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The Most Essential of
Retail Elements
Presented by Jennifer Robison
Robison Retail Results, Inc.
www.robisonretail.com
206-595-5715
Always keep in mind
Retail is nothing but detail
Stores should
• Get your attention
• Create Urgency to buy
• Inspire
• Help you make a buying decision
A valuable store
• Makes it easy to shop
• Covers your needs
• Offers newest products to make your life easier.
• Is stocked
A Store well planned will
• Connect with shoppers
• Influence buying decisions
• Inspire browsing
• Draw customers back and they will share with their friends how great your store is.
How to make your store
valuable
Robison Retail Process 4-5-6-10
4 • Retail
Elements
5 • Senses
6 • Reasons
10 • Steps
The 4 elements
Products Salesmanship
Promotions Visual Merchandising
Visual Merchandising
Silent communication
• Uses products, space, lighting, displays, graphic imagery, props, signage to sell your story (brands)
Visual Merchandising Elements
Space plan traffic patterns
Fixtures & display
Lighting
Product groupings
Props
Signs
Graphic images
Evaluate your Store
How is the lighting?
What is your level of
housekeep (rate like a
hotel 1-5 star)
Is the store cluttered? Or
To sparse?
Is the traffic patterns
getting people to travel
around more of your store?
Are displays fresh and full?
Are the fixtures clean
and organized?
Are products and brands
stocked near other related products or
brands?
Check how your store
Regular Housekeeping
Task list for staff to Perform
• Daily • Weekly • Annually
It is so important to make sure
your store is not Cluttered
6 reasons
Visual Merchandisin
g purpose
Communicate
Educate
Discover
Attract
Enhance
fulfill
What message do you give?
Organize your work stations regularly
10 Essential steps
1 Is your Mind ready
2 Do you have specific Goals? • When is that last time you
had a goal for showroom sales?
• Do you have a goal to get more shoppers in your store?
• Are your goals shared?
3 Do you use a budget?
• Do you work with an inventory budget?
• Do you keep in mind that you need to adjust your budgets seasonally
4 Eliminate stale brands & obsolete products
• Run a No sale report 18 mos.
• Pull out old products and sort in boxes
• Determine based on volume how to liquidate
5 Align to the market
Are your products up to date with todays market?
Do you have what customers asking for?
6 Review & update categories
• Look at how current your categories are
• Is a new categories or lifestyle need space
• Re-sort brands or products into new categories
7 Consider brands
• Rescale brands presentations and space allocation.
• Update brand displays.
• Update products with in the brands to be more current.
8 Consider Seasonality
• Do you have seasonal calendar?
• Are you changing out your seasonal product presentations?
• Do you try to capture holiday sales opportunities?
9 Coordinate with suppliers
• Do you work with suppliers and brands to have complete and up-to-date in store marketing materials (P.O.P.)
• Will the suppliers help you set up displays?
• Do suppliers have co-op / promotions for instore incentives to consumers?
10 Organize
• Is your stores support tools (fixtures, hooks, hangers) easy to get to and in good condition?
• Is your back stock room a mess?
Process the Process
Value Visual Merchandising.
Use Visual Merchandising
to improve customer
engagement, dwell time and
buying decisions.
Set your standards high, keep the store appealing to the senses.
Regularly audit the in-store strategy and
make adjustments.
Don’t get married to old
products, displays,
brands if they aren’t selling
cut them loose.
Remember to think like a
customer, what would you want to experience
when shopping your store?
Thank you
[email protected] / 206-595-5715