Cancer Research VM Guide by Ronan Gallocker

VISUAL MERCHANDISING STANDARDS & WORKBOOK

INTRODUCTION

The purpose of this workbook is to provide you with a clear understanding of Cancer Research UK’s Visual Merchandising standards whilst developing your knowledge and skill in this area. It will help you create an environment in your shop which supports our brand and maximizes sales.

WHY IS VISUAL MERCHANDISING IMPORTANT? Visual merchandising is a major factor often overlooked in the success and failure of a retail store; it’s second only to effective customer service. High performing retailers know the importance of using visual merchandising techniques to entice, inspire, and encourage customers to buy. Visual merchandising isn’t just about creating a nice display, but encompasses every element of presenting merchandise to your customers. This includes the way in which we hang clothing on rails, display items on shelves, to the way in which we house the different sections on the shop floor. Effective visual merchandising has a number of both tangible and immeasurably affects, such as: • Increase footfall • Attract new customers • Improve sales • Enhance our brand and image • Increase customer loyalty • Promote specific merchandise Retailing is an extremely competitive sector where our customers and donors have high expectations when visiting our shops, so it’s important that we meet and wherever possible, exceed those expectations. We can do this by creating a welcoming environment that’s accessible with the right stock and selling suggestions presented in an aesthetically pleasing way. If we achieve this we will be able to raise more money for research and beat cancer sooner.

HOW DOES IT WORK?

This pack is separated into nine sections, includes exercises and activities to support each section and will help you with the following Learning Outcomes: • To define the basic visual merchandising principles and terms, using the information contained within your pack to accurately complete all exercises • To apply the Cancer Research UK Visual Merchandising standards to all departments in your pack by collating a series of photographic examples to review with your Area Manager • To review own floor plan and layout by using the exercise provided, record and agree key department layout changes for sign off with your Area Manager • To identify opportunities to involve your volunteer/shop team by carrying out a skills audit to ensure that Cancer Research UK Visual Merchandising standards are consistently maintained The key to successful visual merchandising is effective planning and foresight. At the back of this workbook you’ll find a visual merchandising calendar you can populated with important seasonal and calendar events to help you plan ahead and maximise opportunities to create relevant and compelling displays.

COMPLETION & SIGN OFF This pack forms part of the New Shop Manager (NSM) Training Programme and requires completing within your first 6 months of joining in order to achieve your certification. Please insert date 6 months from your start date at bottom of this page.

COMPLETION DUE DATE: 4

CONTENTS SECTION 1: Shop Front and Fascia 2: Windows

PAGE NUMBER 5 6-15

CONTENTS Covers first impressions of your shop as well as providing basic standards and guidance Encourages you to look at your shop through your customerâ&#x20AC;&#x2122;s eyes and create your own displays

3: Shop Floor Layout

16-20

Looks inside the shop and uses exercises to identify ways of getting the best from your floor space

4: Standard Departments

21-32

Covers best practice standards relating to the most common clothing and non-clothing departments

5: Specialist Departments/Events

33-34

Looks at other types of departments and encourages you to think of future ideas for your shop

6: In-Store Displays

35-40

Explains the different types of in-store displays

7: Point Of Sale (POS)

41-43

Shows you the various POS materials available

8: Equipment

44-45

Explains the basic standard equipment available

9: References

Provides you with a list of books and websites you can reference

Appendix: Glossary of Terms & Techniques

47-49

Use this section as a reference to commonly used terms and phrases

Blank Shop Layout

50-51

To be used to draw out your own shop floor and new shop floor

National Space Management Visual merchandising calendar VM Sign Off Sheet

As a reference, showing the national picture

53-54

To populate with local and national events in order to plan exciting and relevant displays

To be completed, signed by your Area Manager and returned to T&D

SECTION ONE SHOP FRONT AND FASCIA

INTRODUCTION With just under 600 shops on the high street Cancer Research UK has a huge presence and our shops are the face of the charity, promoting our cause and reinforcing our brand. Listed below are some basic standards which should be maintained in every shop. Go through the Basic Standards Checklist and tick off all standards in place.

BASIC STANDARDS CHECKLIST • Fascia and signage clean and intact • Surrounding paintwork clean • Door area of clean and free of litter • Point of Sales (POS) material, current and in good condition • No handwritten signage • Appropriate safety messages displayed e.g. break glass

SECTION TWO WINDOWS

INTRODUCTION We all know having fabulous window displays can grab the publics atte tion, but what does a good window display look like? A well designed window display that applies some basic visual merchandising principles does more than just promote a product; it’s a great selling tool that encourages customers to visit whilst enhancing a retailers brand and image. Having great window and in-store displays will also help to make your shop stand out from a very crowded and competitive high street. In this section you will explore CRUK’s window display standards, look at what makes a great window display and examine some basic visual merchandising principles such as balance and grouping. You will see how you can apply VM rules to your windows to create exciting and interesting displays that will help increase footfall in your shop. Windows are the biggest free advertising space we have. They create a first impression of your shop by making a statement and setting the scene to indicate what’s inside. Get your window displays right and this will entice supporters and passing customers into the shop and ultimately improve sales.

WINDOW DISPLAY STANDARDS CHECKLIST GO THROUGH THE STANDARDS CHECKLIST BELOW AND TICK OFF ALL STANDARDS IN PLACE IN YOUR SHOP

TOTEMS/MODELS/ MANNEQUINS Totem/Model facing straight onto the glass Stock should reflect current fashion trends Layered and Accessorised to increase selling opportunities Use Gift Aid stock wherever possible to maximise income Appropriate pricing displayed (tent card or blackboards)

RYKER STAND/ CUBES Space out products to avoid large gaps Stock kept to agreed density levels Stock displayed using triangle principle, see picture right Appropriate pricing displayed (tent card or blackboards)

EXERCISE – FIRST IMPRESSIONS WHY NOT ASK YOUR VOLUNTEERS? NOTE THEIR RESPONSES

• Stand outside your shop and think about what first impression it creates. Note your thoughts...

• Now summarise what you see in three words... e.g. bright, clean, colour coordinated, womenonly, cluttered

• What does it tell potential supporters about your shop?

• Which retailers in your town have good window displays? What makes their window displays look ‘good’? Who’s window displays do you inspire to emulate?

• Do some research to find out the current seasonal trends; colours, fabrics, styles etc. Visit shops on your high street, look at current magazines and search the web for what’s in fashion and stylish. • After creating a window why not work out the full value and monitor sales from it? This will also help you to find out what works for your specific market and town • Plan ahead for your windows. Look at what events are happening locally and nationally What events can you start to collect for this? E.g. Wimbledon or local farmers market. Use the visual merchandising calendar at the back of this book to record key events to ensure that you maximise each opportunity.

EXERCISE – NOW IT’S YOUR TURN Now complete your own window displays showing the correct standards in place for the following; • Clothing examples – men’s and ladies • Non-clothing examples Then take photos for your portfolio!

USING ODD NUMBERS SUCH AS THREE AND FIVE WILL LOOK INTERESTING AND HAVE GREATER IMPACT THAN USING EVEN NUMBERS

TOP TIPS

VISUAL BALANCE

Creating displays using eclectic merchandise from donated stock can be challenging; but itâ&#x20AC;&#x2122;s also a great opportunity to create unique and compelling displays which will differentiate CRUK from our competitors on the high street. Simple, orderly, neat and tidy should be the overall effect. Overloaded and busy displays with too many items look cluttered and amateurish. You can avoid this is by giving your displays visual balance, which can be achieved by ensuring the items displayed share equal visual weight. Visual merchandisers apply two types of visual balance: FORMAL BALANCE and INFORMAL BALANCE.

FORMAL BALANCE is achieved when the same objects are used to create a mirror image. Visual merchandisers use this type of balance to design interesting focal points, usually with the same product to create impact.

INFORMAL BALANCE is more challenging to achieve as the display consists of different objects which are evenly distributed to create visual weight.

VISUAL BALANCE

ACHIEVING VISUAL BALANCE • Use odd numbers when grouping products or mannequins. Three mannequins positioned tightly together will appear stronger than two

TOP TIPS

• Coordinating colours, patterns, textures together will help structure and balance your display • It doesn’t have to be perfectly symmetrical, question whether you’ve gained good balance • Critique the display, enlist advice from colleagues, stand back and gauge the overall impression.

SIMPLE DISPLAYS CAN HAVE GREATER IMPACT WHEN THEY ARE VISUALLY BALANCED IN A SYMMETRICAL WAY

NO COST HAS BEEN SPARED FOR THIS DRAMATIC WINDOW WHICH ILLUSTRATES GOOD VISUAL BALANCE TO ATTRACT THE EYE TO EVERY SECTION OF THE

GROUPINGS

Arranging products in an visual way is called â&#x20AC;&#x153;groupingâ&#x20AC;?. There are two main styles of grouping: Pyramid or triangle, and repetition.

PYRAMID / TRIANGLE GROUPING Pyramid grouping aims to create a symmetrically balanced display with the main focal point near to the top of the display. The eye focuses on the main point first and is then led to other focal points around it.

Displaying an item above another product will add height and depth to a display and act as a focal point.

The pillow adds height to the display and encourages the eye to look at each item.

This display demonstrates the pyramid principle well. The highest point of the display in just off Centre at the top.

GROUPINGS

Shoes facing the same way add impact and draw the eye upwards to the focal point bust and shoes on the top shelf .

REPETITION GROUPING Using repetition grouping for a display can be an unnecessarily complicated design to implement. as itâ&#x20AC;&#x2122;s easy to lose a main focal point. When used correctly, repetition grouping can be really effective at creating a striking, simple and clean design that attracts interest and attention. The aim of this type of grouping is to use multiples of the same product to create a strong presentation and make a bold statement. This is as simple as presenting similar merchandise together to balance the overall look of the display. Although you may not be able to use the same product en masse to create repetition of the same item, you can use different variations of the same mechanise to achieve the same effect. It is best to keep merchandise coordinated in colours, patterns, textures or functions.

This display applies colour coordination and repetition grouping, the focal point on the top shelf will grab attention.

PLANNING A WINDOW DISPLAY

• What’s the theme/ topic/ story of the display, e.g. is it a seasonal event such as spring/ summer, or a calendar event such as mothers day or Easter. Every window needs a clear theme that includes colour, props, and merchandise. • Once you’ve decided on the theme of the display you will need determine its purpose. Do you want to increase footfall, driver sales or create a compelling focal point? Having a clear aim will keep you focused and make it easier to evaluate the success of the display

It’s worthwhile spending a little time and effort planning your window display before you set about create it. A badly conceived window display will often lack a clear theme, focal point, look too busy and feel clumsy. You might find it useful to consider the points below when you designing your window • Spend time planning your scene, make a plan, displays. identify the products and props you want to use, sketch a small drawing of the window to show where everything will go

TOP TIPS

• Think about the proportion of your window, don’t overwhelm the space as it will look too busy and cluttered, equally, awkward spaces can look bare and uninviting, aim for a middle ground • A good display will have a focal point, establish your focal point within the display which attracts customers attention and entices them into the shop. The best focal points are just below eye level and encourage the eye to be guided around the display • Use products you are confident will sell such as best sellers and seasonal and trend items • Do not use too many products in one display; repetition of a few products is more impactful than displaying lots of different products • If using props check that they ‘fit’ with the image and theme of the display, props should enhance not distract attention away from the merchandise • Ensure you use your mini chalk boards for pricing, this will attract attention and highlight the high value item of stock.

EXERCISE Looking at the following 3 pictures, list where you can see CRUKâ&#x20AC;&#x2122;s window display standards and the VM principles discussed in this section.

__________________________________________ __________________________________________ __________________________________________ __________________________________________ __________________________________________ __________________________________________ __________________________________________

SHOP FLOOR LAYOUT

INBALL YOUR FLOOR FIXTURES - avoid P a straight line up to the back of your shop from the front door. Angle your fixtures so customers have to stop and change direction so they notice more products.

In order to create the right flow and interest within your shop, listed below are a few things to think about. Draw your current shop layout using the grid paper at the back of this workbook. Then review this against the following list and tick if in place

REATE DESTINATION AREAS - these C may be at the back of your shop to create more interest e.g. (denim or beach wear) all denim together or all beachwear/shorts and tops to create a holiday shop

ALL TERMS ARE EXPLAINED FULLY ON PAGES 36-37

I DENTIFY HIGH EARNING DEPARTMENTS - are these in the most visible, high traffic areas of your shop? OOK FOR LOGICAL ADJACENCIES L - put complementary departments together so they encourage multiple purchases. For example, menswear and media YE LEVEL IS BUY LEVEL - remember if E a customer can see something they are much more likely to buy it!! OCATE YOUR HOTSPOTS – areas where L merchandise sells faster. EY SIGHT LINES - visual peak points at eye K level. Leads the customer through the shop based on what they see.

I NVARIANT RIGHT – most people will walk to the right after entering, use this space to merchandise high value, or desirable goods. SE ‘FOCAL POINTS’ with trendy, desirable U items in each department to grab customer attention and increase flow through the shop.

SECTION THREE SHOP FLOOR LAYOUT

INTRODUCTION

1. H OW EASILY CAN CUSTOMERS WALK AROUND MY SHOP â&#x20AC;&#x201C; WHAT ABOUT THOSE WITH BUGGIES OR IN WHEELCHAIRS?

Getting started - Take a few minutes to review your current floor layout. Please answer the following questions as honestly as possible:

2. HOW EASILY CAN ITEMS BE LOCATED?

3. HOW CLEAR ARE THE WALKWAYS?

4. WHAT HAVE I DONE TO ENCOURAGE MULTIPLE PURCHASES IN MY SHOP?

5. HOW VISIBLE ARE MY HIGHEST VALUE ITEMS?

Shop floor layout refers to the overall arrangement of stock in your shop. Your aim is to make it as easy as possible for the customer to shop. Get this right and your sales should rise. A shops floor layout should never be left to chance, it should be carefully planned with the customers convenience and need to drive sales in mind. A good floor layout will allow customers to flow around the shop with ease and guide them to visit every section of the shop. This section will encourage you to take time to reflect on your current layout and look for ways of improving this, as well as offering you top tips to help you get the best from your floor space.

EXERCISE IMPROVING YOUR SHOPS LAYOUT

Now let’s look at how you could improve your floor layout. To do this you will need to use the grid paper at the back of this pack. Using the grid paper at the back of your pack, draw your shop floor and make sure you include: • Fixtures and fittings • Till area • Hanging space • Fitting rooms • Windows and doors Once you have sketched your floor plan, look at the most visual points in the store, these are where you position key statements/ points of interest. Consider the categories within your shop, i.e. women’s clothing, men’s clothing, homeware, accessories, etc. Decide where your main categories of products are going to sit, as a guide the size of each department should be relative to sales, i.e. if womenswear takes 60% of sales then you should plan to give it 60% of the space. Now divide the layout into three categories, Gold, Silver, and Bronze . Gold is the prime selling space where desirable, high valued or high performing products should be positioned. Gold areas tend to be nearest to the shop entrance. Silver areas house merchandise that performs well but are not best sellers. Silver sections usually sit behind or opposite gold areas. Bronze merchandise refers to staple merchandise and low traffic areas of the shop.

USING PRODUCT ADJACENCIES TO MAXIMISE SALES These are products which sit together, product adjacencies help maximise space and selling area whilst guiding customers through the shop. When designing your floor plan think carefully about how products relate together and reinforce the area of the shop, i.e. placing relevant accessories near to womenswear will encourage customers to buy complimentary items. Once you have sketched your floor plan out with each category clearly identified you can now begin to create your layout. 19

USING YOUR BUSINESS INFORMATION Having looked at your current layout and started to identify ways of improving this you may think you are ready to start changing your shop floor....? Before you do anything it’s important to look at your business information for any trends or concerns. Your Space Management forms provide valuable information about how each department is performing.

TOP TIPS

CHANGING YOUR FLOOR LAYOUT •R EVIEW your space management (this should be done weekly anyway but before making any changes 4 weeks is a good time period to monitor) – what is it telling you? Which departments are taking less than £100 per bay? How much space is allocated to each department? •P LAN AHEAD - check your weekly takings and highlight the quietest day to action any moves so as not to damage the business. Monday/Tuesday are often best days for doing major moves or when the store is closed •D RAFT YOUR PLAN - use the grid sheet at the end of this section to draw a draft which you can share with your Area Manager and shop team beforehand •D ISCUSS with your Area Manager (if appropriate) before changing the shop around to agree reasons and proposal. Also don’t forget your team, keep them involved in the process and the reasons why. That way you’re much more likely to gain buy in! They’ll appreciate their input and you’ll appreciate their help. •E NSURE you have what you need before you start – the correct equipment, enough support, a clear action plan! •B E AWARE of H&S at all times. With big changes, try to do a section at a time rather than everything all at once. Think of your own, your staff and your customer’s safety •M ONITOR through your sales and feedback from customers and don’t forget to share this with your Area Manager and team •A ND FINALLY... if things don’t work. Don’t be afraid to try something else

REVIEW

Based on what you have learned, highlight a minimum of 3 changes to improve your current layout in preparation for discussion with your Area Manager

SECTION FOUR STANDARD DEPARTMENTS

INTRODUCTION Cancer Research UK has several standard clothing and non-clothing departments each of which are listed on your Space Management.

CLOTHING DEPARTMENTS • Ladies tops • Mens clothing • Ladies accessories • Mens accessories

NONCLOTHING DEPARTMENTS • Home • Books • Media • Electrical

BROUGHT IN-GOODS • Greetings cards • Gifts • Wrapping paper

BASIC STANDARDS

CLOTHING

In order to get the best from your product there are certain merchandising standards which should be in place. These ensure there is clarity to our offer and there is a consistent approach across the chain. Below you will find information and pictures showing key standards for your key departments

• Hangers hung uniformly on rails to allow garments to be removed easily

• Correct hangers must be used at all times

• Correct size cubes used on all hangers • Stock hung in size order within departments • All stock hung facing front of shop • Zips, fasteners and buttons should be done up

TOP TIPS

• Tickets correctly placed and legible • fastened to label in neck on tops • fixed to belt loop on waistband of trousers or skirts • Gift Aid sticker in centre (if applicable)

TOP TIPS • Use Ladies wear at the front of shop as a lead in

EXERCISE – BEFORE PICTURES Take some photos of the following departments as they are today. You will later be asked to make changes based on Cancer Research UK standards and take further photos for your portfolio

• Spring/Summer and Autumn/Winter - react to highstreet trends • Use busts or displays to create more of a visual impact • If you have menswear on the wall complement this with a menswear floor fixture

• DISPLAY GIFT AID STOCK MORE PROMINENTLY TO MAXIMISE ON THE EXTRA INCOME IT CREATES

• Clothing • Accessories • Home • Books

REFER TO SECTION 3, PAGE 25 + 26 OF YOUR SHOP OPERATIONS MANUAL (SOM) FOR MORE INFO

• Brought in Goods (BIG)

ACCESSORIES

The presentational standards for accessories in your shop should be given appropriate consideration and attention . According to the market research company Mintel, UK consumers spend around £2.5 billion a year on clothing. Here are some useful tips for presenting accessories: • Use correct equipment to merchandise accessories • Stuff bags when merchandisedon shelves • Group styles of accessories together • Price shoes on the sole using pricing stickers • Price bags using the small swing tickets • When using racks and shelves remember that the eye line shelf sells best

Displaying accessories at eye-level, in prominent places adjacent to related products will encourage customers to buy. Colour coordination and height creates a strong focal point in this example.

Repetition of accessories can add impact. Hanging accessories from the wall is an efficient use of space.

HOMEWARE

By incorporating some basic visual merchandising principles in your home department, you can make a huge impact on its presence in your shop. Here are some suggestions that you could use to make the most of your shops homeware stock and drive sales.

TOP TIPS

HOMEWARE TIPS • Check all stock is clean before displaying on shelves • Consider the quantity and value of stock on your shelves. Aim for at least £20 per shelf and £40 at “buy level” shelves • Use similar and/or contrasting colours to bring your shelves to life. Grouping by material works well too. • Display similar products together , i.e. Ornament, glassware, kitchenware, pictures etc. • Colour co-ordinate within categories wherever possible. Presenting stock within categories can offer customers buying suggestions and increase sales within the department.

Presenting stock within categories can offer customers buying suggestions and increase sales within the department

By grouping items by colour or functionally you will create an interesting focal point and stop shelving from looking cluttered.

HOMEWARE

• Choose interesting items to create eye catching displays. Place them in centre of the shelf and build around to form a pyramid shape, with the tallest in centre • Price items using stickers or swing tickets, • Display larger items at lower levels and smaller items on higher shelves • EYE LEVEL IS BUY LEVEL. Usually the 2nd and 3rd shelves down. Use these to create focal points. Try and avoid glassware at eye level as this lacks impact • Do not display stock on the floor.

Grouping similar items together looks visually pleasing and offers purchase suggestions. In this example items are co-ordinated by colour. This makes the display look neater and more appealing. The eye is attracted to each shelf and is encouraged to move around the entire display. 26

THE BOOK DEPARTMENT

Books should be displayed in categories, as illustrated below. Placing larger, heavier books on lower shelves with smaller titles above will create good visual balance and reduce the likelihood of accidents and overstretching from reaching large books on higher shelves.

RECOMMEND LAYOUT • 2 + bays • 1 Fiction spinner • 6 shelves per bay • Non-fiction below fiction titles • 3 metre or more displays should be dedicate a full metre to non-fiction

DISPLAY BOOKS BUY ME

READ ME

RETURN ME

BUY ME

READ ME

DISPLAY BOOKS RETURN ME

BUY ME

READ ME

FICTION FICTION

FICTION

ACADEMIC

FICTION

AUTOBIOGRAPHY

TRAVEL

COOKERY

NON-FICTION

READ ME

RETURN ME

ACADEMIC

BUY ME

FICTION

READ ME

FICTION

ACADEMIC

TRAVEL

COOKERY

NON FICTION BUSINESS

LIFESTYLE

LARGE/HEAVY BOOKS BUY ME

RETURN ME

NON FICTION

NON FICTION LIFESTYLE

READ ME

FICTION

NON FICTION NON-FICTION

BUY ME

FICTION

FICTION FICTION

RETURN ME

AUTOBIOGRAPHY

ACADEMIC

BUSINESS

LARGE/HEAVY BOOKS BUY ME

READ ME

RETURN ME

BUY ME

READ ME

RETURN ME

BOOK DISPLAYS

SORTING BOOKS SORT INTO CATEGORIES • Romance and Chick Lit • Fiction • Non-Fiction • Children’s • Waste/recycling

NOT FOR SALE – RECYCLE THESE BOOKS • Poor spine, damaged cover, yellow or missing pages • Pages with hand written notes • Free with other publications • Library books, book club books (BCA), Readers Digest fiction • Un-proofed books • Dated text books, tax, wine, travel and hotel guides • Dated annuals unless collectable • Incomplete encyclopaedias

BOOK DISPLAYS

PRESENTATION • Check housekeeping as you replenish the shelves • Keep shelves well stocked and avoid dead spaces • Use the correct shelf POS • Display fiction in alphabetical order by author surname and use alphabet dividers to separate • Display non-fiction by genre • Avoid displaying duplicate titles • Display one outward facing book per shelf and where possible Use best sellers and popular authors to grab attention • Replace damaged or worn shelf dividers, shelf strips, POS holders promptly

PRICING • Put Gift Aid stickers on the top left handcorner of the front cover so that it’s easier for customers to read the price and for volunteers to check cull dates • Put price stickers adjacent to Gift Aid stickers • Be careful not to hid titles and names when pricing books

BOOK DISPLAYS

STORAGE • Process all books before storing • Sort fiction titles alphabetically by author and keep identical titles together • Prioritise bestseller and popular titles • Keep a guide close to your storage area for ease of reference Mirror the shop floor layout by sorting books into categories.

Books can be used to create interesting window displays to promote events or act as props to support an overall theme such as world book day and children’s book week.

Mirror the shop floor layout by sorting books into categories. 30

BIG (BROUGHT IN GOODS)

PRESENTATION When presenting BIG items always follow the guidelines and aim to replicate the example photos in your Weekly Actions (WA). For general advice on presenting BIG items: • Ensure merchandise is faced up • Ensure proper use of Point of Sale (POS) • Ensure products in lines are all the same as the front item • Where promotions run down, group products by: Theme, Colour, Texture etc. • When promotions run down, use display principles to make the most out of small amounts on shelves

EXERCISE Looking at your standard departments, review your Space Management to identify your high and low performing areas.

• Which departments are making less than £100? List them

Print out your last 4 weeks of Space Management information and review these. • What are your top 3 selling departments?

REFER TO COLUMN G ‘AVERAGE SALES PER BAY’

3. • What are your bottom 3 selling departments? 1.

3. • What possible reasons are there for these departments under performing?

• List a minimum of 3 changes in your Visual Merchandising which could improve the performance of these departments? 1.

PORTFOLIO EXERCISE

Department Name:________________________

From the previous exercise, write your bottom 3 performing departments in the boxes below. Then make any necessary changes to improve standards for each. Finally, take pictures to add to your portfolio. List the changes made to improve these departments.

SECTION FIVE SPECIALIST DEPARTMENTS / EVENTS INTRODUCTION Some shops have what we call ‘specialist departments’. This basically means non-standard departments which have been tailored to the needs of the shop’s local area resulting in more a unique selling point and increased income. Some examples are;

FANCY DRESS

VINTAGE/ RETRO

HOLIDAY

BRIDAL 34

EXERCISE – SPECIALIST DEPARTMENTS/ EVENTS

• Thinking about your local area/community– list all the points of interest (e.g.market town, university city) which might have an influence on your choice

• Now think about your team – what strengths/ interests do they have which couldbe beneficial to a specialist department?

• If you were to specialise, which departments would suit your area/team/shop?

• What things will you need to do to get prepared for a specialist department?

• Who can help/support you with this? E.g. volunteers, Supporter Led Fundraising?

SECTION SIX IN-STORE DISPLAYS

In-store displays create a focal point or area within your shop that attract customers, increase flow and promote the various products on sale. They can also be set up to effectively utilise areas that are either difficult to access or sell from e.g. above double rail of clothes or hard to reach areas. What are the different types of in-store displays?

â&#x20AC;˘ TOP SHELVES For clothing this can be used to break up a line of hanging rails by using similar product merchandised below. Props such as half bust, hat stands or Perspex shelves can be used to create the display triangle discussed in the window section. For non-clothing such as books these can be used to display larger more saleable titles.

â&#x20AC;˘ TOTEMS/ MODELS/ MANNEQUINS These can be used to reinforce a section in the shop. Make them interesting focal points to display seasonal and trendy merchandise and give selling suggestions to customers

IN-STORE DISPLAYS

• TABLES These are useful when you want to fully promote a product or event; an example could be Mother’s Day gifts, Denim or Christmas cards. Tables can help break up the pace and floor space inside the shop and re-inforce areas.

• FOUR WAY UNIT The purpose of this is to provide the customer with ideas, promote the whole department and encourage multiple sales.

• GONDOLA TOPS If you have these in your shop use them to display complimentary items to encourage add on sales!

• DUMP DISPLAY These can be used for larger bulky items or products that are easy to stack on the floor such as hat boxes

Discuss table use with your area manager

Less is definitely more. Too much stock and it will not only look messy but confuse the customer

Internal displays should follow the same principles used in your window displays

BASIC STANDARDS FOR IN-STORE DISPLAY

• Keep top shelf quantities of items on display to a minimum • Risk assess any display to ensure H&S standards are maintained – e.g. books on top shelf are stable, stock in a dump display does not block walk ways • Fully dress all totems including layering & accessories • Ensure clothes on totems are steamed and well presented • Use displays to enhance the product below or adjacent to it • Use Gift Aid stock where possible to maximise income!

EXERCISE – IDENTIFY YOUR INTERNAL DISPLAY AREAS

Take a walk around your shop and note down the areas that will either benefit visually from having an internal display or will enhance a department or product. • Top Displays

• Totems

• Table

• Four Way

• Gondola

• Dump

PLANNING IN-STORE DISPLAYS

In-store displays should be created with the same care and attention as your window displays. Instore displays are generally intended to promote products and drive sales. When planning in-store displays it’s useful to spend some time thinking about how you can apply some basic visual merchandising principles such as the theme, coordination, colour and pricing to enhance your instore displays.

THEMES A theme refers to the topic or story of a display. When planning a theme think about how merchandise ‘sits together’ - is the theme clear? Does it reflect the seasonal or calendar event? Have you used‘eye-catchers’ to inspire customers and product adjacencies to encourage add-on sales? Consider your theme early on when planning your displays. Try to keep themes consistent throughout the shop, window display themes should continue inside , so if your window display has a spring/ summer theme your in-store display should also have a spring/summer theme. A lack of an underlying theme is confusing to customers and looks weak and half-hearted. Clear, considered, and well designed themes can transform the appearance of a shop and will inspire customers and drive sales.

Themes can be subtle or overt. Simple themes can be created using props and merchandise or by presenting seasonal colour trends such as in the above example.

PLANNING IN-STORE DISPLAYS

CO-ORDINATION AND COLOUR Using colours that coordinate together will attract customers attention. It can also inspire by offering selling suggestions. Make sure it’s clear to the customer what is put together, avoid using too many colours and products. Ask yourself ‘does it go together?’. Seek other people’s opinions if you’re unsure. When working with a large number of colours, blocking should be carried out light to dark and left to right to ensure balance is maintained.

The co-ordination of colour attracts the eye and encourages it to move around the display.

Coordinating clothing together will offer customers buying/ styling suggestions and increase income.

Cololur blocking can make an impact and highlight seasonal colours and trends. 40

PLANNING IN-STORE DISPLAYS

PRICING Pricing needs to be clear and easily understood by the customer. Always make sure that your price labels are clear and accurate and put in a highly visible place and expected position.

PROPS Using props effectively requires some thought and creativity. Always ensure that you incorporate appropriate props to support the product in the display. As a rule of thumb props should support the theme of the display by adding impact but not overwhelm or distract attention away from the merchandise. Making use of everyday ‘found objects’, such as crates and old suitcases to present merchandise is a simple way to enhance your displays and create interesting focal points and selling suggestions. When using props always ask yourself ‘Is this practical, safe, does it enhance the product?’.

SECTION SEVEN POINT OF SALE (POS)

WHY IS POS SO IMPORTANT? POS is an impactful way to let supporters know what we need in order to run our shops and generate income. Shops are the face of the charity on the high street so we support wider Cancer Research UK campaigns such as Race For Life, Legacy sign ups, and Health Awareness Campaigns which all fund our life-saving research

A CASH CAMPAIGN BRINGS IN ÂŁ100,000 AND OUR VOLUNTEER RECRUITMENT CAMPAIGNS BRING IN 4000 VOLUNTEERS A YEAR WHO DISPLAYS POS?

A-board

2 part poster system

Every shop is sent POS Shop windows/in-store layouts vary across the retail chain. The primary POS window is the window that displays the 2 Part poster. More than half our shops also have a secondary window, in which we occasionally promote the same/a secondary campaign if necessary.

POS KIT Window equipment:

Small Ryker

Mannequin

A-board 2 part poster system Small Ryker Large Ryker Mannequin In-store equipment: 4 part poster Behind the till Leaflet dispenser on the till counter

Large Ryker 42

4 part poster behind the till

Leaflet dispenser on the till counter

STANDARDS

• The POS changeover day is Mondays. You will receive information in the Weekly Actions and also via the POS guidelines included with POS • POS campaigns are for 4 week periods (unless advised differently) • A checklist is provided with every POS delivery • If you are missing any POS, contact the National Retail Centre on 01403 210585 within 2 working days • You must ensure the correct POS is displayed at the correct time (refer to your Weekly Actions for guidance on this)

POS SUPPLIES

• If you require everyday items such as price tickets, department shelf edge strips etc, these are available on the shop supplies order form • An 8 week order cycle runs where each region takes it in turns to order their shop supplies. The weekly actions remind you which regions will order the following week. • Check the Marketing section to see what is available to order, and send through the request to your Area Manager. They will approve requests depending on your remaining budgets and send these to the National Retail Centre.

EXAMPLES OF ITEMS AVAILABLE:

SECTION EIGHT EQUIPMENT

Whether you are a standard, discount or premium shop there will be a standard set of fixtures, fitting and equipment that we use across the majority of the chain. This will include the following:

UPRIGHTS Fixing on the wall to hold the D bar

D BAR Chrome rail to hang stock

FLAT BAR Chrome bar that sits flat to the wall

COMBINATION RAIL Chrome rail thatâ&#x20AC;&#x2122;s half D Bar and half flat

WATERFALL ARM Arm to hang items front facing

FREESTANDING 4 ARM RAIL UNIT Units may vary in slightly in design but all will have 4 arms

HANGERS Standard hangers are plastic and chrome clips (for full range refer to stationery list)i

BUST AND BODY FORMS These will vary from shop to shop

EXERCISE â&#x20AC;&#x201C; AUDIT OF YOUR EQUIPMENT EQUIPMENT DESCRIPTION

Depending on your shop type you will have a variety of fixture and fittings. Note in the table below your key equipment including anything you have stored in your back areas

APPROX QUANTITY

SHORT/EXTRA

SECTION NINE REFERENCES INTERNAL DOCUMENTS DESCRIPTION

COPY HELD Y OR N

Shop Operations Manual Shops Administration Manual Book Guide (Feb 2010) Donated Stock Accessorises Guide (2008) Clothes Guide Shop Standards Book (2005) Home Department Guide

RECOMMENDED READS AND REFERENCE DOCUMENT/REFERENCE Visual Merchandising Silent Selling Applied Visual Merchandising

AUTHOR/SOURCE Tony Morgan Judith Bell & Kate Ternus Mill Paul & Moorman

Fashion Magazines

e.g. Look, Grazia, In Style, Newspaper magazine supplements

Virtual Visual Retailing

www.visualretailling.com

No Need 4 Mirrors Fashion and Window Information

www.NN4M.com www.fashionwindows.com

APPENDIX GLOSSARY OF TERMS & TECHNIQUES TERM

DESCRIPTION

AIDA

Attract – methods to draw people into the shop Interest – how to retain customer interest Desire – what image is it creating? e.g. low price, good value Action – how to buy / customer care

Window Grouping

• Products by type / colour / theme

Accessorising

• Layering inc bags / belts / scarves etc

Triangles

• Provide a focal point and draws the eye down

Saleability

• Fashionable / current season

In-Store Displays

Use of space in the shop which is not easy to sell from. Display of large size or quantity to sell from e.g. hat boxes

4 R’s of Merchandising

1. Right Goods 2. Right Price 3. Right Place 4. Right Time

Colour blocking

Blocking clothes in colour rather than size (although can size and group within size and category

Densities

Number of items given to a rail or fixture

Departments

Section in the shop given to different products

Display (definition)

To exhibit / attract attention or show ostentatiously

Eye line

Eye line = buy line – merchandising best selling products at eye level

TERM

DESCRIPTION

Facing up

A continuous line of product along the edge of a shelf, where you have multiples of the same item Terms such as ‘single’ and ‘double’ facing refer to how many lines of each product you have. Where gaps appear you may double face to fill a gap temporarily and maintain an even facing

Focal points

Create points of interest

Footfall

Number of people passing by or walking through a shop

Front Facing

Items on hangers, facing forward for the customer to see the whole garment face on

Grouping

Arranging products in a visual way, can be pyramid/ triangle or repetition forms.

Hot Spot

An area within the store that the customer is guaranteed to see, and more likely to buy from.

Logical Adjacencies

Where products are placed near to each other because the customer type is the same. Logical flow throughout the shop. Group link products together e.g. skirts with blouses. children’s toys with children’s clothes, men with media

Merchandising (definition)

….is the effective presentation and positioning of stock on the sales floor in order to maximise potential sales

Mirror imaging

Adjacent or opposite bays which mirror each other in layout (for 3 bay plus)

Magnets

Draws the customer to the area because of the product e.g. Homeware. Can often be at the back of the shop

TERM

DESCRIPTION

Out Posting

1st item on the rail is dressed up—representing the product mix behind

Pause points

Places where the customer needs to stop to get around

Pinball

The position of freestanding units on the shop floor in order to create varied walkways

Till point offers

Items positioned at till points e.g. pens

Square or linear footage

Space allocated to measure sales

Stories/ themes

The overall topic of a display and it’s relevance to a seasonal or calendar event

Sightlines

Visual peak points at eye level. Leads the customer through the shop based on what they see

Visual balance

The visual/ optical weight of a display, can be formal - mirror image using the same products and props either side of the display or informal—using different products which have equal visual weight.

Wardrobing

Term used when merchandising products to create different outfits. It involves blocking clothes that that can be worn together and reflect a person’s wardrobe

Walkways

Access paths into and through the shop

Zones

Area with dept e.g. Formal / Casual / Denim

CURRENT SHOP LAYOUT

Shop Name ______________________ 51

NEW SHOP LAYOUT

Shop Name ______________________ 52

NATIONAL SPACE MANAGEMENT & KPI REPORT Period ~ April 2014 to April 2015 Below shows a breakdown of the number of items sold and total income by each department. This includes all shops at Cancer Research UK and covers a 12 month period. CATEGORY

TOTAL INCOME 2014/15 6,944,214

TOTAL ITEMS SOLD 2014/15 2,209,401

MENS CLOTHING

6,307,897

1,415,761

LADIES ACCS

4,188,404

1,370,701

LADIES DRESSES

3,285,324

555,554

LADIES COATS

2,850,375

392,642

LADIES KNITWEAR

2,672,670

669,286

LADIES SHOES

2,539,527

480,365

LADIES TROUSERS

2,256,636

665,271

LADIES SKIRTS

1,355,447

362,794

MENS SHOES ACCS

1,166,308

245,609

CLOTHING PROMOTION

869,790

361,867

£34,439,952

£8,729,305

HOME

8,014,041

3,016,697

CHILDS ALL

3,834,532

2,260,252

MEDIA

2,482,899

1,365,907

BOOKS FICTION

1,638,265

1,144,172

JEWELLERY

1,255,609

440,184

BOOKS NON FICTION

1,097,026

642,873

LINEN SOFT FURNISHINGS

742,328

253,011

ELECTRICAL

276,245

41,621

NON CLOTHING PROMOTION

228,791

139,850

FURNITURE

175,997

14,055

Total NON CLOTHING

£19,745,732

£9,318,622

Total DONATED

£54,185,683

£18,047,927

LADIES TOPS

Total CLOTHING

VISUAL MERCHANDISING CALENDAR CALENDAR/ SEASONAL EVENT • Christmas • Easter • Mothers day • May day • Diwali • Spring/ Summer • Halloween

Creating a visual merchandising calendar is a useful tool to plan ahead and make the most of key events. Use the table below to list as many seasonal and local events which are specific to your area throughout the year as possible. This will help you plan for each event and maximise opportunities to create relevant and compelling displays. Once you have complied your list start plotting each event on the visual merchandising calendar. 54

LOCAL EVENTS

VISUAL MERCHANDISING CALENDAR JANUARY

FEBRUARY

MARCH

APRIL

MAY

JUNE

JULY

AUGUST

SEPTEMBER

OCTOBER

NOVEMBER

DECEMBER

VISUAL MERCHANDISING SIGN OFF Your Name: Shop Name: Shop code: Please review the contents of this pack and your exercises with your Area Manager on their next visit to your shop. Once this has taken place; please then send this page to Trading Training and Development, Cancer Research UK, Floor 2, Angel Building, 407 St John Street, London EC1V 4AD. You and your Area Manager, or Area Support Manager, should sign below to confirm that the pack is complete and that the Action Plan and any learning has been discussed.

YOUR COMMENTS:

What went well? What went less well?

AREA MANAGER / AREA SUPPORT MANAGER COMMENTS: What went well? What went less well?

Your Name ____________________

Area/ Support Manager Name ____________________

Your Signature __________________

Area / Support Manager Signature

Completion date __________________ 56

____________________