HOW DO YOU MAKE THE VM TO WORK IN YOUR STORES etc

1. VISUAL
MERCHANDISING
MANUA
L
Prepared by : Sunil Maniar
Approved by : Peshwa Acharya

2. Store VM - Responsibilities
• White Glove Checklist – Daily Checklist
• Making Signage's / Marketing Fixture display items
• Merchandise Presentation : Display of
merchandise
• Monthly / Weekly / Daily reports
• Focal points & show window set ups
• Responding to mails-communication with central VM
• Co-ordination with Vendors for VM related
issues
• Raising the Work order for VM set up &
installations

3. -2-
• Vendor development and management
• Customer Interaction-feedback on VM &
Store Experience
• Marketing research, competition surveys
– Props / New material
• Training CSA’s & induction
• Maintaining VM inventory
• Implementing VM as per dockets
received from HO
• Events Checklist / Pictures
• Expense Vs Budget reporting
• Collateral management at the store –
brochures, shopper guides etc
• All content management running at the
store.

4. White Glove
Checklist
Click here for WGC

5. White Glove
Checklist
Daily round of
Daily WGC to the store done The daily
be done by the by the store VM WGC signed
store VM with store by the store
everyday maintenance manager
and admin.
Follow up of
The daily WGC
Head – VM to the WGC to be
to be sent to
check the done by the
HO- Head VM
WGC on a store VM with
on a weekly
weekly basis the admin /
basis maintenance
Head- VM to
Head - VM revert with a solution
make report
within 4 working days of
and discuss
communications after discussing with
the issues with
HOD
HOD

6. Event - White Glove Checklist
The event WGC format to be sent by the HO – VM to all the
store VM’s before the event
The event WGC to be done by the store VM
The event WGC on completion to be sent to HO – VM
HO – VM to check the list received from all zones and check if
the deadlines were met
Incase of any deviations in the deadlines being met the same to
be reported to the Head of Department

7. Monthly Report
• The white glove checklist for the month
• The event WGC checklist for the month
• Pictures of Show windows and instore Promotions
• Pictures of the VM done for instore promotions
• SOH sheet – updated
• Monthly expenditure sheet
• Sales tracking, sales blip tracking
• Updated floor layouts
• Layouts of Fixtures & Brand areas
• Highlighting changes taken place in the store
• Competition survey
• Feedback – Store Manager
• Feedback – Customer
• Feedback – Training Conducted

8. Sales Tracking
• All store VMs needs to track sales effect of VM on
sale of a particular department/brick
• Store VM’s to select a particular section every
week ie 4 sections in a month to be sales tracked.
• Take a picture of the section before the display is
done
• Focus on various aspect of VM like color blocking,
• Merchandise Presentation, signage's, Ticketing,
Focal point display in correlation to what is being
planned to highlight for selling etc. This is to
ensure that they too understand what and how the
VM aspect need to be followed.

9. -2-
• On completion of the Merchandise presentation
and other VM aspect for the section a picture of
the same needs to be taken.
• A note explaining what was done to be attached
with the picture
• The VM needs to capture the sales of the section
immediately after the changes made in the
section. The sales tracking for the department
needs to be done for the following 3 weeks also.
• The sale s tracking report need to be sent by
store VM to Head – VM for analysis.

10. Competition Surveys
• The competition survey needs to be done by the
store VM.
• The store VM needs to be identify the competitors
in the market. These could be direct competitors
like Croma, Ezone etc. or any other format.
• The store VM needs to then visit these stores and
judge the store on the following parameters and
information to be recorded.
• Macro Level – Location : The city, suburb, street,
adjacency

11. - 2-
• Micro Level – The store – total store area, Quality of
store interiors, lighting, visual merchandising, grooming
of the sales staff, service levels.
• Store Exterior – Façade, Windows, Car park
• Store Interiors – Lighting, fixture, sections, aisles,
quality of the fixtures, ceiling, wall panels.
• Fixtures – Shelves, tables, gondolas, browsers
• Merchandise Presentation
• Visual Merchandising

12. - 3-
• General – Cash counters, shopping bags,
Trail rooms
• The Negatives
• Pictures sketch to be included.
• The final report to be sent to Head – VM
for analysis and discussion with the store
VM.
• Store VM needs to undertake a
competition survey once in a month.

13. my world
(Creative world of store VM)
• Store VM has the freedom to
create either a display or mood
board / concept of his / her
choice inside the store.
•
• A small note to be attached
with the concept explaining
what the store VM has in mind.
• If the concept gets approved
he can go ahead and
implement the same.

14. Feedback - internal
Store VM Store VM The Store
photocopies distributes it to VM to
the feedback the staff both collect the
format sent by back office and Feedback
the Head front line forms from
Office all staff
Identify focus Forms
Data analysis areas the store received data
to be attached VM needs to to be entered
in the monthly look into in the analysis
report analysis made sheet for
on the forms analysis
The final
report needs
to be sent to
Head VM for
analysis

15. feedback
• The feedback has to be viewed as areas where one
could improve e.g. customer may think that the store
windows look great but the look inside the store could
be improved etc…
• The forms to be dropped in the drop box. Drop box to
be kept at the back office / staff room.
• Its helps one to get a different perspective and help us
to be in touch with what our customers feel about our
store.
• Feedback to be collected once in a month from Internal
customers including store supervisors, department
managers, store managers.
• The store VM then indentifies the areas that needs to
be worked upon and prepares an action plan to do so.

16. PO process
Store VM to Purchase order Quotations
collect 3 to be raised by need to
quotation from the store VM for undergo
the vendors vendors approvals from
Head Office.
The signed
The PO Bill On
completion of PO to be
and the
the work the handed over
deliver
Vendor hands to the vendor
challan to be
over the PO, before the
submitted to
the bill and the work begins
the accounts delivery
person for challan duly
clearance stamped
indication
material
inwards

17. VM Event
Brand Promotion
Requirement HO - VM to Store VM /
given by Mktg / brief Store VM / Design Team
Category to Design Team to revert with
VM - Head for design / the options
concepts.
Store VM to
adapt the Approved Presentation to
central design designs to be mktg,/ category
to their areas rolled out along for feedback
and get with budgets. and approvals
approval from
HO.
The final
report needs
to be sent to
Head VM.

18. Peshwa.expert@gmail.
com