Merchandising for $ale$

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Merchandisingfor ale
Damian Skretta Manager, Packaging
Merchandising April 2007
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Retail Credentials

• - Over 30 years merchandise experience-
  Manager District Manager- Category
  Manager/Buyer
• - Director, Corporate Brands developed and
• designed merchandise and packaging, end cap
  
• and shelf displays, ads and promotions

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Merchandising for aleswhat we will cover
- In store definitions- What is Retail
Merchandising- You are the key- Universal
Truths in Merchandising- Store layout
recommendations- Do you want a sales
increase- Signing clip strips, displayers, BSC
web site - Summary information
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Definitions
End cap Promotional display at the
end of each gondola. This is valuable
retail space for promoting
merchandise NOT to be used for basic
displays
Basic Stock Item Daily staple item to be
carried and never out of stock
top sellers producing above
average sales volume
Off-Sale Item in stockroom, but not on display
on sales floor
Off Shelf Display End cap, dump bins, auxiliary
display large bulk display
not on side counter
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What is Retail Merchandising?
the management of inventory to ensure the most
advantageous display of fast slow moving items,
and to maximize sales per retail sq.
ft.Includes - Inventory assortment
planning- Sales floor design- Product
presentation visual merchandising and
display- Pricing- Signing
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You
are very important to our goals!!-
Sell more SKILCRAFT/JWOD merchandise
- Increase factory production
- Increase the number of jobs for people who are
blind
- You are the last contact with our customers!
- Now that we have commercial-type packaging,
lets take advantage of it with our
displays
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UniversalTruths in Merchandising
Time proven fact or procedure, encompassing all
of retail merchandising, proven to help achieve
specific goals in inventory control, sales and
profit.
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Universal Truthsin Merchandising

• Sales do not just happen, you make them
  happen by concentrating on basics in
  everyday merchandising.

- Invited guests customers
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Universal Truthsin Merchandising
- Out of Stocks cause our customers the four Diss
1. Disappointed
2. Dismayed
3. Disgusted
4. Disappear
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Universal Truthsin Merchandising
- 80/20 Rule
- Off-Sales is a cardinal sin of retail
- New items drive sales must feature them can
not have customer try to find them easy
impulse sale.
- Cross selling increases sales Want fries with
that. standard practice
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Universal Truthsin Merchandising
- Cant sell pegboard goal-max sales/sq ft.
- Cant afford to be out of basic stock
overstock on slow seller
- Know your merchandise product knowledge
pays off in sales
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Universal Truthsin Merchandising
- Easier to make a good selling item better than
a poor selling item good. these are
promotional end cap candidates
- Concentrate on what produces sales only so
many hours in a day work smart, prioritize
- Well displayed is half sold ends and side
counters
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Universal Truthsin Merchandising
- Signing Sells draws customer attention to
what you want to point out to them market
research shows this results in 5-20 more lift
than normal
- Impulse items increase total market basket
- One item ends are the most effective sales
producers. Mass display of the best items
customer confidence Selling psychology
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Universal Truthsin Merchandising
- No permanent basic displays on end caps!
Rotate merchandise selection
- Shelf location is very important - Best sellers
at eye level
- Can never sell too much know what sells
never be out
- Eliminate the Sales Prevention area of your
store merchandise operation
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Universal Truthsin Merchandising
- If the customer can find it they will buy it!
They came to your store to buy
- Maintain shelf display consistency label
counters
- Merchandise display by selling merit example
3 ring binders
- Walking by an empty display without taking any
action manager approval
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Store LayoutRecommendations
- Category Flow - Smooth and easy to
shop basics in stock.
- Side Counters - Full and faced - Shelf
edge marking same item same location -
Never out of a top seller - Rotate stock, fresh
look - Categories displayed vertically and
together - Eye level basic items you want to
sell the most - Most space for best items
selling merit - No Off-Sales - Pegged
merchandise above shelved items - Larger items
on base
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Store LayoutRecommendations
- Adjacencies - Pencils next to pens -
Writing pads together - Added Impulse sales items
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Do You Want a Sales Increase?

• - Best use of signing

- Making use of Clip strips
- Using any available Sales Sheets
- Using available product displayers
- Keeping your people informed
- Reviewing information on bscsales.com
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Signing

• End caps 8.5 x 11 and Side Counters 3.5 x
  5.5

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Signing

• - Wall Banners 1.5 x 4

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Clip Strips
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Displayers
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BSC Web Site

• Communication
• Information
• www.bscsales.com

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Summary

• - Merchandising for ale - Stop by Vendor
  Fair display
• booth 400 402
• - Questions/Comments
• Damian SkrettaPhone [phone]Email
  dskretta_at_nib.org