VM concessions Kickoff meeting 2014

Concessions/ VM’s US
VM Perspective
Accountability, Productivity

September 8, 2016 · Presenter‘s details · page 2
Content
 VM Productivity
 VM Accountability
 VM Intranet
 OLD NAVY High Lights Overview Q2
 Kmart-VM Sneak Peak

VM Productivity

Productivity -VM Perspective
FOCUS (Partial Service)
In order to improve productivity while we visual merchandise, we need to have
focus. Here are a few ways we can improve productivity as we visual
merchandise Old Navy POS.
The DM could have a VM weekly focus... for EXP:
 The DM can choose a theme MMs should focus on as a district and
merchandise in detail the focused theme.
 Week 1 TREND tables
 Week 2 Boho
 Week 3 Cosmo
 4 Week timeless/NOS/Plating
Every month the MM would have completely covered all themes in detail. DM has
a bit more control of productivity and the district is consistent in their
presentation/visual skills.

MM Service EXP:
(VM part of their shift, time frames can be added for each VM task)
Productivity - VM Perspective
1.
• 911’s… MM recovers the table quickly
• (tables are high priority)
2.
• Go-backs
3.
• Fill areas that are extremely low in all themes, start with
Tables and A location spinners that have the newest HL’s
4.
• Fill other spinners that are not focus for the week.
• (quick fill/fix)
5.
• Merchandise FOCUS theme of the week in detail

VM INFO – MARCH 2014– P1 LAYOUT
Presentation
Once the MM has a focused VM service they can focus on having set “LOOK’s” in each
theme.
A location Spinners for each theme should have the best of the best product present up
front and forward. Spinners should have…
 Current HL’s
 Mix HL panel
 Set LOOK’s
*Set HL flow and “Look’s” on panels all depend on stock levels.
The next slide is an example of a map with a visual of the flow HL’s and Set looks of a
POS. Presentation CW 10 EXP:
Productivity - VM Perspective

Productivity – VM Perspective
1. Try and keep the set “Looks” suggested in the VM Info
2. Use Variation 1 when “Looks” are unable to fill an entire
Panel (This will allow MMs to still create cohesive stories)

VM Tips & Tricks – “Set Looks”
Presentation on spinners-types of set LOOK’s
1. Breakdown stock to support Panel/Set “looks”
(Earrings ONLY)
• The time it will take a MM to look through a bag to
find the right “look” is the same amount of time it
would take a MM to sort shipment per the “Set
Looks” – Even if it’s only 10-20 earrings
Boho
 Black Gold look
 Brown Look
 Rhinestone Gold Look
 Cream/pink Look
Cosmo
 Dressy Look
 Black Look
 Black Silver Look
 Girly French Look
Timeless
 Color
 Pearl
 Rhinestone

When you start to do merchandise a PD or PD half.
It's highly possible the MM will end up with at least 1 panel that is not so good looking.
VM Tips & Tricks – “Merchandising a PD”
1.
• Start from top to bottom and don't continue until you finish with each row
of assortment. During this process keep in mind your goal of your
defined “Look”
2.
• Size when completing each block assortment
3.
• When complete take 2min and go through each row and make sure that
every piece you placed goes according to your goal “LOOK”. If a piece
doesn’t match to your look you have in mind make a quick change.
4.
• Move on to the next task

B location spinners (Do not mix themes)
To create a PD or half PD “LOOK” follow these steps ...
 Color is the first thing a customer will see, group it together to create a
strong defined presentation no matter the fabrication/elements or metal
 Fabrication/elements is what the assortments are made with. e.g.
Rhinestones, wood, pearls, hematite, beads, shells exc.. set as PD no matter
the metal.
 Plating/Metal (not the category)
By the time you get to this process you would have sifted through the first 2
points and you will be left with plating/metal assortment. Set as PD of PD
half
(shapes will work best in this presentation because it would stand out)
VM Tips & Tricks – how to create “Set Looks”

VM Accountability
VM Accountability

VM Training Cycle-Accountability
VM
DM
MM
 Training
 Training Method
 Coach in the moment
 Follow up
 Tools/Questionnaire

The goal of this training is to make sure the trainees
know the VM rules and are able to apply them.
Training VM-Accountability
Training
 VM Standards Know and understand
 Execute VM Working tools independently
 Identify mistakes and correct them independently
 Be able to train the contents to others
Training Method
 Use the given training modules
 Inform about the goal of the training
 As a trainer, you do not decorate yourself
 Prepare next fixtures the trainee will work
 Do not to decorate the entire POS perfectly

Coach in the moment and its benefits
1.
• Shorter conversations fit better with the business minded MM, because their
always on the go.
2.
• Frequent, ongoing dialogue through VMs communication is a genuine commitment
to the employees development.
3.
• Interactive conversations allow employees to layer awareness, insights, and action
more naturally.
4.
• The ongoing nature of the conversation keeps development alive in everyone’s
mind
5.
• These frequent exchanges sustain momentum, fuel progress, and act as ongoing
reminder of the beeline-group commitment to employee VM learning, growth, and
progress

Follow-Up
Goal
The goal of the follow up module is to evaluate the VM skill level of the trainee
and to decide upon further training needs. It should be combined with regular
visits.
How to accomplish the follow up
What to do if trainee‘s performance is insufficient
(means: the trainee “failed“ in the training)
There are two possibilities
 The trainee has understood the training contents, but for some reason didn’t do
it the right way.
 The trainee hasn‘t understood the training contents
Regular follow ups on MM‘s VM knowledge as well as possible VM updates should follow on a
regular basis.

Accountability VM Perspective
VM tools
These tools can be used By DMs for MM’s
1.
• Training VM concession basics modules
2.
• Qualification
3.
• Training level list
4.
• Questionnaire

The VM Basics for MMs
The goal of this training is to make sure the trainees know the VM rules and are
able to apply them.
The VM Basics for MMs consists of:
 Training modules
 Follow up (if possible 1-3 months later)
After the follow up there are two possible situations to come:
1)Trainee passed the training Regular follow ups will be done as a part of
regular visits
2)Trainee failed 2nd follow up to be planned OR repetition of training
See next slide for visual EXP.
VM tools

VM Tool’s-MM Basics Modules
Module 1
Introduction
Theoretic part 1
• VM guide (chapter 1 – 3,
chapter 6)
• Communication tools
• SALE
Practical part 1
• Decoration of spinners
(jewellery/ hair/
sunglasses)
(Lunch break)
Theoretic part 2
• VM info (small tables)
• VM guide (chapter 4)
Practical part 2
• decoration of small tables
Summary of the day
Module 2 (flagship module)
Theoretic part
• VM guide (flagship table/
back walls)
• VM info (for flagship tables)
• SALE (on flagship tables)
Practical part
• Decoration of flagship
tables and back walls
Summary of the day
Follow up Module
Practical part
• Evaluate a prepared POS
of the trainee
• Do a walkthrough of 1-2
other POS
• Evaluate the results
If possible 1-3 months after
the training modules

Qualification form
to see how much the MM has
learned and if needed you can
conduct a follow up training
depending on what level they
accomplished.
Qualification form Old Navy
Trainee: Date of training/follow-up:
Trainer: No. Of follow-up:
Before giving the points please read the legend below carefully. Make evaluations together with trainee.
Please choose a POS with table and back wall, if possible.
General information all brands & labels scale points factor result
Able to execute VM on fixtures acc. to VM guide 1-4 2 8 16
Knows how to use VM communication Tools 1-3 1 2 2
Knows how to use instore marketing (SALE) 1-3 2 2 4
Knows where to place highlights/themes 1-3 2 4 8
Knows correct shop layout acc. to guideline/ planning (if available) 1-3 1 4 4
Knows where to put lights in POS (if possible) 1-3 1 2 2
Result 9 36
Key: single result
The trainee has reached the training target beyond measures. 4 points 90%-100%
The trainee has reached the training target completely. 3 points 70%-89%
The trainee has reached the training target partly - certain contents need to
be repeated. Additional trainings will be agreed on by line manager and trainer. 2 points 50%-69%
The trainee hasn't reached the training target. Next steps for development and
further training needs will be agreed on by line manager and trainer. 1 point 0-49%
Self estimation and comments of trainee:
Comments of trainer:
Which training units should be repeated? (compulsory if not in level 3)
Signature Trainee Signature Trainer
74-67 points = level 4
total result
VM tools

Training Level List Concessions
The training level list is a good way to keep track of MM trainings that have been
completed.
VM tools

Questionnaire for Old Navy
This tool is given to every
trainee too fill out.
Questionnaire is to be filled
after every follow up training.
This also a way to hold VM’s
accountable.
VM tools

Positive results of accountability
The positive results of practicing a constructive approach to accountability include:
 Dynamic visual environment
 More creativity and innovation
 Increase of sales and KPI’s
 Improved performance
 More employee participation and involvement
 Increased feelings of competency
 Increased employee commitment to the work
 Higher employee morale and satisfaction with the work
Positive results of accountability

VM Intranet

VM Intranet Brands/Partners and Main Categories
Visual
Merchandising
Brands/partners
SIX
VM Guide
VM Info
Must Do
Windows
Trend book
SALE
Image campaign
SIX
Man
I AM
Max Mustermann
Position
VM info
Must Do
Windows
Trend book
SALE
Image Campaign
Gap OLDNAVY
VM GUIDE
VM Info
TEST’s
Must Do
SALE
Inspiration
Pictures
Certified
Kmart

VM Intranet Old Navy Categories and sub categories

HL Overview Q2
May/June/July

MAY
Table 1
Table 2
Spinner 1
Spinner 2
Spinner 1

JUNE
Table 1
Table 2
Spinner 1
Spinner 2
Spinner 1

JULY
Table 1
Table 2
Spinner 1
Spinner 2
Spinner 1

TREND/HL Behind The Scenes

/ 12FEBRUARY 2014
KMART TEST 2014
Highlights for the test start
Mirror
BOHO BASIC
MARBELLA
ORGANIC
BOHO COSMO
CORAL BLUSH
COSMO BASIC
TRUEBLUE
TIMELESS
NOS CLIPS
ARMED
STATEMENT
PLATING
SUN
A - LOCATION
NOS GOLD
BOHO BASIC
HAIR
ACCESSORIES
Present Timeless
basics instead of
Statement necklace
until they are
available!

/ 12FEBRUARY 2014
side 3
side 1 side2
side4
DISPLAY 1 – SUNGLASSES
Side 1
SUNGLASSES
Side 4
SUNGLASSES
Side 3
SUNGLASSES
Side 2
SUNGLASSES

/ 12FEBRUARY 2014
TIMELESS PLATING NOS/CLIPS STATEMENT
Side 1
“armed”
Side 4
basic
Side 3
NOS - clips
Side 2
PLATING
Replaced
by
TIMELESS
!
DISPLAY 2 – TIMELESS/NEW ASSORTMENTS/THEMES
side 3
side 1 side2
side4
Please
add
1row
studs

/ 12FEBRUARY 2014
DISPLAY 3 – NOS GOLD/BOHEMIAN
Side 1
NOS gold & basic
Side 4
“marbella”
Side 3
basic
Side 2
“organic”
NOS BOHEMIAN
side 3
side 1 side2
side4
Please
add
1row
studs
Please
add
1row
studs

/ 12FEBRUARY 2014
DISPLAY 4 – COSMOPOLITAN/ HAIR ACCESSORIES
Side 1
“coral blush”
Side 4
brown - black
Side 3
basic
Side 2
“true blue”
COSMOPOLITAN HAIR
side 1
side 3 side4
side2
Please
add
1row
studs

VM concessions Kickoff meeting 2014

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