Janio's store visit

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Atlantic City FO
Recap 3/24/2009
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Observations Challenges
• New mannequins are required to replace
The store is in a visible location in the
broken ones
heart of Downtown Atlantic City. It is off
• Store need additional add ons to fixture
the highway and one of the first stores
tourists see when arriving to the city. system (i.e. shelves, face outs)
The store is relatively larger than other
outlet stores. The large size provides a
great advantage for merchandising the
categories properly as well as placing
product accordingly.
Opportunities
During the winter months however,
traffic is very low in the region and it
• Styling of Mannequins
affects the store’s sales budget
• Implementing new visual guidelines
considerably. The store needs to take
they have learned with this visit
advantage of the slow traffic to use all
the training tools learned, in order to be
• Converting customers
prepared for the upcoming summer’s
high traffic. This will ensure a successful
and profitable year.
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Mannequin Displays
The mannequin displays
throughout the store were
styled properly. Adding
accessories, such as bags,
would add the extra layer of
detail needed.
The store recently received
training from their Area
Trainer regarding
mannequin presentations
and VM standards. Going
forward, the store manager
needs to ensure these
standards are maintained.
Also, the mannequins
should change as new
collections arrive in order to
keep the store looking
refreshed at all times.
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Women’s Perimeter Wall
The store did a great job merchandising the walls in the women’s
section prior to my visit. Proper merchandising and attention to details
were implemented!
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Merchandising Walls
Before
When a store has a heavy inventory of a specific collection, for example these fleece
sweaters, it is important to merchandise the product in an clean and organized
manner. This allows the merchandise to look appealing to the customer.
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Merchandising Walls
After
Adding a few accessories and side hanging some of the apparel, helps the wall get a new and
different look. This allows the fleece sweaters to be showcased, and also allows cross
merchandising of accessories on the wall. Always choose matching accessories such as shoes
and hats. If space allows, bags are also a good option.
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T-Shirt Bins
After
Before
Use t-shirts with a healthy amount of
Avoid leaving empty selling space on the
inventory in the stockroom. This
bins. It is important to keep this area
allows the bins looking full and color
maintained and properly folded at all times.
blocked. Always use tee-shirt
This is a high traffic area and it tends to get
graphic frames.
unorganized easily.
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Merchandising
Before
When merchandising accessories on the three ways, ensure they are sport
specific to that category and do not repeat accessories next to each other.
Always inflate display bags and tuck in the tags.
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Merchandising
After
Matching the
accessories with the
apparel, is crucial for
VM presentation.
As shown in this picture,
soccer bags and shoes
are used with soccer
apparel. Beckham
predators are displayed
with Beckham Jerseys.
Also, hanging the
apparel sideways is a
useful merchandising
tool to fit additional skus
in your fixtures.
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Merchandising Walls
Before After
When merchandising walls, adding accessories such as shoes, enhances the lifestyle
story being showcased. Basketballs are a great way to enhance the apparel and creating
a complete lifestyle story.
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Merchandising
Before After
The “before” picture shows a well merchandised six way. However, by adding a
few shelves, it allows the fixture to house additional skus to merchandise on
the sales floor.
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Merchandising
After
Before
Here is another example on how merchandising a six way differently, can not only
enhance the VM standards, but also add additional skus to the sales floor.
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Merchandising
Before
After
When the sales floor is merchandised to the VM
standards, it gains additional capacity on the it’s
fixtures. It allows the store to house all of the
accessories on the sales floor and not on the top of *Note: Golf bags shown
footwear bins where is not easily accessible to the above, are merchandised
customer. with the golf apparel.
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Accessories Wall
Opportunities
It is important to keep the accessories
When possible, hang the duffel
filled and well maintained. Never leave an
empty space in the walls. bags with accessory pucks. This
allows an organized presentation
of the bags.
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Summary
I had a very productive visit at the Factory Outlet at Atlantic
City. They are in a great location and with the standards they have just
learned, they will keep the store looking in top shape and ready for the
high summer season in Atlantic City.
Keeping the merchandise fresh and updated is essential to
the visual presentation of the store. Learning what product to display
and how to merchandise accessories, is key to having a great VM
presentation. Implementing this will help with KPI’s and product sell
through. They have done a good job at keeping most of the
merchandise out on the floor and not in the stockroom. However, as
learned with this visit, merchandising the sales floor according to
standards allows for additional skus to be placed on the sales floor.
Greg Ruttler has a great store and sales team. He has
received and watched the VM video for outlets. The expectations have
been set and the store should follow guidelines at all times.
Going forward, for any questions they may have, they should
contact their DM and have the questions forwarded to their VM
corporate contact Bridget Zadoff.
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