crocs
Visual Merchandising Planner April 2019 - March 2020
Hansa Hatrote & Eeshani Juthani NIFT Mumbai FC16-20
contents 5
Overview
6
Annual Calender & Event List
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18
10
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April
May
16
June
July
3
General Guidelines
28
October
34
42
January
44
August
November
February
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36
46
September
December
March
overview This planner is a Visual Merchandising Guide for all working in-store and online for Crocs India in the duration of April 2019 to March 2020. Along with this planner, an annual calendar will be provided with prefix and suffix to each event and public holidays marked. This planner is an in depth guide book for all the events partaking at crocs in-store and online so that the entire team of #crocsindia is at par with activites and the whats and hows of it. The posters, graphics, creatives and freebies are to be ordered 15 days prior to the event by each branch along with window displays. For more queries contact the headquarters to get in touch with the VM managers and HOD.
5
annual events list May 16th: Father’s Day,
Dec 20th - 5th Jan: Christmas & New Year
One Day Special Event
2.5 Week Long Event
Dec 25th: Christmas, Jul 1st-31st: Monsoon Sale, Month Long Event
Jul 6th & 7th: Crocs Monsoon Playday,
One Day Special Event
Dec 31st and Jan 1st: New Year’s Eve, Two Day Special Event
Weekend Event
March 9th: Holi, Oct 24: Crocs Day, Week Long Event from 21st-27th Oct
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Three Day Special Event from 7th-9th March Week long event from 2nd to 10th
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April In Store Changes: • • • •
Put up easter and garden posters Put up shelf fixtures and standee poster Window display is put up on 14th april Balloons are put for decoration
Website Updates:
• Website banner wishing Happy Easter is put up on 14th April • Website shows garden catalogue pictures • More clogs and bright shoes are promoted on ads
Social Media Announcements:
• Post on Facebook and Instagram for Sale, Happy Easter on 21st April • Post pictures of kids and adults in gardens throughout the month
8
April 2019
May 2019 18 19 20 21 22
Crocs Promotional calender
Mon
Tue
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Fri
14
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6 13 20 27
7 14 21 28
W 1 8 15 22 29
T 2 9 16 23 30
F 3 10 17 24 31
S 4 11 18 25
S 5 12 19 26
Sun
6 Chaitra Sukhladi
13
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Rama Navami
7
14
Ambedkar Jayanti
Mesadi/Vaisakhadi Vaisakhi
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Mahavir Jayanti
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Good Friday
Easter Day
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May
2019
Overview of the Month: • • • •
Hot and sweaty days Beaches, pool parties, gardens, picnics Vacation season Travelling and joy visits to theme parks and carnivals • Father’s Day • • • • • •
Good sale of all crocs Fun colours and new designs demanded People splurge for vacation wear Family purchases are made Fathers are gifted Fun is the word
11
May 2019
June 2019 22 23 24 25 26
Crocs Promotional calender
Mon
Tue
18
29
30
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6
20
13
7 Birthday of Ravindranath
14
Wed
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Store decor for fathers day
Social Media Post
FATHERS DAY #BringYourDad event
Clean up
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Jamat Ul-Vida
S 1 8 15 22 29
S 2 9 16 23 30
May In Store Changes:
• Father’s Day poster updates on Standee • Happy Father’s Day tag added to carry bags • Special jibbitz* ordered in
Website Updates:
• Summer Catalogue photos uploaded • Happy Fathers Day and event banner • Father’s Day jibbitz* added to store
Social Media Announcements:
• Happy Summer Post on May 1st • Repost photos of Customers enjoying Summer throughout the month. • #bringyourdad creative to be put up on 13th May • Happy Father’s Day Post on 16th May. • Pictures of Father’s Day jibbitz* uploaded • Upload stories of Dads and Children on Stories • Repost photos of customers in crocs with their Dads
13
#bringyourdad
14
Father’s Day A one day event on 16th May 2019 #bringyourdad on Father’s Day Featuring : • 30% off on any 2 pairs of Crocs bought with the customer’s Dad • Free “World’s Best Dad” “World’s Best Daughter” “ World’s Best Son” jibbitz* or safety pin badges (free with each purchase) • Poster of Happy Father’s Day with discount details put up on Standee • Crocs Balloons offered to all children (free on visiting the store) • A Happy Father’s Day tag added to each carry bag
15
June In Store Changes:
• Preparing for monsoon sale in the month of July • Contacting HQ for window display assembly from 25th to 27th June • Changing of existing Signages • Fixing up props around the store: shelf prop, centre store display and standee poster • Completion of the whole store is mandatory by 30th night
Website Updates:
• Website banner to be updated to “coming soon”
Social Media Announcements:
• Post on Facebook and Instagram for Sale, New Arrivals and Event on 5th july (3 posts) • Add stories of behind the scenes of preparation for the sale • Send text messages to Loyalty customers to notify of sale
16
June 2019
July 2019 27 28 29 30 31
Crocs Promotional calender
T 2 9 16 23 30
W 3 10 17 24 31
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7 day count down on social media
making of the window display starts
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M 1 8 15 22 29
making of the props and signages
T 4 11 18 25
F 5 12 19 26
S 6 13 20 27
S 7 14 21 28
Sun
Jamat Ul-Vida Ramzan Id/Eid-ul-Fitar
displaying everything in the store at night
17
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July
2019
Overview of the Month: • • • •
Beginning of Monsoon Mushy puddles and pouring clouds Unappealing Weather High sales of raincoats, umbrellas and rain boots and shoes
• High peak season for sale of crocs • Consumers hunt for crocs at slash down prices • Likeness to invest in a good all season pair of crocs • Classic clogs are in high demand • Office go-ers also pick professional rainy pairs
19
August 2019
July 2019
31 32 33 34 35
Crocs Promotional calender
27
Mon
Tue
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4 Rath Yatra
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Event: CROCS MONSOON PLAYDAY 9
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Event: CROCS MONSOON PLAYDAY
8
Clear window display and props.
S 3 10 17 24 31
7
28
Last day of monsoon sale
F 2 9 16 23 30
Sun
6
monsoon sale begins
T 1 8 15 22 29
July In Store Changes:
• Stocks from before Dec 2018 kept on sale rack for 50% OFF • New arrivals kept in specific rack according to category • Regular stock with no discounts to be colour coded and arranged on racks
Website Updates:
• Website banner to be updated • Ads across websites to be updated • New monsoon sale filter added to website and all e-retailers for select products
Social Media Announcements:
• Repost on Facebook and Instagram for Sale, New Arrivals and Event on 5th july • Add stories of sale madness everyday • Have Live on both Instagram and Facebook on Monsoon Playday 6th & 7th July
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#splashincrocs
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crocs
monsoon playday! A two day event on 6th & 7th June 2019 Weekend monsoon playday for kids Featuring : • Face painting artist painting monsoon related motifs: rainbow, clouds, water, butterfly, sun, lightning etc on kids faces. (free with any purchase) • Shades of green balloons with crocs monsoon playday written. (free with store visit) • Large squishy water mat kept in the centre of the store for kids to play over and paper boats. (free with store visit) • Free monsoon themed jibbitz (crocs clog shoe charm) ( free on every purchase from kids section) • 50% sale on select merchandise: Merchandise from before December 2018- displayed in racks with “SALE” rack tag • New “Colour Splash” collection launch: Displayed on shelves of respective categories with splash prop fixed on the shelf
23
August
2019
In Store Changes:
• Back to School Poster on Standee • End of Monsoon Singular Sale rack with left over merchandise • Clearing out all the Sale Fixtures and Displays
Website Updates:
• Website banner to be updated to catalogue pictures • All Sale related leftover stocks to be moved to category of sale • all monsoon ads continued
Social Media Announcements: • Posts of End of Monsoon • Catalogue pictures uploaded • Repost Customer’s clicks in crocs
24
August 2019
September 2019 35 36 37 38 39
Crocs Promotional calender Fri
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Parsi New Year
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Janmashtami
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Independence Day Raksha Bandhan (Rakhi)
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October 2019 M 40 41 42 43 44
Crocs Promotional calender
7 14 21 28
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2 Ganesh Chaturthi/Vinayaka Chaturthi
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Onam
5 Maha Saptami
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September
2019
In Store Changes: • • • •
Pre Fall Poster on Standee Prepping for Contest in October Stock Winter collections on racks Add Winter Collection graphics
Website Updates:
• Website banner to be updated to catalogue pictures • Fall catalogue pictures updated • Monsoon ads replaced by Fall/winter ads
Social Media Announcements:
• Posts of Pre Fall, warm fuzzy • Catalogue pictures uploaded for Fall/Winter • Repost Customer’s clicks in crocs
27
October
2019
Overview of the Month: • • • •
Fall Season Warm Fuzzy vibe Start shopping for Winter Best weather for fur lined shoes
• • • •
National Croc Day on 24th October Crocs turns 16! National Croc day calls for Contest High sales of Winter collection: fur lined crocs, crocs and socks, non-waterproof footwear
28
29
October In Store Changes: • • • •
National Croc Day Poster on Standee Balloons of “Crocs Turns 16” Free Croc Keychain with every purchase above 2k Special Edition Carry Bag with #nationalcrocday written • New Launch of Winter Collection
Website Updates:
• Website banner to be updated to Fall from 1st Oct • Website Banner updated to National Croc Day from 20th Oct to 30th Oct • Website will have special Contest Page
Social Media Announcements: • • • •
Fall is here Post on 1st Oct Posts of Winter Collection throughout the mont Reposts of Customer’s clicks of Crocs in fall National Croc Day Contest Alert and countdown from 18th Oct • National Croc Day Winner Picked on 27th Oct • 30 Stories of all Contestants to be put in Highlights
October 2019
November 2019
Crocs Promotional calender
Mon
40
41
42
Tue
30
7 Maha Navami
14
Wed
Thu
Fri
21
28
T
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6 13 20 27
7 14 21 28
8 Dussehra
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Karaka Chaturthi (Karva Chauth)
23
24
29
Bhai Duj
Hampers and Prizes are dispatched
30
Event: INTERNATIONAL CROCS DAY 31
F 1 8 15 22 29
S 2 9 16 23 30
S 3 10 17 24
Sun
4
22
Govardhan Puja
W
4 11 18 25
3
Contest is announced
44
T
2
15
5 Maha Saptami
M
1
Making of the hampers begins, Posters of the contest are put up, Balloons are prepared 43
Sat
44 45 46 47 48
6 Maha Ashtami
Maharishi Valmiki Jayanti
5 day Count down for contest 25
Contest entry closes
1
Naraka Chaturdasi
Winner is announced
2
3
31
National crocs day A week long event from 21st to 27th Oct 2019 To Celebrate 16 years of Crocs Featuring : • Balloons saying “Crocs Turns 16” (on Store Visit) • Social Media Contest is given a 5 day countdown • On National Crocs Day Contest in announced • Contest Winner is the person who gets most no. of people wearing the crocs in a picture and gets the most likes. Eg: if 2 people get 10 crocs in one picture: the one with most likes wins • Contest ends on 25th October so all entries considered are within 12:00 midnight of 25th • A Gift Hamper consisting of many Croc clog Keychains, a Single 40% discount voucher applies in any store in India but not on New Arrivals is given. Along with a Trophy that says “ National Croc Day Contest 2019 Winner” and many stickers also sent. • Winner chosen will be couriered the Hamper and The post reposted on Crocs India’s Social Media and Website
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#nationalcrocday
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Nov 2019 Mon
48 49 50 51 52 1
Crocs Promotional calender
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T
F
S
2 9 16 23 30
3 10 17 24 31
4 11 18 25
5 12 19 26
6 13 20 27
7 14 21 28
Thu
30
31
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Puja (Pratihar Sashthi/Surya 2 Chhat Sashthi)
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Govardhan Puja
29
Bhai Duj
Fri
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Wed
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Tue
December 2019 M
Sat
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Sun
3
Guru Tegh Bahadur's Martyrdom Day
November
2019
In Store Changes: • • • •
Winter is Here Poster on Standee Prepping for Christmas and New Year Stock Winter collections on racks Add Winter Collection graphics
Website Updates:
• Website banner to be updated to winter catalogue pictures • Winter collection pictures updated • Fall/winter ads
Social Media Announcements:
• Posts of Winter from around the globe, warm fuzzy • Catalogue pictures uploaded for Fall/Winter • Repost Customer’s clicks in crocs
35
December
2019
Overview of the Month: • • • • •
Winter Season Christams and NeyYear’s anticipation Start shopping for Winter Start Shopping for Gifts Best weather for fur lined shoes
• • • •
Christmas & New Year’s Event from 20th Dec Crocs celebrates Christmas and New Years Festive Sales and Offers High sales of Winter collection: fur lined crocs, crocs and socks, non-waterproof footwear
36
37
December In Store Changes: • • • •
Window Display and fixtures Add Spin the wheel prop In store countdown from 1st December Free Gift Wrapping services
Website Updates:
• Website banner to be updated to Winter is here on 1st Dec, Merry Christmas on 20th , Happy New Year on 26th Mornings • Add Christmas Catalogue images • Have winter filter on products • Winter collection ads continue
Social Media Announcements:
• Post on Facebook and Instagram for Sale, Offers, In Store Contest • Post Winter is here on 1st Dec, Merry Christmas on 25th , Happy New Year Post on 31st Mornings • Have a New Year’s countdown from5 days left. • Repost pictures of customers celebrating christmas 38 in crocs
Dec 2019
January 2020 1 2 3 4 5
Crocs Promotional calender
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T
6 13 20 27
7 14 21 28
W 1 8 15 22 29
Mon
Tue
Wed
Thu
Fri
Sat
Sun
48
25
26
27
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1
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2
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making of the window display and props starts 52
23
24
30
31
F 3 10 17 24 31
S 4 11 18 25
S 5 12 19 26
Crocs tree and spin the wheel put up 25
NEW YEAR’S EVE 01
T 2 9 16 23 30
CHRISTMAS DAY 1
39
Christmas & New Year’s A two and a half week event from 20th dec to 5th January 2019 Festive Sale and Spin the Wheel Featuring : • A Croc Tree in the centre of the store on which customers can hang hand written wishes. to be installed from 20th Dec • A Spin the Wheel contest featuring: 10%off 20%off #0%off 40%off, try again and free winter jibbitz* (on purchases above 3k) • An In store countdown for New Year’s from 1st Dec • Window Display with big gift boxes and christmas caps • Fixtures with dripping snow and snowflakes. • New Festive Collection displayed in backlit shelves • Campaign pictures updated • Christmas lights put up • Tiny christmas cap hung on signage
40
#christmasincrocs
41
January 2019
February 2020 5 6 7 8 9
Crocs Promotional calender
Wed
Thu
Fri
Sat
M
T
W
T
F
3 10 17 24
4 11 18 25
5 12 19 26
6 13 20 27
7 14 21 28
Mon
Tue
01
30
31
1
2
3
4
Sun
5
02
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Clear window display and props. 03
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S 1 8 15 22 29
S 2 9 16 23
January
2019
In Store Changes:
• Window Display and fixtures to be kept till 5th jan and then cleared out • Spin the wheel prop also removed after 5th Jan • In store countdown removed on 1st Jan Morning • Free Gift Wrapping services end on 5th Jan
Website Updates:
• Website banner to be kept Happy New Year till 20th Jan • Christmas Catalogue images remain • Have winter filter on products • Winter collection ads continue
Social Media Announcements:
• Post on Facebook and Instagram for updates on Festive sale till 4th Jan • Repost pictures of customers celebrating christmas and New years in Crocs
43
February
2019
In Store Changes: • • • •
Winter and Spring racks to be seperated No window display for the month Start Preparing store for workshop and contest Window display installed and floor mats ordered in by 28th Feb
Website Updates:
• Website banner to be keptneutral themed • Christmas Catalogue images replaced with neutral images • Have winter filter and spring filter on products • Winter collection adsdiscontinued and neutral ads put up
Social Media Announcements:
• Post on Facebook and Instagram for upcoming contest surprise • Post about contest Details • Repost Customers in Crocs • Transition to Post Winter- slightly spring theme
44
Feb 2019
March 2020 9 10 11 12 13 14
Crocs Promotional calender
T
W
T
F
S
2 9 16 23 30
3 10 17 24 31
4 11 18 25
5 12 19 26
6 13 20 27
7 14 21 28
Mon
Tue
Wed
Thu
Fri
05
27
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1
Colour your crocs contest announced
making of the window display starts
making of the props and signages
Sat
M
S 1 8 15 22 29
Sun
45
46
March
2019
Overview of the Month: • • • •
Spring is here Best Season for Crocs Pleasant, blooming weather Season of Holi in India
• • • •
Crocs sales are rising Families invest in Crocs Holi contest Holi window displays and fixtures.
47
March 2019
April 2020 14 15 16 17 18
Crocs Promotional calender
M
T
6 13 20 27
7 14 21 28
W 1 8 15 22 29
Mon
Tue
Wed
Thu
Fri
Sat
Sun
09
24
25
26
27
28
29
1
10
2
3
4
5
6
7
8
Crocs workshop held for kids 11
9
10
HOLI
11
Contest held in store 12
13
14
15
Clear window display and props.
Contest winner announced
12
16
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48
T 2 9 16 23 30
F 3 10 17 24
S 4 11 18 25
S 5 12 19 26
March In Store Changes: • • • • • •
March spring decorations put up Holi window display fixtures on shelves centre store display removed Prepare for workshop and contest to be held Standee poster updated
Website Updates:
• Website banner for Holi and then changed to spring on 10th March • Ads across websites to be updated • White crocs with holi splashes ad to be updated
Social Media Announcements: • • • •
Spring time fun post on 1st March Crocs Workshop announcement on 1st March Crocs Online Contest announced on 1st March Workshop and contest stories to be put up on social media • Contest Winner announced on 7th March
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Holi A week long event from 2nd March to 10th March 2019 Happy Holi with crocs India Featuring :
• Contest to be held in all stores across the country • #colouryourcrocs • Whoever designs the best looking crocs and gets the most likes gets to work with the crocs design team and launch a retail version of their design. • Workshop for kids ages 6-16 for painting on their crocs and decorating with stickers and jibbitz* with the theme of Holi • Window display will feature oversized white croc with pichkaris aimed at it and splashes of paint everywhere on the croc, store will have coloured splash shaped foam mats on the floor. 50
#colouryourcrocs
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crocs INDIA