Seiko visual merchandising training
•Download as PPT, PDF•
5 likes•2,088 views
This document outlines the importance of visual merchandising for watch brands. It discusses how visual displays can influence up to 80% of purchasing decisions and accelerate buying by attracting attention and interest. The document provides guidelines for implementing effective visual merchandising techniques through planning product placements, using decorative props, and balancing watch presentations. It emphasizes highlighting top watch models and creating organized, segmented displays. Specific visual merchandising strategies are recommended for different watch categories and store classes in the Middle East market to better represent the SEIKO brand at every point of sale.
Recommended
More Related Content
What's hot
What's hot (20)
Viewers also liked
Viewers also liked (20)
Similar to Seiko visual merchandising training
Similar to Seiko visual merchandising training (20)
Recently uploaded
Recently uploaded (20)
Seiko visual merchandising training
- 2. Contents 1. Introduction 2. Objective of Visual Merchandising 3. Role of Visual Merchandising 4. Preparation of Visual Merchandising 5. Implementation Procedures 6. Examples of Ideal Presentation 7. Local Application in the Middle East 8. Action Plan
- 3. 1. Introduction Improve the visual merchandising at POS Visual Merchandising High Quality Displays SEIKO Image Stores To realize Innovation & Refinement more in depth Refined Ad Visuals Current brand presentation at POS also has to be the same high level SEIKO world at every POS
- 4. 1. Introduction Current situation at POS
- 5. 1. Introduction Current situation at POS
- 6. 1. Introduction Current situation at POS
- 7. 1. Introduction Current situation at POS
- 8. 1. Introduction Urgent imperative at POS Ideal presentation at POS to upgrade SEIKO’S BRAND VALUE
- 9. 2. Objective of Visual Merchandising Fig.1 Effects of attractive VM Why necessary? An attractive presentation upgrades the brand value and improves the customer’s buying desire. Customers make the purchase decision at the store. Purchase decisions are mainly influenced by visual perception. Objectives To accelerate buying decisions of customers To upgrade the brand image <Good VM> 〈 Customer 〉 Extend brand values and buying motivation Upgrading the brand equity and boosting sales Choose the product before they come to the store Fig.2 Ratio of in-store choosing Make a decision after they look at the product 80%80% 20%20% Fig.3 Visual influence rate 80%80% 20%20% Visual perception Other senses (smell, taste, hearing, touch) Reasons & Objectives
- 10. 3. Role of Visual Merchandising Picture-1 Buying psychology eyes feet ears hands mind 1. Attention 4. Conviction 5. Action 2. Interest 3. Desire VisualMerchandisingCustomerInteraction Imagine the buying psychology Attention Attract the customer’s eye Interest Appeal in the blink of an eye Desire Initiate a sales relationship Catch the customer’s attention by Visual Merchandising to initiate a sales relationship! Buying psychology of a customer
- 11. 4. Preparation of Visual Merchandising Picture-3 Key space on display Picture-1 Customer movement ※viewed from above ・・・ KS ＝ Key Space Check points before beginning Customer movement Clarity of presence Customer profiles Products to highlight Find the KEY SPACE Floor Competitor A SEIKO Competitor B From which way do customers generally come? At which point do customers stop and look into the store? Customer movementCustomer movement Picture-2 Key Space 45cm 85cm 165cm 180cm Spaceforthe display KS Storage space Ceiling Customer’s point of view
- 12. STEPS 3) Display Techniques 4) Adjustment & Finalization 2) Placement 1) Planning 2. Choose the series to feature and the “hero” models from EC 1. Group the watches by categories in three phases 3. Place the series to be featured in the key space 5. Incorporate layout techniques 6. Use decorative articles: Adding accent points 7. Check the balance of the display on the left and right side 8. Adjust height, spacing and positioning 5. Implementation Procedures Implementation Procedures for Visual Merchandising 4. Place other watches at specified intervals Follow these procedures and do not display blindly
- 13. 5. Implementation Procedures Sports • EC: Sportura, Arctura • CS: Tough Sports, Sport- Tech…. 1st group: Quartz / Mechanical 2nd group: Design category (Sports/Dress/Women‘s) 3rd group: Product category (EC, CS, Regional) 1) Planning 1. Group the watches by categories in three phases Dress • EC: Premier • CS: High Quality Dress, Stylish Dress Women’s • CS: Vivace, Modern Jewellery, Contemporary EC CS REG Sports Dress Women’s • E.g. for Quartz: Classification of women’s models Sportura and Premier Women’s not to be categorized in the Women’s category, but in their original category (Sports or Dress) EC should not be separated
- 14. 5. Implementation Procedures Further segmentation techniques: Design, function, color, material 1) Planning 1. Group the watches by categories in three phases EC CS REG Sports Dress Women’s 2. Choose the series to feature and “hero” models from EC A B C D It is easier for the customer to look at an organized display rather than a disorganized display!
- 15. 5. Implementation Procedures 3. Place the series to be featured in the Key Space 2) Placement Consider the height and placement reflecting priority Watch series to highlight most in KEY SPACE: Highest EC and “Hero” models from each design category: High CS in front of EC grouped by category: Middle Regional models in front of CS grouped by category: Low 4. Place other watches with proper Spacing Priority high low Spacing Key Space
- 16. 5. Implementation Procedures 3) Display Techniques 5. Incorporate layout techniques Incorporate these layout patterns and avoid the same pattern side-by-side Horizontal layout Repeated layout Triangular layout Triangular layout : Solid & Stable Repeated layout : Rhythmical & well-formed Horizontal layout : Lively & dynamic Slanted layout : Strong & impressive Slanted lines However, too much movement makes a disorganized impression! Contrast of calm (straight) lines and lively layout/lines is very effective
- 17. 5. Implementation Procedures Explanatory Talkers To emphasize the benefits of the watches Props Effective at the key space Close to the watches to explain or help to highlight the watch Back Visual of General Display To support the SEIKO brand image The watch is the main player, so the decorative articles should not hide the watches! 3) Display Techniques 6. Use decorative articles : Adding accent points
- 18. 5. Implementation Procedures 3) Display Techniques 6. Use decorative articles : Adding accent points SP06034H Arctura Decoration Set SP06035J Premier Decoration Set
- 19. 5. Implementation Procedures 7. Check the balance of the display on the left and right side 8. Adjust height, spacing and positioning 4) Adjustment and Finalization Height “Hero” models should be highest & highlighted. “Hero” models should not be hidden behind other watches. Spacing Create space between each group to make each group’s segmentation visible Positioning Face the watches to the front Straighten the lines of watches RIGHTLEFT
- 21. 6. Examples of Ideal Presentation SEIKO 5 Version with SEIKO 5 Superior as the Highligh
- 22. 6. Examples of Ideal Presentation Seiko Image Stores Highlight 1 Highlight 2 Highlight 3 Mass Presentation
- 23. 6. Examples of Ideal Presentation Seiko Image Stores (Presentation at Basel VM Room) Highlight 1 Highlight 2 Highlight 1 Highlight 2
- 24. 6. Examples of Ideal Presentation Seiko Image Stores (Presentation at Basel VM Room) Mass Presentation Highlight 3
- 25. EC/REC Qualifiers 7. Local Application in the ME 2. Visual Merchandising at POS Fundamental Mid-Term Plan in the ME Steps to be taken by March 2009 VMD initiated at NO’s showroom etc. Identification Procedure completed NO’s Seminar / Education start to realize VMD Qualitative Criteria for Elite Dealer to be notified by NO Selection completed by NO according to the Criteria Every POS maintains/ improves VMD Class of Trade B+ B- C AA A D
- 26. VM Guidelines according to the product category Product category 1) Elite Collections (incl. REC) 2) Conceptional Series or equivalent models 3) Regional Models or equivalent models 7. Local Application in the ME
- 27. VM Guidelines according to the product category Product category 1) Elite Collections (incl. REC) Location: Show window and best spot in the store POS Tools: - General display (w/LCD recommended) - Matching decorative props However, if the model was introduced earlier than the last 2 MCs, then it should be considered 1 product category lower (equivalent to CS) 7. Local Application in the ME
- 28. VM Guidelines according to the product category Product category 2) Conceptional Series or equivalent models Price Range: RRP above US$150 (Quartz) Price Range: RRP above US$100 (Mechanical) Location: 2nd priority places in the store POS Tools: General Display w/ proper props However, if the model was introduced earlier than the last 2 MCs, then it should be considered 1 product category lower (equivalent to REG) 7. Local Application in the ME
- 29. VM Guidelines according to the product category Product category 3) Regional Models or equivalent models Visual merchandising strongly requested; However “soldier-style” display exceptionally accepted depending on the SKU carried by the store; Exception: NO’s showrooms Price Range: RRP below US$150 (Quartz) Price Range: RRP below US$100 (Mechanical) Location: Lower visible spots POS Tools: No General Display; only watch stands (in case of “soldier-style” display”) 7. Local Application in the ME
- 30. Soldier-style presentation Soldier-style presentation with an order Grouping: 1. Separate Quartz and Mechanical 2. Further divide by Design Category (Sports/Dress/Women’s) 3. Create small groups (max. 5 SKUs) with similar design series Spacing: Leave space between each group and make the grouping visible Highlight: Show the watches to be highlighted in the center to attract the customers’ eyes Visibility: Show each watch face clearly Exception: Do not apply at NO’s showrooms 7. Local Application in the ME
- 31. Soldier-style presentation “DON’T” - Bad example Don’t apply soldier-style presentation at NO’s showrooms Don’t display either EC or CS watches soldier-style Don’t mix Quartz and Mechanical Don’t mix different categories (Sports/Dress/Women’s) Don’t put the watches of different families too close together without leaving any space Don’t cover the watch faces with the watches in front 7. Local Application in the ME
- 32. Soldier-style presentation “DO” - Example of Regional Quartz in vertical showcases Women’s Dress Sports Show the separate groups by either A) sliding them back and forth or B) leaving some space between each group. B) B) B) Put the watches to be highlighted to the center A) A) Prepare some stages for creating height difference to show each individual watch face clearly. 7. Local Application in the ME
- 33. Soldier-style presentation “DO” - Example of Regional Mechanical in low showcases Women’s Dress Sports Show the separate groups by leaving some space between each group (1). Leave bigger space between different product categories (2). 1 1 Watches to be highlighted to center 2 Put the watches in rows spaced apart and pay attention to show each individual watch face clearly. 7. Local Application in the ME
- 34. 8. Action Plan To be done by SWC Supply of manuals Supply of decorative articles Consultation upon request To be done by NO Creation of local implementation plan and program of visual merchandising
- 35. Good examples
- 36. Good Examples
- 37. Good Examples
- 38. VISUAL MERCHANDISING IS THE KEY FOR SEIKO’S FURTHER SUCCESS! SEIKO world at every POS
Editor's Notes
- So, let us start the visual merchandising session. Now, I will mainly focus on the theory side of visual merchandising. Next year, you will be asked to participate in actual practice at workshop sessions, so I hope the guidance we provide now will help you .
- These are all the contents of my presentation.
- At the beginning, let me review Marketing Dept’s presentation. In recent years, we have all helped to improve the retail presentation of Seiko with better materials as you can see here. But the way dealers use our products and our displays is still sometimes less than perfect, so our next step is to upgrade the brand presentation at every POS. Thanks to your cooperation in the prior questionnaire, we realize how strong our common interest is, so let us standardize the overall understanding and knowledge of Visual Merchandising in order to create a SEIKO world at every POS.
- Here are a few examples. Nearly, but not quite great. Unfortunately, an old display is still being used. Please remove this display immediately. The contract of this visual has expired and the look and feel is not matching. On top of this, the watches are presented quite soldier-style, and watches of Quartz and Mechanical are mixed together. &lt;ご参考までに、レバノン&gt;
- Here, the balance is not beautiful. (ご参考までに、オマーンのショールーム&gt;
- Here, unfortunately the ad visuals are still the old ones which have to be removed urgently. (ご参考までに、オマーンのショールーム&gt;
- Here, all the models are displayed in even intervals which make the display very flat and monotonous. The category groups are difficult to distinguish. Unfortunately, good merchandise like Premier is not really highlighted. &lt;ご参考までに、ドバイ&gt;
- We believe, a correct presentation at the store front will definitely upgrade the brand value of SEIKO.
- So let me start with the theories of Visual Merchandising. Objective. WHY is Visual Merchandising necessary? The answer is “An attractive presentation upgrades the brand value and improves the customer’s buying desire” So, from now on, Ms. Ishizuka will continue the presentation. お客様の多くは店内で購入商品を決めています。 Many of the customers make a purchase decision at the store. 割合で言うと来店前に商品を決めているお客様は２０％。店内で決定するお客様は８０％にもなります。 Percentage-wise, 20% make a purchase decision before entering the store and 80% make their choices in the store! そしてその決定は、視覚からの情報が圧倒的に影響を与えています。 And these decisions are mainly influenced by visual information. 人間の五感の中で情報の影響の割合は、８０％を視覚が占めています。 Out of the 5 senses, people are 80% influenced by visual information. そのため、良い陳列はお客様の購買決定を促し、ブランドイメージを向上するため、販売促進活動としてとても重要になります。 Therefore, we can say that an attractive presentation accelerates the buying decisions of customers and upgrades the brand image and is very important for sales promotion activities.
- Role of Visual Merchandising. お客様やご自身が商品を購入するまでの心理変化を考えてみましょう。 Let’s imagine the buying psychology when a customer or you yourself enter a store until you actually buy something. お店に入って、まずパッと見てインパクトがあればその商品に注目します。 When you enter a store, first, you glance around, and if there is something eye-catching, your attention is drawn to the product. 次にその商品に近づき確認し、興味を持ち始めます。 Then, you stop and approach the product to look at it more closely, and you start to get interested. そしてもっと商品に対して知りたいという欲求が出てきます。試着をして購入を決定します。 Then, you desire to know more about the product. You ask the sales clerk to explain and show you the product, and you check whether the product suits you. Finally, you buy it. そのため、まず目を留めさせることが、重要です。 Therefore, it is very important to first catch the customer’s eye. お客様が１箇所に視線を向けるのはわずか２,３秒なので、その間にきちんと注目を集めるインパクトのある陳列を心がけてください。 People only look 2 to 3 seconds at one spot, so you have to catch their attention within this short time with a presentation that has impact. まず注目を得れば、接客や販売への道が開けます。 Once you have their attention, then you have the chance to start a sales relationship and reach a sale.
- Next are the preparations for Visual Merchandising. “Consider the entire sales space from the customer’s point of view”. There are 4 points you have to check at the beginning. １、まずお客様動線でどちらの方向からいらっしゃるか。 1. Customer movement: Which way do the customers generally come from? ２、SEIKOの商品の存在がお客様に分かりやすいか。 2. Clarity of presence: Is Seiko visible? Can the customer recognize Seiko’s presence? お客様の動線を考慮しつつ、ロゴサインできちんとSEIKOの売り場をお知らせします。 Make it clear to the customer that Seiko products are for sale at that location by use of a sign, with the customer movements in mind. ３．次に性別、年齢、グループ構成など。 3 Customer profiles: Who are the customers? ４．最後にどの商品を売りたいかの決定です。 4. Products to highlight: Which products should be highlighted? What do you want to sell the most? 客層による売れ筋や打ち出しを考慮しつつ商品決定をし、きちんとキースペースで紹介するようにしましょう。 When you plan Visual Merchandising, decide the watches you want to sell the most considering the customer profiles. Utilize the key space to expand your sales. キースペースですが、壁面やディスプレイにはお客さまに提案しやすいスペースがあります。 As for the key space, there are key spaces at the store front and on displays the customers can easily find. そこが何処かきちんと把握し、より訴求力のある陳列を心がけましょう。 Check and find where these key spaces are and create strong visual merchandising with these key spaces in mind.
- So, let us explain the procedures in actual implementation. 大きく分けて4つのステップがあります。１）プランニング、2）配置決め、3）テクニックを加える、4）調整＆完成。 There are 4 big steps. 1) Planning, 2) Placement, 3) Display Techniques, 4) Adjustment & Finalization. やみくもにやらずに、この手順に沿って進めましょう。 Please follow these procedures and do not display blindly.
- Now, we will explain the procedures step by step. ではまずプランニングです。 The first step is Planning. お客様は、まとまりのない中から欲しいものを探すことは出来ません。ですので、まずはグルーピングをします。 As customers can’t make choices from a disorganized display, it is necessary to categorize the watches into certain groups. 商品を3段階でグループ分けします。 Make the grouping in three phases. 1番目は、クオーツ・メカに分類。 1st grouping by Quartz and Mechanical. 2番目は、デザインカテゴリー；スポーツ、ドレス、ウィメンズ。 Within each Quartz and Mechanical, 2nd grouping by design categories: Sports, Dress, Women’s. 3番目は、プロダクトカテゴリー；エリートコレクション、コンセプシャルシリーズ、リージョナルモデル。 3rd: Then within each design category, further segment them by product category: Elite Collection, Conceptual Series and other regional models. &lt;クリック&gt; ウィメンズの分類については、既存のECに女性ラインが多く投入されていますが、それらはウィメンズに分類せず、元々のスポーツやドレスに分類します。 Guidelines for classifying women’s models: Women’s lines have been introduced for Sportura and Premier. However, do not classify them in the Women’s category, but either in the Sports or the Dress categories. ECは分けず、男女で一緒に訴求します。 The Elite Collection should not be separated; both men’s and women’s models should be promoted together.
- さらに区分していく方法としては、デザイン、色、機能、素材などの分け方があります。 For further grouping, the watches can be divided by Design, Color, Function and Material. 商品区分は陳列商品の内容や数量によって変わります。 The product segmentation changes depending on the assortment of watches at the store. 状況に応じて区分方法を決め、お客さまが選びやすい環境を作ってください。 Please segment the watches according to the store’s condition and make it easy for the customer to make a choice. &lt;クリック&gt; それぞれのECから、ヒーローモデルを決定します。 Then, choose the hero models from the Elite collections. &lt;クリック&gt;
- Second step is Placement. 実際の陳列では、売りたい商品をキースペースに配置することから始めます。 Then, start with placing the watches you want to highlight in the key space. &lt;クリック&gt; &lt;クリック&gt; その他の商品もグルーピングが分かりやすいように空間を空けることに注意し、配置します。 4th point, put the categorized watches in their places and don’t forget to leave proper space between each group. &lt;クリック&gt; &lt;クリック&gt; &lt;クリック&gt; これで、時計がデザインカテゴリー毎に分かれていることがわかります。スポーツ、ドレス、ウィメンズ。 Now, you see that the watches are divided by design category: Sports, Dress, Women’s. &lt;クリック&gt; 配置の際は、商品のプライオリティーと高さを考慮しましょう。 Consider the priority of watches, and place them accordingly. &lt;クリック&gt; キースペースに一番重要な商品。その次は、重要なものから、奥から手前に順に配置しましょう。 The most important watches go to the Key Space. Then, next highest priority watches in the back and high; the lower the priority, the watches should be placed more to the front and lower.
- Next, we will introduce display techniques which make the showcase beautiful and attractive. &lt;クリック&gt; 構成の中で、一番スタンダードな三角構成です。 The very basic standard layout is the triangular layout. この構成は、立体感と安定感があります。 This layout gives a solid & stable impression to the customers. &lt;クリック&gt; リピート構成は、同じパターンを繰り返すことで、リズムが出ます。 Second, is the repeated layout. Repeating the same pattern gives a rhythm to the layout. &lt;クリック&gt; タテとヨコを組み合わせた構成です。動きがあり、インパクトを作りやすい構成です。 The third is the horizontal layout, which is very lively and dynamic. &lt;クリック&gt; 斜め線は、シャープな印象を与えます。 The slanted layout is a strong and impressive layout. 陳列する際に、この構成を取り入れてみてください。 Please incorporate these layout techniques into your Visual Merchandising. 但し、動きを持たせすぎると、雑然とした印象になります。 However, too much movement makes a disorganized impression! なので、動きのある構成と動きのないラインを組み合わせて、メリハリのある陳列を心がけましょう。 The combination and contrast of lively layouts and calm straight lines is very effective.
- Next is about the Usage of Decorative Articles. 時計のみの陳列では、時計の魅力を十分に伝えることは難しいです。 We cannot communicate with our customers simply by showing the watches. 時計の魅力を引き立たせるために、演出小物やトーカーを入れましょう。 To support the watches, add Explanatory Talkers and Props. 打ち出し商品に添えると効果的です。 It is very effective to use those items at the key space together with the hero model. しかし、演出小物はあくまでも商品を引き立てるものなので、商品より目立つことの無いようにしましょう。 However, keep in mind that decorative articles are there only to assist the watch and the main player is the watch itself, so don’t make the decorative articles too outstanding.
- For your information, these are the Props we have produced for Arctura and Premier.
- The final step is Adjustment and Finalization. 左右バランスを整えます。 Please check the balance of the display on the left and right side. 商品の向き、高さ、間隔、配置を整えます。 Then finally, adjust the heights, positions and spacing. 高さは、ヒーローモデルに高さを持たせ、ハイライトします。 As to the Height : “Hero” models should be highest and highlighted. 次のスペーシングはとても重要です！ Next, Spacing is very important! グループ間にきちんとスペースを設けましょう。 Please create space between each group to make each group segmentation visible. 最後に、並びです。顔の向きやラインの並びを整え、完成です。 Last but not least, Positioning : Consider the customer’s viewpoint. Face the watches to the front and straighten the lines of watches.
- 完成図です。 When you implement these procedures, you get a lively & eye-catching presentation like this!
- メカのVisual Merchandisingも同様の手順で進めます。 As for Mechanical Watches implement the same procedures and you get this kind of presentation.
- Now, let me explain the guidelines for Seiko Image Store fixtures. When you have a wall unit and low showcase like here, the role of each space is like this. The center counter in the Wall Unit is Highlight 1. It should be linked with movie material and should be most highlighted. Display of EC recommended. The main counter showcase is the Highlight 2. The 2nd highlighted product series should be displayed here. Here as well, display of EC recommended. The small windows on the left are Highlight 3. Smaller individual groups should be highlighted. Display of EC and CS recommended. The right vertical window part should be used for Mass Presentation. The full range of EC to Regional Models should be shown.
- Let me show the actual presentation sample at Basel: At Highlight 1: The most highlighted series was Sportura, so the movie material was a matching Sportura promotion film. Matching props (miniature car and plaque) were utilized. We kept the SKU low to highlight each individual merchandise. At Highlight 2, the 2nd highlighted product series was Premier. Matching props (playing cards and dice) were utilized.
- At Highlight 3: We intended to show the different design categories separately. Upper 3 windows: Dress, center 3 windows: Sports, lower 3 windows: Women’s. 2 to 5 SKU per each window is recommended. We tried to vary the layout and SKU with the neighboring windows. Mass Presentation: Here we divided the 2 shelves by gender. Upper stage women’s and lower stage men’s. Attention was paid to the lower stage that the watches were visible and not put to the very back. In general, here the criteria could vary time to time. The upper and lower stage could also be divided by design, function, color, material (LB/MB) etc.. So far, explanations and guidelines of Visual Merchandising in general.
- From here, I would like to explain the guidelines of local application in the Middle East. Marketing Dept. has explained the fundamental mid-term plan of Visual Merchandising in the ME. They explained that Visual Merchandising should be initiated at AA, A and B class jewellers first. &lt;クリック&gt;
- For those stores where Visual Merchandising has to be implemented in the Middle East, we would like to set a standard of Visual Merchandising per each product category. Which are 1) Elite Collections including Regional Elite Collections. 2) Conceptional Series or equivalent models 3) Regional Models or equivalent models
- Here, let me explain in detail: 1) Elite Collections (incl. REC) They should be located at the show window and the best spot in the store. For displaying Elite Collections, General displays with LCD and matching decorative props should be used. However, if the watch was introduced earlier than the last 2 MCs and is not “fresh” any more, then it should be considered 1 product category lower equivalent to CS.
- 2) Conceptional Series or equivalent models The way to distinguish Conceptional Series or equivalent models is by Price: Recommended Retail Price above US$150 for Quartz. Recommended Retail Price above US$100 for Mechanical. They should be located at the 2nd best places in the store. For displaying Conceptional Series, General displays with proper props should be used. However again, if the watch was introduced earlier than the last 2 MCs and is not “fresh” any more, then it should be considered 1 product category lower (equivalent to REG).
- 3) Regional Models or equivalent models As for Regional Models or equivalent models, we strongly request you to implement Visual Merchandising. However, we also know the situation of Asia, suffering from the problem of “small space, many SKUs”. So we would like to exceptionally accept “soldier-style” presentation depending on the SKU carried by the store. The definition of “Regional and equivalent models is : Recommended Retail Price below US$150 for Quartz. Recommended Retail Price below US$100 for Mechanical. They should be located at the low visible places in the store. For displaying Regional Models “soldier-style”, only watch stands should be used without General displays.
- More to the “Soldier-style” display. We will not accept wild and disorganized soldier-style but only soldier-style presentation with an order. Here as well, we would like you to follow the basic rules of Visual Merchandising. Grouping: Separate Quartz and Mechanical Further divide by Design Category (Sports / Dress / Women’s) Create small groups with a maximum 5 SKUs of similar design series. Spacing: Leave space between each group and make the grouping visible. Highlight: Show the watches to be highlighted in the center to attract the customers’ eyes. Visibility: Show each watch face clearly. Exception: This soldier-style presentation should be only applied to ordinary retailers and not at NO’s showrooms. These are very, very basic and simple rules so please follow them!
- Here, let me clarify the DON’Ts of soldier-style presentation. Let me emphasize once more: &lt;クリック&gt; Don’t apply soldier-style presentation at NO’s showrooms! &lt;クリック&gt; Don’t display either EC or CS watches soldier-style! Don’t mix Quartz and Mechanical watches. Don’t mix different design categories (Sports/Dress/Women’s). Don’t put the watches of different families too close together without leaving any space. Don’t cover the watch faces with the watches in front .
- Here is a good example of Quartz in a vertical showcase. Separate the different design categories, Sports, Dress and Women’s. Show the separate groups by sliding them back and forth or leaving space between each different watch family. Prepare some stages for raising the watches in the back to show each individual watch face. Put the watches to be highlighted to the center.
- Next is a good example of Mechanical watches in a low showcase. Separate the different design categories, Sports, Dress and Women’s. Show the separate groups by leaving space between each group. Leave bigger space between different design categories, here Sports and Dress. Put the watches in rows spaced apart and pay attention to show each individual watch face clearly. Put the watches to be highlighted to the center. That’s it for the local application rule in Asia.
- Now, I will explain the action plan from now on. SWC will supply a manual, decorative articles, consultation upon request. And what we expect from your side is to create actual local implementation plans and programs of visual merchandising.
- Finally, let me show you again a few examples. We see that some POS are already at a quite high level. ＜ご参考までに、タイ＞
- ＜ご参考までに、サウジ＞
- ＜ご参考までに、サウジ＞
- You may already have known most of this, but I hope some of this information is useful. Through our presentation we wanted to standardize our mutual perception of Visual Merchandising as a first step. I believe that we now have the mutual understanding that visual merchandising is the key for SEIKO’s further success! Let us work together towards realizing good visual merchandising and creating a SEIKO world at every POS.
- Thank you very much for your attention.