Janio's store visit

1. Type Info Here [in Master View]
Aurora FO
Recap
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2. Type Info Here [in Master View]
Observations Challenges
• New mannequins are required
The store was in great shape. I was very
• Fixtures need to be updated.
pleased to walk in and see a store that
not only looked clean and organized, but
• Store need additional add ons to fixture
also merchandised to full capacity
system (i.e. shelves, face outs)
without looking cluttered.
The store’s ASMs have done a fantastic
job at keeping the store running
efficiently without a GM. They should be
very proud of what they have
Opportunities
accomplished.
Having the store in this great of a • Styling of Mannequins
condition, allowed me to go over more
• Implementing new visual guidelines
VM standards that I believed I was going
they have learned with this visit
to be able to.
• Converting customers
This store is an example of what other FO
stores can look like, especially those
with the older fixtures like this one.
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3. Type Info Here [in Master View]
Overall View
Overall, the store
looked clean and
well organized.
They did not have
bags on top of
footwear bins, nor
were the collections
mixed improperly.
Great Job!!!
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4. Type Info Here [in Master View]
Merchandising Walls
Before
This picture illustrates
Men’s Golf. Notice how
everything is faced out.
Avoid using same color
shirts next to each
other and try to have
different levels across.
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5. Type Info Here [in Master View]
Merchandising Walls
After
Notice how there are different levels and we are
demonstrating footwear and accessories that go with
the apparel. Also, some items were side hung to give
it a different dimension.
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6. Type Info Here [in Master View]
Merchandising Walls
Before
Here’s another example of facing out every item. Avoid using the same color side by side.
From afar, it may seem to the customer that it is the same apparel repeated. Not enticing
at all.
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7. Type Info Here [in Master View]
Merchandising Walls
After
In this picture, it
demonstrates how using
the same merchandise
that was there before,
we can give the wall a
different look and
character to it. We are
also able to display
footwear and
accessories that we
couldn’t before.
Also notice, long sleeves
and short sleeves are
not merchandised next
to each other. When
possible, try to separate
like items like these and
mix up the collection.
However, like colors are
together to sell a full
outfit to the customer.
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8. Type Info Here [in Master View]
Merchandising Walls
Before
This walls shows why repeating items in face outs is not recommended. It limits the
amount of merchandise you can display. When limited colors are available, you can mix
them together as long as they are complementary colors. Also, mix in the accessories
and avoid having them in a single corner.
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9. Type Info Here [in Master View]
Merchandising Walls
After
This picture demonstrates
how deleting some colors
from the previous walls, we
can better tell a story. We
increased the amount of
apparel and accessories the
wall can hold by simply
remerchandising it. The bag
ties in with the current “bag
stuffer” promotion, hence
helping with the UPT’s.
Always use what your store
has in inventory and take
under consideration what
message you are telling your
customer.
Also, we side hung some of the apparel on the top tier as well. This gives the wall a
separate look from the men’s wall.
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10. Type Info Here [in Master View]
Merchandising
Before
Instead, use this space to add footwear
displays and additional apparel. Doing so,
in this case, completes the story of
women’s golf. It’s a perfect way to cross
sell to you customers footwear and
apparel.
Do not add half bust form in the
six ways. This takes away
selling space.
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11. Type Info Here [in Master View]
Merchandising
By remerchandising properly, it is
Before
possible to add up to six different sku’s in
apparel. Hence, improving the chances of
a customer finding a complete outfit.
This picture shows only three skus
being shown in the front side of this
six way.
Also, do not display the empty show
box with the shoe, it’s distracting.
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12. Type Info Here [in Master View]
Summary
I had a fantastic visit at the Factory Outlet at Aurora. They are
in a great location and with the standards they have just learned, they
will keep the store looking in top shape.
Keeping the merchandise fresh and updated is essential to
the visual presentation of the store. Learning what product to display
and learning how to merchandise accessories, is key to having a great
VM presentation. Implementing this will help with KPI’s and product
sell through. They have done an outstanding job at keeping most of the
merchandise out on the floor and not in the stockroom.
Joyce Reddinger and Aaron Ring have done an outstanding job
keeping the floor organized and ready for business. They should be
very proud of what they have accomplished. Their hard work definitely
made it easier to teach them VM elevated standards.
Going forward, any questions they may have, they should
contact their DM and have the questions forwarded to their VM
corporate contact Bridget Zadoff.
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