See recap of Janio's store visits to I-Drive and Prime

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Chelsea FO
Recap 6/23 – 6/24/2009
Participating Stores:
I-Drive FO
Prime FO
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Observations Challenges
Chelsea FO is one of the best selling • Store is in need of additional ASMs and
store for adidas retail. It has undergone Team Leads.
a significant renovation and the fixtures
are equipped to handle everyday
business.
The store is relatively larger than other
outlet stores. The large size provides a
great advantage for merchandising the Opportunities
categories properly as well as placing
product accordingly. • Styling of Mannequins
The store is located in a premier outlet • Implementing new visual guidelines
center in Orlando. It receives they have learned with this visit
significantly high foot traffic year round. • Customer Service
The store needs to take advantage of
this, and ensure the floor is replenished • Floor Replenishment
in a consistent manner in order to meet
these needs.
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Windows
Mannequin Displays
The store’s team did a great job at styling the mannequins in the widows prior to the
VM training. The left pictures shows a Tennis lifestyle and the right one shows the
Boston Marathon collection.
An opportunity for the right window is to place the mannequins closer to each other
and placing them where the frame of the window does not cover the mannequins.
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Mannequin Displays
Before After
Training Originals Running
Do not mix O and SP outfits together. Choose either O
or SP outfits, and style accordingly. The mannequins
were also too close to the store’s entrance, Originals was chosen to showcase the
approximately 3 feet from the doors. They were new Diesel jeans collection the store
placed further back to prevent them from interfering received recently.
with traffic and to be seen better by the customers.
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Mannequin Displays
Before After
When placing a set of Accessories!
mannequins in a corner of the
store, ensure that they are angle The above pictures shows how to
correctly. angle the mannequins.
Training apparel was used due to
heavier inventory of it.
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Merchandising Walls
Before
Do not leave the empty box
with the shoe display.
Training shorts and cargo khakis
do not mix well.
Do not closet hang only
one sku on the walls.
Ladders are not to be left on the
sales floor. It is a liability.
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Merchandising Walls
After
When possible, group alike collections together. Integrate accessories such as
bags, into the wall. This aids in cross selling throughout the sales floor and
improving KPIs.
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Merchandising Walls
Before
Remove empty
shoe box.
If you are displaying a
running collection,
training duffle bags
are not the best
possible accessory to
add.
Socks can be displayed differently and increasing the capacity.
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Merchandising Walls
After
Always match the footwear with the collection.
This is a great way
to merchandise
running socks unto
the wall
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Merchandising Walls Cont.
After
Here’s an additional
option on merchandising
socks unto the wall.
This picture also shows
how to face out and closet
hang shorts on the top
tier of the wall panels.
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Displaying Footwear
Examples
Stores often ask which is the correct way of displaying shoes on the fixtures and walls.
The pictures above show two options you may use in the stores.
Pick only one option to use throughout the sales floor in order to be consistent in the
store. In either option, the left shoe is always displayed over the right.
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Merchandising
Before After
Avoid repeating the same pieces twice Utilize the space to its full capacity to better
on the same floor fixture. represent additional skus.
Shoes and accessories are great in these six
ways to assist with cross selling at your store.
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Display Tables
Before
Do not merchandise just one Do not leave empty shoe boxes for display.
piece of each sku. The
display tables are meant to
be shopped from and house
merchandise.
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Display Tables
After
Training story Golf story
Always ensure to display a complete lifestyle story on the display tables. It needs to be organized
with a complete size run; 8 – 12 pieces max. During special promotions, you may increase this
number to 10 – 16 max. However, never allow the merchandise to overflow and look
unorganized. Always display accessories to improve with KPIs!
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T-Shirt Bins
Before
It is important to keep this area filled Always use the t-shirt frames
and organized. T-shirt bins are provided to your store. Use a
always located in the drive aisle and maximum of 3 on each side. If you
are very visible to the customers. are missing or need additional ones,
please contact your DM to reorder.
T-shirts are great impulse items!
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Opportunities
Replenishment
Through out the sales floor, many of the
fixtures were not being refilled throughout
the day. It is very important for the success
of the store to have a good replenishment
strategy.
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Opportunities
Replenishment
X X
X X
X X X X
X X X
Many Bins were empty throughout both days of training and were not
refilled. Footwear is crucial for all stores and need to be priority in refilling.
The footwear needed to fill these bins were in the stockroom.
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Opportunities
Hash Wall
Do not place a shoe that
has a full size run in the
Hash Wall. It should go
in the regular footwear
bins.
Rules for Hash Wall are:
*10 or less qty available
* 5 or less sizes available
If the store receives
replenishment of a shoe
displayed in the hash
wall, it needs to be
placed back on the
regular footwear bins.
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Summary
Chelsea FO is one of the most visited outlet centers for adidas FO. It is
very important we represent the brand to the highest standards, to all the potential
customers this store receives everyday, not only by showing great Visual
Presentation, but also with great customer service. Every customer needs to be
greeted and serviced on a timely manner. Both of these key elements go hand in
hand in providing a pleasant and memorable experience to our customers.
Keeping the merchandise fresh, updated, and replenished is essential to
the VM 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.
Chelsea FO has recently been remodeled to the new SP 2.0 fixtures and is
equipped to house all the merchandise needed to have successful sales year. The
store’s management now needs to ensure the store follows these guidelines on a
day to day basis. The store has received the VM training video and was demonstrated
the J:Drive with the VM recaps.. The store manager needs to make sure his
potential VM person and the rest of the management team watch it and implement it
on the sales floor. As important as the VM standards are, the store needs to
implement an efficient structure on replenishing the sales floor. Having these two
important guidelines will facilitate product sell through and increase the chances for
a successful year.
During this visit, Sean Reagin (AM), did a great job at organizing
surrounding FO store’s to participate in this training. It was great to see the store
teams learn from each other and it made the training more interactive for all.
Going forward, for 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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