March [edit]

Welcome to our third monthly TRP [edit]: a bite-sized round-up of the favourite projects we’ve been working on. Look out for the [edit] around the first
of each month.

As communication and engagement specialists, we want to inspire you by sharing projects from our six areas of expertise: Insight & Strategy, Digital & Social Marketing, Copy & Content, Employee Engagement, Video & Motion Graphics and Design & Branding.

Each expertise area is aligned to our purpose of creating lasting value for our clients and their customers. With collaboration hubs in London, Amsterdam and Milan, our team are immersed in European retail and are continually in touch with the world’s most exciting retail markets.

We hope you enjoy our March [edit]. We’d love to hear your feedback – email us your thoughts at hello@theretailpractice.com.

 Inspiring global store managers for Hunkemöller

Employee Engagement: In 2012 we helped Hunkemöller take a store managers’ day and transform it into a motivational annual Brand Event. Now in its seventh year, the event is a single-minded celebration of success that is designed to inspire and energise a team of global store managers. Our work during February and March 2018 ranged from creating the theme, the presenter content and presentations and an opening showreel, which set the tone for the two days.

An audience of around 800. Two days. Two fashion shows. Seven lead presentations. Buyers’ workshops and a whole lot of fun!

Top tip: Get the energy levels and mood right from the very start – indeed from when the invitation goes out. Open minds catch ideas!

Leading a customer-driving workshop for Rivièra Maison

Strategy & Insight: While most retailers are launching their Spring/Summer collections, it doesn’t always mean customers are in the same place and in the mood to shop yet! We were asked by our homeware client Riviera Maison to help them plan part of their Marketing strategy for the Spring/Summer season, with a focus on driving visits in store and online. Our ‘Customer Driving Workshop’ showcased a series of tactics that have been used across various retail sectors. We then helped the Riviera Maison wider Marketing & E-Commerce teams to brainstorm ideas to see what could work for them. We narrowed 12 ideas down to 3 great initiatives that they had never done before, and all three are currently under development by TRP.

Top tip: Visitor driving tactics should always align with a brand’s purpose and mission.

Attracting potential hires with engaging content for Hunkemöller

Copy & Content: Our 12-month calendar of HR content for Hunkemöller is well underway and last month we kicked off with an insight into the brand’s exciting people plans with Global HR Director, Anne Jaakke. This month, we’re getting to know more about the brand and the people within it by asking employees across the company for their top tips on how to get a job at Hunkemöller. Aimed at potential job seekers, these tips will help candidates with insights on how to apply for the right role, interview prep and how to settle any nerves or doubts. As ever, it will also offer a view of the brand from the inside, so is well worth a read for anyone who’d like to know what makes this global lingerie brand tick.

Top tip: Be clear about who your audience is, and make content relevant to this target group.

Twinset Milano customer research: (sustained) insight always beats hindsight

Strategy & Insight: Back in spring 2017, Twinset Milano asked us to help them reinforce their understanding of the brand’s expanding customer base. We arranged and facilitated three focus groups with regular, lapsed and potential Twinset customers. This covered all types of tasks: from recruitment, management of legal aspects and venue hire to moderation and report creation – all in Italian of course! A year later, we’re still helping the brand sustain the insight gained, thus ensuring the findings have a long-term impact. We are also sharing the report with new hires (such as the new creative directors and new members of the digital team) as part of the on-boarding process. These customer findings were instrumental in the creation of Twinset’s new tone-of-voice and were shared with the team in charge of the company’s recent re-branding operation.

Top tip: Good insight is highly valuable. Share with all stakeholders who would benefit from knowing and sustain its use in the business.

TRP’s Eva Pascoe appointed as tech-lead of the UK High Street Review 2.0

Strategy & Insight: The UK High streets are changing fast and often not for the good, with changes having been impacted by channel shift, business rates, pre-pack arrangements (where a brand survives but with many less stores) and the longer term trend of consumer spend moving into leisure and experience. To address the issue and identify a way forward, High Street Review 2.0 was launched this March by Bill Grimsey’s team to revisit the changes on British high streets since the publication of the original review in 2013. TRP’s Eva Pascoe was re-appointed to lead the review on the impact of tech on physical retail, changes in retail technologies and the impact of retail automation on jobs that will be lost by 2022. Eva is calling all groups involved in high street regeneration schemes to join the dedicated LinkedIn Group. Contributions and comments are highly appreciated!

Top tip: Follow the customer.

Until next time!

Team TRP