seiko visual merchandising training

Visual Merchandising

Contents

1. Introduction

2.Objective of Visual Merchandising

3.Role of Visual Merchandising

4.Preparation of Visual Merchandising

5. Implementation Procedures

6. Examples of Ideal Presentation

7.Local Application in the Middle East

8.Action Plan

1. Introduction

Improve the visual merchandising at POS

Visual Merchandising

High Quality Displays

SEIKO Image Stores

To realize Innovation & Refinement more in depth

Refined Ad Visuals

Current brand presentation at POS also has to be the same high level

SEIKO world at every POS

1. Introduction

Current situation at POS

1. Introduction

Urgent imperative at POS

Ideal presentation at POS to upgrade SEIKO’S BRAND VALUE

2. Objective of Visual Merchandising

Fig.1 Effects of attractive VM

Why necessary?An attractive presentation upgrades the brand value and improves the customer’s buying desire.Customers make the purchase decision at the store.Purchase decisions are mainly influenced by visual perception.

ObjectivesTo accelerate buying decisions of customersTo upgrade the brand image

<Good VM> 〈 Customer〉

Extend brandvalues and

buying motivation

Upgrading the brand equity

and boosting sales

Choose the product before they come to the store

Fig.2　 Ratio of in-store choosing

Make a decision after they look at the product

80%80%

20%20%

Fig.3 Visual influence rate

80%80%

20%20%

Visual perceptionOther senses (smell, taste, hearing, touch)

Reasons & Objectives

3. Role of Visual Merchandising

Picture-1 Buying psychology

eyes

feet

ears

hands

mind

1. Attention

4. Conviction

5. Action

2. Interest

3. Desire

Visu

al M

erch

an

disin

gC

usto

mer In

tera

ction

Imagine the buying psychology

Attention Attract the customer’s eye

InterestAppeal in the blink of an eye

DesireInitiate a sales relationship

Catch the customer’s attention by Visual Merchandising to initiate a sales relationship!

Buying psychology of a customer

4. Preparation of Visual Merchandising

Picture-3 Key space on display

Picture-1 Customer movement　 ※viewed from above

　　・・・ KS＝ Key Space

Check points before beginning

Customer movementClarity of presenceCustomer profilesProducts to highlight

Find the KEY SPACE

Floor

Competitor A SEIKO Competitor B

From which way do customers generally come?At which point do customers stop and look into the store?

Customer movement

Customer movement

Picture-2 Key Space

45cm

85cm

165cm180cm S

pace

for th

e

disp

lay

KS

Storage space

Ceiling

Customer’s point of view

STEPS

3) Display Techniques

4) Adjustment& Finalization

2) Placement

1) Planning 2. Choose the series to feature and the “hero” models from EC

1. Group the watches by categories in three phases

3. Place the series to be featured in the key space

5. Incorporate layout techniques

6. Use decorative articles: Adding accent points

7. Check the balance of the display on the left and right side8. Adjust height, spacing and positioning


Implementation Procedures for Visual Merchandising

4. Place other watches at specified intervals

Follow these procedures and do not display blindly


Sports• EC: Sportura, Arctura• CS: Tough Sports, Sport-Tech

….

1st group: Quartz / Mechanical2nd group: Design category (Sports/Dress/Women‘s)

3rd group: Product category (EC, CS, Regional)

1) Planning


Dress• EC: Premier• CS: High Quality

Dress, Stylish Dress

Women’s• CS: Vivace, Modern

Jewellery, Contemporary

EC

CS

REG

Sports Dress Women’s

• E.g. for Quartz:

Classification of women’s models

Sportura and Premier Women’s not to be categorized in the Women’s category, but in their original category (Sports or Dress)

EC should not be separated


Further segmentation techniques: Design, function, color, material

1) Planning


EC

CS

REG

Sports Dress Women’s

2. Choose the series to feature and “hero” models from EC

A B

C

D

It is easier for the customer to look at an organized display rather than a disorganized display!


3. Place the series to be featured in the Key Space

2) Placement

Consider the height and placement reflecting priorityWatch series to highlight most in KEY SPACE: HighestEC and “Hero” models from each design category: HighCS in front of EC grouped by category: MiddleRegional models in front of CS grouped by category: Low

4. Place other watches with proper Spacing

Priority

high

lowSpacing

Key Space



5. Incorporate layout techniques

Incorporate these layout patterns and avoid the same pattern side-by-side

Horizontal layout

Repeated layout

Triangular layout

Triangular layout : Solid & Stable

Repeated layout : Rhythmical & well-

formed

Horizontal layout : Lively & dynamic

Slanted layout : Strong & impressive

Slanted lines

However, too much movement makes a disorganized impression!

Contrast of calm (straight) lines and lively layout/lines is very effective


Explanatory Talkers To emphasize the benefits of the watches

Props Effective at the key space

Close to the watches to explain or help to highlight the watch

Back Visual of General Display To support the SEIKO brand image

The watch is the main player, so the decorative articles should not hide the watches!


6. Use decorative articles : Adding accent points



6. Use decorative articles : Adding accent points

SP06034H Arctura Decoration Set

SP06035J Premier Decoration Set


7. Check the balance of the display on the left and right side 8. Adjust height, spacing and positioning

4) Adjustment and Finalization

Height“Hero” models should be highest& highlighted.“Hero” models should not be hidden behind other watches.

SpacingCreate space between each group to make each group’s segmentation visible

PositioningFace the watches to the frontStraighten the lines of watches

RIGHTLEFT


Completion


SEIKO 5 Version with SEIKO 5 Superior as the Highlight


Seiko Image Stores

Highlight 1

Highlight 2

Highlight 3

Mass Presentation


Seiko Image Stores (Presentation at Basel VM Room)

Highlight 1

Highlight 2

Highlight 1

Highlight 2


Seiko Image Stores (Presentation at Basel VM Room)

Mass Presentation

Highlight 3

EC/REC Qualifiers

7. Local Application in the ME

2. Visual Merchandising at POS

Fundamental Mid-Term Plan in the ME

Steps to be taken by March 2009VMD

initiated at NO’s

showroom etc.

Identification Procedure completed

NO’s Seminar / Education

start to realize VMD

Qualitative Criteria for

Elite Dealer to be notified by

NO

Selection completed

by NO according to the Criteria

Every POS maintains/ improves

VMD

Class of Trade

B+

B-

C

AA

A

D

VM Guidelines according to the product category

Product category1) Elite Collections (incl. REC)2) Conceptional Series or equivalent models3) Regional Models or equivalent models



Product category1) Elite Collections (incl. REC)

Location: Show window and best spot in the storePOS Tools: - General display (w/LCD recommended)

- Matching decorative props

However, if the model was introduced earlier than the last 2 MCs, then it should be considered 1 product category lower (equivalent to CS)



Product category2) Conceptional Series or equivalent models

Price Range: RRP above US$150 (Quartz)Price Range: RRP above US$100 (Mechanical)Location: 2nd priority places in the storePOS Tools: General Display w/ proper props

However, if the model was introduced earlier than the last 2 MCs, then it should be considered 1 product category lower (equivalent to REG)



Product category3) Regional Models or equivalent models

Visual merchandising strongly requested; However “soldier-style” display exceptionally accepted depending on the SKU carried by the store;Exception: NO’s showrooms

Price Range: RRP below US$150 (Quartz)Price Range: RRP below US$100 (Mechanical)Location: Lower visible spots POS Tools: No General Display; only watch stands (in case of “soldier-style” display”)


Soldier-style presentation

Soldier-style presentation with an orderGrouping: 1. Separate Quartz and Mechanical

2. Further divide by Design Category (Sports/Dress/Women’s) 3. Create small groups (max. 5 SKUs) w

ith similar design series

Spacing: Leave space between each group and make the grouping visible

Highlight: Show the watches to be highlighted in the center to attract the customers’ eyes

Visibility: Show each watch face clearlyException: Do not apply at NO’s showrooms



“DON’T” - Bad exampleDon’t apply soldier-style presentation at NO’s showroomsDon’t display either EC or CS watches soldier-styleDon’t mix Quartz and MechanicalDon’t mix different categories (Sports/Dress/Women’s)Don’t put the watches of different families too close together without leaving any spaceDon’t cover the watch faces with the watches in front



“DO” - Example of Regional Quartz in vertical showcases

Women’s

Dress

Sports

Show the separate groups by either A) sliding them back and forth or B) leaving some space between each group.

B)

B)

B)

Put the watches to be highlighted to the center

A)

A)

Prepare some

stages for creating height

difference to show

each individual watch face

clearly.



“DO” - Example of Regional Mechanical in low showcases

Women’s

Dress

Sports

Show the separate groups by leaving some space between each group (1).

Leave bigger space between different product categories (2).

1 1

Watches to be highlighted to center

2

Put the watches in

rows spaced

apart and pay

attention to show

each individual watch face

clearly.


8. Action Plan

To be done by SWCSupply of manualsSupply of decorative articlesConsultation upon request

To be done by NOCreation of local implementation plan and program of visual merchandising

Good examples

Good Examples

VISUAL MERCHANDISING IS THE KEY FOR SEIKO’S FURTHER SUCCESS!

SEIKO world at every POS

seiko visual merchandising training

Business

visual perception

customers attention

visual influence rate

introduction current

pos ideal presentation

customers eye

decisions of customers

brand image customer