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WORLDPEARL TRAINING PLAN. WORLDPEARL VISUAL MERCHANDISING STANDARDS MODULE. WorldPearl Visual Merchandise Standards Manual. This manual is designed to ensure best practice when displaying and maintaining all products that are on display .
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WORLDPEARL TRAINING PLAN WORLDPEARL VISUAL MERCHANDISING STANDARDS MODULE
WorldPearl Visual Merchandise Standards Manual This manual is designed to ensure best practice when displaying and maintaining all products that are on display. By adhering to the WorldPearl Visual Merchandise (VM) best practice you are demonstrating commitment to customer service. These visual standards apply to all products on display and this manual covers the following areas: • Housekeeping • Prop guidelines • Counters and cabinets • Price Tickets • Point of Sale Holders • Display Room/Area. • Till Area Housekeeping & Stock Security • Visual Merchandise Co-ordinator Role • Basic Display Principles • Grouping
Introduction to Visual Merchandising (VM) 1. What do you understand by the term Visual Merchandising? • Visual Merchandising comprises five main elements • Image • Layout • Presentation • Signage • Displays • The ‘Visual Experience’ helps convey the shopping experience and atmosphere that can be anticipated by the customer. 2. What is the purpose of Visual Merchandising? • Enables products to gain exposure • Encourages sales by providing displays that show the product in the best way possible • To provide sales and product information • To encourage impulse buying of products • By displaying co-ordinated combinations of items together your encourage multi sales
Housekeeping • All displays should be checked morning and night to ensure all displays are ready for trading. • Counter and cabinet glass should be cleaned inside and out on a regular basis. • All mirrors either free standing or on the backs of cabinets should be clean with no finger marks. • Ensure that all displays counters and cabinets are illuminated and the spotlights are directed on the display groups. • Report all faulty or broken lights to management. DO NOT touch any electrical equipment. • If fabric is used within the counters use a soft brush to remove dust. • Leather/vinyl props can be wiped with a mild solution of washing up liquid and warm water. • Velvet necks and fabric box inserts should be brushed with a soft brush. • All tickets and point of sale should be in a clean and unmarked condition. • ‘If you’ve time to lean, you’ve time to clean’ Quote from the IOW • Keep all metal jewellery especially Silver clean and polished. • DO NOT use damaged tickets or point of sale. • NO HAND WRITTEN TICKETS
Prop Guidelines (1) • Smooth white or black vinyl necks. Use for core ranges ‘Timeless’ plus matching accessories for earrings, bracelets’ and rings in white and black. • Fabric necks in black and cream. For the high price ranges ‘Divine’ plus red rosewood boxes for earrings and rings. White bracelet slopes can also be used. • Wooden trays with fabric inserts and shaped necks for ‘Silver wave’ (selected stores only)* • Multi slot stands in black and white and black and white necks for the fashion range ‘Cosmo’ (selected stores only) *
Counter & Cabinet Displays (1) • Necklaces: always use the correct size neck for the necklace. • Single pendants should be displayed using the correct metal chain or clear nylon. • Ensure pendants are hung facing the right way round. • Ensure all clasps are positioned to the back of the neck. • Earrings: always use the correct stands and box inserts for the style of the earrings. • Long earrings should NEVER hang below the stand and drag on the base. • Bracelets: when using a bracelet barrel ensure each arm has a minimum of 3 bracelets. • Rings: When using rings either in a multi stand or singly ensure that the ring sits up straight. • There should NEVER be an empty neck/stand or box on display during trading. • All products which are removed or sold from the display must be replaced. • If replacement stock is not available, a complimentary item should be put into its place. Ensure the new item has the correct price ticket and sku ticket attached. • Always position the neck/stand in the same place as it was removed from. If there is any doubt contact your VM Co-ordinator. • Advise your Manager or VM Co-ordinator as soon as possible that a counter has become fragmented i.e. you do not have sufficient replacement stock or similar stock to maintain the display group.
Price Tickets • The price of the product should be seen clearly by the customer. • All products MUST be priced, unless advised by your Manager. • Each venue/shop has a ticket machine to produce price tickets. • Before using these machines take advice from your Supervisor. • The tickets are sticky backed and are applied to either the necks, stands or box inserts. • NO HAND WRITTERN TICKETS. • Make sure tickets and product do not obscure or block each other. • DO NOT STICK tickets on the Rosewood boxes.
SKU Numbers (1) • The sku and price must be securely attached to all products. • Earrings displayed on a box insert must have the sku number (relating to the product) applied to the back of the insert. • Earrings on display stands must have the sku number relating to the product applied to the back of the stand. • Necklaces displayed on a neck must have the sku number applied to the white jewellery label and attached with clear see-through loop fastners. • Rings displayed in a single box must have the sku number applied to the back of the insert. • Rings on display single stands or multi stands must have the sku number relating to the product applied to the back of the stand
Point of Sale (POS) Holders • There are 3 types of Perspex holders used. These are designed to hold POS that promotes our ranges and informs customers of events and promotions. • A4: Used on the top of counter or in key promotional areas • A5: Used within the displays to promote a range or give product information .(NEW) • A8: 50mm x 105mm. Used in the counters to describe the product. • Perspex stands holders to support box inserts. • All information leaflets should be placed in a holder and not left loose on the counter top.
Display Room/Area • The Display Room should be kept clean and tidy at all times. • Props not being used on the sales floor should be stored in the Display Room/Area. • Perspex holders not being used on the sales floor should be stored in the Display Room/Area
Till Area Housekeeping & Security of Stock • Security of our product is the responsibly of all staff. • Doors to the display cabinets should be closed and locked where applicable. • The space underneath should also be closed and locked where applicable. • At the Till Area all packaging should be kept clean, tidy and accessible. • Till Areas should be clean and clear and ready for trading at all times.
Visual Merchandise Co-ordinator Role • The store Visual Merchandise Coordinators will be responsible for the maintenance and re-dressing of new ranges. • However, it is important that all shop floor sales staff have knowledge of how displays are created and how to work with the merchandise on display, especially during busy trading times.
Basic Display Principles • The Collection the product belongs to will determine the size of the group and the type of grouping you use i.e. the merchandise you wish to display. • Next you decide how many necks/stands are required and for the space that is allocated. • When selecting display props i.e. necks/stands ensure they are the correct style for the collection, check with you VMC or manager/supervisor then ensure; • They are the same style i.e. colour and fabric. • They are clean and un-damaged. • That all old tickets are removed. • Ensure you have all the equipment needed to complete the display. • Ticket machine. • Cleaning material. • Loop fasteners.
Grouping How to Group the items? To group items together in an appealing way you need to plan in advance. There are 4 ways of grouping product: 1. Pyramid displays (symmetrical) • Multi pyramid displays • Repeat displays 4. Asymmetrical displays
1. Pyramid Displays (1) • Use the principle of symmetry (having two halves that are mirror images of each other) • Make an imaginary line down the middle of the counter or area. • Then take another imaginary line horizontally, across the middle of the counter. • At the point where the lines cross, this is the focal point of the display and the main product should be placed in this area.
2. Multi Pyramid Displays(1) • This follows the same principles as the pyramid display but using 3 pyramid groups within one area of display. • This type of group is ideal for a collection with 3 stories.
3. Repeat Displays (1) • This type of Grouping should be used for the display of contemporary ranges i.e. fashion or lower priced ranges. • This can also be used to create volume displays for promotions and the same merchandise type i.e. all rings or all earrings.
4. Asymmetrical Display (1) • This is a specialist type of display. • Often used for window displays. • This is when the main focal part of the group is to one side of the area being used.
Display Principles - Conclusion • Work to these principles as it gives order and is easy to view therefore the customer can make an informed choice. • DO NOT OVERCROWD THE DISPLAYS - space around the object defines that object. • TOO much stock can confuse the customer and they will not buy. • As new ranges are introduced VM props will also be supplied to compliment the style and look of the collections.
