Janio's store visit

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Jersey Shore FO
Recap 3/25/2009
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Observations Challenges
The store’s management was aware of my
• Store does not own a steamer
visit and planned accordingly to have both
• Over assortment of sample apparel
the GM (Elias Sabas) and ASM (Cherise
Phillips-Medran) present.
Prior to my visit, Andrea Koenig (Area
Manager) paid them a visit and informed
Opportunities
them about the Visual Standards and
expectations. Many of the callouts that
• Styling of Mannequins
were discussed during this visit were
• Implementing new visual guidelines
discussed in previous ones.
they have learned with this visit and
During this VM training, Anthony
prior ones
Mielczarski and Andrea Koening were
• Re-ticketing sale tags
present to discuss the standards and the
expectations this store needs to uphold.
• Merchandising standards
The store’s management team is expected
• Overall cleanliness of the store
to follow these guidelines going forward.
Any questions they should have, needs to be
brought up to their Area Manager and/or
DM’s attention.
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Sales Floor
Overall, the sales floor looked cluttered and not well organized. The store has an over
abundance of sample apparel, merchandised on five rolling racks throughout the sales
floor. Hanging on the rolling racks are printed pages created with the store’s office
printer. Marketing has provided enough signage to use throughout the sales floor,
eliminating the need to ever print signs.
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Sales Floor
Cont.
When rounder's are merchandised correctly and
At no point, is the store allowed to
organized, it allows for more apparel to fit in them.
make their own signage. As the picture
Hence, preventing the need of extra rolling racks on
above shows, creating these “home
the sales floor. Important to remember, adding
made” signs do not weather customer
rolling racks to the sales floor may interfere with
traffic well and are damaged quickly.
ADA guidelines that the city or state may have.
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Sales Floor
After
By merchandising the floor
correctly, it allows the store to hold
more apparel per fixture and
prevents the need of using any
rolling racks on the sales floor or
unapproved signage.
It is important to have the store
looking clean and organized.
Avoiding clutter on the sales floor,
allows for a better shopping
experience to our customers.
Always use approved signage
provided by Retail Marketing. If at
any time the store needs additional
signage, contact Retail Marketing
as soon as possible.
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Perimeter Wall
Before
Do not take off category signage from the perimeter wall to add any visual presentations. Not
only is it to high of a focal point for the customer, it’s not in the VM guidelines for outlet
stores. Our goal is for every outlet store to be as consistent as possible with one another.
Avoid facing out all of the apparel on the wall. Use different VM techniques to create a more
interesting display.
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Perimeter Wall
Before Cont.
The picture above shows how a wall merchandised with just face outs,
does not create a lifestyle story or showcase any of our accessories
and footwear.
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Perimeter Wall
After
Top Top
Bottom Bottom
Shoes Shoes
Accessories Accessories
The picture above shows how remerchandising the same product, allows footwear and
accessories to be displayed with the apparel. When possible, display matching tops,
bottoms, footwear, and accessories to show a full outfit.
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Perimeter Wall
After Cont.
When the store has a full
size run on a specific
category or collection,
merchandise it on a wall.
This allows the
perimeter wall to have a
full lifestyle story
displayed on it.
Use shelves to fold non-
technical fabrics such as
golf polo’s and and
display matching
accessories.
Note: Merchandising categories that are related to the current
season is a great VM technique. For example, this wall shows Golf
merchandised on it during the spring season.
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Display Tables
Before
Display tables are not meant for bulk merchandising. They are meant to
showcase a collection and lifestyle.
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Display Tables
After
Men’s Golf
Women’s
Training
Use the display tables to showcase a sport’s category. When possible, place mannequins
next to the tables to enhance a specific category or collection. Always use a collection that is
relatively new to the store or is season related.
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Merchandising
After
Before
Add enough apparel to keep the
fixture filled, but easily shopped. Add
Do not overfill fixtures. It will
accessories to create a lifestyle story.
create clutter and does not allow
In this case, tennis is the category
the apparel to be shopped easily
being showcased with barricades and
by the customer.
tennis visors.
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Merchandising
Before
Avoid empty selling space. If space is available, use it to cross sell the
accessories and footwear of that sport’s
category.
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Opportunities
Avoid the footwear wall to
become unorganized. The
picture to the right shows a
wall that needs immediate
attention. With hash walls, is
especially important to keep
an eye on it. Shoes should
always be placed with a box
and the left shoe always point
up. Following these simple
steps, assists our customers
in having a more pleasant
shopping experience.
Review the VM training video
for Footwear Hash Wall
Guidelines.
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Summary
Jersey Shore is a relatively new outlet store. It is very important
it represents our brand to the highest standards to all the potential
costumers this store receives everyday. By improving on VM Standards, it
will provide the customers with a pleasant and memorable shopping
experience.
Keeping the merchandise fresh, updated, and off rolling racks is
essential to the VM presentation of the store. Learning what product to
display and learning how to merchandise accessories, is key to having a
great VM presentation. Implementing this will help with KPI’s and product
sell through. The Jersey Shore Store has been visited on several
occasions to go through visual standards. The store manager now needs
to ensure the store follows these guidelines on a day to day basis. The
store has received the new VM training video as well. The store manager
needs to make sure his VM person and he watch it and implement it on the
sales floor.
Going forward, 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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