This document discusses strategies for improving revenue and brand presence through merchandising at parks and family entertainment centers. It recommends developing a merchandise line based on the park's signature, brand, themes, and characters. Successful retailing involves understanding what customers want and having traits like design creativity, customer service passion, and attention to detail. Merchandising opportunities include souvenirs, fashion, toys, and personalized products. Strategies discussed include building the brand through wearable logo merchandise, creative product design, visual merchandising, and ensuring social distancing and hygiene in retail spaces.

1. IMPROVE REVENUE
&
BRAND PRESENCE
WITH
MERCHANDISING
Dhimant Bakshi
Jt. CEO - Imagicaa
May 11, 2020

2. SESSION FLOW FOR TODAY
 Retail in Parks Business – A Journey of Smiles from Park to Home
 Branding with Merchandising
 Building a Proposition – Need Analysis and Range Build
 Process for Creativity to Commercial Viability
 Visual Merchandising and Generating Impulse
 Social Distancing in Retail
 Q & A
Merchandising - Dhimant Bakshi 2

3. “ GOODS WELL
BOUGHT
ARE
HALF SOLD"

4. SUCCESSFUL
RETAILING
=
TO GIVE CUSTOMERS,
WHAT THEY WANT

5. TRAITS FOR SUCCESSFUL
RETAILING
 Designing and Creativity - Create Ideas, Designs, Manifest in
Desirable Products and Services
 Science and Mathematics – Consumer Behaviour, Quality
Products and Inventory Management, Ability to Plan Promotions
 Eye for Detail – Anticipate and Respond on Changing Dynamics
 Passion for Customer Service - Delight customers with your
Products and service day in day out tirelessly with a smile
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9. WHY RETAIL ??
 Revenue segment with Opportunity to Penetrate your brand
 Potential to earn 5 – 10 % overall Revenues – Proof of Concept is
available in Indian Park from Own developed Products (Does not
include Third party / vendor managed categories )
 Some Global Parks have almost 25% share in Retail with Wide IP
and Categories
 Inventory Investments need not be high if Product Mix is chosen
appropriately
 Guests visiting our Parks and FECs are on high Emotions , Dwell
time and more often than not , Willingness to spend - Perfect
opportunity to tap
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10. RETAIL REVENUE SEGMENTS
@ PARKS
Merchandise – Popular Categories - Souvenirs, Fashionwear ,
General Merchandise, Toys , School Essentials, Swimwear,
Utility , Innovation, Quirky and fun oriented
These are based on a) Signature ; b) Brand ; c) Thematic ; d)
Characters; e) Topical
1. Park Merchandise line
2. Services and Experiences – Parkwide Games and Activities
3. Photos and Motionbased Imaging - Drive Memories
4. Personalised Products
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14. JOURNEY OF SMILES –
BEYOND PARK
 Park Atmosphere - High Energy and Fun --> LIfetime
Memories and Quality Time with your dear ones , High
Intent to spend
 High Energy is most appropriate for Shopping therapy
coupled with Planned Visual merchandising and Aesthetic
Displays
 Offer Opportunities to increase Dwell time n Spends
through Fun Activities and exciting merchandise
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16. BRANDING WITH
MERCHANDISING
Brand Logo – Attractive , Adaptable and wearable (Look
beyond the Creative presentation while approving the Logo )
Brand Presence - Merchandise and Packaging for Daily life
with Design led branding - Recall grows with Visibility and
Recall leads to higher revenue
Promotion and Visibility – Drive Promotions around your
branded Products and Propel Visibility
Include your brand and Products in Social Initiatives –
Participate and Make a Difference !
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17. Brand Line Examples
1. Tees
2. Caps
3. Keychains
4. Bottles and Sippers
5. Mugs
6. Fridge Magnets
7. Bags
………………………
Imagine all the
merchandise you buy is
your potential list …
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18. CREATE PROPOSITION- NEED
ANALYSIS
Visualise Customer Behaviour and Movement flow - Enlist
opportunities for Revenue Generation
Identify and Define Product Portfolio based on your Location
and Seasons
Based on the Type of Park Identity – Core Products
Benchmark Pricing based on your park profile and Peak
Seasons
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19. CREATE PROPOSITION-
RANGE BUILD
Identify Vendors for ability to Create Quality Products
with on time Delivery
Build Inhouse / Outsource capability of Designing
Create a Business Plan and Invest in Inventory – Define
Measurement parameters and tranche your investments
Plan a Plannogram to make visual Representation of your
Range – Check Colour Blocking , Depth and Visual Impact
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20. Don’t buy what you like, Buy what your customers would like to buy
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Prepare a
Written Design
Brief for
Creative team
Brainstorming session
build upon Consumer
Insights
Designers to
Manifest Brief
into Designs /
Graphics
Shortlist Designs
/ Graphics based
on healthy debate
Display Products
as per
planogram and
Begin Sales
Review Sample /
Prototype – Carry out
User Trials and
incorporate Changes if
Any
Initiate
Sampling /
Prototyping of
shortlisted
Designs
Based on Defined
parameters Review
performance and
decide Repeat
Define performance measures such as
a) Sell Thru %, b) Sales/Stock Ratio , c) Sales / Sft and d) Margin / Sft

21. VISUAL MERCHANDISING
AND GENERATE IMPULSE
 Layout of stores should be planned with consumer journey in
mind
 Create Colour Blocked Displays and present in Depth for Impact
 Fixtures should be Display friendly and modular in nature
 Create Focal point where you want customers to get drawn to
 Kids friendly fixtures for generating Kidfluence
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24. SOCIAL DISTANCING AND
HYGIENE
 Rented items like swimwear are a huge concern and should be
avoided for hygiene reasons – offer Products for sale that are
affordable and can be easily Reused by guests
 Jackets and Footwear in Snowparks need to be stocked up and
segregated to demonstrate highest standard of hygiene .
 Products leading to Trials should be minimised for first few
months
 Measurement charts should be well displayed for Apparel
categories to reduce user trials
 Symbol driven signages to be created for guests for easy
understanding
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25. SOCIAL DISTANCING AND
HYGIENE
 Stocking should be maintained on low /Mid Density and have
more unopened product for assuring hygeine
 Contactless payments and Transaction approach -
 Floor Signages can be used at cash tills for queue
management and to maintain distance
 Wherever possible, Scanners can face the customers and
scanning can be done by the guests by themselves
 Carrybags to be provided in self help dispensing format and
thus entire transaction can be made contact less
 Exchange policy need to be reviewed and address
contamination issues and maintain Customer Confidence
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27. Dhimant Bakshi
Jt. CEO – Imagicaa
Dhimant.Bakshi@imagicaaworld.com