Wilko hold half-day quarterly reviews – ‘Wilko Live’ – which invite approximately 380 delegates comprising mostly retail managers to discover the latest sales results and focus on the coming objectives for the following three months. MCS were brought in to deliver the autumn review in October 2015 which, alongside the review of sales results and targets, would also advise the team of a number of operational changes and channel everyone’s attentions on the major sales opportunities of the approaching festive season. Having already worked together on the previous quarterly review, Wilko were keen to build on their experience of working with MCS and evolve the format of the quarterly meetings, which would in turn produce something even more meaningful and engaging for delegates.
Having worked with Wilko on two previous projects, we had by this point acquired plenty of exposure to the business and had a solid grasp of the commercial messages that needed to be conveyed.Taking learnings from the preceding quarterly update, we sought exposure to the key Wilko speakers – including the CEO and Head Buyer – to make sure the slides from each division worked together to reinforce the tone of the day, namely: animated, fun and insightful.
This was achieved by having 1-2-1 sessions with the vast majority of the Wilko speakers, demonstrating how they could use their slides for maximum effect. Wilko trusted our expertise and gave us free rein to remove the fine detail from the slides, replace it with more succinct, critical information and then complement it with striking visuals.
We encouraged the speakers to use keypads as a tool to invite collaboration and input from the delegates. Throughout the day, the speakers would pose questions which the delegates could respond to via their keypads which were available on each seat upon arrival. This delivered real-time feedback, allowing Wilko to verify that the delegates were indeed absorbing the key messages.
Digital featured heavily on the review agenda, with the Head of IT eager to convey the exciting developments underway for the future of the consumer-facing website, wilko.com. This would include the introduction of Wi-Fi to Wilko stores and tablets for retail staff on the shop floor.
With digital being an interactive communication channel, simply presenting these developments via PowerPoint was unlikely to effectively deliver the changes. Instead, a game was created to inject some fun into this section and physically show delegates in an animated way how digital contributes to Wilko’s profit lines, as well as how it enhances the customer’s user experience.
In addition to helping shape and deliver the content, we also supported with full set production and design, as well as event management including designing the collateral for the day and handling the invitations and RSVPs. We delivered an event that stood out in a very positive way from previous reviews, allowing the delegates to leave the event focussed on their sales targets and sold on the commercial strategy.