Know exactly what's happening in every store: How Selected drives execution across 26 locations

How do you turn HQ plans into consistent action on the store floor?

You'll hear directly from Daniel Birkelund, Retail Manager at Selected – part of BESTSELLER, with 20+ fashion brands sold in more than 90 countries worldwide.

Daniel has worked at Selected for 7 years, where he leads 11 store managers and 100+ employees. With 12 years in retail, he started on the store floor and worked his way up – which means he understands retail execution from both sides of the gap.

“Over the years I've moved from managing one store to managing a lot more locations, and I think my journey has shaped the way I lead today, because I understand both sides – the store and the HQ.”

What to expect

You'll hear the before, the after, and the specific steps that made the difference for retail execution.

Daniel will explain how their visual merchandisers give real feedback on every store photo – approved or rejected, but always with a comment – so every store knows exactly what to fix and why. And you'll hear how a task from HQ goes straight into the app as a to-do that stores can complete and check off.

What you’ll learn

• Why retail execution goes wrong between HQ and the store floor – and how to fix it

• How Selected uses visual merchandising and store checks to ensure guidelines are executed – not just sent

• How Selected structures task management – so every store knows what to do and when

• How to track execution in real time across multiple locations – before a delay or a wrong display costs you sales

• How Selected freed up more time for coaching and developing employees

If you're responsible for store execution – whether as a retail leader, operations manager, area manager, or VM coordinator – this session is for you.

Why this matters

Retail execution is one of retail's most expensive blind spots. Poor in-store execution drives $125 billion in lost sales every year – and nearly half of shoppers have abandoned a purchase due to poor in-store experience (GlobalData report).

By the time you realise a display wasn't set up correctly or a collection launched inconsistently across stores, the sales window has already closed. What you cannot see in real time, you cannot fix in time.

For Selected's 26 stores in 6 countries, that gap was real – scattered tools meant no visibility into whether store checks were completed, no accountability for store-level tasks, and no reliable way to know if visual merchandising guidelines were actually being followed.

Sound familiar? This session will give you concrete steps to know what's happening in every store – and turn HQ plans into consistent store floor action.