Merchandise presentation
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This document discusses visual merchandising techniques for presenting merchandise in a logical and customer-friendly manner. It describes how to segment and group products in ways that make them easy for customers to shop and find what they are looking for. Key techniques include product blocking, which displays similar product lines together, and product coordination, which displays complementary product categories together. The document provides examples of applying these techniques for various product categories like apparel, books, stationery, gifts, music, toys, candles and electronics. It also discusses guidelines for merchandise layout and the use of planograms to plan optimal product placement.
Merchandise presentation
- 3. Merchandise Presentation It refers to the most basic ways of presenting merchandise in an orderly, understandable, easy to shop and find the product format.
- 8. Product Segmentation & Grouping First stage in successful VM Aligned to sales strategy & consumer needs Makes shopping easier Separates product range into logical chunks Stronger product statements to tell convincing product stories Critical mass authority = category dominance Enables effective future range planning
- 9. Points to Remember Many ways of organising products No right or wrong - just different ways Options include: - Brand - Colour - Packaging - Ingredients etc. Select best method depending sales objectives / customer needs Combine logical product segmentation with effective grouping Category Blocking or Coordinated methods
- 10. Segment products by Family Type/ Theme Apparel segmentation options: - End use - Collection Core, Valentines, Floral - Design Story Colour, Design detail, Fabric - Single Product T-shirts, Jackets, Denims, Shirts etc. Work consistently within gender, collection and range Product Segmentation
- 11. Product Blocking One product line all together Creates authoritative range statements Critical Mass Demonstrates options / choice Easy to shop / easy to achieve / easy to maintain Use for: - Core or destination products - Volume lines / best sellers - Fragmented / end of line products - Limited showroom or fixture space
- 12. Sometimes it is better to block items rather than co-ordinate them as it helps the customer select Denim is a good example. Customers want to shop by style and finish so you should merchandise that way
- 16. Product Blocking
- 17. Product Blocking
- 18. Product Coordination Two or more product categories shown together Products linked by a common End Use or design theme Encourages add on sales higher transaction value More space intensive Use for: - Creating impactful solutions i.e. outfit suggestions - Updating VM during the season Product Coordination
- 24. Guidelines for Merchandise Presentation Fixtures in a department should be aligned in neat rows, from front to back, creating natural aisles. If it consists of multiple brands, the department should be split into neat rows, clearly marking where one brand ends and the other begins Platforms/ Nesting Tables should never be placed on the aisle. Aisles are strictly customer areas, to browse through the merchandise. Platforms/ Nesting Tables must always be neatly stacked. As far as possible, each stack must have an open sample of the product on top. Each featured product requires a signage with item description and price Merchandise should be sized small to large, left to right and small to large , top to bottom- whenever possible.
- 25. Merchandise Presentation Books Stationery Gift Items Cds- Music, Movies Toys Candles & Incense Shoes Mobile Phones & Other Gadgets
- 26. Merchandise Presentation- Books Divide the books into broad sections like Kids, Fiction, Romantic, Classic, School, Cooking etc. Then further categorize. Example in Cooking Section, place all the books into sub sections- Continental, Thai, Mexican, Indian etc. Some Special Sections should be created like The Store Recommends..., Bestsellers, Famous Classics, New Arrivals/ Launches, Best Buys etc.
- 29. Merchandise Presentation- Stationery Stationery has to be placed category wise, sub category according to color i.e. Gift pens, gel pens etc. Within the section say gel pens, place products color wise- all black gel pens together red together etc. Small items like sharpeners, erasers etc. go into small boxes Folders need to be divided into sections i.e with thread, with clip etc. Then within a section arrange folders sizewise. Notebooks have to be kept in a single line-4 lines etc. Within a type keep them sizewise. i.e. All single line notebooks go together, sizewise etc. Basic stationery will move, no matter what thus gift items need to ne highlighted. Stationery gift items would not sell otherwise.
- 31. Merchandise Presentation- Gift Items Gift items must each have a signage. Size of the signage must be atleast 3*3. Details about price, product( example, incase of cups- set of 6) and brand can ne mentioned. Price is often the deciding factor and should be clearly mentioned Incase of gifts, most items are fragile and hence not everyone should be allowed to touch. Here, signage with price becomes very significant. Photo frames must be kept according to type- similar ones go together eg. Wooden, metal, glass etc. Within a group they must be kept size wise. Mugs have to be color blocked similar to shirts in a garment/ apparel display
- 32. Merchandise Presentation- CDs,- Music, Movies Cds- be it music or movies- have to be displayed category wise- for eg. Music can be arranged in the order of classical, jazz, rock trance, instrumental, etc. Arrange the Cd titles in alphabetical order in their sections like within the Hindi movie section arrange the New Arrival alphabetically. Special sections at entrance or focal points make the display more interesting. For eg. Indiana Jones Series, Harry Potter Hits etc.
- 33. Merchandise Presentation- Shoes Once merchandise for ladies, kids and men have been separated, divide them further into categories like formal, casual, sports etc. Shoes must be color blocked Display shoes in clustre/ groups- not in a straight line. Make the display more interesting by using different risers or props Some basic angles when it comes to shoe display At Zero degree- highlights the upper, the edges of the sole, shapes and possibly the interior of the shoe At 45 degrees-the middle position showing practically the whole shoe At 90 degrees- completely in profile to show off the heel, the arch, the sole( thickness) and the overall lines of the shoe
- 34. Merchandise Presentation- Candles, Incense Candles or Incense should be color blocked Arrange category wise- scented candles, floating candles etc. To ensure the customers realize the entire range of the product available in each fragrance, the product should be displayed fragrance wise, Lilac & Lavender, Lemon Grass & Rose etc. This helps maximize the sales, as customers are tempted to buy products within their favorite fragrance
- 37. Merchandise Presentation- Toys Always try to define sections as much as possible eg. Infants, Girls, Boys etc. Do not mix the Good Brands with the not so good brands eg. Indian Toys and Chinese Toys Keep toys category wise within a brand- cars, board games, etc. within this category, place toys pricewise. Toys are often used for gifting, so highlight price points eg. Barbie Dolls should be kept together pricewise and not height wise.
- 41. Merchandise Presentation- Mobiles & Other Gadgets Such electronic items can be kept either brand wise or pricewise, as per the store format- value store, lifestyle store, luxury store etc. In a value driven store, the best way to sell is through price point eg. At Big Bazaar In a Lifestyle store, display brandwise eg. Nokia, Samsung, HTC etc. In a Luxury driven store, keep the merchandise category wise eg. Basic models, Music phones, Business phones etc. Within a particular category, display brand wise, then price wise ie. In the business phone category, keep the Samsung phones in the first row, HTC phones in the next row etc. Then, within the row of Samsung phones, keep the merchandise price wise Technology changes fast. New products are launched and old ones are taken off the shelves very quickly. Signages here are must. Features of each product should be highlighted along the price point and brand name.
- 43. Planogram The Use Of Planogram:- To determine where merchandise should be located within a department,retailers of all types generate maps known as planograms A Planogram is a diagram created from photographs,computer output, or artists rendering that illustrate exactly where every SKU should be placed.
- 44. Planogram A planogram is basically a blueprint of where products should be placed on retail outlet shelves and displays. Often a retail planogram can look quite basic, but often has taken a great deal of thought and foresight often produced on expensive space management software Frequently with retail planograms the software commonly stores the width, depth and height of each product and the SKU (Stock-keeping unit), along with an electronically stored visual image of the product. The software user can then automatically create a planogram by dragging then dropping products on different shelves, whilst estimating stock holding of the shelves and optimising restocking time
- 45. Planogram Although there are many types of retail, and many different categories and store sizes the basic planogram system, in principle, is quite similar The complexity of a planogram may vary by the size of the store, the software used to create the planogram and the need of the retailer Planograms can be as simple as a photo of a pre-set section or more detailed with numbered peg holes and shelf notches showing exact placement of each item. Although the format may be similar the price for the more complicated software systems that hold thousands of products can rise dramatically
- 46. Planogram Planograms may differ somewhat when it comes to the different types of retail products. Fast Moving Consumer Goods (FMCGs) organisations and supermarkets largely use text and box based planograms that optimize shelf space, inventory turns and profit margins Apparel brands and retailers are more focused on presentation and use pictorial planograms that illustrate a certain look and also identify each product
- 47. Characteristics of a Planogram Planograms should:- Be visually appealing Represent the manner in which a consumer shops Embody the strategic objectives of the corporation
- 48. Planogram- both Science & Art There is an art and a science to planogramming. The art is in ensuring that the proper visual impact and presentation is maintained The science is in the financial analysis portion