."

“The Topline sessions are already proving extremely popular and the workshops are now fully booked. In the current economic climate retailers need to be taking cost-effective solutions to boost sales. Investing in staff training is an ideal way to ensure motivation and consistent high standards.”

For further information on Visual Thinking and to arrange an informal meeting to discuss your brand development needs, call +44 (0)116 278 6176 or email mail@visualthinking.co.uk.

As the global economic slowdown continues, retailers from across Europe are looking to the UK to help improve footfall and increase sales. Over the past six months leading visual merchandising (VM) and brand delivery consultancy, Visual Thinking, has seen an influx of leading European companies and retailers seeking their best practice advice. 

Recently, the team at Visual Thinking has worked alongside leading European telecoms giant KPN, to progress key strategic discussions about instore brand delivery improvement.

Members of the senior management team flew to London to gain insights and inspiration from a number of the capitals most iconic brands including Mini, Nike, Abercrombie & Fitch and Apple. The aim being to explore new ways to provide a compelling customer experience through all aspects of store presentation, brand and product communication, sales support and service.

Karl McKeever, Visual Thinking’s brand director, believes the best way to get consumers to adopt new technologies is to encourage people to feel more comfortable instore and to experience the products benefits for themselves at first hand: “Its' really all about the 'experience' - Retail managers must to be encouraged to think outside of their 'own box' and connect the store journey better with prospective consumers i.e. to simplify technology jargon and to increase product interaction, to make buying easier, less daunting and more fun.

“Technology stores can be a mystery to consumers - the goal has to be to help people to understand the products better and to enjoy the store experience overall. The group we have just worked with left London with a renewed vigour to embrace change in their retail business and improve their strategy for VM delivery.

“This approach has proved highly successful in the past. Previously, we facilitated an intensive management change programme in New York for Marks and Spencer's store managers. Here we explored how better VM can engage consumers, increase sales, build a stronger brand and improve the business overall.”

Recently, Visual Thinking has also played a major role in the improvement of VM standards at Poland’s exclusive Dometeka Mall. Following a series of onsite training courses, some senior managers have recently attended further development sessions in London’s West End, to explore the latest VM trends and their application in Poland.

Karl believes more retailers will be looking to improve retail delivery in 2009: “As the impact of the economic slowdown begins to bite, managers will be looking for ways to keep ahead and to raise their game. This will not be a time for complacency or retrenching, as brands that continue to invest in their store experiences, will be the ones to win out in the longer term.

“Managers need to be responsive to change and in a tough trading environment, finding ways to improve the retail offer and add value to consumers will be key to success.”

For further information on Visual Thinking and to arrange an informal meeting to discuss your brand development needs, call +44 (0)116 278 6176 or email mail@visualthinking.co.uk.

Christmas is the biggest seasonal event in the calendar, and most retailers can make a tidy profit if they display their store in the right way.

Here, Karl McKeever, Brand Director of visual merchandising consultancy, Visual Thinking, gives retailers some strategic design advice on how to help maximise sales and increase footfall during the Christmas period.

Store layout

Retailers need to make the most of their available space and plan accordingly - use strong focal points to attract customers to certain areas so they will buy the goods alongside. Stores can locate a new service where people will gravitate, and find a new area with a whole host of other available products to purchase.

Strategically place eye-catching products to draw the customer towards new launches, floor stands, promotional units and point of sale - there are good sales opportunities to be had by positioning relevant products in the entrance, and around the till area where customers are naturally drawn.

Retailers should recognise several parts of the store layout that have different commercial values. Consider which similar products would benefit from being situated adjacent to one another. For example, if hats are in one area, scarves should be placed alongside, followed by gloves – to encourage multiple sales and a higher transaction value.

Group all relevant products and position them into clear sections. The prime positions and most appropriate areas can be selected for each department or area to enable the customer to easily find them once inside the doors.

This is where signage plays a very important role. During the count down to the big day, more and more people will be piling into shops and stores, so the signage must be bold, clear and noticeable from the entrance.

It’s vital that retailers don’t overcrowd their store with endless products as customers will feel confused and overwhelmed by what is being offered to them. Look at the available space wisely, and ensure there is enough space for queues to form safely.

Window displays

Retailers need to think impact, as all window displays should aim to entice passers-by into the store. The most visually appealing and co-ordinated products should be shown alongside quality propping - striking point of sale photography also works really well, and movement creates a real ‘wow’ factor.

Displays should be inspirational, and be seen from a distance. Depending on the brand’s message, retailers could opt for humorous subjects with fun, charm and character, or stylish displays with traditional or contemporary themes.

Above all, retailers should be creative. By suggesting aspirational lifestyle themes, customers will be inspired for Christmas, whether they’re decorating their home or searching for gift ideas for example. Just keep it simple, relevant and impactful.

Consider the role of colour for the products to be sold. A strong use of similar colours in a window can make a bold and attention-grabbing statement. Retailers should aim to use a colour that reflects the brand and the display theme they’re looking to portray.

A red, green and gold colour scheme is classic, but can appear old-fashioned – making use of the brand’s own corporate colours would make a refreshing change instead. Christmas is a bright and joyous occasion so steer clear of pale colours and pastels – unless the chosen theme is to be wintery, icy and very chic! Metallics and a striking monochrome look are stylish and contemporary, whilst acid and complementary colours like cobalt blue, white and silver are seen as techy and cutting-edge.

The best window displays don’t over do the number of products, messages and content that they incorporate. Using fewer items in a display gives products a perceived higher value – providing the potential for the retailer to sell them at a higher price by increasing the sense of exclusivity. This follows the ‘less = more’ principle for maximising visual impact.

Most window displays start well, but can be neglected over time. Cleanliness is important, as customers won’t enter the shop if standards aren’t well maintained, or purchase products from battered and untidy tables, stands and shelves.
 
Finally, prices and information should be shown alongside the products but without compromising the overall look of the displays.

Golden rules

Simplicity is often key when delivering visual impact, so long as the end result is well executed and is in-keeping with the brand’s message.

If retailers follow these golden rules, they should be well on the way to a happy (and profitable) Christmas!

• Be creative! Stand out from the competition.
• Consider what you want to say about your brand/product offer.
• Use attractive themes and colours.
• Be aware of your audience – keep it easy and simple to understand.
• Catch customers’ eyes – maximise wow factor.
• Less = more – be selective!
• Implement displays professionally and with high standards.
• Ask for external advice.

For further information on Visual Thinking  and to arrange an informal meeting to discuss your brand development needs, call +44 (0)116 278 6176 or email mail@visualthinking.co.uk.

Norfolk seaside resorts have attracted unprecedented attention over the damaging effects to their local economy, identity and social inclusion through the opening of new supermarket chains.

The two sides of the argument for and against the proposed 16,000 square foot Tesco store in Sheringham, was outlined in a debate which has split local opinion for years. After North Norfolk District councillors rejected the plans in 2007, the decision will come to a close in six to eight weeks after the current public inquiry finishes.

Karl McKeever, local Fakenham resident and brand director of the UK’s leading visual merchandising and brand delivery consultancy, Visual Thinking, speaks out over the impact of supermarket giants on local retailers in small coastal towns.

Over recent years Tesco has been a shining beacon in setting high retail standards with improved store experience and convenience, increased choice and huge investment, which has not only benefited customers, but workers, suppliers and producers alike. But at what point does the brand’s size and accomplishments become a dominating concern with a potential swing in the balance of retail power?
 
The sheer magnitude of a large store arriving next to a smaller retailer can obviously have an immediate and damaging effect on trade. Family-run businesses simply can not compete with the convenience of the free parking and never-ending choice of the big supermarket giants. I see this as a ‘takeover’ of the UK high street, but Tesco and many others will argue that it is simply market forces and healthy competition at play.

In my opinion, the larger retailers should contribute more to the local community to encourage competition, diversity and vibrancy of the town in which they operate. This should not just be seen as ‘bricks and mortar’ projects when the store is initially built, but more of a leadership and sponsorship role to nurture and morally support the local economy.

In the five years to 2002, 50 specialist stores closed every week, including butchers, bakers, fishmongers and newsagents, and in May 2005, the IGD revealed the loss of 2,157 unaffiliated independent convenience retailers, compared to only 1,079 the year before, according to Tescopoly.org.

So what is required for corporate social responsibility? Perhaps big chains should be asked to donate a percentage of their profits to local government with the contribution earmarked to regeneration to help encourage entrepreneur businesses and smaller independent retailers to enter the market.

There should be more attempts to spread the success of the biggest companies further in our society and not let their rampant growth distort the local trade to such an extent where choice is de-valued, and towns are allowed to disintegrate over time, resulting in derelict ‘retail wastelands’ with increased crime and social disorder left in its wake.

Exactly what can local retailers do to up their game when competing with such corporate giants? Supermarkets use an indispensable set of practical selling tools, known as visual merchandising (VM) techniques to effectively influence and stimulate consumer-shopping behaviour.

If done well, successful VM will maximise the value of retail space and ultimately develop a stronger commercial performance for businesses. By using ‘best practice’ techniques and creativity, each local retailer can make their shelves work much harder, and as a result they will see increased product volumes, productivity, conversion rates and transaction values to help them survive in these challenging times.

For further information on Visual Thinking  and to arrange an informal meeting to discuss your brand development needs, call +44 (0)116 278 6176 or email mail@visualthinking.co.uk.

Retail managers in one of Poland’s most exclusive shopping malls have been putting their new found visual merchandising skills into practice to impress the UK’s leading brand delivery consultancy, Visual Thinking.

Following a number of day-long training courses at Dometeka Mall, located on the Park Handlowy, Targowek retail park in Warsaw, Visual Thinking brand consultant Brendan Gordon was invited back to see which retailers had adopted his advice. The workshops focused on making the most of the available floor space, creating eye-catching window displays and positioning branded materials to their maximum potential.

Commenting on his work at the mall, Brendan said: “I was really pleased to be invited back to Dometeka to judge the competition that the owners arranged. It was great to see that so many of the retailers had followed our advice about visual merchandising.

“It was not just in the individual outlets that changes were evident as I noticed that the entrance area to the mall had been rearranged in accordance with some of the principals that we mentioned during the workshops.”

Brendan selected furniture store Comforty Living COM40 and bathroom and kitchen specialists BODO as the winners - being impressed by their spacial arrangements, use of colour and unique window design concepts.

Following their win, Maciej Lasota, store manager of Comforty Living Com40 and the owner of BODO, Krzysztof Karmowski, both agreed that the training helped them to make some positive changes to their stores and that they were already seeing the benefits in terms of increased footfall and turnover.

Maciej went on to say that: “Although we are the winners of the competition, every outlet at Dometeka has taken Visual Thinking’s advice on board and given thought to the way they arrange their stores. We have all worked together to set a new retail standard in terms of visual merchandising in Poland.”

For further information on Visual Thinking  and to arrange an informal meeting to discuss your brand development needs, call +44 (0)116 278 6176 or email mail@visualthinking.co.uk.

Here, Karl McKeever, Brand Director of the UK’s leading visual merchandising consultancy, Visual Thinking, gives an insight into the selling techniques that shops use, and how they effect what we buy.

Karl has worked with top high street retailers and international brands, including Sainsbury’s, Marks & Spencers, Adidas, Matalan, John Lewis and Levi’s.

Visual merchandising

Essentially, visual merchandising (VM) is a set of practical ‘selling tools’ to influence what and how consumers buy. It is the part of brand delivery that specifically involves store and product presentation, with functions such as space management, display, promotional activity, and seasonal events.

Shops use VM to carefully manage ‘the look and feel’ of the brand instore, and to present products in the most effective ways to stimulate consumer shopping behaviour. Successful VM should enable customers to find products more easily, provide inspiration, lifestyle solutions, and product information, and ultimately encourage us to buy more.

The dwell zone

As soon as shoppers walk through the entrance or ‘dwell zone’, they’re overwhelmed with lights, sounds, smells and warm temperatures. This is a key area for influencing the customer and tempting them deeper into the shop.

Department stores often use this space for escalators and directories, whilst fashion stores use it to promote seasonal looks. Supermarkets use it to place ‘distress goods’ i.e. items that are bought in a hurry, such as flowers, newspapers and cigarettes

Product placement

By strategically placing similar products adjacent to each other, shops are using another sales technique. For example, if pyjamas were in one area, slippers would be placed next door, followed by night gowns - to encourage multiple sales and a higher transaction value.

Retailers also recognise that customers will be susceptible to any items that are placed in front of them whilst they’re queuing.

The most profitable impulse buys and special offers are positioned on the fixture ends of aisles called ‘gondola’ ends. Stores and supermarkets are designed to ensure customers pass as many ends as possible to provide a quick impulse reaction and increase further sales.

Focal points

Retailers that practice good VM will use strong focal points to act as ‘people magnets’. They strategically place the goods to draw customers’ eyes to new product launches, dump bins, promotional stands and point of sale.

Larger shops may locate a new service where customers gravitate to find a new area with numerous other available products to purchase. The idea of a focal point is that it creates a strong visual impact so the shoppers will buy the goods alongside.

Sales opportunities

Retailers have to make the most of their available space and plan accordingly to make a maximum impact on customers. Relevant products are positioned in the entrance and around the till area to encourage further purchases.

All-inclusive solutions such as food recipes and outfit ideas will inform, inspire and ultimately influence customer purchases too – they often suggest high margin meal and clothing combinations that save shoppers time by spending their cash!

Shelf psychology

Shelf psychology is crucial to customer manipulation. Many shops use a technique called ‘triangular balance’ which works on the principle that the eye will always go to the centre of a picture.

High margin products are placed on shelves at eye-level, whereas bottom shelves are used for ‘destination items’, i.e. products with a lower value, and often bought on a regular basis.

When customers look at the triangle on the shelf, their eye goes straight to the middle and most expensive items. Once they’ve seen the most expensive item (and, usually, best value for money), it will be harder for them to pick up the cheaper alternative.

Window displays

Retailers try to entice passers-by inside by displaying visually appealing props and products in the window. The displays will often portray aspirational lifestyle themes to inspire and show people how to present themselves, their home and their meals etc. Different styles, trends, occasions, seasons and gifts are all used to the retailer’s advantage to tempt customers into their shop.

Some shops use fewer products in a display as it gives them a higher perceived value – allowing the retailer to sell them to the customer at a convincing higher price.

Shopping tips

If customers enter a shop, they lay themselves open to a number of sales techniques.

Where possible, female shoppers should leave their partner and kids at home because men can be prone to making unplanned impulse buys, whilst children will pester them to get what they want - i.e. high margin character-branded merchandise.

The key is to concentrate, and never shop on an empty stomach or an empty head!

For further information on Visual Thinking  and to arrange an informal meeting to discuss your brand development needs, call +44 (0)116 278 6176 or email mail@visualthinking.co.uk.

Leading visual merchandising and brand delivery consultancy, Visual Thinking has been expanding its operations in the Middle East, after being appointed as VM and instore brand delivery consultant for three significant retail projects in Kuwait, having been chosen for its respected expertise and impressive corporate client credentials.

Visual Thinking brand director, Karl McKeever and his team of in-house consultants are working alongside leading architects, designers and retail teams in Kuwait to implement the best VM and brand delivery strategies for a major new children’s retailer and leading electronic and home furnishings brands.

In each case, VT will be using its successful consulting approach to maximise each retailer’s customer experience and optimise their retail propositions through the introduction of innovative VM delivery.

These projects are the latest in a growing line up of key international VM development projects, including recent work for adidas in The United States of America, Timberland Europe and The Warehouse Group in New Zealand. Other projects under discussion include work for the Dubai Mall, and for brands in Shanghai and Moscow. The Kuwait projects are due to launch later summer/autumn 2007.

For further information on Visual Thinking  and to arrange an informal meeting to discuss your brand development needs, call +44 (0)116 278 6176 or email mail@visualthinking.co.uk.

Renowned retail consultant Karl McKeever will star on BBC1 this week, working as the resident expert on new TV series, ‘Shopping the Supermarkets’.

On the 45 minute episode entitled ‘Shop Smart’, Karl will be showing series presenter Sally Magnusson exactly how customers can seek to better understand the sales techniques employed by the major supermarket chains.

This is the latest in a series of national television appearances for instore brand delivery and visual merchandising expert Karl, who has recently featured in documentary, ‘Honey We’re Killing the Kids’ and on Working Lunch, BBC Breakfast and Sky News.

Karl who is brand director of retail consultancy Visual Thinking, will appear on Shopping the Supermarkets – Shop Smart on Valentines Day on BBC1 at 9:15 am.

For further information on Visual Thinking  and to arrange an informal meeting to discuss your brand development needs, call +44 (0)116 278 6176 or email mail@visualthinking.co.uk.