Case Study

Internal Communications Campaign for a high street retailer

The challenge

This client needed to communicate to 91,000 staff across the UK and Ireland at speed and cost effectively to build awareness of seismic changes that could potentially be happening in the Retail sector over the next ten years.

The solution

Aspect produced a scene-setting exercise for their employees to work on in small groups, to start the debate about the future, provoking deep discussion around the need for business agility, the need for employees to be open-minded and open to learning new skills and the potential to change role many times within the business. The exercise centred on a simple graphic (produced as a large poster or tablecloth) depicting a family of the future. We also wrote a short backstory for each member of the family, which highlighted each person’s very different retail needs and wants, based on current research and demographic trends. At the end of each story we wrote a question aligned to a particular family member to draw out debate from the employees.

The outcome

The employees worked in small groups to discuss the family and then recorded their comments on the ‘tablecloth’ or poster, to be collected and recorded by head office. The exercise has been successfully built into a Line Manager’s communication pack and all employees have taken part in the exercise.