The Most Essential of

Retail Elements

Presented by Jennifer Robison

Robison Retail Results, Inc.

Jen@robisonretail.com

www.robisonretail.com

206-595-5715

Always keep in mind

Retail is nothing but detail

Stores should

•  Get your attention

•  Create Urgency to buy

•  Inspire

•  Help you make a buying decision

A valuable store

•  Makes it easy to shop

•  Covers your needs

•  Offers newest products to make your life easier.

•  Is stocked

A Store well planned will

• Connect with shoppers

•  Influence buying decisions

•  Inspire browsing

• Draw customers back and they will share with their friends how great your store is.

How to make your store

valuable

Robison Retail Process 4-5-6-10

4 •  Retail

Elements

5 •  Senses

6 •  Reasons

10 •  Steps

The 4 elements

Products Salesmanship

Promotions Visual Merchandising

Visual Merchandising

Silent communication

•  Uses products, space, lighting, displays, graphic imagery, props, signage to sell your story (brands)

Visual Merchandising Elements

Space plan traffic patterns

Fixtures & display

Lighting

Product groupings

Props

Signs

Graphic images

Evaluate your Store

How is the lighting?

What is your level of

housekeep (rate like a

hotel 1-5 star)

Is the store cluttered? Or

To sparse?

Is the traffic patterns

getting people to travel

around more of your store?

Are displays fresh and full?

Are the fixtures clean

and organized?

Are products and brands

stocked near other related products or

brands?

Check how your store

Regular Housekeeping

Task list for staff to Perform

• Daily • Weekly • Annually

It is so important to make sure

your store is not Cluttered

6 reasons

Visual Merchandisin

g purpose

Communicate

Educate

Discover

Attract

Enhance

fulfill

What message do you give?

Organize your work stations regularly

10 Essential steps

1 Is your Mind ready

2 Do you have specific Goals? •  When is that last time you

had a goal for showroom sales?

•  Do you have a goal to get more shoppers in your store?

•  Are your goals shared?

3 Do you use a budget?

•  Do you work with an inventory budget?

•  Do you keep in mind that you need to adjust your budgets seasonally

4 Eliminate stale brands & obsolete products

•  Run a No sale report 18 mos.

•  Pull out old products and sort in boxes

•  Determine based on volume how to liquidate

5 Align to the market

Are your products up to date with todays market?

Do you have what customers asking for?

6 Review & update categories

•  Look at how current your categories are

•  Is a new categories or lifestyle need space

•  Re-sort brands or products into new categories

7 Consider brands

•  Rescale brands presentations and space allocation.

•  Update brand displays.

•  Update products with in the brands to be more current.

8 Consider Seasonality

•  Do you have seasonal calendar?

•  Are you changing out your seasonal product presentations?

•  Do you try to capture holiday sales opportunities?

9 Coordinate with suppliers

•  Do you work with suppliers and brands to have complete and up-to-date in store marketing materials (P.O.P.)

•  Will the suppliers help you set up displays?

•  Do suppliers have co-op / promotions for instore incentives to consumers?

10 Organize

•  Is your stores support tools (fixtures, hooks, hangers) easy to get to and in good condition?

•  Is your back stock room a mess?

Process the Process

Value Visual Merchandising.

Use Visual Merchandising

to improve customer

engagement, dwell time and

buying decisions.

Set your standards high, keep the store appealing to the senses.

Regularly audit the in-store strategy and

make adjustments.

Don’t get married to old

products, displays,

brands if they aren’t selling

cut them loose.

Remember to think like a

customer, what would you want to experience

when shopping your store?

Thank you

jen@robisonretail.com / 206-595-5715