Seiko visual merchandising training
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Transcript of 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
Current situation at POS
1. Introduction
Current situation at 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
5. Implementation Procedures
Implementation Procedures for Visual Merchandising
4. Place other watches at specified intervals
Follow these procedures and do not display blindly
5. Implementation Procedures
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
1. Group the watches by categories in three phases
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
5. Implementation Procedures
Further segmentation techniques: Design, function, color, material
1) Planning
1. Group the watches by categories in three phases
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!
5. Implementation Procedures
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. Implementation Procedures
3) Display Techniques
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
5. Implementation Procedures
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!
3) Display Techniques
6. Use decorative articles : Adding accent points
5. Implementation Procedures
3) Display Techniques
6. Use decorative articles : Adding accent points
SP06034H Arctura Decoration Set
SP06035J Premier Decoration Set
5. Implementation Procedures
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
5. Implementation Procedures
Completion
6. Examples of Ideal Presentation
SEIKO 5 Version with SEIKO 5 Superior as the Highlight
6. Examples of Ideal Presentation
Seiko Image Stores
Highlight 1
Highlight 2
Highlight 3
Mass Presentation
6. Examples of Ideal Presentation
Seiko Image Stores (Presentation at Basel VM Room)
Highlight 1
Highlight 2
Highlight 1
Highlight 2
6. Examples of Ideal Presentation
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
7. Local Application in the ME
VM Guidelines according to the product category
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)
7. Local Application in the ME
VM Guidelines according to the product category
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)
7. Local Application in the ME
VM Guidelines according to the product category
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”)
7. Local Application in the ME
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
7. Local Application in the ME
Soldier-style presentation
“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
7. Local Application in the ME
Soldier-style presentation
“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.
7. Local Application in the ME
Soldier-style presentation
“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.
7. Local Application in the ME
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
Good Examples
VISUAL MERCHANDISING IS THE KEY FOR SEIKO’S FURTHER SUCCESS!
SEIKO world at every POS