8
It’s about stopping power Stopping power we have been focused on carrying this theme through to execution at store to drive conversion. We have changed a number of things about the look and feel of our kiosk from a product placement perspective as well as from a visual perspective and also on a face to face interaction level perspective. New Style guide and sign colours The logo above is one aspect of how we have changed our signage and another is our category and brand signage which also reflects the Calendar Club purple on white backgrounds to “POP” in your kiosk in a stronger way. Below is our new look category signage for this coming season

Stopping Power

Embed Size (px)

Citation preview

 

It’s about stopping power

Stopping power we have been focused on carrying this theme through to execution at store to drive conversion. We have changed a number of things about the look and feel of our kiosk from a product placement perspective as well as from a visual perspective and also on a face to face interaction level perspective.

New Style guide and sign colours

The logo above is one aspect of how we have changed our signage and another is our category and brand signage which also reflects the Calendar Club purple on white backgrounds to “POP” in your kiosk in a stronger way.

Below is our new look category signage for this coming season

New discount level and signage

We will commence our discount period on a 40% off everything discount offer from Boxing Day rather than the previous 50% off offer. We believe this will result in stronger sales since we are discounting less. The offer is strong and we expect it to drive sales.

Tower toppers and continuous wrap for inline walls

These are a 4 sided A4 board that is reversible when we get to sale time and has the SALE message in red and white. The messaging pre-Christmas is reinforcing our offer of “perfect gifts for everyone” and “we’ve got your calendar”.

New Billboard signage

Used for Inline sites and backlit for kiosks and within Malls for directional.

New wallet calendars

Joanne Verry Anne StrangeChris Barlow

New wallet calendars

Mochtar Chia Steve JonesHanny Hadinata

New kiosk layout

We have re-designed the kiosk for this coming year to provide more “POP” and grab customer attention in a bigger way. This standard kiosk is the base kiosk we use and all other kiosks are designed off this platform.

What has improved?

Kiwiana/Australiana wall: The entire outside of one end of the kiosk is now devoted to this crucial category and the 2 sections with the central tower and mini grid all in clear view shows our commitment to this category which is strong for impulse purchases.

Destinations and Art: We have moved Art and Destinations to the outside of the kiosk as these titles are also strong impulse sellers and impulse requires customers to see the calendars. The outside is the most prominent part of the kiosk for visibility.

Sport & Transport: These categories now have a full section each and are right next to each other in the kiosk. This is in recognition of the growth in sport and transport particularly. There will be a sport end which will feature English Premier League titles as this has been a big growth area.

Fantasy Art tower: In between Art and Destinations we have a feature end with key fantasy titles including the new Twilight title, Victoria Frances, Ed Hardy and Boris Vallejo. This will be a strong selling and focused offer.

Neighbourhood stock

The trading season is short and when we run out of product we miss out on the potential sale; so we need to minimize the outages. We have spent a lot of time analysing product sales from every kiosk on units sold last year to determine the best mix of product for stores so we can provide the most targeted range for each store.

We have looked at a number of factors to determine the best mix for each store.

1. Category shifts by store: This shows shifts in specific categories that allow us to now increase range in specific categories that are moving well. This gives more spare titles to cover outages in these higher demand categories in your store.

2. Out of stock days on any product: This tells us what titles you may have benefitted from having higher quantities of and allows us to adjust your opening stock quantity.

3. Top 200 by store: Analysis of this helps us understand the category shifts and points out any anomalies. Then we have upped the range in titles and units.

Product knowledge manual

This manual has been further revised and is at the front of the master titles list. It highlights the most fitting titles for key demographic groups that shoppers are buying for.

Punchy store photos