RAS/N0105
To display stock to promote sales
This OS describes the skills and knowledge required to effectively display stock to promote sales.
1
This unit applies to individuals who display stock to promote sales in retail operations:Prepare display areas and goods in a retail storeSet up and dismantle displays in a retail storeLabel displays of stock in a retail store
The role may be performed in a range of Retail Operations:Department StoreSupermarketSpecialty StoreFresh Food storesQuick Service Food Stores
Having the right merchandise at the right time, at the right place helps to increase business efficiency. Thus by having
a merchandising plan in place ahead stores try to make sure that every customer walking into the store gets what
he/she wants at any given point of time.
Element : Prepare display areas & goods in a retail store
GENERAL PLANNING
• Annual Business Plan ( ABP) is made in values for the entire financial year.
• ABP is divided into formats/Chains/Categories and later mapped to brands floor wise or vice - versa.
Business plan- Consider all elements
• When a merchandise plan is made we should consider the layout and the fixture plan allotted for the category/Brand.
• Based on the fixture plan the number of options is counted physically and agreed upon (until or unless some fixture is added or removed).
Ideal size mix
Based upon the profile of the brand the ideal size mix for an option is arrived. For example Men's shirts and Men's Trousers size ratio S:M:L:XL and 30:32:34:36:38:40 will be 1:2:2:1 for shirts and 1:2:2:2:2:1 for trousers, ideally making it 6 pcs per option for shirts and 10 pcs for trousers.
An example : Shirts
Arriving at Category Ratio
Then the mix of categories is arrived at for the given brand based on the history and the buying pattern of the customers from that brand. For example category ratio for Shirts: Trousers: Accessories will be 6:3:1. Based on the option plan and the Size ratio required the racking capacity is arrived.
Planning stocks for months ahead
(For understanding purpose we would take Brand X as example.)
Based on the Average Selling Price of the brand X we arrive at the quantity to be sold to achieve the target mapped to the brand. The floor managers would make the plan.
Planning stocks for months ahead
•A minimum of 8 weeks' cover for stocks is planned for the month keeping in mind the lead- time and other factors involved in the process.
•When the total quantity is arrived at, category/sub category wise options are planned as per the option plan made earlier.
•Option and racking efficiency at brand sub category would be made twice a week.
Planning stocks for months ahead
•The entire stocks requested should reach the warehouse ( WH) in different hits during the month.
• The stocks reaching the WH are to be inwarded and to be arranged on racks brand/category/option/colour wise.
•The details of these are sent to the operations team and the managers
•The Operations team makes an Indent on a day to day basis for the stocks required in the next day morning load.
Continued…
Planning stocks for months ahead
• The Indents sent should be very specific to brand/category/option (style code)/colour/size wise if it is a replenishment indent or else option wise.
• A dedicated person in the WH picks up the stocks requested on the same day, does the outward and other necessary documentation for the next day's load
Continued…
Planning stocks for months ahead
• On a weekly basis staffs from the brands and the concerned manager visits the WH and picks the stock physically if required.
Continued…
Planning Stocks
Also other criteria for merchandise outward from the floor to the warehouse would be if theoption available is not a full option, 70% interims of count of sizes.
For e.g.Option A
Size 28 30 32 34 36 38 40 42Nos 1 1 1 1 1 1
Out of 8 sizes 6 sizes available to sell, which is 75% of the total size count. So option Awould be classified as a full option.
Planning StocksStocks
Option B
Size 29 30 32 34 36 38 40 42Nos 2 2 2
Out of 8 sizes 3 sizes available to sell. Which is 38% of the total size count. So option B would be classified as a cut option.
Rules for display : Don’t overload
❑ Floor supervisor to ensure that merchandise density doesn't exceed the plan and is in line with the defined racking capacity.
Rules for display : Do not leave racks empty
❑ Indenting should happen thrice a week to ensure there is no clutter of excess merchandise on the floor as well as avoiding potential sales loss due to unavailability.
Merchandise Display
OBJECTIVE: To ensure that the brands are represented as per the desired positioning, making it visible at the floor and invite customers to shop at ease. This should also ensure that merchandise at the counter are neatly placed while addressing the brand representation in terms of subcategories and as per the customer purchase patterns
Co-ordinate displays
❑ Display of merchandise should be in the proper fixtures, making the merchandisemore visible to the customer and providing ease of shopping.
❑ Floor supervisor to ensure the merchandise is displayed properly taking into the consideration the hanging, stacking and front open display requirements of different product categories.
Make interesting displays
❑ Floor supervisor to ensure the process of innovation in merchandise display is a continuous one. New ways of displaying the merchandise to enhance the offtakeshould be initiated and encouraged at all times.
Use themes and Stories
❑ Floor supervisor to ensure the new arrivals are properly highlighted on the floor aand customer perceives freshness whenever he walks into the store
Merchandise Display
❑ Floor supervisor to ensure merchandise is displayed in neat stacks or hung properly the racks should be aligned
All sections in Browsers must be filled
Use Innovative displays
Use themes on Mannequins
Color Dock displays
Ensure floor fixtures are aligned
Trial rooms are lit and clean
Do not leave shirts crushed in hangers
❑ Depending on the fabric requirement the merchandise should be treated accordingly Eg. Any linen merchandise should not be kept without ironing it properly
❑Utmost care is taken to prevent stains- it will loose its salability
If Customer has left a wrong shirt in wrong place
Remove shirt and display in correct place
❑ No Merchandise is kept in any space other than the one which is assigned to the brand
Do not hang one shirt on a hanger
Put back clothes used by customers
Fold the garments back and stack
Use a Steam Jiffy to iron out creases
Preparing display area
Clear and Clean Glass
Cleaning Windows Display
Click to see video
Element : Set up and dismantle displays in a retail store
35
36
Window display – Inside the store
Inside windowsshowcase special products
Highlight new arrivals
37
Internal store displays
Highlights brand
Highlights events
Highlights festivals
Attracts customers to new products
Picture frame – Design visual
38
Internal store displays
Highlights best product
Features special products
39
Theme wall or columns in stores
Photographs – theme wall
Focal point of the store
Conveys brand image and positioning
40
Apparel Fixtures
Wall Fixtures Floor Fixtures
Primary Hanging Rod
Shelves/Wall Rack/Unit
Slant Arms
Step Arms
Gondolas / CDU (Central Display Unit)
Arm Browser
41
Primary hanging rods – side hanging
Can accommodate more products
Easier to select
42
Wall racks - shelves
Wall RackShelves
Unit
Wall shelves normally 15-18 inches in depth supported with brackets
A four-feet shelf can hold about 20 shirts vertically
43
Slant Arm
A slant arm with 6-15 knobs
Full front is visible
It is used best for shirts
Best used to display new arrivals
44
Step arm
It is an arm having a z-shaped form, generally used for hanging tops and bottoms on one arm
A step arm can accommodate 8 shirts per arm or 6 trousers per level
Can be used to display coordinates - shirts on the upper arm and trouser on the lower arm or vice versa
45
Floor fixture – Gondola - CDU
A long flat-bottomed displayer with straight upright sides
Commonly used for trousers
Can hang or stack products
46
Gondola
Other examples of Gondolas
47
Gondola
Other examples of Gondolas
48
Gondola
Other examples of Gondolas
49
Four Arm browser
Allows a customer to browse through the merchandise by viewing it from all sides
Best recommended for T- Shirts as it would increase the chances for impulse buying
Can carry about 12-15 T-Shirts per Arm
50
Floor fixtures - E Table
51
Hangers
Get rid of waste/ excess stock safely correctly & promptly
• Before the goods are transferred from the floor the operations manager should ensure that the concerned relationship manager's approval is there.
• There has to be different documentation of outwards meant for return to vendor and transfer to the warehouse; the same needs to be identified and stated clearly. •
Get rid of waste safely correctly & promptly
For returns initiated from the floor and meant to be sent back directly to the vendor, a prior return approval has to be there
54
Label displays of stock in retail store
55
In-store indicatorsCheck requirements for labeling
Rail Product
Shelf talker
PriceQtyItem number
Indicators are used to show customers some information
56
Floor fixture - Impulse buyCheck if information is accurate & legal
They are placed in locations where they can catch customer’s attention
Car shampoo
Hair shampoo
57
POP – FSU Free standing unit
Units which display products like accessories as a standalone unit
58
Mannequins
59
Mannequins
Give an idea
on how the
garment
looks when
worn
60
Displaying Brand labels
61
Price tags
Supplier code number
Item price
Item number
Report any mismatchwith item
62
Trial rooms
Attach right label’s to products. They could be changed intentionally too !Secure the labels correctly so that customers can see it .
63
Trial rooms
Encourages
trials of
products
64
Product trial props
Encourages
trials of
products
65
An revision of learning @ supermarket
Display stock & promoting sales inside the supermarket
66
Store components in Super Markets
67
Coolers and freezers
Products easily visibleCustomer can open door and remove products
Temperature -18 deg
68
Freezers & Chillers
Can be portable or fixed
People can see products looking down
Freezers temp -18 deg C
Chillers temp -4 deg C
69
Freezers in food stores
Special products displayed in look down freezers
Easy for a large number of customers to see and select products
Wall freezer
Look down freezer
70
Fixtures in Super Markets
Shelf
71
Fixtures in Super Markets
Bay
72
Fixtures in Super Markets
Gondola
73
Examples of food counters
Other examples of food counters
74
End Caps
End Caps
Can display new arrivals
Can display representative products in the racks
Branding can be done
Complete family of packs and sizes can be represented
75
Shopping carts
Used for adding products to be purchased
Supplements carry carts
Cart Basket
76
Exercises for participants
Do exercises from workbook
77
Common Physical components
78
Common physical components
79
Surveillance – CCTVs
For surveillance of products with a central monitor
Also can record store walk-ins
80
Security tags on products
Security equipments
Prevent pilferages
If bar code is there when a product is taken out it beeps
Bar codes are removed after billing
81
POP - Danglers
Adds to display information
Announces promos and schemes
Highlights arrivals
82
Props with products
Used to create mood
Enhances displays
Projects a lifestyle
83
Special promotion counters
Special promotion counters highlight special products
Inform customers special features
Present new products with special schemes
Used also for bargains and special rebates
84
Story cards
Builds brands
Explains features with a story
85
Display of Fliers tent cards
Information cards placed near displays
Gives products features and catalogues them
Customer can take away these fliers
86
Stock room
Room where additional stocks are kept
Normally organized item wise
Should be kept for easy retrieval
87
Attendance recording devices
Swipe cardreader
Register
88
Cash counter
89
What is kept in cash counters
Platform for client to remove products
Discount cards, products which become last minute purchasesSome promotion materials are placed on the counter
90
Billing in Hypermarkets
Rows of cash counters for billing and handling large number of customers
91
Credit card machine
A credit card machine normally kept in the cash counter is used to swipe customer credit cards, debit cards, and membership cards
These machines are connected to banks to automatically transfer funds without using cash
92
Different stock display & promotion options
Store Layouts
93
Store layouts
94
Store Layout
Positioning of
products in an
attractive way
Gives customer
plenty of moving
space
95
Store layouts - Forms
Fruit
Vegetables
Office & customer service
Books, magazines, seasonal display
Rec
eivi
ng
& s
tora
ge
Exit
Entrance
Cart area
Checkouts
Fruit
Vegetables
Office & customer service
Books, magazines, seasonal display
Rec
eivi
ng
& s
tora
ge
Exit
Entrance
Cart area
Checkouts
Fruit
Vegetables
Office & customer service
Office & customer service
Books, magazines, seasonal display
Rec
eivi
ng
& s
tora
ge
ExitExit
Entrance
Cart area
Checkouts
Grid
Layout
Used in grocery and drugstores.
Repetitive patterns.
Cost efficient
Products
Products
Products
Products
Products
Products
Custservice
Fruits
Checkouts
Cartarea
Entry
Exit
Fruits
Fruits
Exc
hang
es
Ser
vice
s
96
Store layouts - Forms
Storage, Receiving, Marketing
Underwear Dressing Rooms
Checkout counter
Clearance Items
Feature Feature
Jean
s
C
asua
l Wea
r
S
tock
ings
Acc
esso
ries
Pan
ts
Top
sT
ops
Ski
rts
and
Dre
sses
Hat
s an
d H
andb
ags
Open Display Window Open Display Window
Storage, Receiving, Marketing
Underwear Dressing Rooms
Checkout counter
Clearance Items
Feature Feature
Jean
s
C
asua
l Wea
r
S
tock
ings
Acc
esso
ries
Pan
ts
Top
sT
ops
Ski
rts
and
Dre
sses
Hat
s an
d H
andb
ags
Open Display Window Open Display Window
Storage, Receiving, Marketing
Underwear Dressing Rooms
Checkout counter
Clearance Items
Feature Feature
Jean
s
C
asua
l Wea
r
S
tock
ings
Acc
esso
ries
Pan
ts
Top
sT
ops
Ski
rts
and
Dre
sses
Hat
s an
d H
andb
ags
Open Display Window Open Display Window
Free
Form
Layout
Fixtures and aisles arranged asymmetrically
Used in small specialty stores and departments within large stores
97
Store layouts - Forms
Race
Course
Layout
Draws customers around the store.
Has a major aisle that has access to departments and store’s multiple entrances
98
Zones of the store
4
CDU
Rack
4
CD
U
2
3
4
CashCounter
Rack Rack
Rac
kR
ack
Entrance
TrialRoom Rack
New arrivals
Feature wall
Rack Rack
New arrivals Cut sizes
Service zone – Accessories
Elements
To promote impulse purchase
1
99
Store Layout comparisons
Layout Type Characteristics
Grid Clear route and aisles.
Free FormRandom fixture positioning.
Race courseLooped pathway
Interconnecting boutique and islands
100
Store Layout comparisons
Layout Type Advantages
Grid
Cheap
Easy maintenance
Easy movement
Free Form
Shopper freedom
Flexibility
Image creation
Race courseAesthetically appealing
Encourages impulse purchasing
101
Store Layout comparisons
Layout Type Disadvantages
GridNot flexible
Cheap image
Free FormExpensive
Poor use of space
Race courseVery Expensive
Very poor space usage
102
Store Layout comparisons
Layout Type Uses
GridFood stores
DIY stores
Free FormClothing stores
Department stores
Race courseSpecialty stores
Concession stores
103
Ideas for stock display and promotion
Ideas to help arrangement
104
Good Floor display
105
Ideas to help arrangement
1Locate the high draw items around the perimeter of the store so customers will have to go through other products to get to them.
106
Ideas to help arrangement
2Use noticeable locations when displaying high-impulse and high-margin items
107
Ideas to help arrangement
3Allot items that are purchased frequently between both sides of aisles to increase the visibility of all items
108
Ideas to help arrangement
4Use the end of aisles to display best products because of high exposure
109
Ideas to help arrangement
5Be careful when deciding which items will be seen first at the store because this will portray the image of the store
Performance Criteria(PC) w.r.t the Scope
110
Element Performance Criteria
Prepare display areas and goods in a retailstore
To be competent, the user / individual on the job must be able to:•PC1. Identify need for the display in relation to stock, space, position of the display and dates.•PC2. Check that the display area is the right size and report any concerns promptly.•PC3. Gather the materials, equipment and stock you need for the display and check that they are clean, safe and in good working order.•PC4. Follow company procedures for clearing, cleaning and preparing the display area before use.
Setup and dismantledisplays in a retailstore
To be competent, the user / individual on the job must be able to:•PC1. Set up and dismantle the display safely, inline with plans and within the time allowed.•PC2.Check that the display is clean, tidy and safe for use.•PC3.Check that the display has the levels of stock you need.•PC4.Clean and store equipment and excess materials; get rid of waste safely, Correctly and promptly.
Label displays of stock in a retail store
To be competent, the user / individual on the job must be able to: •PC1. Check requirements for labeling stock. •PC2. Check information on the label is clear, accurate and legal before starting to label stock. •PC3. Report promptly any information on labels that may need changing. •PC4. Attach the right labels to the right products. •PC5. Position labels so that they are securely fastened and customers can see them clearly. •PC6. Complete labeling within the time allowed.