Jersey Shore

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Type Info Here [in Master View]

Jersey Shore FORecap 3/25/2009


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ObservationsThe store’s management was aware of my

visit and planned accordingly to have both

the GM (Elias Sabas) and ASM (Cherise

Phillips-Medran) present.

Prior to my visit, Andrea Koenig (Area

Manager) paid them a visit and informed

them about the Visual Standards and

expectations. Many of the callouts that

were discussed during this visit were

discussed in previous ones.

During this VM training, Anthony

Mielczarski and Andrea Koening

were

present to discuss the standards and the

expectations this store needs to uphold.

The store’s management team is expected

to follow these guidelines going forward.

Any questions they should have, needs to be

brought up to their Area Manager and/or

DM’s

attention.

Challenges

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Store does not own a steamer

•

Over assortment of sample apparel

Opportunities

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Styling of Mannequins

•

Implementing new visual guidelines

they have learned with this visit and

prior ones

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Re-ticketing sale tags

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Merchandising standards

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Overall cleanliness of the store


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Sales Floor

Overall, the sales floor looked cluttered and not well organized. The store has an over abundance of sample apparel, merchandised on five rolling racks throughout the sales floor. Hanging on the rolling racks are printed pages created with the store’s office printer. Marketing has provided enough signage to use throughout the sales floor, eliminating the need to ever print signs.


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Sales FloorCont.

At no point, is the store allowed to make their own signage. As the picture above shows, creating these “home made”

signs do not weather customer traffic well and are damaged quickly.

When rounder's are merchandised correctly and organized, it allows for more apparel to fit in them. Hence, preventing the need of extra rolling racks on the sales floor. Important to remember, adding rolling racks to the sales floor may interfere with ADA guidelines that the city or state may have.


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Sales FloorAfter

By merchandising the floor correctly, it allows the store to hold more apparel per fixture and prevents the need of using any rolling racks on the sales floor or unapproved signage.

It is important to have the store looking clean and organized. Avoiding clutter on the sales floor, allows for a better shopping experience to our customers.

Always use approved signage provided by Retail Marketing. If at any time the store needs additional signage, contact Retail Marketing as soon as possible.


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Perimeter Wall

Do not take off category signage from the perimeter wall to add any visual presentations. Not only is it to high of a focal point for the customer, it’s not in the VM guidelines for outlet stores. Our goal is for every outlet store to be as consistent

as possible with one another.

Avoid facing out all of the apparel on the wall. Use different VM techniques to create a more interesting display.

Before


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Perimeter WallBefore Cont.

The picture above shows how a wall merchandised with just face outs, does not create a lifestyle story or showcase any of our accessories and footwear.


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Perimeter Wall

The picture above shows how remerchandising the same product, allows footwear and accessories to be displayed with the apparel. When possible, display matching tops, bottoms, footwear, and accessories to show a full outfit.

After

Top

Bottom

Shoes

Accessories

Top

Bottom

Shoes

Accessories


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Perimeter WallAfter Cont.

When the store has a full size run on a specific category or collection, merchandise it on a wall. This allows the perimeter wall to have a full lifestyle story displayed on it.

Use shelves to fold non-

technical fabrics such as golf polo’s and and

display matching accessories.

Note: Merchandising categories that are related to the current season is a great VM technique. For example, this wall shows Golf merchandised on it during the spring season.


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Display TablesBefore

Display tables are not meant for bulk merchandising. They are meant to showcase a collection and lifestyle.


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Display Tables

Use the display tables to showcase a sport’s category. When possible, place mannequins next to the tables to enhance a specific category or collection.

Always use a collection that is relatively new to the store or is season related.

After

Men’s Golf

Women’s Training


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MerchandisingBefore After

Do not overfill fixtures. It will create clutter and does not allow the apparel to be shopped easily by the customer.

Add enough apparel to keep the fixture filled, but easily shopped. Add accessories to create a lifestyle story. In this case, tennis is the category being showcased with barricades and tennis visors.


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Merchandising

Avoid empty selling space.

Before

If space is available, use it to cross sell the accessories and footwear of that sport’s category.


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Opportunities

Avoid the footwear wall to become unorganized. The picture to the right shows a wall that needs immediate attention. With hash walls, is especially important to keep an eye on it. Shoes should always be placed with a box and the left shoe always point up. Following these simple steps, assists our customers in having a more pleasant shopping experience.

Review the VM training video for Footwear Hash Wall Guidelines.


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Jersey Shore is a relatively new outlet store. It is very important it represents our brand to the highest standards to all the potential costumers this store receives everyday. By improving on VM Standards, it will provide the customers with a pleasant and memorable shopping experience.

Keeping the merchandise fresh, updated, and off rolling racks 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. The Jersey Shore Store has been visited on several occasions to go through visual standards. The store manager now

needs to ensure the store follows these guidelines on a day to day basis. The store has received the new VM training video as well. The store

manager needs to make sure his VM person and he watch it and implement it on the sales floor.

Going forward, any questions they may have, they should contact their DM and have the questions forwarded to their VM corporate contact Bridget Zadoff.

Summary

Jersey Shore

Business

Transcript of Jersey Shore