NOTESMerchandising101_000

REDEMPTION MERCHANDISING STRATEGIES

NOVEMBER 12, 2012

MERCHANDISING 101

REDEMPTION MERCHANDISING STRATEGIES MERCHANDISING 101

IAAPA Merchandising 101

Adrea Gibbs

Dolphin Quest General Manager

Gary Popp

HERSHEYPARK Director of Retail

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Agenda

Branding

Product Mix

Visual Merchandising

Traffic Flows

Trends

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Branding

Product Mix


Traffic Flows

Trends

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How to create a Mission Statement as this is YOUR BRAND

A mission statement should be a concise paragraph describing what your company does and for whom

Your mission is for you and your business. It does not have to be an earth moving statement. It can be whatever inspires you.

Forget the money a mission statement is about WHAT your Company is focus your energy on your core competency

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NOTE: A MISSION STATEMENT should be something that defines your

business and can be referred back to as a guide and a focus point to keep

your organization on track.


Example of Mission Statements

Company X is a premier entertainment and hospitality destination, dedicated to

creating memorable experiences for our guests, investing in the success of our employees, and advancing the legacy

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Example of Mission Statements

To touch hearts and minds through fun, innovative experiences that create a

connection to nature and a passion to learn more

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Retail Mission Statement

We pledge to uphold the beliefs of Milton S. Hershey by having employees that are motivated to create exceptional guest experiences with innovative product.

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REDEMPTION MERCHANDISING STRATEGIES

Why &

How to Brand


Why Brand?

Increased sales

Increased market share

Clear messaging

Creates buying directives

Informs displaying of product

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NOTE: INCREASED SALES-A goal for any retailer. GET THEM IN YOUR BRAND

NOTE: INCREASED MARKET SHARE-An identifiable brand will edge out competitors

NOTE: CLEAR MESSAGING- Deliver what you want to your audience to remember

NOTE: CREATES BUYING DIRECTIVES- When you stick with your mission and vision - you make the correct choices

NOTE: INFORMS DISPLAYING OF PRODUCT-Your brand should drive how you choose to display your products


First decide what is your target market?

How should the target market perceive your product?

What is the unique feature of your product?

Why your product is different from the products of your

competitors?

What will be your point of focus to highlight the qualities

of your product?

How to Brand

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Sports Adventure park

Family Children Tween Multi generational

Multi Brands Park Zoo Sports complex Concert venue

FEC Kid Family Adult

Amusement Park Casino Zoo Attractions

National Parks Destinations Cities

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Know Your Brand


Store Name

Purpose of Shop souvenirs

Merchandise Stories themed shirts and hard lines. Hats Animal Plush Animal Shirts Preservation Shirts Year Program Magnets and Pencils

Revenue Projection - $GOAL Last Year $Actual

Per Cap Projection - $GOAL Last Year $Actual

Your Name Here

Retail Operational Plan

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NOTE: PURPOSE OF YOUR SHOP-Get people to take home your brand


Branding

Product Mix


Traffic Flows

Trends

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What is MY BRAND?

How do I Buy? Domestic Import

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Product Mix


Safety Product testing

MOQ

Inventory levels/turns

Planning Calendar

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Product Mix

NOTE: MOQ-Minimum Order Quantities


Product Demand Special Event Seasonal/Holiday Summer Warehousing

Pricing

Corporate Brand

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Product Mix


Top Selling Product

Rack Jewelry Program

Towels

Tee shirts

Sweat Shirts

Flip Flops

Dated programs

Goggles

Candy/Snacks

Custom Box

Toys

Sunglasses

Coffee Mugs

Special gifts

Holiday

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Brands

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NOTE: BRAND-Your company identity as presented through a logo or identifier that separates you from other businesses


Brands

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NOTE: An example of how a BRAND can be incorporated into product, either by the design element used in the product and/or as part of the packaging


Supporting Brands

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NOTE: SUPPORTING BRANDS are those of vendors with whom you work, either to created your own BRANDED items or to use in conjunction with you product mix


Plan-o-grams

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NOTE: A PLAN-O-GRAM is a form that allows you to layout your product placement before putting it in the store. It gives you a visual idea of how your layout will look.


Monthly events

Special Product Promotions

Set up schedule

Staffing needs/job fairs

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Planning Calendar


Branding

Product Mix


Traffic Flows

Trends

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Your displays add to the entire experience of your attraction

You tell the story

Your history

Your rides

YOU sell tangible memories

make them about your brand

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Retail is Part of the Experience Visual Merchandising


Enhance the customers experience

Entice the customer to enter the store

Knowledge of product offered

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Types of Displays

One Item Display

Displaying only one like item can make a very powerful statement

Line of Goods Display

Using the same piece of merchandise in different colors and sizes

Programs

Using different items that are bought to coordinate together

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Mass appeal

of a single item

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One Item Display


Line of Goods

The simple style of a LINE OF GOODS display offers a variety of choices for the consumer

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Program Display

You provide an entire story with this display and you create the NEED to have it ALL

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Signs

Make them part of your BRAND

add your logo

Keep them simple

Keep them FRESH

Sign holders

Your signs show how much you CARE about your brand

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Merchandising by Color

COLOR SELLS color is the first thing a guest sees. Studies have shown that each person has a color preference and we are drawn to our favorite color

COLOR BLOCKING Arranging Color together creates a BOLD color statement and attracts attention

COLORING BY SPECTRUM This is a basic display principle. Colors are arranged light to dark, left to right, top to bottom according to the color wheel.

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REDEMPTION MERCHANDISING STRATEGIES MERCHANDISING 101 11/12/2012 33

Color Wheel


COLOR SELLS


COLOR BLOCKING


COLORING BY SPECTRUM


Window Displays

Window displays are the first thing a guest sees and it should be used to entice the guest to enter the store. Window displays should be eye appealing

and make a statement. Do not overwhelm the window with props, you want the guest to

understand what you are selling.

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REDEMPTION MERCHANDISING STRATEGIES MERCHANDISING 101 Themed Building

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Event Daily Sheet

Daily Managers

Hours of Operation Special times things close

Special Events Caterings Registrations Employee Parties

Projected Attendance (coded format)

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Branding

Product Mix


Traffic Flows

Trends

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Traffic Patterns

Dont clutter stores Adjacencies Brand statements

People flow to the right

Bright colors attract attention

Make people move around the store

Employees need to see guests

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How to Help Traffic Patterns

Message What are you trying to tell the guest in your store

Store layout Is it organized Appealing to the eye Makes you want to shop

Overall feeling of the store

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Branding

Product Mix


Traffic Flows

Trends

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Trends

Brands what is the new trend Bright colors artwork hats

RFID wristbands

Packaged Items Make everyone feel special Beach bag Hat Shirt Sports bottle

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Thank You

Adrea Gibbs

Dolphin Quest

General Manager

[email protected]

Gary Popp

HERSHEYPARK

Director of Retail

[email protected]

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Documents

NOTESMerchandising101_000