Janio's store visit

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Queenstown FO
Recap 4/15/2009
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Observations
Challenges
The store has a good amount of selling floor
space. It was mostly organized, and apparel • Inventory of apparel was low
was priced correctly.
• Store needs a steamer
The store’s management team were prepared
• Outlet center has low traffic during the
for the VM training with adequate personnel
winter months
on the sales floor. It was also apparent the
team’s VM point person watched the VM • Additional sign holders are needed for
training video and implemented the guidelines marketing signage
throughout the sales floor. Deirdre Casey
• Additional mannequins needed
(GM) and team showcased a great attitude
towards the training and were genuinely
interested in learning how to elevate the look
Opportunities
of their store. I also noticed excellent
customer service to every customer that • Elevating Merchandising Standards
walked in.
• Retagging hang tags
The store has raised the bar for outlet stores,
• Proper sign placements
and should continue to upkeep and develop
their skills with Visual Merchandising. I look • Attention to details
forward to future visits at Queenstown FO.
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The store did a great job in showcasing a
Store Front lifestyle story in the windows! As shown
below, mannequins are styled in Golf
apparel for the upcoming season.
* Always remember to remove or hide
the sensors on the mannequins
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T-shirt bins
Challenges
The store was running very low on t-shirts, impeding them from filling in the t-shirt
bins fully. They took initiative and merchandised swimming trunks for the upcoming
beach season. Great job in preventing the bins from looking empty. However, once
the store receives replenishment of t-shirts, the bins should be refilled with them.
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Merchandising
Before
Do not face out all of
the merchandise on
the walls. Use
shelves and other
fixture add ons to
add accessories to
the walls.
Under Outlet Store guidelines, merchandise should not be layered on the
walls or floor fixtures. To keep all stores consistent, this VM guideline
needs to be followed. Layering is reserved only for Originals store.
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Merchandising
After
Adding shelves to the walls is a great way of showcasing a complete lifestyle to the
customer. The picture on the left shows running accessories with running apparel. The
picture on the right shows training accessories with training apparel. Also, the collections
are clearly separated by grouping the colors.
*Note: Store needs to go back and re-ticket the tags that are visibly hanging from the
apparel. Attention to Details!
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Footwear Endcaps
Before
Avoid showing a large gap
between the footwear.
Do not place signs on any
fixture without a proper sign
holder.
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Footwear Endcaps
After
The pictures above shows an option outlet stores may take to add shelving to the
footwear endcaps. It allows accessories such as footwear cleaners and deodorizers to
be added, as well as properly placing a sign holder on it. Also, the footwear itself has
been brought closer to one another to minimize the space between them.
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Challenges
The store needs additional sign holders, as shown above, to properly execute
marketing directives.
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Accessories
Before After
Avoid using footwear
cleaners on the
accessories wall.
Reserve them for the
footwear endcaps. The
wall should be filled with
bags, as well as hats if
space allows.
Always ensure the
accessories wall is well
organized and is easy to
shop. Use, if available,
bag clips to merchandise
the bags. If the store is
running low, order
additional ones from
supply one.
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Merchandising Walls
Before
X
X
X
X
The store did a great effort in merchandising this wall prior to the visit. However,
avoid having too many different levels on the walls. Try to keep the wall looking
uniformed and consistent. Also, when possible, avoid having negative selling space on
the walls. Utilize this space to add accessories or elevate your VM presentation.
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Merchandising Walls
After
Due to the merchandising
done prior to the VM visit by
the store’s team, I was able to
teach the added details
needed for a wall. Great Job!
The picture above is a perfect example how to create a lifestyle story through proper VM
presentation. The wall does not look cluttered and is easily shopped by the customer.
Faceouts are shown with matching apparel and accessories. The insert picture shows
how to be creative with a golf belt to elevate the golf shoe.
*The store neatly added bags afterwards to fill in the negative selling space on the right
and left space of the wall.
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Follow up
The following pictures were sent to me the week after the VM visit. The store’s
management and team did an excellent job implementing what they learned during the
visit. They were very excited to share the pictures and asked for feedback. They have
set the bar on how stores should react and continue to implement what is explained and
learned during training. Visual Merchandising is an ever evolving field and there are
always new ways of merchandising the store for our customers.
The store should be very proud for being proactive and being the first to have their post
visit pictures included in a recap.
*Due to a different camera used to take these pictures, images might look different to
the prior ones.
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Follow up
The store’s team did an
excellent job showcasing
running footwear with the
proper sports category.
Color blocking was
properly executed by not
having two similar colors
next to each other.
*Due to the category being running,
avoid adding bags to it. Also, never
place bags directly on the floor. It
causes the bags to collect dust.
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Follow up
The store added accessories
matching the sport’s category.
They used soccer backpacks and
duffels for the Soccer department.
They also made sure the two white
tops were separated by a black
long sleeve top. Great color
blocking!
*The only change would be to
merchandise the white shorts on a
different height. They should not
drag on the floor.
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Summary
I had a great and productive visit at the Factory Outlet in
Queenstown. The store did a great job learning via the VM video. They
took initiative executing the basic standards prior to the VM visit,
allowing me to teach them the extra layer of details needed to
enhance the sales floor. They have set the bar for other stores to
continue VM standards after a visit. They also showed how important it
is for the store’s to watch and learn from the VM training video.
They have kept their mannequins fresh, updated, and properly
styled. However, the store only has three mannequins and they are
currently being used solely in one window. They can benefit from
receiving additional mannequins to be used throughout the sales floor.
Continuing to merchandise accessories on the sales floor, is key to
having a good VM presentation year round. The store should continue
doing the great job they have demonstrated during this visit.
Going forward, any question that Marybeth Wells (GM) may
have, should contact her DM and have the questions forwarded to her
VM corporate contact Bridget Zadoff. The store should continue
showing the great customer service I noticed when I was there.
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