A day in the life - Keith Mitchell, European Implementation Manager

Posted by Momentum Instore on 1 May 2017

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Since joining Momentum Instore in 2015 as Client Services Manager, Keith has transitioned into the role of European Implementation Manager and is now based in Paris, France. With 25 years’ experience working in the POS/POP industry, Keith brings a wealth of knowledge to the whole team and has been instrumental in our recent European roll-out of NYX. For this project, Keith managed a network of partners to install all of the fixtures in every new NYX display from Iceland to Cyprus and everywhere in-between.  We caught up with him to talk about his role and responsibilities, as well as gain some insight into what projects are coming next.

Keith, tell us about a typical day for you.

Starting with the toughest question! I possibly have one of the most varied jobs at Momentum Instore as it involves managing a wide range of client and supplier relationships and supervising several installations across Europe a week. Right now, I’m working on a project in Cyprus having flown in the night before from Germany where I was overseeing a new installation. My home is Paris, but I travel wherever the business takes me, which at the moment covers the whole of Europe.

My laptop and mobile are my office, and most weeks involve several flights, hotels, early starts, late finishes and sometimes weekend working if it meets with the requirements of our clients. It’s for this reason that, on average, I spend less than five days a month in the office, so I rely heavily on the installations project management team who are based there to keep me updated on everything I need to know when I’m travelling or on site.  I do try to get back to the office to coincide with the monthly business meetings, but our clients’ needs always come first.

Can you tell us about any new projects you’re involved in?

We are steadily developing client relations in several countries, and being increasingly exposed to pan-European installation opportunities across several sectors, including fashion, retail, automotive and consumer electronics. Through projects such as NYX, Momentum Instore has built a solid reputation in the cosmetics sector in Europe and now it’s great to see we’ll be broadening our reach into more fields.

The key to our success in expanding our reach across Europe comes down to our positioning as a virtual extension of the client organisation. We’ve achieved this in the UK and now we have to develop the same relationships with our European clients by demonstrating the value we’re able to add to their operations

Tell us about the technology you use that help projects run smoothly

We are steadily rolling out the InTouch app with all of our European partners to align reporting processes across Europe with those in the UK. This is no easy task with more than 20 languages and different ways of working to take into account!

Momentum Instore’s continuous investment in estate management and reporting technology makes a big difference when discussing working with potential new clients, and has really helped to position us favourably against local competition in every other country.

What do you think 2017 and beyond bring to the retail implementation sector?

Retail is about continuous evolution, with an ever-growing appetite for introducing new technologies to enhance customer experience. This is bound to grow as the relative cost of technology decreases, allowing brands and retailers to implement solutions we could only have dreamed of a decade ago.

That being said, there’s still plenty of life in putting products on shelves and implementing POP displays in an attractive and eye-catching manner. The key marketing principle of AIDA (Attract, Inform, create Desire, convert to purchase Action) remains fundamental. Bricks-and-mortar retail is not about to disappear any time soon. A well-executed creative design still has an enormous role to play, proving that you don’t have to clamp a VR headset to your face to have a meaningful shopping experience!


An Installation Case Study

Working with the retail institution that is Boots, Momentum Instore delivered a high volume installation campaign which aimed to make the shopping experience a more pleasurable one.

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