Merchandising Manual by Melanie Roberts

YANKEE CANDLE

Visual Merchandising Manual

June 2009 1 Bristol Distribution Park, Hawkley Dirve, Woodlands Lane, Bradley Stoke, Bristol BS32 0BF Tel: ++ (0) 1454 454 500 ♦ Fax: ++ (0) 1454 454 510 Email : sales@yankeecandle.co.uk ♦ www.yankeecandle.co.uk

â&#x20AC;&#x153;Merchandising can be more powerful than marketingâ&#x20AC;?

Table of Contents Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4 Traffic Flow . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5 The Cash & Wrap . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6 Window Displays . . . . . . . . . .. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7 Lighting . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8 Signage & Price Tickets . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9 Merchandising Basics . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10 The WOW factor . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12 Display Units (Combi & Housewarmer速) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Recommended Shelf Fill and Spacing . . . . . . . . . . . . . . . . . . . . . . . . . . . . Recommended Merchandising . .. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Vignette . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .. . . . . . . . . . . . . . . . . . . . . .

13 13 14 14

Combi Display Units . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Combi Display Units . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Fragrance Families (+ 6 Combi units) . . . . . . . . . . . .. . . . . . . . . . . . . . . . . Fragrance Families (- 6 Combi units) . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

15 16 17 18

Platinum Fragrances . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 19 Tier 1 & 2 Fragrances . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 20 Cube Display Units . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 21 H Stands . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 22 Spinner Stands . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 22

Table Stands . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Colour Blocking . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Balance & Height . . . . . . . . . . . . . . . . . . .. . . . . . . . . . . . . . . . . . . . . . . . . Substitution . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Cross Merchandising . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

23 23 24 25 25

Glass A Stand. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

Yankee Candle速 Visual Merchandising Manual 2009

Introduction Goal To provide a guide which will steer you through merchandising your store the Yankee Candle® way. It is an educational tool applicable for the novice and the expert - and everyone in between!

Research shows that a staggering

60% of buying decisions are made in store! While there are many aspects involved in marketing and gaining customer loyalty, an increasingly important decision to make is how you create a successful visual presentation on the display/point of sale stand.  Does your merchandise display attract and interest the customer?  Or does it overwhelm and confuse the viewer?  Is the display simply bland and unremarkable?  Does it look right for your company’s product/brand/image?  Or does it look out of place and show your products in a bad light?

Innovative and creative windows will draw in potential customers; well-designed interior traffic paths will guide them through unique areas of the store. Creative cross-merchandising and promotion techniques will encourage multiple sales.

This guide is designed to help you create displays that will get the customers' attention and maximise your sales.

Yankee Candle® Visual Merchandising Manual 2009©

Traffic Flow Goal To ultimately increase sales!

First remember you are the expert . . . . . . . you know your store better than anyone else. When placing fixtures, take into consideration its uniqueness and traffic patterns and allow natural traffic patterns that allow customers to explore your store. An easy rule to remember in terms of traffic flow is that people will tend to move from left to right in a clockwise direction.  The entry area is often called the decompression zone where the customer makes an adjustment to the new environment, takes off their glasses, closes an umbrella and takes visual stock of the entire store. Sales rarely take place in this zone.  Once customers pass through the decompression zone they look at the price of the first item, generally to their right, that is easily accessible. This item should have a price point that is not too overwhelming. This is the strike zone and offers your customers the first impression of your store prices. Consider placing a table display / outpost display in this area which features a compelling display.  Once through the strike zone the right wall of your store is usually the most valuable area and most viewed by your customers. Here you might want to place the most affordable items. These can include products that you are promoting such as Fragrance of the Month or BOGO50. It is not a good area to place demand items. Demand merchandise includes those items that the customer has made the decision to purchase before they enter your store. The ideal location for the cash & wrap is to the left of the store entry. It is recommended that you place impulse purchases around the cash & wrap such as Car Jars and EHF on Spinner Stands or wire racks, or gift sets or baskets on surrounding tables. This is the area that offers the most captive audience. High demand products placed at the rear of the store will pull customers through the store, increasing visibility of other products along the way - this is the perfect location for Yankee Candle® Housewarmer® Combi display units which hold demand

merchandise. Add-on merchandise such as accessories and home fragrancing items should be near the demand merchandise in a highly trafficked areas. Place further impulse items in the front of your store and locations of high traffic between the door and displays of demand products but outside of the decompression zone. Keep aisles no less than 1000mm wide to allow disabled and pushchair access. 5

Yankee Candle® Visual Merchandising Manual 2009©

The Cash & Wrap Goal To create an attractive well merchandised cash & wrap that entices customers to make last minute purchases. Although cash & wrap points vary widely there are similar elements that apply to all stores. It is the focal point of a business so it makes sense to give this area plenty of attention. It should be clean, well lit, roomy and accessible. It has the ability to educate, entertain and encourage add-on sales.

ADD-ON SALES Add-on sales can make a big difference in your organisation's financial success - and often all it takes to make an additional sale is a personal suggestion. If customers enjoy their experience in your store they naturally want to "buy more" so be sure to give them that opportunity. Here are six simple ways to encourage add-on sales: 

Do not overcrowd the till point with product or signs. Keep it simple with clear messages.

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Ask your customers if they found what they were looking for and highlight additional services you have to offer - such as gift wrapping and delivery.

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Product Knowledge is crucial. Ensure shop workers explain the value your customer will receive by using recommended products.

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Make certain that every package that goes out of the door contains a flyer promoting your store / internet site / Loyalty Scheme and a Burning Tips Leaflet.

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Be sure to ask customers if they noticed your promotional offers such as Fragrance of the Month or BOGO50. It sounds obvious but it never hurts to remind people of what you have to offer.

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Take advantage of Yankee Candle® POS and display stands which are proven to increase impulse sales.

Did you know . . . Point Of Purchase (POP) displays account for 53 - 60% of consumer purchases?

What add-on sales opportunities are right in front of you every day that you haven't been taking advantage of? Whatever your answers are, remember that the key to success with add-on sales is the personal suggestion. And while every suggestion certainly won't result in a sale, every add-on sale you do make will be a sale you wouldn't have had otherwise. Yankee Candle® Visual Merchandising Manual 2009

Window Displays Goal To increase sales by attracting more customers into your store through the implementation of impressive storefronts.

SHOP WINDOW Innovative and creative windows will draw in potential customers. If your store front is fortunate enough to feature one or more windows, then you have one of the most proven (and least expensive) forms of advertising at your disposal. First and foremost, a retail window display must be eye catching. It takes only a few seconds to walk past a store window. If you don’t grab their attention, you’ve lost the sale. Your priority is to divert the focus of the shopper into your store. Creating an attractive product display can draw the customer in, promote a slowmoving item, announce a sale, or welcome a season. Many window and table displays are too low. The focal point should be at eye level to most viewers. Visitors will not work to get a good look at your display, they will simply walk on by without noticing. Keep windows clean. Nothing ruins a retail window display faster than a dirty window.

It’s a good idea to light up your window displays so that your marketing continues in the evening. Good daytime lighting is also important as it helps to avoid shadows that can limit the effectiveness of your window display.

REMEMBER: You only get 3 seconds to make a first impression!

Don’t forget to change your window displays every four to six weeks to keep passing customers interested. It will also help avoid products and graphics fading, especially in the summer. 7

Yankee Candle® Visual Merchandising Manual 2009©

Lighting Goal To understand how to properly illuminate your store to enhance presentations and establish mood & atmosphere. Things you need to know … Effective use of lighting to illuminate merchandise and displays will attract attention, send a message about the quality of your store which will create visual interest and makes the merchandise stand out from the background.

No!

Only if you have to Yes!

Displays should not be lit directly from the top, or you will get unattractive shadows. Lights should be slightly off to the side, and to the front of the display. They should enhance the three dimensional quality of the product. Preferably the display will be lit from more than one angle.

Maintenance Vibrations can cause lights to shift so remember to check lights on a regular basis for movement. Replace any burned out light bulbs as soon as possible. Don’t forget to adjust the lighting every time you move or change a display.

Combi/Housewarmer® Display Units Aim spot lights on combi units as shown. Each beam should be centred on the combi to create a layering effect. The centre of the ring should be 1.6m up from the floor. Combi display units are offered with the option of lit crowns. Housewarmer® Combi Display stands have halogen down lighters and lit logos as standard.

Cube Display Unit

General Display Units The merchandise should always be the first priority, then the signage. Try to layer light to give full coverage that a single track light can not cover alone. Combi Display Units in Serenade finish

Yankee Candle® Visual Merchandising Manual 2009

Signage & Price tickets Goal To attract attention, create interest and encourage people to request further information on your product or service. Signage type varies with design. Though clear, simple, bold signs are often the most effective, clever graphics and images are as important. You should let your signs do the talking, they should convey of your message effortlessly.

POSTERS Posters are seen by the target audience for only a few seconds, usually as they drive or walk past. In stores they are viewed as part of a display or for information. There are many posters available from Yankee Candle® in varying sizes and designs depending on the season and event. These posters are usually made of paper. Yankee Candle® recommends that you DO NOT stick posters directly onto walls, not only do they look unsightly they destroy your coverings and devalue your presentation. Place your posters in glass clip frames or similar. Alternatively hang posters from a ceiling, suspend in a window using window suckers or use one of the many types of POS holders freely available form POS suppliers nationally.

PRICE TICKETS If you are right handed, when you pick up a product from a shelf you naturally turn it anticlockwise to look at it. This is where you should place your price ticket. Do not place the ticket on the front of products nor on the bottom of Yankee Candle® candles as you will hide the safety instructions. Things to remember . . .

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Handwritten signs / posters can look great - but only if you have a steady hand!

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If you are making your own posters on a computer make sure you use good quality images.

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Posters displayed in windows will fade, unless they have been UV protected, make sure you replace these regularly.

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Do not over sign! Too many messages will simply confuse your customers. One sign per 4 foot section is a good rule of thumb.

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Theme your messages in the same way as you theme your displays and remember to change them regularly. Yankee Candle® Visual Merchandising Manual 2009©

Merchandising Basics Goal To learn the fundamentals of merchandising using Yankee Candle® recommended display techniques.

Good merchandising often comes down to common sense and good housekeeping. Create a focal point Where do you want your viewer to look? Is there one main feature you want them to notice? Where will the eye travel through the display?

Plan your design

The ideal height to display goods is at eye level; approx. 1500mm to 1600mm. Merchandise above 1900mm and below 500mm will not sell.

Will your layout be horizontal or vertical? Will the products be arranged in straight or curved lines, in a pyramid or circular shape? Will the design combine a variety of elements, or just one?

Keep it simple Your goal is to make it easy for the customer to find what they are looking for and to make sense of your display.

Look at the display from all angles Is your focal point still placed appropriately? Do you need to angle the display to the customers’ viewpoint? Is the signage visible and readable? Does the arrangement still appear balanced?

Yankee Candle® Visual Merchandising Manual 2009

Merchandising Basics Goal To gain a basic understanding of composition and design.

Composition Displays should have good composition. It is the arrangement and organization of elements that make a whole. It creates the hierarchy within the works. It tells the viewer the relative importance of the parts.

Shape and Form Displays that have impact have great shape and form, created by the height and width of the display. This can be achieved by placing the tallest item in the centre of the display and shorter, on either side.

Balance Arrange the display so that it has good balance. This means that the product looks evenly filled. If there is more product on one side than the other, it looks unbalanced.

Repetition Grouping like items together creates repetition. Repeating elements creates eye catching displays. It will also make the presentation easier to shop and restock.

Emphasis Every display should have a point of view or emphasis which is the centre of interest.

Colour Create visual impact through colour. This can be created by putting products of the same colour together, also known as colour blocking. Colour, if used properly, is one of the most affordable and effective ways of creating an image or enhancing a design.

Yankee CandleÂŽ Visual Merchandising Manual 2009ÂŠ

The ‘WOW’ Factor Goal Become a Yankee Candle® Destination Store and make a really BIG statement with your displays.

Research shows 42% of customers shop to replace an existing candle and 43% shop to buy what’s new. Based on best practices we recommend a minimum of 3.6 metres (3 combi display units) of our candle product. This allows you to carry something for everyone, including everyday favourites and new seasonal scents! Yankee Candle® Visual Merchandising Manual 2009©

Combi Displays Units RECOMMENDED SHELF SPACING To space the shelves, start at the top of the combi and count the holes down, placing the shelf in the recommended hole listed here according to the style of combi you have.

RECOMMENDED SHELF FILL Shelf 1 - 10 faces - Medium Housewarmer® Jar candles (2 deep) Shelf 2 - 10 faces - Large Housewarmer®Jar candles (2 deep) Shelf 3 - 16 faces / 10 fragrances - Small Housewarmer® Jars candles (3 deep) Shelf 4 - Assorted Tart Burners & 3 faces of Tart Warmers on each side (3 stacked / 2 deep) Shelf 5 - Assorted Votive Holders Shelf 6 - 12 faces / 10 fragrances - Tea Lights (2 stacked / 2 deep) Shelf 7 - 10 faces - Wax Tarts (1 x box of 24) Shelf 8 - 10 faces - Samplers® Votive Candles (1.5 box’s of 18)

RECOMMENDED BACK-UP STOCK 35% of total shelf fill. This stock will easily fit into the storage space beneath each combi unit. 13

Yankee Candle® Visual Merchandising Manual 2009©

Combi Display Units RECOMMENDED MERCHANDISING Vertical & Horizontal merchandising creates IMPACT ● Familiar look ● Easy to Shop ● Easy to Stock ● Emphasizes 6 top selling products

Combi display units should always be merchandised in the recommended colour run which can be found in all Yankee Candle® order forms. The colour runs from left to right horizontally across the display unit.

The colour run also runs vertically. This display method is a proven technique. Not only does it provide impact it also allows the customer to identify other products available in their preferred fragrances. Note the recommended product mix on each shelf and the continued use of vertical colour blocks through the accessory displays. X (see picture left): When you break the vertical line with another colour you force the customer to look away.

Vignette A vignette is a display which focuses on the centre & fades off at the edges. This display method is recommended on top of your combi display unit. Feature a single accessory pattern with a complimentary fragrance/colour. This will help draw the consumers eye to the top of the combi colour run so their eye will naturally follow the vertical display below. Avoid overcrowding this area and keep the displays simple. This area is usually well lit and product will fade or melt if it is not replenished frequently. It is recommended that you do not use this area as additional storage space. Yankee Candle® Visual Merchandising Manual 2009

Combi Displays Units The following images show the recommended merchandising solutions. These are proven techniques.

Aromatherapy Spa

Home Fragrance

Yankee CandleÂŽ Visual Merchandising Manual 2009ÂŠ

Combi Display Units

Housewarmer Tumblers

World Journeyâ&#x20AC;&#x2122;s

Merchandising any other product range on these stands is not recommended. Yankee CandleÂŽ Visual Merchandising Manual 2009

Fragrance Families FRAGRANCE FAMILIES INCREASE YOUR SALES! Do you know that certain fragrance sell better at different times of the year? Have a look at the chart below which shows Yankee Candle® consumer buying habits. The growth of the Festive family at the end of the year is obvious, however did you notice how the Floral family sales drop significantly in the 2nd half of the year and the growth of the Food and Spice family during the same period?

Q1 & Q2

8% 24%

32%

37% 37%

36%

11%

28%

21%

Fresh

Floral

Fruit

18%

Food & Spice

32%

Festive

Do you have MORE than 6 Combi units in your store? Communicate a very simple message to your customers and display the different fragrance families in their own combi display unit. Use the recommended merchandising and shelf fill shown on page 13 and keep the fragrances in colour run order. Hang the Fragrance Family graphics above each unit to highlight the fragrance location. Consumer response to this method of merchandising has significantly increased sales. Consumers can easily find other fragrances in the same family as their favourite fragrance and retailers can easily identify alternative family groups to new consumers who don’t readily recognise which fragrance family they prefer. This improves customer satisfaction and the likelihood of a sale. Fragrance Family Graphic packs

Yankee Candle® Visual Merchandising Manual 2009

Fragrance Families

-6

Do you have LESS than 6 Combi units in your store? You can still make the fragrance families work for you . . . . . you simply have to be more scientific!

Below is a table showing the recommended fragrance mix as a percentage of each family. These percentages are based on the pie chart shown on page 15. Notice the World range of fragrances are NOT recommended in stores carrying less than 6 combi units.

January - June Fruit 21%, Fresh 21%, Floral 18%, Food & Spice 18%, Festive 0%

July - September Fruit 28% Fresh 24% Floral 3% Food & Spice 37%, Festive 8%

October - December Fruit 18% Fresh 11% Floral 2% Food & Spice 32% Festive 37%

So ….. If you have 3 combis you need 30 fragrances the following number of fragrance types in your display: January - June Fruit 6 Fresh 12 Floral 6 Food & Spice 6 Festive 0

Total number of fragrances

July - September Fruit 8 Fresh 7 Floral 2 Food & Spice 10 Festive 3

Total number of fragrances

October - December Fruit 6 Fresh 4 Floral 2 Food & Spice 8 Festive 10

Total number of fragrances

GENERAL COMBI DISPLAY MAINTENANCE 

Make sure all items in combi units are front facing.

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Rotate Jar candles on the top shelves every week to avoid fading.

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When there is a hole in the combi display double face the product on the right or left side to fill the space until the correct items arrives. Do not display other product types in these spaces.

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Position the jars so that they are slightly over the front of the shelves (approx. 2cm). This will give a 3-dimensional illusion rather than a flat display of colour.

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When displaying Housewarmer® candles using the vertical display method do not include other accessories or products which are not recommended. This will only confuse the customer. Yankee Candle® Visual Merchandising Manual 2009

Platinum Fragrances Platinum fragrances are the best selling everyday fragrances to build sales success every season. Yankee Candles extensive experience means we are able to continually provide you with the latest proven strategies for managing your assortment of Yankee Candle fragrances for maximum sales. One of the most important strategies is to make sure your assortment includes the best-selling everyday and seasonal fragrances - the Platinum fragrances.

Regardless of weather you maintain a 30, 40 or 50 fragrance assortment, these platinum fragrances should beat the core of your selection.

These are the key fragrances customers look for .... and buy regardless of season, location or regional tastes.

They are also the seasonal best sellers you need in your assortment to increase your selling opportunities, especially during the Christmas season. These are the fragrances that have become an essential part of our customers traditions no matter where they live. Building your assortment around the platinum fragrances is the foundation to success. 19

Yankee Candle速 Visual Merchandising Manual 2009

Tier 1 Tier 1 fragrances are proven winners. Available in all candle forms and selected candle fragrance forms. Merchandising these fragrances long side the platinum fragrances offers the consumer more choice and helps to create the ‘wow’ factor. The forms also offer the consumer the opportunity to layer fragrances by using both candle and passive home fragrance solutions.

All fragrances start life as tier one or tier two fragrances, they have to prove themselves by achieving high sales during their first 12 months to be awarded the status of platinum.

Tier 2 Tier 2 fragrances add seasonal excitement. Available in four candle forms, large and medium jars, Samplers and Wax potpourri tarts. Merchandise tier 2 fragrances on outposts and in gift baskets, in themed displays and cross merchandise with other products in store. They are perfect for tables displays, mix the forms With matching accessories and complimenting Tier 1 or platinum fragrances you will be making Real statement.

Cube Units MAXIMIZE YOUR ACCESSORY SALES Cube units offer the opportunity to bulk stock your Yankee Candle® accessories using proven display techniques. This display stand is perfect for bulk stocking and displaying accessories featured on your combi vignettes. With a footprint of 1m2 it is easy to shop and creates a strong visual impact when dressed using the recommended display techniques. Position this stand as an outpost in a non Yankee® area to increase sales.

Recommended Fill

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Only display 1 accessory pattern on each side.

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Choose a maximum of 2 complimentary fragrances in the same fragrance family to accompany the accessory.

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The first shelf of the display should feature all the products on the lower shelf and how to use them. Example: Tarts should be placed in Tart burners, Samplers® in votive holders and shades on jars.

WAX 6 x Large Housewarmer® Jars 6 x Medium Housewarmer® Jars 9 x Small Housewarmer®Jars 12 x box’s scented Tea Lights 2 x Box’s (48) Wax Tarts 2 x Box’s (36) Samplers® Votive Candles ACCESSORIES 8 x Large Candle Shades 6 x Large Candle Trays 8 x Small Candle Shades 6 x Small Candle Trays 6 x Tart Burners 24 x Votive Holders / Tea light holders

Recommended Shelf Spacing Shelf 1 - 2 Shelf 2 - 5 Shelf 3 - 7 Shelf 4 - 9

The exact product placement will depend on which accessory pattern you have chosen. 21

Yankee Candle® Visual Merchandising Manual 2009

H Stand FRAGRANCE LAYERING Home fragrance products offer huge add on sales opportunities. The H stand is designed to accommodate the wide range of Yankee Candle® Home Fragrancing products. There are 8 adjustable shelves (4 on each side) and 30 slat wall pegs which offer multiple display options. The exact product placement will vary depending on the product range. Remember to keep the display simple, colour block and keep product types together. Position this stand in front of combi / Housewarmer® display stands to encourage fragrance layering. Avoid mixing difference scents on the same shelf as this may contaminate the fragrance.

Spinner stands ADD-ON SALES The floor stand holds more than 500 Car Jars & 50 Electric Home Fragrance units in a very small space! The best position for this stand is next to the till. Add on sales opportunities are greatly increased in this location. If you have space on your cash & wrap try one of these wire display units - it’s a great way to introduce new customers to Yankee Candle® fragrances.

Counter Stand: holds 240 Car Jars

These stands can also be placed in table displays for added interest and height. Point of sale is provided will all of these display stands. Counter Spinner Stand: holds 90 Car Gels

Spinner Stand

Table Displays Goal To display Yankee Candle® products in the most sales-effective way. Tables allow you to feature a particular product or fragrance, colour or theme and make a really BIG STATEMENT about your store. All you need are a few basic techniques and some inspiration!

Diagonal colour block

A common mistake is trying to cram too much stock into one area. This can lead to products slipping behind other products or facing the customer side-on which can make it hard for the customer to find what they are looking for. So, how do you avoid this and create the famous Yankee Candle ‘WOW Factor?

COLOUR BLOCKING & GROUPING When you place like items together, your display makes a strong visual statement and will be easier to shop. The image on the left shows a single colour / fragrance display. This is a really good technique for highlighting a particular fragrance you wish to promote. Don’t forget to fragrance layer; by including home fragrance products in the display you can give your customers ideas and options for scenting throughout their entire home. The image above uses three colours / fragrances; did you notice how they are blocked? You don't need to colour block in verticals and horizontals only - use diagonals too! Remember to display no more than three fragrances from the same family in each display.

Table Displays BALANCE & HEIGHT Strong displays have visual balance. Dark colours appear heavier than light ones. Large objects appear heavier than small ones. This seems straightforward, but you need to think about this as you plan your display. Generally larger, darker items would be placed near the bottom of a display, with lighter items at the top to avoid appearing top heavy. Placing too many items or heavy looking items on one side appears unbalanced. A grouping of many items on one side of the display can be balanced by one heavy item in just the right place on the other side. Think of weights on an old fashioned scale to get an idea of how this works.

Table display using glass cubes in the Yankee Candle Showroom

Does balance matter? We all respond emotionally to visual stimuli. Creating a display is about creating a mood and a desire within the consumer.

A lack of balance creates an impression of instability and anxiousness. The consumer is not even aware of the feeling, he or she simply searches out an environment or merchandise presentation that gives them a positive feeling and creates an appealing mood.

Q. What is the recommended balance of Yankee Candle® Product? A. 60% Main idea (Wax) 30% Coordinating item (Accessories) 10% Props

Yankee Candle display tables—Swiss Pear

Glass Steps

Yankee Candle display tables are designed to give you the option of choosing the best configuration to suit the space within your store. These can be placed against a wall or in a window display. Double up the number of tables in the same configuration stand them back to back to make an impressive statement. Don’t forget to create height or your statement will appear flat and your customers will not notice it! You may have seen the glass steps we have used at trade shows, in our showroom or our concession accounts - these are the are readily available from high street POS wholesalers are offer the perfect solution to creating height. Alternatively use tall props, baskets, decorated box’s, plastic risers or in fact anything which compliments your display, adds a little interest and attention to the overall theme. Yankee Candle® Visual Merchandising Manual 2009©

Table Displays SUBSTITUTION Don’t leaves holes in your table displays, keep them looking full even when they are heavily shopped! Making product substitutions to keep tables full and organised at all times is necessary to ensure you maintain the WOW factor in your display. Your goal is to make it easy for the customer to find what they are looking for, but don't try too hard! Keep it simple and follow these simple recommended techniques. Substitute like for like items. For example, replace a shade with a shade so that your carefully crafted display remains balanced and complete. When your accessory pattern sells out make sure you replace it with a pattern that coordinates. When you need to refill candle spaces make sure it is with a fragrance from the same fragrance family and a similar colour as the original plan. If you find you start to run out of replacement candles or accessories you need to reduce the display; start to remove tables or height. Simply placing miscellaneous accessories in the display to ‘bulk it up’ will confuse the customer. Move the products to the front edge of the table.

CROSS MERCHANDISING Use adjacencies to sell the product. For example, place wax Tart Burners next to Tarts so that consumers understand that these items are used together. This will encourage impulse sales as it makes the consumer visualize how they would use an impulse item after the sale is made and helps to confirm the decision to purchase. Cross merchandising should not be restricted to the Yankee Candle® area of your store. Merchandise product alongside lifestyle themes or furniture to show how the fragrances / products will look in a different environment. For example, Yankee Candle®’s Fresh Cut Roses fragrance would look stunning amongst a pink Mother’s Day gift display, or Car Jars amongst a Father’s Day display.

Remember to keep your crossed merchandised displays to the point. The average customer views a focal display of merchandise for about one second.

Yankee Candle® Visual Merchandising Manual 2009

Glass A Stand A freestanding walk around display unit which can be shopped from both sides. It is ideal for highlighting promotions such as BOGO50 and FOM or feature a new range such as Home Remedies or Beanswax. Out-post this stand in a location way from the candle or gift section of your store and feature retired ranges or ’Treasures’ . Position this stand by the front door to highlight new arrivals - make a real feature of the by adding props and a inviting sign to attract passers by into your store. This stand has five adjustable glass shelves and a floor print of 50.2cmsq.

Graphics available for this stand

Yankee Candle® Visual Merchandising Manual 2009