1 merchandise products wrrm.1b. 2 merchandise products the first and most lasting impression our...

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Merchandise Products

WRRM.1B

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• The first and most lasting impression our Customers have, is what they see when they enter the store. The way in which we present our stock is of the utmost importance to achieving the right impression.

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• The success of the store, is the method which is used to achieve our merchandising goals. The use of Layouts through to ticketing, and it’s maintenance, are what makes our Customers keep coming back.

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• Merchandising means creating an environment which makes customers want to buy your stores ' products. this is achieved by:

• Creating an overall store image & market position that attracts the target market to the store.

• Presenting products so that the customers want to buy them once they are in the store.

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Merchandise Products• Store image is a critical ingredient in

the success of a retailer.• There are a number of ingredients that

contribute to your stores' image. • These include:

– Position of the store.– General ambience.– Interior design of the store.– Advertisements & promotions.– Layout of the store.– Product range.– Packaging.

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• It is most important that the layout of the store & the total presentation of the store, work harmoniously together to attract, encourage & make it an easy shopping environment for all your customers in the store.

• This will help promote CUSTOMER FLOW & your stores' IMAGE, therefore supporting your market position.

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• Your store layout needs to be clearly & logically organised in order to provide easy access for customers who may be browsing or looking for something in particular.

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• The store layout planning begins with allocating floor space among where you:

• Sell• Display the merchandise• Have room for sales staff & personnel• Room for customers to walk/sit• Room for the customers to also try on

clothes• Storage of stock

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• Traffic flow can also impact both practically & psychologically on the customers.

• There are certain areas in the store that tend to sell more goods.

• These are known for being particularly sort after, as they tend to sell more products. They are known as the "HOT, HOT, WARM & COLD"WARM & COLD" spots.

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• "HOT" SPOTS are usually between hip & eye level.

• They can be close to the door/exits & counters (Eg Impulse buys) etc.

• These are prime retail positions that are able to maximise the visibility of the products on merchandise. It is where the "best sellers" are generally placed. Manufactures often pay for a "hot" spot as part of a promotion for a particular product they are introducing, or one that they want to boost sales on.

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• "WARM" SPOTS are a little out of the general traffic flow, & may be at the rear of the store.

• " COLD" SPOTS" COLD" SPOTS are away form

the traffic flow altogether

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• Your store layout needs to be assessed, monitored & adjusted on a regular basis to ensure that the store works as well & efficiently as possible.

• This is to ensure that the layout:– Reflects the image you want to create, as

well as reflects your policies.– That it is attractive & conducive to buying.– That it is easy to maintain.

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Merchandise Presentation

•The key for the stores' merchandise presentation is that we are able to help our customers find what they want quickly.

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• There are 3 basic guidelines for merchandise presentation.

• I. STORE LAYOUT • Each store is set up in a way that the

customers are able to pass through a number of "worlds" rather than just one particular area.

• Along the way they are able to see our display of:– Image– Advertised lines– Price Guarantee

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• II. FAMILY TREE• This layout of the store enables the

customers to walk through each department & be able to see that the merchandise grouped in a way that is pre-disposed. Ie Menswear is together, & then broken down into shirts, trousers etc. This way is makes it easier for the customer to select by size, colour & style.

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• III. PLANOGRAMS• Are tools the store uses to convert

the concept of the "family tree" into the physical layout of the store. It is a display of "HOW & WHERE" each particular item is to be displayed.

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• The aim of Planograms & fixtures is to present merchandise displays that:– Attract & hold the customers' interest.– Allow easy identification of

merchandise lines.– Minimise out-of-stocks & overstocks.

• We need to arrange merchandise so that it is presented to its best advantage & for easy selection.

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• THE BASIC RULE IS: • LEFT TO RIGHT• TOP TO BOTTOM• Other factors that we have to take

into consideration when we are featuring merchandise is that we must then decide how we want to sell the items.

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MERCHANDISING & HOUSEKEEPING

•GOAL: To continually GOAL: To continually enhance the overall enhance the overall presentation of your presentation of your store and it’s products store and it’s products and effectively use point and effectively use point of sale and promotional of sale and promotional signage.signage.

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•You can achieve this goal by:

•1. Ensuring every product is neatly displayed with a ticket

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• 2. Producing all tickets to the standard of Amart All Sports ticketing guidelines.

• 3. Displaying and ticketing all advertised products before we open for trade on the day of the advertisement is released

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• 4. Ensuring your departments are clean and tidy at the beginning of each day’s trade.

• 5. Ensuring merchandising guidelines relating ticketing and floor set up is as per the Product Manager’s guidelines, as stated in the company Policy and Procedure Manual.

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• 6. Ensuring your departments are vacuumed daily before the store opens for trade.

• 7. Emptying all bins after the day’s trade with the supervision of a Store Manager.

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• 8. Dusting and wiping all shelves and fixtures in your area at least fortnightly

• 9. Completing the Task sheets assigned to you by your Store Managers.

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Fair Trading Laws• Depending on what type of

store you work for, there are two types of laws and regulations that must be adhered to when pricing and ticketing merchandise.

• These are: – Fair trading laws

Australian code of practice for computerised checkout systems in supermarkets

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Fair Trading Laws• The principles of the fair trading

laws are:• Advertise all aspects of your

products accurately.• If an item has more than one price

marked on it, you have two choices ‑ sell it for the lowest marked price or withdraw it from sale.

• Always state the full price of the product.

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Fair Trading Laws• The first law states that whatever you

are selling you must make sure that the promotional material, ie, tickets, describe truthfully what is being sold as to the standard, quality, value, grade, composition, style, price or model. For example, you would not be able to write on a ticket that a pillow was made of feather and down when it was actually constructed of foam and rubber.

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Fair Trading Laws• The second law states attaching

more that one price ticket to‑ the merchandise is misleading to the customer. If an item has more than one price mark it is an offence to sell it for more than the lowest price.

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Fair Trading Laws• The third law states a retailer

cannot state only part of the price for an item. The ticket must state the item and the full cash price for it.

1 merchandise products wrrm.1b. 2 merchandise products the first and most lasting impression our...

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