Tvoy Dom Guidelines
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Tvoy Dom, a Russian retailer, was seeing an increase in American and European retailers moving into their markets and came to Big Red Rooster for help in improving their stores. BRR provided design concepts and guidelines for key departments for their largest Moscow store. At nearly 750,000 square feet, the Vegas Mall Tvoy Dom store was a challenge as some departments are the size of many Western big box stores. Six key departments were selected and specific design elements developed for each including fixture types, graphics, and materials. Working with the Tvoy Dom staff we then established basic concepts of merchandise presentation, communication usage, and fixture placement. This document is an edited version of the package provided to the clients for use in training their communications and in-store staff. A critical factor in the success of this project was formatting the information in a way that was visually simple to understand, and provide written information that both explained the theory and execution of various display and merchandising techniques.
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Tvoy Dom Guidelines
- 2. | Tvoy Dom Merchandising Guidelines
- 3. Tall Pallet Racks are used to create walls to divide the Promotional/Seasonal area into smaller departments. Pallet Racks are used to keep the presentation of merchandise simple. All products should be neatly stacked on the shelves, tables, or platforms. Different fixure types and heights adds visual variety to the areas and makes shopping more exploratory. The red header acts as a valance to frame and unify the department. Graphic Banner Caps are used on top of the pallet racks. This presents a branded mes- sage that can be seen from the upper levels. This cap also keeps the top of the fixtures clear of product and ensures a tidy and organized appearance. The Promotional/Seasonal area is a large and very impor- tant department in the Tvoy Dom stores. This department uses distinct fixtures and a separate signing package to make it easily recognizable to shoppers. Promotional/Seasonal Department
- 4. Low pallets and dump bins are used to add variety and excitment. Low fixtures create a valley effect, concentrating attention in the center of the space. Tables are grouped to provide a flexible display area. Promotional/Seasonal Department
- 5. The fixtures are arranged so that smaller departments can be created within the Promotional/Seasonal department. Example: Area A - Summer toys, outdoor games, swimming pool supplies Area B - Outdoor furniture and garden decorations Area C - Outdoor entertaining supplies and picnic food Area D - Special buy on paper supplies and household chemicals Area A Area B Area C Area D Promotional/Seasonal Department Merchandise Plan
- 6. The primary Promotional/Seasonal department is divided into multiple areas by the placement of the fixtures. It is important to have wide aisles to allow shoppers with carts to move easily around the department. Special features are placed on the aisles to attract shoppers. Open space can be allocated for furniture and large seasonal items. Tall pallet racks form walls to help divide the department into smaller spaces. Grouped tables draw focus to the center of the departmental areas. 2.8-3 meter internal aisles. Endcaps are used for key items and special deals. Fixture Key P1 Pallet Rack Wall Fixture P3 Pallet Rack Floor Fixture P5 Pallet Rack Table P7 Platform P8 Dump Bin Medium high pallet racks will hold the bulk of the products. 3-4 meter main aisles. P1 P1 P3 P3 P3 P3 P3 P3 P5 P5P5 P5 P7 P7 P8 P8 P5 P5 P3 P3 P3 P3 P3 P3 P3 P1 P1 Promotional/Seasonal Department Fixture Plan
- 7. Tall Pallet Racks are used to create walls that divide the Promotional/Seasonal areas into smaller departments. These walls are tall enough to be backgrounds to the lower fixtures without blocking sightlines into the other Promotional areas. Red painted panel attached to top of the pallet rack. The top of the fixture will be covered with Banner Caps. These caps will be visible from upper floors and will attract attention to the department. Pallet Rack signholder strip mounted to beam. This strip is used to hold 210mm x 80mm price signs. Remove the bottom beams and shelf to stack pallets of bulk items. Large items, and/or large quantities of items work best on the tall pallet racks. Stack items on the shelves in vertical blocks. Each different item should have a price sign. Front View of Fixture P-1 Pallet Rack Wall Fixture
- 8. Pallet Racks at 1.5 meters high are used to hold the bulk of stock in the department. Front View of Fixture Pallet Rack signholder strip mounted to beam. This strip is used to hold 210mm x 80mm price signs. Remove the bottom beams and shelf to stack pallets of bulk items. Each different item should have a price sign. Smaller items, and smaller quantities of items work well on this fixture. Dont stack any items on top of the fixtures. The top of the fixture will be covered with Banner Caps. These caps will be visible from upper floors and will attract attention to the department. P-3 Pallet Rack Floor Fixture Stack items on the shelves in vertical blocks.
- 9. Pallet Rack Tables are used in long banks. Use these tables for products that are difficult to stack in tall stacks, soft items like towels, and products in small quantities. Group similar items for easier shopping. Long banks of tables encourage shoppers to browse. Front View of Fixture Place extra stock on the lower shelf. Additional price signs can be placed on the top beam if needed. P-5 Pallet Rack Table Fixture Use a metal framed sign holder with a shovel base. Adjust all the signs to 350mm above the table, and position as shown to minimize visual clutter. Limit the heights of the stacks to 300mm.
- 10. Platforms are placed on the aisles as feature fixtures. Platforms can be grouped together for special offers of large items. Platforms and may be placed within the department for variety or to fill extra space. Platforms are used to bulk stack single items. These fixtures should be used for large quanties of a single item. When placed on an aisle they can be used for new, exciting items to draw customers into the department. Platforms can also be grouped to feature large, unboxed display models such as snow blowers or refrigerators. P-7 Platform Use a framed sign holder with a shovel base. Use a framed sign holder on each item. Use Platforms to featue a large quantity of one item that can be bulk stacked for a major impact. Group Platforms to feature large display items. Front of Fixture Stack boxes with one item on each platform for the biggest impact. When possible open one item for display and place on top of the boxes. For safety, limit the height of the stacked boxes to 1.2 meters above the floor.
- 11. Dump Bins are placed on the aisles as feature fixtures. Platforms and Dump Bins may be placed within the department for variety or to fill extra space. Dump Bins are used for large quantities of a single item. These items may be difficult to stack and are easier to merchandise in a pile. There may be multiple colors but the items should all be the same size to make shopping from the fixture simple. Dump Bins and Platforms can be used interchangably. P-8 Dump Bin Use a metal framed sign holder with a shovel base. As an option the interior can be divided to display different items or to keep colors separated. Additional hardware will be required. Adjust the signholder to be visible above the products. The interior shelf can be moved up or down to keep the items inside at the top level. Use only one signholder for each fixture, there can be different price signs on each side. Each Dump Bin should hold a large quantity of one item. Top of Fixture Front of Fixture Store the shelf in the bottom of the Dump Bin when it is not needed. Each Dump Bin should hold a large quantity of one item. Front of Fixture
- 12. 71 50 71 50 71 50 P2, P4 Endcaps Aisle facing endcaps should display new and exciting items. Interior endcaps should display items with large quantities at a good value. Each set of fixtures will use one or two types of endcaps. Endcaps should be used to display new and exciting products. The products on endcaps should be changed frequently so that shoppers see something new on each shopping trip. A variety of endcap fixtures are provided so that it will be easy to find one that will suit the products and keep the department looking interesting. One item should be bulked out on the endcaps. Replen- ish when the stock gets low, or replace with a new item. Large price sign attracts attention to a great value. Use spiral flip pads to easily change prices. Shelf edge price signs can be added as needed for regulatory information. Use a table for small items. Add a riser to add height and to keep stacks mangageable. Add a color backdrop to hide the ends of the pallet rack fixtures. Front of Fixture Front of Fixture Side of Fixture Front of Fixture Side of Fixture Use Platforms or pallets to bulk stack large items.
- 13. The fixtures for this department are based on the metal gon- dola that is used throughout the store. Because of the higher quality and prices of the merchandise the fixtures have addi- tional elements to compliment the merchandise. China Department Specialty Tables feature new and exciting products and brands. Dark wood finishes are a backdrop to the products. Bright images on the island endcaps act as department identifiers. Soffits with lighting draw the eye to the products on the shelves below.
- 14. Tower fixtures make use of the columns and add visual height. 4-Ways and Tables add visual variety to the department. Large drum lights anchor the feature display Tables. China Department
- 15. The merchandise is grouped by type, then organized by style and vendors within each type. Fine China - Sets of dishes and serving pieces for everyday and special occasions. Medium to high prices and made of porcelain and bone china. Serveware - Items used to hold food to be served. Medium to high prices and made of glass, metal, ceramic, and porcelain. Includes trays, bowls, platters, tea and coffee service, salt and pepper shakers, and pitchers. Flatware and Cutlery - Utensils for serving and eating food, usually consists of sets and individual pieces of knives, forks, spoons, and large serving pieces. Stemware - Better quality crystal and glass items for drinking beverages. Barware - Items for preparing and serving drinks. Decorative Gifts and Accessories - Items for practical and decorative use in the home and office, usually small table or desk items. Includes desk accessories, vases, smoking accessories, pricture frames and albums, mirrors, clocks, and figurines. China Department Merchandise Plan Fine China Flatware & Cutlery Decorative Accessories & Gifts Serveware Stemware & Barware
- 16. Fixture Key C1 Wall Fixtures C2 Island Fixtures C5 4Way Fixtures C6 Towers C7/8 Stepped Tables C9 Feature Table F1 Service Pod China Department Fixture Plan C5 C5 C5 F1 C5 C6 C5 C9 C9 C9 C9 C9 C9 C9 C9 C2 C1 C1 C1 C1 C1 C2 C2 C2 C7-8 C2 C2 C2 C2 C6 C6 Wide spaces between fixtures and smaller fixtures encourage shoppers to explore and browse the products. 4-Way fixtures add variety to the layout. Tower fixtures surround the columns. Feature Tables break up the long runs of wall fixtures. The fixture layout is designed to be open and easy to move around in. The majority of the merchandise is on the walls, allowing the floor fixtures to be smaller and more focused. Stockroom Island fixtures are short runs of gondola that can feature key vendors or tell a seasonal story. The Service Pod is convienently positioned for shoppers to find for help and information.Stack Tables and Feature Tables are placed on the aisle to attract attention.
- 17. E N G L A N D 1 7 5 9 E N G L A N D 1 7 5 9 C1 Wall Fixtures Place basic patterns on lower shelves. Place popular patterns at eye level. Wall fixtures are the perimeter of the department. Lightboxes can be a general texture or vendor sponsored. Vendor signs are consistant in color and placement so that they dont distract from the products. Risers and plate stands are used to properly display china and other items. Use the Bunker base to keep small items closer to shoppers. Wall fixtures are standard metal gondola with new paint colors and wood inserts. These colors and finishes will compliment the higher priced products in this department. Fill the shelves to draw shoppers deeper into the department. C9 Table Placesetting StandPlate StandPlexiglass Risers Front of Fixture
- 18. Risers and plate stands are used to properly display china and other items. Placesetting StandPlate StandPlexiglass Risers E N G L A N D 1 7 5 9 C2 Island Fixtures Island gondola are low so shop- pers can see the walls. Large scale graphics attract attention and help shoppers identify the department. Vendor signs can be used, one sign on each side of the fixture. Featured pieces Additional patterns Open stock Boxed stock Low island gondola fixtures should be used to feature one vendor on the entire fixture, or one vendor on each side. Another use for the island gondola would be to present a theme or collection such as Holiday dishes, French Coun- try decorative accessories, or leather desk accessories. Bunker bases can be used on the basedeck, or used for decorative boxed stock. Front of Fixture Side of Fixture Rear Endcap of Fixture
- 19. E N G L A N D 1 7 5 9 C6 Tower Fixtures C5 Square 4-Way Fixtures Side A Side B Side C Front of Fixture Feature one large piece on each shelf. 4-Ways are a specialty fixture used to tell simple product stories with one story on each side. When possible use one vendor or theme for each fixture. Tower fixtures are used to utilize space around columns. Use tower fixtures for large, dramatic pieces. Adjust the shelves to best fit the products on display. Small amounts of decorative boxes can be used on lower shelves. 4-way fixtures are used as aisle focals and key item features within the department. Towers fit around columns and other narrow spaces. Vendor signs can be used, one sign per fixture.
- 20. Risers and plate stands are used to properly display china and other items. Placesetting StandPlate StandPlexiglass Risers E N G L A N D 1 7 5 9 Front of Fixture - Decorative Accessories Front of Fixture - China Front of Fixture - China Front of Fixture - Stemware C7-8 Table Set Fixtures C9 Table Fixtures Table sets are used to tell larger product stories. These stories may be all one vendor, or several vendors with complimentary products. Use the feature tables to showcase a single pattern or theme. Show a complete range of items and include stemware, flatware, and table linens Add accessories that match or compliment the main theme. Vendor signs can be used, one sign per fixture. Feature tables are used on the aisle as well as the perimeter walls. Table sets add variety when used with feature tables.
- 21. Homewares Department Feature fixtures on the aisles are based on standard gondola fixtures. Promotional fixtures are used in main aisles to lead shoppers to transition points. These fixtures use the red Promotional signs. Gondolas on the aisles are lower to allow shoppers to see the adjacent fixtures. This area includes Everyday tabletop, Bed and Bath textiles, Decorative Accessories, Cookware, and Food Preparation. The majority of fixtures are basic gondolas with added graphic and design details for a distinctive appearance.
- 22. Homewares Department Merchandise Plan Cookware and Food Preparation Bath Bedding Everyday Tabletop Kitchen & Table Linens Decor - Pillows & Throws Decor - Pictures, Mirrors, Statues, and Rugs Window Coverings Cookware and Food Preparation - Items for use in the prepa- ration, cooking, and serving of food. Everyday Tabltop - Sets of dishes, serveware, flatware, and drinkware for everyday use. Low to medium prices and made of plastic, glass, crockery, metal, and ceramic. Kitchen and Table Linens - Cloth items for use in the kitchen. Items to decorate and protect dining tables. Decor - Decorative accessories for the living room and bed- room. Window Coverings - Curtains, shades and blinds, and curtain hardware. Bedding - Sheets, blankets, pillows, and duvets. Bath - Items for use in the bathroom including towels, shower curtains, and mats.
- 23. Homewares Department Fixture Plan Gondolas on the aisles are lower for better visibility. Escalator to Level 2 Design Center is placed to be convientent to all the departments. 4-Ways can be used for seasonal and feature impacts. 2-Way Feature fixtures are positioned to add excitement. Promotional fixtures are either Dump Bins or Platforms. (See Promotional pages for fixture information.) Long gondola runs will hold a wide variety of merchandise. Wall gondola The fixtures are lined up on a grid to make it simple for shoppers to find their way around the departments. Feature fixtures are added to breakup the long runs of gondolas and open up the vistas into the departments. Promotional fixtures lead shoppers down the main aisle deeper into the area and to the escalators. Fixture Key H1 Wall Fixtures H2 Island Fixtures H3 Low Island Fixtures H4 2-Way H5 4-Way F2 Design Center P7 Platform P8 Dump Bin H1 H1 H4 H4 H4 H4 P8 P7 P8 P7 P8 P7 H4 H3 H3 H3 H3 H3 H3 H3 H3 H3 H5 H5 H5 H2 H2 H2 H2 H2 H2 H2 H2 H2 H2 H2 H2 H2 H2 H2 H2 H2 H2 H2 H2 F2 H2 H2 H2 H4 H4 H4 H4
- 24. H1, H2, H3 Gondola Fixtures 1-2 Large graphics on a fixture. Different backer panel patterns are used in each category. Directory signs alert shoppers to the categories in each aisle. H1 Wall Gondola H2 Island Gondola H3 Low Island Gondola The wall and floor fixtures are basic metal gondolas painted in a special color for Homewares. Large graphics are placed on the fixtures to add visual variety and large scale imagery. When the merchandise is open and exposes the back panel of the fixtues, decorative graphic panels can be added that hide the panels. Typical categories are tabletop, cookware, kitchen gad- gets, cleaning tools. Wall fixtures are the perimeter of the department. Island gondolas hold the bulk of the stock. Low island gondolas are along the aisles. Side of Fixtures
- 25. 1750 1750 1750 SALE! NEW LOWER PRICE NEW LOWER PRICE SALE! H2, H3 Endcaps Use fixture endcaps to present special value items, introduce new items or brands, showcase a vendor, and for seasonal products. Interior endcaps should be used for older promotions, clear- ance, featured items or categories, and small merchandise or vendor impacts that might be difficult to find inline. Use interior endcaps for secondary level product impacts. Use aisle facing endcaps for primary product impacts. Aisle endcap should hold a lot of one or two items. Replen- ish when the stock gets low, or replace with a new item. Inserts indicate a special price or policy message. All items must be at or below the displayed price. Multiple patterns or colors can be featured at one price. Large price sign attracts attention to a great value. Featured vendor graphic. Backer panels can be used on endcaps. Front of Fixture Front of Fixture Front of Fixture Use spiral flip pads to easily change prices.
- 26. 1750 1750 SALE! NEW LOWER PRICE NEW LOWER PRICE SALE! H4 2-Way Fixtures 2-Way fixtures feature one item, stacked in bulk for a major impact. Merchandise on 2-ways should be kept fully stocked and replenished frequently. Use this fixture to showcase new items, seasonal items, or special deals. Inserts indicate a special price or policy message. Open display pieces help shoppers know whats on sale. Stack boxes and keep the fixture full. 2-Way fixtures are always placed on the aisles. Multiple patterns or colors can be featured at one price. Backer panels can be used to highlight the display. Front of Fixture Front of Fixture Use spiral flip pads to easily change prices.
- 27. H5 4-Way Fixtures 4-Way fixtures are used to fill in open spaces too small for a gondola. Use this fixture to show 4 different product stories, or feature a category or vendor on the entire fixture. Promotional Fixtures Each Dump Bin and Platform should hold a large quantity of one item. Refer to the Promotional Fixture pages for more details. Use 4-ways in open spaces or on the asile. Promotional fixture are in the wide main aisle. One product story on each side. Use a metal framed sign holder with a shovel base. Front of FixtureFront of Fixture Front of Fixture
- 28. Doors The Doors category uses standard pallet rack fixtures. 際際滷 out racks hold the bulk of the doors for maximum capacity. Each door should be equiped with door hardware to show shoppers suggested styles. Basic styles and screen doors are displayed on the upper level. The bulk of the door displays are housed in slide out racks. Feature Display fixtures showcase new and unique styles. Current door styles are displayed flat and fitted with complimentary door hardware. Focal endcaps present a complete entry display featuring exterior products such as planters, lighting, pavers, and doormats.
- 29. Door Display Plan Adding a wide aisle between the runs of pallet racks and putting in free-standing floor fixturres opens up the category and encourages shoppers to browse. Door displays line one side of the aisle. Feature fixtures pull shoppers deeper into the department. Allow adequate aisle space to swing open the hinged display doors. Place door hardware in the same aisle to cross-sell complimentary items.
- 30. D1 Door Display Fixture Door displays are mounted in tracks that allow shoppers to pull out one or more doors to examine and compare. Screen and storm doors are displayed on the upper level. Boxed stock of popular styles can be housed behind the upper tier of doors. Handles are mounted to the edge of the slide out door. Front of fixture Side of fixture The bulk of the door displays are housed in slide out racks. Tracks are mounted to the floor and fixture for the slide out doors. Featured doors are displayed flat and hinged to reveal the slide out doors racked behind.
- 31. 1234 2 D2 Door Display Endcap Use the endcap to showcase all the products sold in the store that could be used to decorate the entrance to the home. Corrugated decorative panel at the top of the endcap helps to identify the DIY department. Door display endcap Front of fixture Side of fixture Cross-merchandise exterior lighting, deco- rative accessories, and garden elements for a complete exterior entrance display. In-aisle directories are mounted to the sides of the endcaps.
- 32. D3 Door Display Feature Feature door display fixtures are placed in a wide aisle between pallet rack runs. Use these fixtures to feature new and trendy doors. Each fixture holds up to 4 doors to show color and style options. Door display features Cross-merchandise door hardware to show a complete door display. Front of fixture Side of fixture Fixed door displays can be seen when the primary door is opened.