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Merchandisingfor $ale$
Damian Skretta
Manager, Packaging & Merchandising
April 2007
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Retail Credentials- Over 30 years merchandise experience
- Manager & District Manager
- Category Manager/Buyer
- Director, Corporate Brands – developed and designed merchandise and packaging, end cap and shelf displays, ads and promotions
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Merchandising for $aleswhat we will cover
- In store definitions
- What is Retail Merchandising
- You are the key
- Universal Truths in Merchandising
- Store layout recommendations
- Do you want a sales increase
- Signing; clip strips, displayers, BSC web site
- Summary information
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DefinitionsEnd cap – Promotional display at the
end of each gondola. This is valuable
retail space for promoting merchandise –
NOT to be used for basic displays
Basic Stock Item – Daily staple item to be carried and never out of stock – top sellers producing above average sales volume
Off-Sale – Item in stockroom, but not on display on sales floor
Off Shelf Display – End cap, dump bins, auxiliary display – large bulk display – not on side counter
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What is Retail Merchandising?…the management of inventory to ensure the most advantageous display of fast & slow moving items, and to maximize sales per retail sq. ft.
Includes:
- Inventory assortment planning
- Sales floor design
- Product presentation: visual merchandising and display
- Pricing
- Signing
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Youare very important
to our goals!!
- Sell more SKILCRAFT/JWOD merchandise
- Increase factory production
- Increase the number of jobs for people who are blind
- You are the last contact with our customers!
- Now that we have commercial-type packaging, let’s take advantage
of it with our displays
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UniversalTruths in MerchandisingTime proven fact or procedure, encompassing all of retail merchandising, proven to help achieve specific goals in inventory control, sales and profit.
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Universal Truthsin Merchandising
- Sales do not just happen, you make them happen by concentrating on basics in everyday merchandising.- Invited guests = customers
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- Out of Stocks cause our customers the four Dis’s
1. Disappointed
2. Dismayed
3. Disgusted
4. Disappear
Universal Truthsin Merchandising
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- 80/20 Rule
- Off-Sales is a cardinal sin of retail
- New items drive sales – must feature them; can not have customer try to find them – easy impulse
sale.- Cross selling increases sales “Want fries with that.” – standard practice
Universal Truthsin Merchandising
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- Can’t sell pegboard – goal-max sales/sq ft.
- Can’t afford to be out of basic stock – overstock on
slow seller- Know your merchandise – product knowledge pays off in sales
Universal Truthsin Merchandising
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- Easier to make a good selling item better than a poor selling item good. – these are promotional end cap candidates
- Concentrate on what produces sales – only so many hours in a day – work smart, prioritize
- Well displayed is half sold – ends and side counters
Universal Truthsin Merchandising
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- Signing Sells – draws customer attention to what you want to point out to them; market research shows this results in 5-20% more lift than normal
- Impulse items increase total market basket
- One item ends are the most effective sales producers.
Mass display of the best items = customer confidence – “Selling psychology”
Universal Truthsin Merchandising
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- No permanent basic displays on end caps! – Rotate merchandise selection
- Shelf location is very important - Best sellers at eye level
- Can never sell too much – know what sells; never be out
- Eliminate the “Sales Prevention” area of your store merchandise operation
Universal Truthsin Merchandising
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- If the customer can find it; they will buy it! They came to your store to buy
- Merchandise display by selling merit – example 3 ring binders
- Walking by an empty display without taking any action = manager approval
- Maintain shelf display consistency – label counters
Universal Truthsin Merchandising
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Store LayoutRecommendations - Category Flow
- Smooth and easy to shop; basics in stock.
- Side Counters – - Full and faced- Shelf edge marking; same item; same location- Never out of a top seller- Rotate stock, fresh look- Categories displayed vertically and together- Eye level – basic items you want to sell the most- Most space for best items = selling merit- No Off-Sales- Pegged merchandise above shelved items- Larger items on base
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Store LayoutRecommendations
- Adjacencies –- Pencils next to pens- Writing pads together- Added Impulse sales items
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Do You Want a Sales Increase?
- Best use of signing- Making use of Clip strips
- Using any available Sales Sheets
- Using available product displayers- Keeping your people informed
- Reviewing information on bscsales.com
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Signing– End caps 8.5” x 11” and Side Counters
3.5” x 5.5”
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Signing- Wall Banners 1.5’ x 4’
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Clip Strips
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Displayers
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BSC Web Site• Communication
• Information
• www.bscsales.com
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Summary
- Merchandising for $ale$
- Stop by Vendor Fair display booth #400 & #402
- Questions:/Comments:
Damian SkrettaPhone: (703) 310-0546Email: [email protected]