Merch Manual UK 8/24/05 9:48 am Page 97. Module 5: Fixtures, lighting & signage

Transcription

1 Merch Manual UK 8/24/05 9:48 am Page 97 Module 5: Fixtures, lighting & signage

2 Merch Manual UK 8/24/05 9:48 am Page 99 Module 5 Contents Design & display 5.01 In-store display and layout technique 5.02 Display building 5.03 Types of display 5.04 Good practice for user-friendly displays 5.06 Fixturing: appropriate fixtures 5.09 Types of fixturing 5.10 Benefits of good lighting 5.13 Lighting system reliability 5.14

3 Merch Manual UK 8/24/05 9:48 am Page 100 Module 5 Contents (cont) Basic types of lighting features 5.15 Lighting applications: shelving and racks 5.16 Lighting applications: demo areas and sales displays 5.17 Graphics and signage 5.18 Graphics and signage: the Integrated POP Strategy 5.20 Graphics and signage: the importance of yachtpaint.com 5.21

4 Merch Manual UK 8/24/05 9:48 am Page 101 Design & display The importance of attractive merchandising 5.01

5 Merch Manual UK 8/24/05 9:48 am Page 102 In-store display and layout techniques Attractive retail merchandising appeals to all customers. Successful merchandising contributes to: An enjoyable retail experience Increased sales Building up a long-term, loyal customer base. 5.02

6 Merch Manual UK 8/24/05 9:48 am Page 103 Display building Display building is a very important part of merchandising. A good display will: Draw attention to the product Increase sales through impulse buying Enhance the overall image of the store Boost the store s sell-through in general. 5.03

7 Merch Manual UK 8/24/05 9:49 am Page 104 Types of display There are two basic types of displays: Primary Displays: 1. Feature ads / main entrance displays 2. End-caps. 5.04

8 Merch Manual UK 8/24/05 9:49 am Page 105 Types of display Secondary displays: 1. Gondola/shelf displays 2. Aisle displays 3. Add-ons to primary displays. 5.05

9 Merch Manual UK 8/24/05 9:49 am Page 106 Good practice for user-friendly displays Two sensible precautions that will increase the display s stability: When filling the display, start by building from the floor upwards Paint tin size should decrease from the bottom to the top of the shelving. 5.06

10 Merch Manual UK 8/24/05 9:49 am Page 107 Good practice for user-friendly displays Facing all product labels towards the front creates a pleasing impression across the shelving; However, don t make a display so perfect that customers feel guilty about disturbing it! Always leave a starter gap to give a shopped look that encourages customers. 5.07

11 Merch Manual UK 8/24/05 9:49 am Page 108 Good practice for user-friendly displays Retail displays need constant attention to keep them looking their best. Keep displays well stocked remember to replenish POP consumables just the same as normal stock Seasonal or holiday POP adds extra appeal but must be promptly removed at the end of the period. 5.08

12 Merch Manual UK 8/24/05 9:49 am Page 109 Fixturing: appropriate fixtures Fixturing: the in-store furniture used to hold and display items of merchandise. Fixturing should be appropriate for the type of merchandise you intend to display. When choosing fixtures for holding paint, pay attention to: Relevant Health & Safety and Legal directives The fixture s ability to support the weight of heavy paint tins. 5.09

13 Merch Manual UK 8/24/05 9:49 am Page 110 Types of fixturing The principle types of fixtures used in paint retailing are: 1. Gondolas: dedicated vertical shelving system offering stock to customer across a number of standard width bays 2. End Caps: used in combination with Gondola. 5.10

14 Merch Manual UK 8/24/05 9:49 am Page 111 Types of fixturing Shelving: combined with wall space to accommodate the display of merchandise within the basic interior structure of the store. 5.11

15 Merch Manual UK 8/24/05 9:49 am Page 112 Types of fixturing Bins and Baskets: should be used to display damaged or old stock of paint away from prime retail locations. 5.12

16 Merch Manual UK 8/24/05 9:49 am Page 113 Benefits of good lighting Good lighting can significantly enhance the customer s shopping experience. To the retailer, lighting: 1. Provides general store illumination: 2. Specific highlighting of certain products or areas. 5.13

17 Merch Manual UK 8/24/05 9:49 am Page 114 Lighting system reliability Always chose reliability over cost savings. Remember: lamp or bulb replacement at peak traffic times can be highly disruptive in a busy retail store! 5.14

18 Merch Manual UK 8/24/05 9:49 am Page 115 Basic types of lighting fixtures Track mounted: Either mounted onto ceiling or walls Best used for: general illumination, highlighting focal displays. Recessed ceiling mounted ( high-hat ): Best used for: lighting focalised displays while concealing the light source. 5.15

19 Merch Manual UK 8/24/05 9:49 am Page 116 Lighting applications: shelving and racks Objectives: Visibility and quick identification of product Customers need to read product label detail when comparing products and pricing Remember the age and visual perceptiveness of your average customer! 5.16

20 Merch Manual UK 8/24/05 9:49 am Page 117 Lighting applications: demo areas and sales displays Objectives: Stimulate customer curiosity and interest in new/seasonal products Information and product features should be easily visible. 5.17

21 Merch Manual UK 8/24/05 9:49 am Page 118 Graphics and signage Benefits of well-defined signage: A clear line of communication between the retailer and the customer Educate customers about products and promotions Give customers in-store directions and information. 5.18

22 Merch Manual UK 8/24/05 9:49 am Page 119 Graphics and signage Benefits of strong graphics: Help to establish and reinforce both brand image and product image Enhance the message of a promotional campaign or product launch. 5.19

23 Merch Manual UK 8/24/05 9:49 am Page 120 Graphics and signage: the integrated POP strategy To function effectively in-store graphics and signage must be consistent Implementation of the Integrated POP Strategy will help to ensure a coordinated image across the store 5.20

24 Merch Manual UK 8/24/05 9:49 am Page 121 Graphics and signage: the importance of yachtpaint.com Before installing new material it is important to remove all out-of-date POP Pay particular attention to older brand logos that do NOT include yachtpaint.com. 5.21

25 Merch Manual UK 8/24/05 9:49 am Page 122 Graphics and signage: the importance of yachtpaint.com In the internet age customers frequently look at products on a website before they go to the store. Most people now expect that adding.com to a company s name will lead directly to the company website. The yachtpaint.com identity was created because International is a generic word It is critical to our business that the International name AND the yachtpaint.com address are always shown together: 5.22