36839729 visual merchandising manual

COMMUNIQUE RETAIL VISUAL MERCHANDISING PROGRAM

Table of Contents

1. Visual Merchandising

• History 1.1

• Meaning 1.2 - 1.3

• Purpose 1.4

2. Introduction

• Visual Merchandising Program 2.1

• Communique Marketing Solutions Pvt. Ltd. 2.2

3. Retail Practices

• Merchandising Practices 3.1 – 3.12

4. Customized Information & Reporting Tools

• Display White Book 4.1 – 4.2

• Dashboard Report 4.3

• VM Impact Report 4.3

• Retail Activation Report 4.3

5. KRA & Reporting System

• KRA of Visual Merchandiser/ Supervisor 5.1

• KRA of Location Manager/ Territory manager 5.2

• KRA of Program Manager 5.3

• Reporting Processes & Formats 5.4 – 5.9

Visual Merchandising – 1.1

History

Every shopkeeper and merchant's primary objective is to sell merchandise. When the

giant nineteenth century dry goods establishments like Marshall Field & Co. shifted their

business from wholesale to retail the visual display of goods became necessary to

attract the retail customer. The store windows no longer simply allowed natural light to

shine in the building or act as storage space for stock; they became important venues to

attractively display the store's merchandise. Gradually, the design aesthetic used in

window displays moved indoors and became part of the overall interior store design,

eventually displacing the importance windows altogether in suburban malls

Museums and department stores in America have a shared history of displaying their

products, both having come of age in the last quarter of the nineteenth century. Like

world's fairs, department stores and museums crowded everything together on shelves

or in display cases. Today displays in museums are referred to as exhibitions, while

displays in stores are referred to as "Visual Merchandising. Essentially, visual

merchandising is the selling of a store's goods through visual means, incorporating

advertising, and window displays, and interior sales floor design and display.

Throughout the twentieth century, well-known artists such as Salvador Dali and Andy

Warhol created window displays, while other artists who are lesser known were

commissioned to design unique objects specifically for visual merchandising purposes.

1. Sell by showing and promoting the product.

2. Create an emotional connect between the viewer and the display.

3. Encourage the shopper to enter the store.

4. Get the customer to pause and “shop” the selling floor.

5. Establish, promote, and enhance the store’s visual image.

6. Entertain customers and enhance their shopping experience.

7. Introduce and explain new products.


Meaning

Visual merchandising is the activity of promoting the sale of goods, especially by their

presentation in retail outlets.(New Oxford Dictionary of English, 1999, Oxford University

Press). This includes combining products, environments, and spaces into a stimulating

and engaging display to encourage the sale of a product or service. It has become such

an important element in retailing that a team effort involving the senior management,

architects, merchandising managers, buyers, the visual merchandising director,

designers, and staff is needed.

Visual merchandising starts with the store building itself. The management then decides

on the store design to reflect the products the store is going to sell and how to create a

warm, friendly, and approachable atmosphere for its potential customers.

Many elements can be used by visual merchandisers in creating displays, including

colour, lighting, space, product information, sensory inputs such as smell, touch, and

sound as well as technologies such as digital displays and interactive installations.

Visual merchandising is not a science; there are no absolute rules. It is more like an art

in the sense that there are implicit rules but that these also exist to be broken for striking

effects. The main principle of visual merchandising is that it is intended to increase

sales, which is not the case with a "real" art.

Visual merchandising is one of the final stages in trying to set out a store in a way that

customers will find attractive and appealing and it should follow and reflect the principles

that underpin the store’s image. Visual merchandising is the way one displays 'goods for

sale' in the most attractive manner with the end purpose of making a sale. "If it does not

sell, it is not visual merchandising."

Especially in today’s challenging economy, people may avoid designers/ visual

merchandisers because they fear unmanageable costs. But in reality, visual

merchandisers can help economise by avoiding costly mistakes. With guidance of a

professional, retailer can eliminate errors, saving time and money. It is important to

understand that the visual merchandiser is there, not to impose ideas, but to help clients

articulate their own personal style.


Visual merchandising is the art of implementing effective design ideas to increase store

traffic and sales volume. VM is an art and science of displaying merchandise to enable

maximum sale. VM is a tool to achieve sales and targets, a tool to enhance

merchandise on the floor, and a mechanism to communicate to a customer and

influence his decision to buy. VM uses season based displays to introduce new arrivals

to customers, and thus increase conversions through a planned and systematic

approach by displaying stocks available.

Recently visual merchandising has gained in importance as a quick and cost effective

way to revamp retail stores.


Purpose

Retail professionals display to make the shopping experience more comfortable,

convenient and customer friendly by:

• Making it easier for the shopper to locate the desired category and merchandise.

• Making it easier for the shopper to self-select.

• Making it possible for the shopper to co-ordinate & accessorize.

• Informing about the latest fashion trends by highlighting them at strategic

locations.

Merchandise presentation refers to most basic ways of presenting merchandise in an

orderly, understandable, ’easy to shop’ and ‘find the product’ format. This easier format

is especially implemented in fast fashion retailers.

VM helps in:

• Educating the customers about the product/service in an effective and creative

way.

• Establishing a creative medium to present merchandise in 3D environment,

thereby enabling long lasting impact and recall value.

• Setting the company apart in an exclusive position.

• Establishing linkage between fashions, product design and marketing by keeping

the product in prime focus.

• Combining the creative, technical and operational aspects of a product and the

business.

Drawing the attention of the customer to enable him to take purchase decision within

shortest possible time, and thus augmenting the selling process.

Introduction – 2.1

Introduction

Welcome to the Visual merchandising Program!

Visual Merchandisers are a critical part of any organization in the retail channel. We

have deployed Visual Merchandisers across nation to bring a new level of customer

service to our retail partners. Designed to deliver excellent display and quality

merchandising to the dealers. Visual merchandisers are the face of most of the brand at

retail.

The launch of Visual Merchandising Program in India marks the first step towards a new

success, focused on the success of our partners. With the dedication & enthusiasm of

this team, we will succeed in increasing retail recommendation, brand visibility and of

course sales. Visual Merchandisers are critical to our success, so move forward and win

retail!

Introduction –2.2

Communique Marketing Solution Pvt. Ltd.

Who we are?

A full service, single window, BTL Solutions Agency of creative & strategic thinkers

backed by a dynamic in-house production and operations team.

Brand Agency Partnerships:

National Geographic, Apollo Tyres, Noritsu, HP, BPCL, Japanese Association, DLF,

Times Group and others…

Reach

Corporate Office: Gurgaon

Branch Offices: Delhi, Mumbai, Bangalore, Kolkata, Lucknow

Associate Network: Chandigarh, Jaipur, Ahmadabad, Pune, Chennai, Hyderabad,

Cochin

All India Reach across Category A, B & C towns

Retail Practices – 3.1

Merchandising Practices

Outline

• What is Merchandising/ Visual Merchandising?

• Why it is Important?

• How Merchandising creates Consumers Demand?

• Merchandising Elements (Categorization & Classification).

• Merchandising description & display guidelines.

• Planogram

• Key Mantras of Retail Visibility Program.

• Key Elements of Retail Visibility Program.

What is Merchandising?

→ Merchandising is a systematic process of effectively supplying, positioning and presenting

goods (Products & Merchandising materials) at Point of Purchase i.e. Retail Outlet.

Communication about the Brand & the Product can easily be conveyed to the TAs if the

merchandising is done properly at the retail.

What is Visual Merchandising?

→ Visual presence for a brand/ product/ service

→ Communicating information about brand/ product/ service to consumer

→ Utilize existing tools (posters, flags, danglers, brochures, etc) to maximize the visual

impact of the Samsung brand at retail.

Why Visual Merchandising is important?

→ Differentiate product with in the retail outlet

→ Create cut-through from competitor products

→ Increase brand awareness

→ Increase brand visibility

→ Establish familiarity with brand

→ Clear communication of key brand messages

• Product launch

• Promotional offer

• Key benefits


Categorization of Merchandising Element

• Soft Merchandise

• Hard Merchandise

These elements were generally placed / installed “In-shop” and “Out-shop”.

Classification of Merchandising Element

Soft Merchandise

Soft merchandise is temporary visibility elements which includes all paper made POP / POS to

be deployed at retail. Some commonly used soft merchandise elements are:

• Poster

• Dangler

• Bunting

• Shelf Strip

• Wobblers

• Pull – Push Stickers

• Banners

Apart from these Leaflets & Booklets were also parts of soft merchandise and are treated as

Functional POP as they give complete / required description of a particular product and

generally used as a ready reckoned for the TAs for further references.

Hard Merchandise:

Hard merchandise elements can further be divided into 2 categories basis their longevity i.e.

Permanent & Semi-Permanent. Hard merchandise can be Standard (universal size for all

retailers) or Customized (as per the available counter size)

Permanent Merchandise

• Glow Sign Boards

• Awnings

• Product Display Units

Semi-Permanent Merchandise

• Table-top Dispensers

• Table-top Standees

• Flanges

• Product Dummy Boxes

• In-shop Sun boards

• One-way Vision

• Floor Standees / Cutouts


Merchandising Description & Display Guidelines

• Posters

• A good communication tool to showcase product images and info

• Affixed in-shop, at eye level, for better perspective

• Lasts for 2 – 3 days

• Buntings

• An important merchandise to be tied across the entrance of the retail

• Provides high visibility before entering the counter

• Can be used inside the counters as well (tied across the walls, should be straight)

• Banners

• One of most effective mode of visibility

• Can be affixed out-shop & in-shop

• Durable & Long Lasting


• Danglers

• An effective and compact tool for visibility

• Hanged down from the ceilings

• Looks decent if installed at closer distance

• Cutouts

Large size Product / Brand images in a self stand

format

Generally placed out-shop

Durable & Long Lasting


• Dispensers

• Branded Portable stand for keeping product brochures

• Preferably to be placed at Cash counters to provide high visibility

• Useful & Durable

• One – Way Vision

• Pasted only on Glass surfaces (preferable on entrance doors)

• Very effective & attractive visibility tool

• Visible even before entering the outlet (if placed at entrance door)

• Durable & Long Lasting


• Shelf Strip

An attractive merchandise element

Pasted on Shelves / Glass Surfaces

Can be used for indicating partition between shelves or as outline around merchandise/

product corners

Durable and Long Lasting

• Product Dummy Boxes

• A unique & useful POS for visibility as retailers hesitate to bring out the product

boxes from the drawers

• Can be placed in ample quantity at display shelves to create product corners

• Long Lasting


• Pull – Push Sticker

• Very effective and compact tool for visibility

• Affixed at glass entrance door of outlets

• Visible even before entering the outlet

• Long Lasting

• In – Shop Sun Boards

Standard and Customized in size

Gives good visibility if installed at strategic location within in the counter

Durable & Long Lasting

• Flanges

A semi-permanent hard merchandise to be fixed on side walls of the counter

Long Lasting


Wobbler

Classification of Market

• Multi Brand Outlet/ Open Market

• Branded Retail

• Modern Trade

Multi Brand Outlet

MBO is an outlet where all brands of a product will sell out, along with competitions. For

eg. A mobile shop is selling Samsung, Nokia, Micromax, Spice handsets, etc. Generally

it is divided in further 3 categories:

A Class (Approx 25% of Retail Universe)

B Class (Approx 35% of Retail Universe)

C Class (Approx 40% of Retail Universe)

Branded Retail

Specialized outlets which showcase a particular brand with defined guidelines from the

company. A ground level collaborated approach between retailer & brand to push sales through

authorized retail channels. For e.g. for Samsung it is SMPP, SIS, Gold Class & Experience

Store, for HP it is HP World, for Nokia it is NPD & for Motorola it is Moto Store.

Modern Trade

Organized retail outlets where all brands will sell out. For e.g. The Mobile Store, Next,

Hotspot, Croma etc.


Planogram

A Planogram allows planning of the arrangement of merchandise on a given fixture

configuration to support sales through proper placement of merchandise by Style,

Option, Size, Price points, etc. It also enables a chain of stores to have the same

merchandise displayed in a coherent and similar manner across the chain.

The main purpose is to support ease of applicability to the merchandiser while also

increasing selection & enhancing the merchandise display in a neat and organized

manner.

POSM Element Deployment Criteria:

• Multi Brand Outlet:

POSMELEMENT

IDEAL QTY PLACEMENTAREAA B C

POSTER 5 - 6 3 - 4 2 – 1 Affix at Wall at Eye Level

DANGLER 10 - 15 8 - 10 6 – 8 Hung from the ceiling

LEAFLET 40 – 50 25 - 35 15 – 25 Preferably to be placed at cash counter

BUNTING 4 - 5 3 - 4 Min 2 Provide high visibility before entering the store

ONE WAY VISION

1 1 - On Glass Door / Glass Façade

TABLE TOP 3 - 4 2 1 Preferably to be placed at counter

DISPENSER 3 - 4 1 - 2 1 On Counter / Near Products

STANDEE 1 1 1 Generally placed outside the store.

MULTI

BRAND

OUTLET

http://en.wikipedia.org/wiki/Planogram

• Branded Retail:

Deployment criteria for ideal quantity & placement area of POSM element at branded retail will

differ from brand to brand. Every brand has specific guidelines & criteria for POSM deployment.

For e.g., it is differ for HP World, it is differ for Samsung – SMPP & SIS.

• Modern Trade:

Generally in modern trade this POSM element are not allowed, they allowed element like Table

Top, Table Top Standee, Leaflets/ Brochures, Fliers, Dispensers, etc.


Key Mantra of Retail Visibility Program

• Responsibility on Self rather than Retailers

POP / POS Display

Product Display

Key Info Collection

• Retailer Relationship

Key space at Outlet

Longevity of POP / POS

Competition information on POP / POS

• Dedicated Product Corners (Economic, Effective & Efficient visibility tool)

Product Box display

Creative & Collective Display

Key Elements of Retail Visibility Program

Retail Data (to be provided by client)

• Complete list of targeted outlets of the city

• Complete Detail of retail counter

Name

Address

Location

Contact Person

Contact Numbers

Servicing Distributor

Visiting DSE / TSI

• Category of Outlet must be mentioned

POP / POS (to be provided by client)

Should be good in terms of type & quality

Should be in different varieties to cover up maximum locations of the retail

Should have attractive visuals

Should be functional / helpful to the retailers (Dummy Boxes, Pull – Push stickers,

Display Units, etc)

Should be in adequate quantity for the city


On-ground Execution Team (managed by Agency)

• Efficient & Dedicated

• Self Groomed & Hygienic

• Well Equipped for execution

• In Branded Uniform - to be provided by client.

Merchandising Kit for VMs (managed by Agency)

• Travelers Bag (of appropriate size) to carry POP / POS

• Should have all required equipments

DS Tape / Cutter

Rope / Thread / Duster etc.

Warehouse for Soft POP / POS (managed by Client / Agency)

• Has to be situated within the city limits

• Should be accessible by Road & cost should be low

• Should have sufficient space to keep the Soft POP / POS

Process / Flow of Activity

The flow of activity has 5 phases:

• Acquiring Retail Data

• Outline Plan for Visits & POP / POS

• POP / POS requisition and Dispatch

• On-Ground Execution

• Reporting

Acquiring Retail Data

• Retail Data to be acquired from client with all required info

• Data should be shorted out category-wise

Outline Plan

• POP/ POS deployment plan: Quantity of POP/ POS to be deployed at any counter, in each

visit should be according to their category & requirement.

• Logical Placement of POP/ POS: POP/ POS should be place at logically at retail on the

basis of category of the counter.

POP / POS Requisition & Dispatch

• An on-going process to be repeated regularly


• Requisition for required POP / POS, basis retail coverage, to be sent to client

• Required POP / POS sent by client to the respective cities

• Mail to be sent to the agency about the dispatch along with the visuals and details of the

POP/ POS dispatched.

• Follow-ups to be done for the receipt of the POP / POS at the destination

• Verification of qty. received to be done and informed to the agency and the client

Inventory Management (POP / POS)

• Track record of all POP / POS to be maintained at any point of time:

• Stock Received – Date & Quantity (for each and every element)

• Stock Consumed – Qty. consumed on daily basis

• Stock Available – Weekly tracking of the stock available at the stocking point for each

element

• Sending alerts to the concerned authorities for refilling of stocks as and when required

On-Ground Execution

• Retail data received to be shorted out location-wise and category-wise.

• LM to make the beat plan for the VMs basis the visit plan and the qty. of VMs

• Beat plan to be approved by Company officials (ASM / Distributor)

• VMs to get ready with appropriate merchandising kit before going into the field along

with required number of POP / POS

• VMs to cover each & every outlet of their beat for the day

• VMs should place / install the POP / POS logically at the retail

• After doing their job VMs should get the reporting formats, duly filled, signed and

stamped by the concerned retailers

• Photographs of the counters should be taken focusing placement of merchandise rather

than of merchandise elements. Reporting formats for the day to be submitted to LM / Data

Manager for compilation and reporting.

Reporting

• Reporting is the most important part of any activity carried out in the field. Reports made

should be clear, crisp and self explanatory so as to give the correct picture of what’s been

done and what’s going on in the market.

• Required Reports to be submitted to the client:

• Compiled Reports

• Photographs - in PPT format with outlet names (Weekly)

Customized Information & Reporting Tools – 4.1

Display White Book

(An innovative tool used as ready reckoned for training of VMs/ Supervisors)

Contents

Detailing & Snapshots of Stores for familiarization of Stores & Store Categories.

Placement guidelines of key VM Elements

Visual Directory of Right as well as Wrong Installation / placements

Description & Detailing of marketing assets, furniture & fixtures available at retail

Visual directory of updated POS elements

Details

• Categorization & Classification of Branded retail, i.e. for Samsung Mobiles, it is

SMPP, SIS, Experience Store & Gold Class, for HP – HP World, for Nokia – Nokia Priority

Dealer(NPD).

• Brief details about Branded Retail

• Snap Shot of Branded Retail.

• Brief about focus area of display of Branded Retail.

• Brief about GSB (Glow Sign Board) and their snapshot to differentiate right &

wrong display.

• Brief about Inshop Branding and their snapshot to differentiate right & wrong

display.

• Brief about counter display type and display criteria as per guidelines, with their

supportive snapshot.


• Brief about Backwall display type and display criteria as per guidelines, with their

supportive snapshot.

• Brief about customized POSM (i.e. Feature cards, Classifiers, etc) and their

reference creative.

• Brief about planogram and their process.

• Brief about process of creative designed for special occasion & festival.

• Process of Hygiene.

“White Book is all about What, How & Where for Branded Retail !”


Weekly Dashboard Report

On every week, Dash Board Report will be sent to client.

A report with summary of concerned areas at branded retail will be shared with client.

The report will speak about:

Concern areas cum Problem Areas

Overall problems occurred in the week

Remembrance of Long Term issues

Weekly update to Regional & HO Officials

Weekly “VM Impact Report”

A report with summary of activations during the week is shared with client on Weekly

basis.


Coverage of the Week

POS Used

Competition Launches / Activities / Feedbacks

Market / Retailer Feedbacks

Monthly “Retail Activation Report”

On 1st of every month “Retail Activation Report” will be shared with client.

A report with summary of activations during the month is with client on monthly basis


Coverage of the Month

Elements used

Scope & Duration

Feedback

KRA & Reporting System – 5.1

KRA of Visual Merchandiser/ Supervisor

• Responsible for brand / product visibility at retail

• Meeting Distributors regularly for feedbacks & POSM collection

• Covering 12-15 Outlets per day as per Beat Plan

• Affix / deploy POSM properly

• Hygiene check and refurbishment of existing POSM at retail

• Visit SIS (Min.2) on regular basis for maintenance of existing POSM / install new

POSM

• Update LM’s / TM’s for SIS Fixtures

• Collect competition details & forward it to LM’s / TM’s.

• Authentic Acknowledgment from Retailers

• Collect Additional Information

• Report Daily to LM’s/ TM’s on activity

• Co-ordination with LM’s/ TM’s for additional activities

06:00 pm - 06:30 pmCheck all the reporting & fill all of themMakes summary report of the day

Update day 's report & feedback/ concerns to Location Manager/ Territory Manager & concern sales team06:30 pm - 06:45 pm

Replace/ Refurbishment of old POSMTakes feedback from the dealerTake relieving from dealer on format with sign & sealMove to the next outlet & repeat the process till the last outlet

10:20 a m - 10:35 a mTime taken during movement to the firs t outlet

Greet the dealerLook for the right space to place the POSM

Time & Motion Study of Visual Merchandiser/ Supervisor

10:00 a m - 10:20 a mMeet concerned sales team at distributors point, share beat plan & discuss the POS to be usedCollect POSM as per requirement10:00 a m

to 10:35 a m

10:35 a m to

6:00 pm

06:00 pm to

06:45 pm

Inform Location ManagerMark attendance & move to the market


KRA of Location Manager/ Territory Manager

• Regular meetings with Distributors and Local officials to take updates

• Proper & Smoother execution in respective cities / territory

• Maintaining records

• Make authentic beat plan for VMs

• Supervise the VMs

• Management & Maintenance of SMPP/ SIS

Hygiene Check of Collaterals & Fixtures

Refurbishing of Collaterals / installation of new Dummies

♦ Escalate issues related to fixtures to Samsung HO, Local Officials & agency HO

Take photographs of VM activity

Co-ordinate with agency HO & Local officials for VIP visits

Tracking of POSM received / available

Regular reporting to Local officials and agency HO

Provide market and competition feedback

8:00 am - 9:00 am

Mark his attendance through SMS

10:00 am to 11:00 amCoordination with Team (either physically or telephonic)Coordination with local client official, RDS and sales team

11:00 am - 06:00 pmGreet the DealerTake the feedback of market & competition Take the feedback of VM/ SupervisorShare about the new thingsTake photographs of deployed POSM, competition & concerns.Move to the next outlet & repeat the process till the last outlet

06:00 pm - 06:30 pmTake feedback & reports from the VM/ supervisorsMake summary report of the day06:30 pm - 07:00 pmUpdate days report & feedback/ concerns to Program manager & concern local sales team

09:00 pm -10:00 pm

Send VM coverage report through SMS

06:00 pm to

07:00 pm

09:00 pm to

10:00 pm

11:00 am to

06:00 pm

Time & Motion Study of Location Manager/ Territory Manager8:00 am

to 9:00 am

10:00 am to

11:00 am


KRA of Program Manager

Program Manager is one point contact.

Regular meetings with client officials to share activity, feedback & take further

Instructions.

Proper & smoother execution of Program.

Provide instructions to their respective execution teams.

POSM inventory management.

Dummy inventory management.

Coordinate / execute other marketing activities.

Coordinate / follow-up with vendors for dimensioning / installation of GSB, In-

shop etc.

Escalate Market Issues to client.

Send Daily Activity Reports to respective client officials.

Send weekly reports & monthly to respective client officials.


Reporting Processes & Formats

Daily Reports

• Tracking of Location Manager/ Territory Manager

• VM/ Supervisor Coverage Report

Weekly Reports

• POSM Tracking Report

• POSM Availability Report at RDS point

• Dummy Availability Report

• Electrical Rectification Report

• Dashboard Report

• PPT of SMPP & SIS

• PPT of Open Market

Daily Report

1. Tracking of LM/ TM

Location Manager/ Territory Manager should send one SMS to a dedicated mobile no. between 8:00 am to 9:00 am on daily basis.

• SMS should contain the Date, LM/ TM Name, and his Current City• Eg. of Naval Sharma (LM/ TM –Varanasi, Allahabad, Gorakhpur, Mirzapur & Ghazipur)• SMS Format: “1-May / Naval Sharma / Varanasi”

• LM/ TM failed to send SMS, will be marked ABSENT for the day.• Communique MIS Executive updates their attendance on daily basis and keep updates on both soft and hard copy.

2. VM Coverage ReportLocation Manager/ Territory Manager should send one SMS to a dedicated mobile no. between 9 pm to 10 pm on daily basis.

• Purpose of SMS, is to inform about their VMs/ Supervisor day coverage report.• If there are 6 VMs/ Supervisor under a LM/ TM, then he have to send 6 SMS (1 SMS / VM)

• Contents of SMS should contain the Date, VM/ Supervisor Name, and his Current City, Outlets Covered (A, B, C, SIS & SMPP).

• SMS Format.“2 May, Anurag, Varanasi, Outlet Covered – 15 (A-5, B-4, C-4, SMPP-2)”

• Do this exercise on regular basis and never forget to send the SMS.• Communique MIS Executive updates their attendance on daily basis and keep updates on both soft and hard copy.


Weekly Report

1. POSM Tracking Report

ZONE LM/ TM NAME : CITY :

MONTH : PERIOD : WEEK :

(A) Regular POSM

S. No POSM Elements Model No. Model No. Model No. Model No.1 Poster2 Leaflet3 Range Booklet4 Dangler5 Bunting6 Standee7 Banner8 Shelf Strip9 Range Sheet 10 Dummy Box11 Wobbler12 Table Top

(B) Special POSM / Regional POSM

S. No POSM Elements Model No. Model No. Model No. Model No.12345

POSM Tracking Format

Managed By :- Communique Marketing Solution Private LimitedRetail Management Program

DONT's

Model No.

DO'sEvery LM's/ TM's should fill this format on weekly basis.

Model no. of POSM element used should be mentioned against each elements.

LM's/ TM's should fill the format properly with complete detail of POSM used during the week (Eg. : POSM Element - Poster / Model No - Corby / Model No. - Jet 2).

For Special / Regional POSM mention the POS Element (along with details) received from HO and POSM made by branch.

This format should be mailed to Program Manager on every Saturday by 3:00 PM.

Details of POSM used in past weeks should not be mentioned in case not used during the week.

No LM's/TM's should take this task lighty

LM's/TM's should not delay in sending the report from the given timeline.

Model No.

to


2. POSM Availability Report at Storage Point

ZONE : LM/ TM NAME : CITY :

DATE : RDS NAME : WEEK :

S. No POSM Elements Model No. Qty. Qty. Model No. Qty. Model No. Qty. Model No. Qty.

1 Poster

2 Leaflet

3 Range Booklet

4 Dangler

5 Bunting

6 Standee

7 Banner

8 Shelf Strip

9 Range Sheet

10 Dummy Box

11 Wobbler

12 Table Top

(B) Please Paste 4 Photograph of POSM Stock Available at Rds from different angle.

POSM Available at Storage PointRetail Management Program

DO's

Managed By :- Communique Marketing Solution Private Limited

Model No.

DONT's

No LM should take this task lighty

LM's/ TM's should not delay in sending the report from the given deadline.

Every LM's/ TM's/ VM's/ Supervisor will arrange the POSM material in Proper manner and he will click the photograph of available POSM from 4 angle and paste the photograph as per the format

Every LM's/TM's should be fill on weekly basis(on every Saturday).

LM's/ TM's should fill the format properly with complete detail of POSM Available at Storage Point and he will mention the Quantity of Particular Model (Eg. : POSM Element - Poster / Model No - Corby /Qtty-432)

LM's/ TM's/ VM's/ Supervisor will physically count the POSM available at rds point and he will mention the quantity of POSM in format

POSM should not be in scattered form.

POSM quantity should not be imganary.

Old POSM should be crushed out as per the Instruction of Local Client Official.

This format should be mailed to Program Manager on every Saturday by 3:00 PM.

Paste Storage point POSM

Photograph


Photograph


Photograph


Photograph


3. Dashboard Report

A report in which LM will mention the Problem area (with pictures) of outlet is called Dashboard Report. Process of Dashboard Report is as follows:

a. Dashboard Report PPT should be prepared on Master Slide. If LM don’t have master slide,

then they can take from Program Manager.

• LM will send dashboard report on Saturday by evening.

• Problems which was not rectifying from long time

For example

1. Fixture Problem

2. GSB (Glow Sign Board)

3. Inshop Branding

4. Branding

Kindly follow the following format for making good Dashboard Report.

First Slide

Week – 1819th April – 24th April

Ludhiana, PunjabAMIT SINGH

DASHBOARD REPORTSecond Slide

Concern Area

Fixture Concern GSB Concern In Shop Branding Concern Branding Concern


Third Slide

Fixture ConcernS.No. City Outlet Name Category Concern

Photographsof

Fixture Concerns

Photographs

Photographsof

Fixture Concerns

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Fixture Concerns

Fourth Slide

GSB ConcernS.No. City Outlet Name Category Concern

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GSB Concerns

Photographs

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GSB Concerns

Photographsof

GSB Concerns

Fifth Slide

In Shop Branding ConcernS.No. City Outlet Name Category Concern

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ISB Concerns

Photographs

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ISB Concerns

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ISB Concerns

5KRA & Reporting System – 5.9

Sixth Slide

Branding ConcernS.No. City Outlet Name Category Concern

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Branding Concerns

Photographs

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Branding Concerns

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Branding Concerns

Seventh Slide

Thank You

36839729 visual merchandising manual

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