VM GUIDE 1.20.21 – 2.14.21
VALENTINE’S FLOORSET assets
Use this easy checklist to check in all floor set items!! Assets + Delivery Dates
Floorset Dates
Windows:
1.20 - Floorset Execution
q VDAY Decals Install on 1.20.21
1.22 – Photos Due by 9AM Photos should be uploaded into Folder 2021 --> Q1 --> V-day 02 1.22 – 1.25 Photo Review 1.26 – Best-Ofs
Please note that each store is receiving different props. If you have any questions about your props, please email retailvisuals@sugarfina.com.
2
PHOTO STANDARDS
Photo Shot List - Required q q q q q q q q q
Overview of inside of store Full Storefront Individual Windows All Hero tables All Sidekicks DYO wall Any Misc. walls – card wall, candy concierge, etc. Cash Wrap Back of House
Best-of Requirements ü ü ü ü ü ü ü ü
Cleanliness of store Merchandising & overall store standards Ability to follow direction Creative/Business changes Photo Standards Submitted photos on time Communication of visual needs Resolved any outstanding visual requests
3
FLOORSET CHECKLIST
Check each item off BEFORE shooting any photos.
vm standards q Standards are executed at the highest level. q Windows feature all the correct display elements & product. q Decals or hanging items are at the correct height shown in the window mockups. q All display bentos are displayed in adjustable stands. q All ancillary is in the correct fixture/props. q In the absence of product, the missing item is swapped ‘like for like.’ q Appropriate flexing has occurred based on inventory levels. q White crinkle paper is used in all bowls (except tasters). q All props are used with the appropriate product. q DYO wall is executed based on Visual Merchandising Brand Guide (find on tasting room). q New Q1 POG is executed.
photo standards q q q q q q q q q q
Store is closed when photos are taken. No cardboard is in background of photos. No customers or employees are in background of photos. Photo angles are similar to the VM Guide - straight on, including the full fixture. Window photos are of the full storefront window. No photos are taken from the back of the store facing the doors. Photos are taken during the day. Cash wrap is cleared off and clean in photos. All fixtures & walls are clean and free of scuff marks. Floor mat is clean or removed for photos.
refer to ‘Evergreen’ guides on the VM tab in the Tasting Room for guidance on photography & standards.
4
LOVE LETTERS TASTING BOX hero 1
featured product
signage
love letters tasting box vday pink chocolate bar vday milk chocolate bar you’re a peach small cube xoxo small cube cheers to us small cube love you choco-lot small cube you’ve got sparkle small cube valentine’s day cards
Placement: Place on table & ensure no product is covering the sign. Do not place signage on an acrylic riser, as this is a safety hazard. Printing: Ensure printer is set at 100% scale. Front and back should be identical. Size: 8x10 Love Letters price sign 4x4 Love Letters bundle price sign
merchandising ü Our new Love Letters Tasting Box remains featured on Hero 1 as the new hero item for V-day. ü Since the 8x10 signage shows the love letters boxes out of the package & the box has a clear window, the box doesn’t need to be an open display. ü Choco bars are merchandised in the acrylic choco bar fixtures to encourage bundle sales. ü Love letter cubes are merchandised in stacks of 10 to create consistency and simplicity on the table. ü No ribbon is used to tie around the Love Letters box as it will prevent people from opening the box.
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V-DAY COLLECTION rectangular hero
featured product love letters bento box pucker up 2pc bento box large trunk w/v-day cubes xoxo 3pc, 4pc, 8pc preset kits vday pink chocolate bar vday milk chocolate bar sugar lips large cube valentine’s day cards
signage Placement: Place on table & ensure no product is covering the sign. Do not place signage on an acrylic riser, as this is a safety hazard. Size: 8x10 Love Letters price sign 4x10 Vday Collection price sign 4x4 Bundle price sign, as needed 5x7 Sugar Lips lg cube price sign
merchandising ü The rectangular hero features the full V-day collection. ü XOXO bentos should all be preset kits. (See pg. 9 for direction.) Get two
ü Cube stacks can be 10 or 20 to create height and push more product to the floor. ü The pucker up box can be stacked flat with one standing up on top similar to the hero 2 table.
FREE
Valentine’s Day Small Candy Cubes ®
when you purchase both the Love Letters and Pucker Up Bento Boxes
ü A large trunk should be featured here with v-day cubes. 6
PUCKER UP BOX hero 2 featured product
signage
pucker up 2pc bento box vday pink chocolate bar vday milk chocolate bar sugar lips large cube peach bellini large cube valentine’s day cards
Placement: Place on table & ensure no product is covering the sign.
merchandising ü Our new Pucker Up 2pc bento box remains highlighted on hero 3 for its’ initial launch.
Do not place signage on an acrylic riser, as this is a safety hazard. Printing: Ensure printer is set at 100% scale. Front and back should be identical. Size: 8x10 Pucker Up price sign 4x4 Bundle price sign 5x7 Sugar Lips price sign
ü Several boxes can be stacked flat with boxes standing on top of each stack to create height and depth and get more units out. ü Since the bundle for the Pucker Up box comes with two choco bars, we’ve added acrylic choco bar fixtures to this table, as well as the Love Letters hero. ü To encourage even more sales, we’ve added Large Peach bellini cubes & Large Sugar Lips cubes as these two candies are featured in the Pucker Up box. ü Merchandise any cards or V-day ancillary to push through old items. 7
V-DAY PRESET PROMO hero 2 - flex featured product
signage
xoxo preset 3pc, 4pc, & 8pc bento pucker up 2pc bento vday pink chocolate bar vday milk chocolate bar v-day love letter cubes valentine’s day cards
Placement: Place on table & ensure no product is covering the sign.
merchandising ü This hero option is primarily for N. SIS locations; however, may also be used in Boutiques, in order to move through preset bentos at a faster rate.
Do not place signage on an acrylic riser, as this is a safety hazard. Printing: Ensure printer is set at 100% scale. Front and back should be identical. Size: 8x10 Preset promo price sign Get two
FREE
Valentine’s Day Small Candy Cubes ®
ü Merchandising focuses on stocking as many boxes out without losing sight of Sugarfina’s visual standards. For instance, the 8pc preset is stacked 2-3 high and then an open display box atop to show customers what is in the box. ü Chocolate bars and small cube stacks are still merchandised on the table to encourage addons and to visually keep the table from looking like a sale table. ü If your store does not have enough red table toppers, please use the pink table topper from last year.
when you purchase both the Love Letters and Pucker Up Bento Boxes
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LUNAR NEW YEAR hero 3 featured product
signage
lny 9pc preset mini trunk lny 8pc bento lny 2pc bento lny money envelope bundle lotus flowers small cube peach tea small cube dark chocolate orange peel small cube
Placement: Place on table & ensure no product is covering the sign.
merchandising
Do not place signage on an acrylic riser, as this is a safety hazard. Printing: Ensure printer is set at 100% scale. Front and back should be identical. Size: 8x10 $75 Promo lifestyle sign 4x4 Lotus Flower Flavor sign 4x10 LNY collection price sign
ü The Lunar New Year collection pushes back to Hero 3 to focus on Valentine’s Day.
Replace the ‘New Year’ 8x10 with the New $75 promo sign.
ü The 2pc, 8pc, & mini trunk are all on display to make it easier for customers to shop quickly. ü Please ensure ribbons are on each item since they are specific to LNY boxes only. ü The red table topper will remain on this hero table until the Lunar New Year on Feb 13th.
Buy both Lunar New Year 8-piece and 2-piece Candy Bento Boxes for
$75
$88
ü Please note the mini trunks are preset & should be displayed this way. (The photo is just a sample of the box for placement.) 9
PRESSED PROMO extras
merchandising ü The following stores will be receiving Pressed Collection units that have BIUBD for April, that we need to move through. ü Please merchandise where indicated on your floorplan. ü For stores’ not receiving more, please highlight the current inventory you have. ü Please use the green table topper here, unless you need the opposite pink side for V-day. ü In lieu of bowls, just stand the shot bottles up. 10
TROPICAL PROMO extras featured product strawberry daiquiri giftset taste of paradise giftset aloha 2pc bento box (if in inventory) merchandising ü The following stores will be receiving either one or both ’sweet steals’ tropical promo bentos. ü Please use this hero table merchandising as inspiration for the ‘sweet steals’ table. For example, in place of the lychee& Italian spritz cocktail kits, place the TOP 2pc bento. ü Please do NOT use the Aperol bottle, as it is not allowed by their brand, but also we are not selling the Italian spritz kit. ü Please pull tropical cubes to encourage full priced sales in addition to the promo. Pineapples, piña colada, strawberry daiquiri, lychee bears, & Italian spritz all work great, as well as, the aloha bento. 11
HAPPY BIRTHDAY flex, as needed featured product
signage
happy birthday 3pc DYO bento happy birthday 4pc DYO bento chocolate confetti small cube ice cream cones small cube sour rainbows small cube champagne bears small cube sparkle pops small cube dark choco almond choco bars dark chocolate salted caramel choco bar
Placement: Place on table & ensure no product is covering the sign. Do not place signage on an acrylic riser, as this is a safety hazard. Printing: Ensure printer is set at 100% scale. Front and back should be identical. Size: None
merchandising ü Hero 4 remerchandises to one of our core Occasion statements as Happy Birthday (HBD). ü A small trunk is used to replace an 8x10 as the HBD DYO’s tell the story for the table. ü The new core chocolate bars are used to add our Sugarfina blue to the table, as well as, the blue table topper.
table topper
ü HBD cards are used as fillers to round out the story along with the mini mailbox. ü White preset ribbons should be featured on this table to complete the story. 12
VALENTINE’S DAY sidekick 1
Get two
FREE
Valentine’s Day Small Candy Cubes ®
when you purchase both the Love Letters and Pucker Up Bento Boxes
featured product
signage
love letters tasting box pucker up 2pc preset bento box xoxo 3pc, 4pc, 8pc DYO bentos vday pink chocolate bar vday milk chocolate bar you’re a peach small cube xoxo small cube cheers to us small cube love you choco-lot small cube you’ve got sparkle small cube
Placement: Place on table & ensure no product is covering the sign.
merchandising ü Our entire V-day collection is featured on Sidekick 2, in addition to the hero tables that feature hero items of the collection.
Do not place signage on an acrylic riser, as this is a safety hazard. Printing: Ensure printer is set at 100% scale. Front and back should be identical. Size: 8x10 ‘Get 2 free’ lifestyle sign 4x4 Collection Bundle sign 4x10 V-day collection price sign
Get two
FREE
Replace the ‘Sweet as’ 8x10 with the New Candy cube promo sign.
Valentine’s Day Small Candy Cubes ®
ü Cake plates are used to create height and depth for the Love Letter cubes. ü Red (holiday) ribbons with gift tags are used on our XOXO DYO to give it a fresh look & to tie the red accents on the new packaging.
when you purchase both the Love Letters and Pucker Up Bento Boxes
ü Any lingering Valentine’s Day cards from previous years should be merchandised here. 13
GIFTS FOR HER XOXO kits featured product XOXO 3pc Bento Kit •N2174 XOXO 3pc Bento •R3587 “XOXO” Sugar Lips •K2288 “Love You Choc-a lot” DC SS Caramels* •R3489 “Cheers to Us!” Champagne Bears XOXO 4pc Bento Kit •N2173 XOXO 4pc Bento Box •R3587 “XOXO” Sugar Lips •K2288 “Love You Choc-a lot” DC SS Caramels* •R3589 “Cheers to Us!” Champagne Bears •K2344 “You’ve Got Sparkle” Pink Sparkle Pops XOXO 8pc Bento Kit •N2172 XOXO 8pc Bento Box •R3587 “XOXO” Sugar Lips •R3589 “Cheers to Us!” Champagne Bears (2x – will be featured twice in box) •K2344 “You’ve Got Sparkle” Pink Sparkle Pops (2x) •K2288 “Love You Choc-a lot” DC SS Caramels (2x) •R3588 “You’re a Peach!” Peach Bellini
merchandising ü Utilize this kit diagram to pack presets for quick buys for customers. ü Feature presets on Sidekick 1, and ensure promo signage is placed here. 14
GALENTINE’S DAY sidekick 2
featured product
signage
tea 3pc preset bento peach, rose, & matcha bears small cube lemon tea choco bar matcha tea choco bar earl grey choco bar rosé all day preset 3pc bento rosé all day large cube champagne bears large cube bubbly bears large cube rosé, milk & dark champ bears choco bar v-day pink & milk choco bar mini mailbox heart sparklers or any other v-day ancillary
Placement: Place on table & ensure no product is covering the sign. Do not place signage on an acrylic riser, as this is a safety hazard. Printing: Ensure printer is set at 100% scale. Front and back should be identical. Size: 5x7 Choco bars promo sign 4x10 Galentine’s collection price sign
C H O C O L AT E
bars
merchandising
3 for $25
ü Sidekick 2 transitions from Wellness into a Galentine’s day story about pampering yourself. ü Since this story is very similar, we’ve just added the floral box as a great gift for your BFF. ü Rosé can still be featured here, but inventory is light, so it is not shown. ü For the upper display, another heart is made out of bentos and cubes with the floral and tea boxes. 15
GIFTS FOR HIM sidekick 3
featured product
signage
navy DYO 3pc bento love letters tasting box pucker up 2pc bento milk & pink v-day choco bars milk & dark champ choco bars chocolate chip cookie bar sugar lips large cube dcssc large cube single malt scotch large cube vice popcorn canister (if you have it) vice mint caviar (if you have it) any other old vice bentos (if you have it) v-day cubes – as needed
Placement: Place on table & ensure no product is covering the sign. Do not place signage on an acrylic riser, as this is a safety hazard. Printing: Ensure printer is set at 100% scale. Front and back should be identical. Size: 5x7 Gifts for him lifestyle sign 4x4 Pucker up bundle price sign
GIFTS for him
bears bourbon great make a ish! drink garn
merchandising ü Sidekick 3 transitions to Gifts for Him & focuses on the new V-day collection mixed with Vice presets or navy DYO depending on what inventory looks like. ü If your store has neither, you can skip this sidekick and focus on Galentine’s or “Sweet Steals”. ü By merchandising V-day product into this sidekick, this will help get large quantities of V-day on the floor, but by telling different stories and not overwhelming pink in the entire store. 16
VALENTINE’S DAY extras
get a 30-pack of Valentine’s Cards
FREE when you buy 12 Taster Packs
collection 4 for $10
merchandising
signage
ü The stores above have the V-day Taster pack from 2019.
Placement: Place on table & ensure no product is covering the sign.
ü Please merchandise these adjacent to your stock of tasters. Depending on the inventory of tasters, this may need to be merchandised at the cash wrap or on either hero 1 or 2. ü The intent is to not carry this over into 2022, so let’s push them all out this V-day. ü The signage for the promo comes in 5x7 so please make sure it is displayed prominently to encourage sales.
Do not place signage on an acrylic riser, as this is a safety hazard. Printing: Ensure printer is set at 100% scale. Front and back should be identical. Size: 5x7 30-pack promo sign 5x7 Taster promo sign
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VALENTINE’S DAY extras
ex: remove choco bar holders, keep tray of choco bars, and add more stacks of sugar lips.
featured product
signage
sugar lips large cube
Placement: Place on table & ensure no product is covering the sign.
merchandising
Do not place signage on an acrylic riser, as this is a safety hazard.
ü Each store will be receiving a plethora of Sugar Lips – lg cube that have upcoming BBD.
Printing: Ensure printer is set at 100% scale. Front and back should be identical.
ü The Large cube should be merchandised anywhere where a large cube is merchandised within the V-day floorset.
Size: 5x7 Sugar Lips large cube sign
ü They should still be merchandised in the stack of 4 or a stack of 10 for stores with larger walls, like The Point, Prudential, or Santana Row. ü Please merch in the following places: • Hero 2 • Rectangular Hero • Sidekick 1, 2, 3 • Large Cube destination • DYO wall • Cash Wrap • Windows 18
SINGLE CUBE GIFT BOX extras featured product
signage
single cube box taster box
Placement: Place on table & ensure no product is covering the sign.
merchandising ü The following stores will be receiving the Sugarfina single cube box gift wrap. They come in casepacks of 1000 that can’t be split, so we encourage pushing this add-on to move through units for the year.
Do not place signage on an acrylic riser, as this is a safety hazard. Printing: Ensure printer is set at 100% scale. Front and back should be identical. Size: Single Cube Box price sign
ü Please utilize a bowl with crinkle paper to stock out the boxes. 10-15 can fit in each bowl.
1259 1000 665
ü Merch in the following places: • Any hero table or sidekick with single cubes displayed. • Windows – as campaign color story allows ü Ideal merchandising stories to feature the box in – ü HBD & Occasion ü V-day ü Galentine’s ü Merch stock alongside 1-2 tied boxes with a cube in it. ü Each store will also continue to receive the taster box, which should also be merchandised similarly to the single cube gift box and alongside tasters.
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DYO WALL
Please follow this POG for the bento box order. Refer to POG Q1 2021 on the tasting room for the cube layout.
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CASH WRAP/A-FRAME
LO
VE
IS IN THE
A IR
Return Signage
if you have samples, please adhere this button.
NEW SHOP THE COLLECTION
Please use this A-frame magnetic in between campaigns.
Large Sugar Lips
Contactless Payment Signage
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WINDOWS
What you need:
Decal Applicator
Painter’s Tape
Spray Bottle
Level
***Please note that from 2.14 – 3.1 we will be leaving up the text decal “Say it with sweets”. We will remove the envelopes & love letters, which is specific to V-day. With that note – please place the text decal at a reasonable height, so that when the XOXO envelope decal is removed, it isn’t extremely high from the product on the window tables.
Fishing Line
bottom of ‘sweets’ should be at 6’
What you will receive: q Text Decal q Envelope Decals
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WINDOWS featured product
signage
20 pc large trunk w/ v-day cubes love letters taster box pucker up 2pc box milk chocolate v-day bar pink chocolate v-day bar ‘you’re a peach’ small cube ‘you’ve got sparkle’ small cube mini mailbox v-day card
Placement: Place on table & ensure no product is covering the sign. Do not place signage on an acrylic riser, as this is a safety hazard. Printing: Ensure printer is set at 100% scale. Size: 8x10 Love Letters price signage 5x7 20pc Candy Trunk price signage
merchandising ü The new skus for the Valentines day collection are merchandised in the window to ensure the focus is on the newness for 2021. ü Please ensure a trunk (mini if that’s all you have) is merchandised in the window. ü The Love Letters box is on an adjustable stand but closed because of the clear window on the front. ü A mini mailbox is used, but you may also use the single cube box once received. ü Merchandise the ‘Pucker Up’ box with the lid between the open box and the adjustable stand. 23
42 ND ST
Tasters/ LG cubes Pressed
Pucker Up
Promo
Love Letters
Choco Bars
Galentine’s Day
Tropical Promo V-day
Gifts for Him
Gifts for Her
LNY
24
42 ND ST
25
AMERICANA
Galentine’s
Gifts for Her
Tropical Promo
Pressed Promo Love Letters
LNY
V-day
26
AMERICANA
27
CENTURY CITY
V-day Galentine’s Day
LNY
Tropical Promo/ Pressed Promo
Tasters Alfred CHOCO BARS
V-day Collection
Gifts for Him
28
CENTURY CITY
29
CULVER CITY
Alfred
Gifts for Him
Pressed Tropical Promo Promo
Holiday 70% Off
Galentine’s
XOXO Presets
LNY
Love Letters
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FASHION SQUARE
Holiday 70% Off
Galentine’s
Holiday 70% Off
Gifts for Her
Love Letters
LNY
XOXO Presets
Occasion
HBD
Tropical & Pressed Promo
31
METROTOWN Holiday Sale Bentos
Galentine’s Day + Sweet & Sparkling
Gifts for Him + Vice
Pucker Up Highlight Holiday Cubes 70% Tasters Off
Love Alfred Letters
V-day Collection Pressed Promo
Choco Bars
Sale Choco Bars
LNY
32
METROTOWN
33
PRUDENTIAL CENTER Pressed Promo + Strawberry Daiquiri Promo Gifts for Her
Choco Bars V-day Decal + 2 Tables Love Letters
Lg Cubes
Holiday 70% Off
LNY
LNY Product
Pressed Promo + Gifts for Him Strawberry Daiquiri Promo
Galentine’s
34
PRUDENTIAL CENTER
35
ROCKEFELLER Tropical Promo/ Pressed Promo
Tropical Promo/ Pressed Promo
Galentine’s Day
Gifts for Him
Holiday 70% Off
Tasters V-day Full Collection
LNY
V-day
36
SANTA ANITA
Holiday 70% Off
Gifts for Her
Pressed Promo/ Tropical Promo
***Move all Covid Signage to this window
Galentine’s
LNY
V-day Decal
37
SANTA ANITA
bottom of text should be at 6’ high
38
SANTANA ROW
Holiday 70% Off
Gifts for Her + Galentine’s
Gifts for Him
V-day (put only one decal up)
Tropical Promo
Love Letters
Pressed Promo
LNY
LNY (leave up decal) Large Cubes
39
SANTANA ROW
40
SOUTH COAST PLAZA
DYO Holiday 70% Off
Alfred
Large Cubes
LNY Love Letters
Tasters
XOXO Presets
Tropical Promo/ Pressed Promo
Galentine’s
Gifts for Her V-day
41
SOUTH COAST PLAZA
42
THE POINT
Galentine’s
Gifts for Him
Gifts for Her V-day
Pressed Promo
Love Letters
Tropical Promo
Tasters
LNY
LNY
Choco Bars
43
THE POINT
44
TOPANGA
HBD
Gifts for Him
Gifts for Her
LNY
V-day
45
UTC Tropical Promo/ Pressed Promo
Alfred
Tropical Promo/ Pressed Promo Gifts for Him Galentine’s
Gifts for Her V-day
46
WTC
Alfred
Tasters
Pressed Promo + Strawberry Daiquiri Promo
V-day
Galentine’s
Holiday 70% Off Large Cubes
Holiday 70% Off
LNY
Gifts for Him
Gifts for Her
47
WTC
48
NORDSTROM BREA
V-day Collection Pressed Promo + Strawberry Daiquiri Promo
Love Letters
LNY Choco Bars
XOXO Presets
49
NORDSTROM BREA
50
NORDSTROM CALGARY
XOXO Presets
Gift for Him
Choco Bars
LNY Holiday 70% Off
Love Letters
51
NORDSTROM EATON CENTRE
Gifts for Him Gifts for Her
HBD/Rainbow
Tasters
LNY
Pucker Up
Love Letters
52
Alfred
NORDSTROM FASHION ISLAND
Large Cubes LNY
Tropical Promo
Pucker Up Pressed Promo Gifts for Her – XOXO presets
Galentine’s Day
Love Letters
53
NORDSTROM SANTA MONICA
Love Letters
XOXO Presets
LNY
***Can we add holiday sale to an extra Nordstrom table?
54
NORDSTROM SEATTLE
Cocktails Top row: Champ/Rosé w/ Large trunk 2nd row: Vice/Navy Bentos 3rd row: Titos/Casamigos/Aviation
LNY
DYO + Large Cubes
Strawberry Daiquiri Promo
Gifts for Her
Love Letters
55
NORDSTROM VANCOUVER
HBD
V-day
Tasters
Gifts for Him
Gifts for Her
Tasters Pressed Promo
LNY Love Letters
56
NORDSTROM VANCOUVER
57
NORDSTROM YORKDALE
DYO + PRESETS
Pressed/Alfred
Love Letters
V-day Collection
LNY
58