coleman korea vm guide

2015 V1.0 Coleman Visual Merchandising Guidelines

VM Guidelines COLEMAN VISUAL MERCHANDISING GUIDELINES 1

CONTENTS Page 2. Introduction Page 5. Getting to know your store Page 8. Merchandising overview Page 23. Window Page 24. Style & Tent zone Page 26. Highlight zone Page 27. POP Guidelines

COLEMAN VISUAL MERCHANDISING GUIDELINES Introduction 2

Product Category

Targeting Group

Introduction 3

Group

Solo

Entry Advanced

W/M

Athena

G/B

Winds Light

Trekking

COLEMAN VISUAL MERCHANDISING GUIDELINES

Introduction 4

Style Suggestions


Red dotted box stands for intersection

Space & Arrangement Plan

Getting to know your store 5 COLEMAN VISUAL MERCHANDISING GUIDELINES

1. DISPLAY Window/ Tent display / Style zone Ⅰ/ Style zone Ⅱ

2. HIGHLIGHT ZONE Quarterly concept image/ Videos/ Key items of the season

3. VINTAGE Coleman’s heritage products

4. MAIN WALL & COUNTER Staff storage / Notice (EX : Card, Promotion)

5. BAGS Basic / C-series/Kids/Business/Travel

6. SLEEPING BAGS -0℃/0~5℃/10℃

7. LIGHTING Gasoline lantern / Gas lantern / CPX lantern / LED

8. COOKING & HEATING Fire place / Burner / Grill / Dish / ACC

9. COOLER Hard & soft cooler / Jug

10. OUTLET & OUTLET STAND E&O / DP Products / Refurbished products

11. TENT & TARP (heavyweight)

WM / Athena / Standard

12. FURNITURE Master / Mosaic / Cot / Table

13. LIGHT CAMPING (lightweight)

Capella / Winds Light/Compact

14. CHAIR Master / Basic / Low / Ground /

15. ACC. Sheet / Peg / Hammer / Stopper /…

Fixtures & Capacities

COLEMAN VISUAL MERCHANDISING GUIDELINES Getting to know your store 6

※1EA is regarded as a vertical shelf line

Cooler & Outlet shelf Minimum : 5ea Maximum: 8ea Recommendation : 5ea

Outlet cart Minimum : 1ea Maximum : 2ea Recommendation : 1ea

Tent & Furniture shelf Minimum : 7ea Maximum: 12ea Recommendation : 7ea

C&H shelf ( The size varies depends

on the width of the shelf)

Minimum : 3ea Maximum: 5ea Recommendation : 3ea

Highlight zone ( Zone size varies depending on the shelf))

Minimum : 3ea Maximum: 5ea Recommendation : 3ea

Accessory stand Minimum : 6ea Maximum : 12ea Recommendation : 6ea

Chair display stand Minimum : 2ea Maximum : 4ea Recommendation : 2ea

Head lantern stand Minimum : 1ea Maximum : 2ea Recommendation : 1ea

Fixtures & Capacities

COLEMAN VISUAL MERCHANDISING GUIDELINES Getting to know your store 7

Vintage zone show card Minimum : 8ea Maximum : 10ea Recommendation : 8ea

Season lantern showcase Minimum : 1ea Maximum : 1ea Recommendation : 1ea

Acrylic POP Stand Minimum : 12ea Maximum : 20ea Recommendation : 15ea

A3 size POP stand Minimum : 2ea Maximum : 4ea Recommendation : 2ea

Labelling machine (office supply) Minimum : 1ea Maximum : 2ea Recommendation : 1ea

Sleeping bag hanger Minimum : 12ea Maximum : 20ea Recommendation : 12ea


Detail Plan – Vintage wall

Merchandising overview 8

1) Display images showing Coleman’s long history on the top of the shelf

2) Display existing heritage products on the left of the shelf (no box display)

3) Display NEW vintage line on the right of the shelf (from lightweight products-refer to image)

4) Display show cards on the right of products (Image A)

5) Display season lantern in the acrylic case (Image B)

6) Keep displaying the vintage line until head office notices otherwise

3. VINTAGE Display Coleman’s heritage products

Image A Wood print / 800X270X320(h) Mark product name without price (vintage line only)

Image B Acrylic 5T / 500X400X350(h) Make letters with white sheet Change sign every season


Detail Plan – Main wall & Counter


4. MAIN WALL & COUNTER Staff storage / Notice (EX : Card Promotion)

Image A Acrylic/paper size 100X150

[reference]

1) Keep indirect lighting of the main wall on all the time

2) Keep the counter clean and do not show any other stands or matters than Acrylic stand (Image A)

3) Wooden shelf should be used only for putting on the products while checking out

Detail Plan – Main wall & Counter

COLEMAN VISUAL MERCHANDISING GUIDELINES Merchandising overview 10


Detail Plan – Bags


5. BAGS Atlas / Journey / C-series / Kids

1) Display each kids’ and adults’ bags separately

2) Shape all the bags using air packs (But, use hooks to display bags which cannot stand by themselves such as C-Body bag)

3) Display no more than three bags of same design and the colors should be different (But, show variety of colors by displaying bags of different colors on the shelf)

4) Display no more than five kids’ bags according to colors and patterns

Mark the price on the price tag or on the package box (No show cards)

Detail Plan –Sleeping Bags

Merchandising overview 12 COLEMAN VISUAL MERCHANDISING GUIDELINES

6. SLEEPING BAGS -0℃ / 0~5℃ / 10℃

1) Display sleeping bags according to temperatures (seasons), locate ones for winter uses closer to the wall

2) Display according to temperatures locating square types closer to the wall than mummy types

3) Put the top side down on hangers so that customers can check the inside of sleeping bags

4) Display ten sample products on the rack and display only one color of a product if there are many designs

[Reference]


Image A Sleeping bag hanger / 600X250

Wall

Merchandising overview 13 COLEMAN VISUAL MERCHANDISING GUIDELINES

Detail Plan –Lighting

7. LIGHTING Gasoline lantern / Gas lantern / CPX lantern / LED

1) Display Run products on the top shelf, Key products (main products) on the second and Sub products (accessories) on the third.

2) Display two boxes and one sample products on each shelf showing two types of products on each shelf (But, do not display samples of accessories and display four of them each in style zone)

3) The sample of head lantern will be displayed section (image A)

4) Attach images of main products on the top to focus on key products


[800X250]

Image A Head lantern stand/ Wood Display no more than five products.

[Reference]

Merchandising overview COLEMAN VISUAL MERCHANDISING GUIDELINES

Detail Plan – Cooking & Heating

[Reference]

8. COOKING & HEATING Fire place / Burner / Grill / Dish / ACC

1) Display cookers and dish sets on the top shelf.

2) In order for customers to see products easily, display burners and table top grills on the second shelf

3) Display fire place on the bottom shelf since people use it on the floor

4) Put all the cooking & heating product boxes in the storage shelf

5) To help customers understand products, display kitchen tables and related products (Image A)


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Image A

Cooking image

Detail Plan – Cooler


9. COOLER Hard & Soft cooler / Jug

1) Display heavy coolers in the bottom and light ones on upper shelf (Display one sample product of each kind)

2) Display small soft coolers, jugs and mug mates on the top (Display no more than five products of each kind and line them up in a row)


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Detail Plan – Outlet & Outlet stand


[Reference]

10. OUTLET & OUTLET STAND E&O / DP Products / Refurbished Products

1) Display sampled , displayed , refurbished products and ones with package box damage that do not have any problem with using

2) Since outlet zone products change often, display heavy products on the bottom shelf and organize same products on the same shelf so that they are visually appealing

3) Display small accessories on the outlet stand (Image A) visually appealing

4) Mark the price on the product using outlet stickers


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Image A Outlet Stand

Detail Plan – Tent & Tarp


[Reference]

11. TENT & TARP (Heavyweight) WM / Athena / Standard

1) Display two-room tents on the left and dome tents on the right

2) Display Standards on the bottom, Athena on the second and Weather master lines on the top

3) On a shelf, display one or two different products of same line in a storage case, not in a box

4) Use the samples when changing the tents in the tent zone and let customers check poles and quality of the material (But, organize tents in the storage bags allowing customers to estimate the storage size)



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Image A Acrylic/paper size 100X150 Product image and Price notation

Detail Plan – Tent & Tarp

COLEMAN VISUAL MERCHANDISING GUIDELINES Merchandising overview 18

Detail Plan – Furniture


[Reference]

12. FURNITURE Master / Mosaic / Cot / Table 1) Display products such as cots and tables except chairs

2) Display Master series on the left, Mosaic in the middle and Standard & others on the right

3) Display no more than three boxes on a shelf (Display two boxes at most depending on the size)

4) Show the main image of package box on the front



IMAGE

19

1

Detail Plan – Light camping


[Reference]

13. LIGHT CAMPING (lightweight) Capella / Winds Light/Compact

1) In the left line of the shelf, display Standard Compact Series on the bottom, Winds Light Series for 3-4 people on the middle and Winds Light Series for 1-2 people on the top shelf.

2) In the right line of the shelf, display Backpacking series, specifically furniture& accessories on the bottom, bags on the middle and tents on the top shelf.

3) Display all tents in storage cases and use them for samples

4) Use airbags to shape bags before displaying

5) Display furniture products as in use and display boxed (with the image side on the front) only if they over displayed in Style zone



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Image A Acrylic/paper size 100X150 Product image and Price notation

Detail Plan – Chair


[Reference]

14. CHAIR Master / Basic / Low/ Ground

1) Display Low-style chairs on A (in the image) and Relax chairs and others higher than 40 cm when stored on B

2) All chairs are sample products and display them in storage cases or folded.

3) Do not display chairs out of Style zone & Tent zone and show customers sample products when customers want or needed to induce sale

4) Organize products after sample tests


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A A

B

Detail Plan – ACC.


[Reference]

15. ACC. Sheet / Peg / Hammer / Stopper / …

1) Accessories include all category products that can be hung (There should be 1cm space after hanging the accessories on the hook)

2) Display same products only on a hook

3) Display sheets on the shelf arranged by size and kind. Display no more than three products of a kind

4) Display no more than five accessory products ( tableware, after-sales service parts and torches) of a kind according to the size of the box and place the sample products at the front

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Window COLEMAN VISUAL MERCHANDISING GUIDELINES

Q1. Back to the original

※Purpose of window display

Windows should show the brand’s identity clearly since customers see it before stepping into the store and it is not a sale place

Windows visually suggest the store image to target customers according to seasonal or fashion theme

※ In window VP zone, display main products and related products according to the concept and sales marketing strategy

(But, follow the head office’s monthly and quarterly guidelines)

23

Q1 Window draft Ready for the trip

Style zone & Tent zone COLEMAN VISUAL MERCHANDISING GUIDELINES


※ In Style & Tent zone, display key products in an area that attracts customers’ gaze for a long time and encourage sales by suggesting styles and providing product information

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Style zone Ⅰ Tent zone

COLEMAN VISUAL MERCHANDISING GUIDELINES Style zone & Tent zone


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Style zone Ⅱ

※ In Style & Tent zone, display key products in an area that attracts customers’ gaze for a long time and encourage sales by suggesting styles and providing product information

Highlight zone COLEMAN VISUAL MERCHANDISING GUIDELINES


※ Display main products and related products according to the stock and sales marketing strategy

(But, follow the head office’s monthly and quarterly guidelines)

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POP Guidelines COLEMAN VISUAL MERCHANDISING GUIDELINES

A A B

1) The size and location of the logo should be as shown in the image and use images approved by the head office

2) Follow quarterly image guidelines delivered

800

250

A B 800

2200

27


A

POP Guidelines

A 841

594

[참고]

1) The size and the location of the logo should be as indicated above and use images approved by the head office. 2) Use highlighted style images for image A and should be related to the products displayed below.

Highlight zone image

Image A

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Information and direction POP

Promotion POP

Discount POP

POP Guidelines

A

297

420

A

A3

Image A (297X420)

[참고]

STAND POP

1) The size and the location of the logo should be as indicated above and use images approved by the head office.

2) Image A is a POP for providing information about promotional products and products in style zone and should be kept in the storage when there is no guide. (Shops cannot display printouts without approval of the head office. Printouts can be used when the head office allows after inquiry)

3) The above Display Pop will be installed on the basis.(the installation of pop will be depends on shop space and situation / Recommendation : 3ea)

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For more information All of the assets detailed in this document are available for download from the Marketing Unit.

All use of Coleman assets must be sent for approval to: [email protected]

mailto:[email protected]

coleman korea vm guide

Documents

ea recommendation

ea maximum

ea season lantern

ea head lantern

ea accessory stand minimum

ea outlet cart minimum

ea chair display stand

ea acrylic pop stand