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Seiko visual merchandising training

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Seiko Visual Merchandising Training and Guidelines

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Seiko visual merchandising training

  1. 1. Visual Merchandising
  2. 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. 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. 4. 1. Introduction Current situation at POS
  5. 5. 1. Introduction Current situation at POS
  6. 6. 1. Introduction Current situation at POS
  7. 7. 1. Introduction Current situation at POS
  8. 8. 1. Introduction Urgent imperative at POS Ideal presentation at POS to upgrade SEIKO’S BRAND VALUE
  9. 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. 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. 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. 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. 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. 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. 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. 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. 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. 18. 5. Implementation Procedures 3) Display Techniques 6. Use decorative articles : Adding accent points SP06034H Arctura Decoration Set SP06035J Premier Decoration Set
  19. 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
  20. 20. 5. Implementation Procedures Completion
  21. 21. 6. Examples of Ideal Presentation SEIKO 5 Version with SEIKO 5 Superior as the Highligh
  22. 22. 6. Examples of Ideal Presentation Seiko Image Stores Highlight 1 Highlight 2 Highlight 3 Mass Presentation
  23. 23. 6. Examples of Ideal Presentation Seiko Image Stores (Presentation at Basel VM Room) Highlight 1 Highlight 2 Highlight 1 Highlight 2
  24. 24. 6. Examples of Ideal Presentation Seiko Image Stores (Presentation at Basel VM Room) Mass Presentation Highlight 3
  25. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 35. Good examples
  36. 36. Good Examples
  37. 37. Good Examples
  38. 38. VISUAL MERCHANDISING IS THE KEY FOR SEIKO’S FURTHER SUCCESS! SEIKO world at every POS

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