Stockmann approached Trailmaker for help with alignment around the ambition to strengthen the engagement with men. “We see an opportunity in male loyal customers,” says Riku Lyly, interim Chief Operating Officer for Stockmann division.
Mikko Huttunen, Chief People & Transformation Officer says that increasing growth with the male loyal customer base is something they’ve had in their focus for someyears, but he says they “were struggling trying to balance daily operations and growth initiatives”.
“With Trailmaker we established cross-functional clarity, alignment and commitment involving all the key internal stakeholders”, says Huttunen.
Riku Lyly, says that what became apparent in the work with Trailmaker was that people believed in the opportunity but didn't think they had the time, resources, and money to do the necessary things. Trailmaker helped “a bigger mindset-shift to happen”.
Measuring Execution Power clarified bottlenecks in resourcing and leadership
As a part of the Trailmaker concept, Stockmann has been monitoring execution power. According to Lyly, issues relating to resourcing and leadership have become clear. The Trailmaker Execution Power Index (EPI) showed Stockmann where the issues lay, he says, adding that discussions withTrailmaker about how to increase execution power were “extremely beneficial”.
Huttunen says that the Execution Power measurement helped clarify critical bottlenecks. “Trailmaker has helped bring rigour to the execution and to the follow-up and then steering based on the progress we have seen”.
