Luxottica approached Visual Merchandising consultant and expert Deborah Minning to advise on how to bring a consistent look and feel to the OPSM stores. The Visual Merchandising knowledge Deborah has learn’t from many years working throughout Europe, Asia-Pacific and the Middle East on fashions premium brands; Calvin Klein, Armani, Alfred Dunhill to name but a new, see Deborah’s website for more information and background here…
Deborah approached BrandCulture to collaborate on the production of a complete Visual Merchandising manual for the 500+ stores across Australia and New Zealand. A full audit including staff interviews, brand signage, Point of Sales merchandising and logistics was undertaken across the network of stores. All situations photographed and a distilled set of guidelines was produced to define the OPSM brand experience all customers would engage with at all OPSM brand touch-points. How staff would set out the POS signage, the marketing displays should look and be positioned around the store to gain maximum impact but not infringe on the overall experience. The detailing and documentation an was immense task over 2 years and is now the backbone of how the stores function.
An important aspect was how to get staff to engage with the new set of guidelines and break their old habits. The store manager would first receive a box containing a folder inside saying ‘ unlock your stores potential’ but it had a padlock on the outside…. in small type next to the lock was written ‘your individual store code will arrive shortly’ creating a sense of suspense and anticipation. Two days later a card would be received saying ‘discover the secret to a winning combination’ on the outside, and on the inside ‘and reveal how visual merchandising can make our brand stronger’. The manager could then scratch off the 3 circles and reveal a code that could be used to unlock the box containing the Visual Merchandising folder….
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