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Case Studies
The Problem
O2 had a view of how their stores would look in the future, and a view on the shape of their technology in the future, but they needed guidance on what type of people they would need. They had done a lot of work looking into this and had a lot of subjective data on what those people would be doing and how they would be behaving, but they had no quantifiable way of measuring these criteria across their retail estate of 4,500 employees. How We Helped Chemistry spent a lot of time with O2’s Head of Brand Experience, we visited their concept and existing stores, to really get under the skin of what these people are going to need to do in the future. Using all our intellectual property and benchmark data we designed, from an intellect, values, motivations and behaviours point of view, what we believed what those people would look like. What we wanted to discover was, if that’s is how people should look in the future, then what is the gap in their current retail estate, and what development do the 4,500 employees needed to get there. The challenge we faced was the sheer scale of the company. Traditional thinking in the development world would involve putting each employee through face-to-face development sessions with psychologists to understand the gap, which would be highly expensive, time consuming and very disruptive. Instead, Chemistry developed an online profiling tool that was bespoke to what good looks like for the roles in the retail estate. The tool allowed O2 to run all 4,500 employees through it in a matter of weeks and produce development reports for each individual against what good looks like for O2. The Result Although the tool is still in its beta testing stages it has already proved to be so successful for O2 that they are planning on rolling it out across the company.
