Janio's store visit

1. Type Info Here [in Master View]
Woodbury Commons FO
Recap 3/18/2009
1

2. Type Info Here [in Master View]
Observations Challenges
The store’s management was aware of my
• This store does considerable sales
visit and planned accordingly to have
volume in small sq footage
enough coverage on the sales floor.
• Store does not own a steamer
Prior to my visit, Andrea (Area Manager)
paid them a visit and informed them about
the Visual Standards expectation. The store
Opportunities
was very busy due to it being the first day of
warm weather in NY and they made their
• Styling of Mannequins
day by 3 pm. However, not all the
• Implementing new visual guidelines
customers were acknowledge by the
store’s associates and more customers they have learned with this visit and
could potentially have been converted. prior ones
• Customer Service
The visual standards have been discussed
and then shown to the store’s GM (Tave
• Re-ticketing sale tags
Graham) and the visual point person/team
• Merchandising standards
Lead. The store is expected to follow these
guidelines going forward.
• Overall cleanliness of the store
2

3. Type Info Here [in Master View]
Overall View
Overall, the store
looked cluttered and
not well organized.
They had bags on top
of the footwear bins
and in every possible
corner of the store.
This made the store
not only look messy,
but also unappealing
to the eyes. It is
important to use your
selling space in an
organized fashion.
Important to notice, no mannequins were used on the sales floor.
Its is important to use all your mannequins including using a few
for the sales floor. This helps show the customer our product
and demonstrates our brand more efficiently.
3

4. Type Info Here [in Master View]
Cash Wrap
Before
Both cash wraps were filled with
merchandise and accessories. This area
needs to be maintained clear of clutter.
This is not an appealing look to our
customers.
4

5. Type Info Here [in Master View]
Merchandising Walls
After
If you would like to add merchandise to
use as add ons, make sure it is neat and
organized. They may be placed near the
cash register. However, this will require
constant attention to prevent the
merchandise from looking messy.
5

6. Type Info Here [in Master View]
Windows
Before
When possible, try to group mannequins in sets of three; with the tallest point in the
middle. If you are using a platform, never leave it empty. This makes the window look
incomplete. Also, use all the materials Retail Marketing has provided your store.
6

7. Type Info Here [in Master View]
Windows
After
Bags were added to the empty
platforms to enhance the “stuff bag”
promotion . Also, generic banners the
store had received prior, were used to
cover the empty background.
7

8. Type Info Here [in Master View]
Accessories Wall
After
Before
Avoiding repeating the same bag too many Representing different sku’s of bags in you
times. Remove anything that does not belong walls will help prevent overcrowding in other
on the sales floor (ladders). This can create a areas of your store. This will also make it
hazard to the customer and your team. easier for you customers to browse and shop.
8

9. Type Info Here [in Master View]
Footwear Endcaps
After
Before
1
2
3
1. Do not mix different categories of shoes on an endcap. Always maintain end caps
ex. porsche originals and outdoor performance. neat and organized. This is
a highly visible area to your
2. Avoid adding peg hooks between the footwear. This
customers. Set of six are an
area is solely reserved to showcase footwear.
ideal number of footwear to
3. When possible, do not merchandise too many different have on your endcaps.
types of sock. It creates a messy look.
9

10. Type Info Here [in Master View]
In-Store Mannequins
Drive Aisle
Always use at least a couple of
mannequins on your sales floor,
especially in your drive aisle.
When styling the mannequins,
make sure you are using a
complete outfit and accessorize
them to create a complete
lifestyle story.
10

11. Type Info Here [in Master View]
Merchandising
After
Before
Avoid double exposing the same item Do use different colors to create a more
on the same wall. Also, do not face interesting wall. You may implement
out all the product. shorts and t-shirt folds to create this
look. This a great way to break up your
face outs.
11

12. Type Info Here [in Master View]
Opportunities
Always avoid using signage in
improper sign holders. If you do not
have the proper sizes of either signs
or sign holders, contact your VM
corporate partner Bridget Zadoff.
12

13. Type Info Here [in Master View]
Opportunities
It is important to keep your tee shirt bins organized and folded neatly. This area tends to
get shopped quite frequently by our customers and need constant attention. Remember,
customers will make more of a mess if the area is unorganized to begin with.
13

14. Type Info Here [in Master View]
Summary
Woodbury Common is the most visited outlet center in the New York City
metro area. It is very important we represent our brand to the highest standards, to
all the potential costumers this store receives everyday. Not only by showing great
Visual Presentation, but also with great customer service. Every customer needs to
be greeted and serviced on a timely manner. Both of these key elements go hand
in hand in providing a pleasant and memorable experience to our customers.
Keeping the merchandise fresh, updated, and off the floor 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 Woodbury
Store has been visited on three 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 will also be receiving the new VM training video. The store
manager needs to make sure his VM person and he watch it and implement it on the
sales floor.
The store is smaller than your typical outlet and sells more per square
floor than almost all other stores. By learning and implementing these VM
standards, Tave can help the product move quicker and also follow the guidelines
set by Retail Marketing.
Going forward, any questions they may have, they should contact their DM
and have the questions forwarded to their VM corporate contact Bridget Zadoff.
14