Retail management - How to display & promote sales

1. 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 store
·Set up and dismantle displays in a retail store
·Label displays of stock in a retail store
The role may be performed in a range of Retail Operations:
·Department Store
·Supermarket
·Specialty Store
·Fresh Food stores
·Quick Service Food Stores

2. Element : Prepare display areas & goods in a
retail store
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.

3. 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.

4. 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).

5. An example : Shirts
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.

6. 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.

7. 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.

8. 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.

9. 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…

10. 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…

11. 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…

12. Planning Stocks
Also other criteria for merchandise outward from the floor to the warehouse would be if
the
option 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 42
Nos 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 A
would be classified as a full option.

13. Planning SSttoocckkss
Option B
Size 29 30 32 34 36 38 40 42
Nos 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.

14. 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.

15. 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.

16. 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

17. Co-ordinate displays
❑ Display of merchandise should be in the proper fixtures, making the merchandise
more 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.

18. 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 offtake
should be initiated and encouraged at all times.

19. Use themes and Stories
❑ Floor supervisor to ensure the new arrivals are properly highlighted on the floor a
and customer perceives freshness whenever he walks into the store

20. Merchandise Display
❑ Floor supervisor to ensure merchandise is displayed in neat stacks or hung
properly the racks should be aligned

21. All sections in Browsers must be filled

22. Use Innovative displays

23. Use themes on Mannequins

24. Color Dock displays

25. Ensure floor fixtures are aligned

26. Trial rooms are lit and clean

27. 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

28. 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

29. Do not hang one shirt on a hanger

30. Put back clothes used by customers

31. Fold the garments back and stack

32. Use a Steam Jiffy to iron out creases

33. Preparing display area
Clear and Clean Glass

34. Cleaning Windows Display
Click to see video

35. Element : Set up and dismantle displays
in a retail store
35

36. 36
Window display – Inside the store
Inside
windows
showcase
special
products
Highlight new
arrivals

37. 37
Internal store displays
Highlights brand
Highlights events
Highlights
festivals
Attracts
customers to new
products
Picture frame – Design visual

38. 38
Internal store displays
Highlights best product
Features special products

39. 39
Theme wall or columns in stores
Photographs – theme
wall
Focal point of the store
Conveys brand image and
positioning

40. 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. 41
Primary hanging rods – side hanging
Can accommodate
more products
Easier to select

42. 42
Wall racks - shelves
Shelves Wall Rack
Unit
Wall shelves
normally 15-
18 inches in
depth
supported
with brackets
A four-feet
shelf can
hold about
20 shirts
vertically

43. 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. 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. 45
Floor fixture – Gondola - CDU
A long flat-bottomed
displayer with straight
upright sides
Commonly used for
trousers
Can hang or stack
products

46. 46
Gondola
Other examples
of Gondolas

47. 47
Gondola
Other examples
of Gondolas

48. 48
Gondola
Other examples
of Gondolas

49. 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. 50
Floor fixtures - E Table

51. 51
Hangers

52. 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.
•

53. 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. 54
Label displays of stock in retail store

55. 55
In-store indicators
Check requirements for labeling
Rail Product
Shelf talker
Price
Qty
Item number
Indicators are used to show customers some information

56. 56
Floor fixture - Impulse buy
Check if information is accurate & legal
Car shampoo
Hair shampoo
They are placed in locations where they can catch customer’s attention

57. 57
POP – FSU Free standing unit
Units which display products like accessories as a standalone unit

58. 58
Mannequins

59. 59
Mannequins
Give an idea
on how the
garment
looks when
worn

60. 60
Displaying Brand labels

61. 61
Price tags
Supplier code number
Report any mismatch
with item
Item number
Item price

62. 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. 63
Trial rooms
Encourages
trials of
products

64. 64
Product trial props
Encourages
trials of
products

65. 65
An revision of learning @ supermarket
Display stock & promoting sales
inside the supermarket

66. 66
Store components in Super Markets

67. 67
Coolers and freezers
Temperature -18 deg
Products easily visible
Customer can open door and remove products

68. 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. 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. 70
Fixtures in Super Markets
Shelf

71. 71
Fixtures in Super Markets
Bay

72. 72
Fixtures in Super Markets
Gondola

73. 73
Examples of food counters
Other examples of food counters

74. 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. 75
Shopping carts
Cart Basket
Used for adding products to
be purchased
Supplements carry carts

76. 76
Exercises for participants
Do exercises from workbook

77. 77
Common Physical components

78. 78
Common physical components

79. 79
Surveillance – CCTVs
For surveillance of products with a central monitor
Also can record store walk-ins

80. 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. 81
POP - Danglers
Adds to display
information
Announces
promos and
schemes
Highlights
arrivals

82. 82
Props with products
Used to create mood
Enhances displays
Projects a lifestyle

83. 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. 84
Story cards
Builds brands
Explains features
with a story

85. 85
Display of Fliers tent cards
Information cards placed
near displays
Gives products features
and catalogues them
Customer can take
away these fliers

86. 86
Stock room
Room where additional stocks are kept
Normally organized item wise
Should be kept for easy retrieval

87. 87
Attendance recording devices
Swipe card
reader
Register

88. 88
Cash counter

89. 89
What is kept in cash counters
Platform for client to remove products
Discount cards, products which become last minute purchases
Some promotion materials are placed on the counter

90. 90
Billing in Hypermarkets
Rows of cash
counters for
billing and
handling large
number of
customers

91. 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. 92
Different stock display & promotion
options
Store Layouts

93. 93
Store layouts

94. 94
Store Layout
Positioning of
products in an
attractive way
Gives customer
plenty of moving
space

95. 95
Store layouts - Forms
Exchanges Services
Fruit
Vegetables
Books, magazines, seasonal
display
Office &
customer
service
Receiving & storage
Exit
Entrance
Cart
area
Checkouts
EExxiitt
Grid
Layout
Used in grocery
and drugstores.
Repetitive
patterns.
Cost efficient
Products
Products
Products
Products
Products
Products
Cust
service
Fruits
Checkouts
Cart
area
Entry
Exit
Fruits
Fruits

96. 96
Store layouts - Forms
Storage, Receiving, Marketing
Underwear Dressing Rooms
Checkout counter
Clearance
Items
Feature Feature
Jeans Casual Wear Stockings
Pants Accessories
Tops Tops
Skirts and Dresses Hats and Handbags
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. 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. 98
Zones of the store
New arrivals Cut sizes
Rack Rack
Elements
4
CDU
Rack
4
CDU
2
3
Cash
Counter
4
Rack Rack
Rack Rack
Entrance
Trial
Room Rack
New arrivals
Feature wall
Service zone – Accessories
To promote impulse
purchase
1

99. 99
Store Layout comparisons
Layout Type Characteristics
Grid Clear route and aisles.
Free Form Random fixture
positioning.
Race course
Looped pathway
Interconnecting boutique
and islands

100. 100
Store Layout comparisons
Layout Type Advantages
Grid
Cheap
Easy maintenance
Easy movement
Free Form
Shopper freedom
Flexibility
Image creation
Race course
Aesthetically appealing
Encourages impulse
purchasing

101. 101
Store Layout comparisons
Layout Type Disadvantages
Grid Not flexible
Cheap image
Free Form Expensive
Poor use of space
Race course Very Expensive
Very poor space usage

102. 102
Store Layout comparisons
Layout Type Uses
Grid Food stores
DIY stores
Free Form Clothing stores
Department stores
Race course Specialty stores
Concession stores

103. 103
Ideas for stock display and
promotion
Ideas to help arrangement

104. 104
Good Floor display

105. 105
Ideas to help arrangement
1
Locate the
high draw
items around
the perimeter of
the store so
customers will
have to go
through other
products to get
to them.

106. 106
Ideas to help arrangement
2
Use noticeable
locations when
displaying high-impulse
and
high-margin
items

107. 107
Ideas to help arrangement
3
Allot items that
are purchased
frequently
between both
sides of aisles
to increase the
visibility of all
items

108. 108
Ideas to help arrangement
4
Use the end of
aisles to display
best products
because of high
exposure

109. 109
Ideas to help arrangement
5
Be careful when
deciding which
items will be
seen first at the
store because
this will portray
the image of the
store

110. Performance Criteria(PC)
w.r.t the Scope
110
Element Performance Criteria
Prepare display
areas and goods in
a retail
store
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
dismantle
displays in a retail
store
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.