New Look is a major UK fashion retailer, with around 600 stores nationwide. It aims to exploit technology to provide outstanding customer service and to improve efficiencies.
The brief, created jointly by the Operations Department and the IT Department, was to create a short (under 10 minutes) video to introduce their 10,000 store staff to new hand held terminals being brought into the business. On site training was ruled out for time, cost and logistical reasons.
vIT was commissioned to produce the video at very short notice and within a tight budget. Of paramount importance was that the video did not patronize the staff while remaining easy to understand and attractive to the viewer (the majority being females aged between 17 and 22). The New Look brand was to be carried through the piece, as was New Look’s sense of fun.
One day of planning and storyboarding at New Look’s head office, followed by one day of filming on location at a New Look store was followed by four days of editing and graphics compositing (two days with the client and two days at vIT’s studio). The resulting piece was duplicated for distribution to every store location and the whole project was completed within two weeks of the initial enquiry, saving tens of thousands of pounds in on site training costs.
The video is now also being used by the handheld terminal software developers as a promotional piece.