Visual Merchandising - How to Never Stop Topping Your Last Display

Transcription

1 Visual Merchandising - How to Never Stop Topping Your Last Display Presented by: Becky Wilkins Retail Management Associates AGM Education Team The Educational Voice in Golf Merchandising Since 1989 All AGM educational materials are protected by U.S. Copyright and cannot be reprinted or used without the expressed written consent of the Association of Golf Merchandisers.

2 Visual Merchandising How to Never Stop Topping Your Last Display Becky Wilkins Retail Management Associates AGM Education Team All AGM educational materials are protected by U.S. copyright and cannot be reprinted or used without the express written consent of the Association of Golf Merchandisers 1 Why is Presentation important? The presentation of merchandise in a creative, professional and eye catching manner can grab the attention of your customer in many ways. 2 1

3 Effective Visual Merchandising Can Increase Sales 10 50% 3 Store Layout Customers only perceive about one fourth of the store s environment as they walk through the doors. 4 2

4 Proper Store Layout Should: Create a sense of excitement Promote the image of the store Guide the customer and entice impulse purchases Allow customers to quickly and easily look, touch and buy! 5 Typical Golf Shop Layout Free Form 6 3

5 Golf Shop Layout Free Form Key Areas Grand Entrance The most valuable space in your shop is at the main entrance. 8 4

6 Key Areas Main Counter 9 Key Selling Spaces Impulse Areas 5

7 Key Selling Spaces Mannequins and Props The Phoenician Key Selling Spaces Nesting Tables 6

8 Visual Presentation According to a national survey, 50% of women surveyed said they get their ideas for clothes from store displays and 40% said they buy apparel on impulse. Incorporate photos of product being worn in multiple ways. 13 Making a Statement Over 80% of visual communication is conveyed through color. Color can come from props as well as product. Begin to collect props and display ideas when you order the product. 14 7

9 Merchandise with similar product, brand, color or texture Benefits: Creates a dramatic impact Creates a visually clean image Easy to change it up with a new color or by adding consistent props. 15 Visual Display With Props and Product Mix to Create Interest 16 8

10 Display Merchandise in Color Blocks: In a cubical display,/organize merchandise from: Top to Bottom Small to Large Light to Dark 17 The basics that never change: Left to Right Light to Dark Size merchandise left to right in each color (small to large). Keep hangers & tags straight reattach if necessary to keep untangled Mark bottom sizes on price tags 18 9

11 Utilizing Props to Create Interest 19 Think Outside the Box Bring the Outside In

12 Effective Use of Props to Enhance Display Interest 21 Using Bulk Product to Make an Impact 22 11

13 Show Off the Different Products You Offer 23 When Building Your Display, Start With Your Focal Point and Build Outward 24 12

14 Utilizing Triangle Technique to Keep the Eye Moving Up Create Areas of Distinction for Different Customers 26 13

15 Folding and Rolling Try New Things 27 Use Props to Enhance the Product But Keep Them in the Background 28 14

16 Merchandise is Always the Dominant Element. It is Best to Display the Merchandise in Front of the Props. 29 Yard sales and flea markets Local retailers on loan Start collecting early when you have ideas for colors and new product display Tips for Gathering Props: 30 15

17 Layer Merchandise to Show More Product and Sell Add Ons. 31 Finish Bottoms Where Appropriate by Tying into Knot or Using Belts or Napkin Rings

18 Be Creative With Unique Folds and Hanging Options 33 Signs Are Silent Salespeople That Can Be Used To: Educate customers by offering information about the merchandise that might not be clear from the product alone. Announce a sale, promotion or discount. Show brand identification of specific products and/or identify classifications of products within your store. Promote the store s image. Share Product Knowledge with your customer

19 35 Floor Allocation Reanalyze floor space every 2 3 months and adjust according to sales. This allows you to be flexible in a fluid and ever evolving market. Seasonal markets need to do this more often to address changing needs. Create a Plan of Action to change regularly

20 Plan of Action Begin looking for props and accessories that match new product when you order the product, not when it comes in Purchase accessories to compliment apparel groups at the same time to ensure style and color match. Create a process of rotating props and fixtures to constantly keep the shop fresh and new. Shop local malls and specialty stores for new ideas. 37 Presented by: Becky Wilkins Retail Management Associates AGM Education Team (541) beckywilkinsrma@gmail.com 19

21 Association of Golf Merchandisers