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When all opportunities are targeted,

we are ready to win the game! Rules and tips of merchandising


6 Merchandising rules Shop floor management is in hands of our customers, but we can influence it.

3 Multiply Number of displayed products in section shell be showing full range as this increases visibility of products

1 Sight triangle

2 Activation

Electrolux products need to be positioned in the sight triangle of consumer

Electrolux products need to be “activated� so to be visible on shelf


……6 Merchandising rules …… Move ESA with consumer moving rules ……Display rules ……Branded shelves/ gondolas rules ……End off gondolas palette displays ……New and premium product on premium shelves ……POS material ……Speeding up sell out by getting best positions ……COOP defined in Contract Annex ……Store in store

6 from premium to essential Full portfolio of our products from premium to essential shell be placed in the shop

4 Sell out stock

5 Full range

Sell out stock needs to be available for our consumers

Full range of our products needs to be displayed according to price introducing color range if any


Move ESA with consumer moving rules Walking direction locations are what we want to get.

a Promo pallets Electrolux promo pallets shell be displayed close to entrance where 100% of consumers walk through

b Branded gondola Electrolux branded gondola needs to be incorporated in the store

c End off gondolas Number of end off gondolas and special products displays shell be on the frequent moving direction / with premium products on / close to cashier inpulse decision makers on / close to segment relevant products on

d Promo pallets Electrolux promo pallets shell be displayed close to entrance where 100% of consumers walk through

e Branded gondola Electrolux branded gondola needs to be incorporated in the store


……6 Merchandising rules …… Move ESA with consumer moving rules ……Display rules ……Branded shelves/ gondolas rules ……End off gondolas palette displays

100% 20%

……POS material

e

90% 20%

e c

30%

e 30%

……New and premium product on premium shelves

b

80%

……Speeding up sell out by getting best positions

cashier

e c

20%

70%

d

d

90%

95% 5%

c

e

10%

5%

a

……COOP defined in Contract Annex ……Store in store


Display rules Displays sell 80% better - we want to get maximum number of DSPs with max number of items positioned

Dimensions

Apperance

Follow palette dimensions and display 12, 24 or 36 VC for e.g. at best shop locations

New products and premium displays also need to look premium

Display signs @ consumer sights

Range

Each display needs to have promo message WITH price

Keep same range / same products displayed / do not mix products


……6 Merchandising rules …… Move ESA with consumer moving rules ……Display rules ……Branded shelves/ gondolas rules ……End off gondolas palette displays ……New and premium product on premium shelves ……POS material

Branding

Displays

Electrolux branding needs to be incorporated

Generic displays allow you to change promo message

……Speeding up sell out by getting best positions ……COOP defined in Contract Annex ……Store in store


Branded shelves/ gondolas rules

Stores allow us to brand and refurbish existing shelves – we just need to agree

Categories Differentiate categories. All Elux categories deserve same attention

Sales Sell out stock needs to be available for our consumers / kept at the bottom


……6 Merchandising rules …… Move ESA with consumer moving rules ……Display rules ……Branded shelves/ gondolas rules

Activation Electrolux products need to be “activated” in promo message @ magnetic changeable folium

……End off gondolas palette displays

End off gondolas palette displays No investment needed in material / just in placement

Prices and wobblers Prices and special activations woblers shell be in the shelf

Electrolux end off gondolas displays need to promote 1 product with value for money price Same product is promoted in customers catalogues

……New and premium product on premium shelves ……POS material ……Speeding up sell out by getting best positions ……COOP defined in Contract Annex ……Store in store

Sight triangle Electrolux products need to be positioned in the sight triangle of consumer

Branding Branding at top and down has to be shaped correctly with stickers


New and premium product on premium shelves Sales

Demonstration

New products

Sell out stock needs to be available for our consumers

Demonstration essential

New innovative and premium products should be positioned in premium way on ESA gondolas or special displays

Motivation

Full range

Support

Ambassador shell have sell out target and be compensated according to achievement

Full range of our products needs to be displayed according to price introducing color range if any

New and premium products shell be supported by ambassadors


……6 Merchandising rules …… Move ESA with consumer moving rules ……Display rules ……Branded shelves/ gondolas rules ……End off gondolas palette displays ……New and premium product on premium shelves ……POS material ……Speeding up sell out by getting best positions ……COOP defined in Contract Annex ……Store in store


POS material Shall not be damaged / Speaks about products

on all floors and carpets

measured on hard floors

Meet our designers “Following on our award winning Ergorapido, we evolve our design DNA to give our cordless battery stick family a more of powerful yet sophisticated impression. We call it Ultrapower – Ultra for the superiority and Power for the great performance.

on all floors and carpets

Deadlines

measured on hard floors

Central POS is ordered in FEB and DEC for March and Sept launches.

The lines are clean, simple yet fluid, symbolizing the journey the air takes going through the product. The stick cleaner concept of Ultrapower has also been emphasized by designing a continuous and uncluttered front face where special attention has been paid to fine detailing and premium finishing.”

Esbjörn Svantesson, Anna-Karin Gray and Elizabeth Piper Mäkitalo are the designers behind Ultrapower. Their work reflects the true innovative, consumer-driven product development of AEG.

New launches

Activation

Electrolux new launches are followed by centrally produced POS material

Electrolux products need to be “activated” so to be visible on shelf / using POS


……6 Merchandising rules …… Move ESA with consumer moving rules ……Display rules ……Branded shelves/ gondolas rules ……End off gondolas palette displays ……New and premium product on premium shelves ……POS material ……Speeding up sell out by getting best positions ……COOP defined in Contract Annex ……Store in store

Full portfolio Full portfolio of our products from premium to essential shell be in the shop

Visibility

Full range

All POS must be installed @ the market, not in storehouse

Full range of our products needs to be displayed according to price introducing color range if any


Speeding up sell out by getting best positions Placement of best shop zones Y

Sell Payment for placement X


……6 Merchandising rules …… Move ESA with consumer moving rules

Sales Managers to calculate / communicate to clients / depending of dynamics of sales and product margin, set up rules

……Display rules ……Branded shelves/ gondolas rules ……End off gondolas palette displays ……New and premium product on premium shelves ……POS material ……Speeding up sell out by getting best positions ……COOP defined in Contract Annex ……Store in store

Rotation bonus 10 + 1 FOC

out Bonus on sell out target 1000 / 10 items FOC


COOP defined in Contract Annex Dear customer we give you:

Participation of 3% in all sell out activities via COOP

We pay coop according to sell out results / “ the end of each quarter

We pay special rotation bonus on all premium products.

We pay super bonus at year end if we reach target

We invest in your stores gondolas refurbishment, branding, sales training, your shop floor people outfits, etc..

We have regular sell in scheme for you


……6 Merchandising rules …… Move ESA with consumer moving rules ……Display rules ……Branded shelves/ gondolas rules ……End off gondolas palette displays ……New and premium product on premium shelves ……POS material ……Speeding up sell out by getting best positions ……COOP defined in Contract Annex ……Store in store

Dear customer we want back:

POS and Equipment needed to build permanent or temporary positions in store for specific joint marketing activities and according to draft layout plan (PAGE X)

Electrolux brand recognition and qualitative approach by your shop personnel

Achievement of sales targets

ESA products placed in your catalogues


Store in store Examples NESPRESSO and APPLE


……6 Merchandising rules …… Move ESA with consumer moving rules ……Display rules ……Branded shelves/ gondolas rules ……End off gondolas palette displays ……New and premium product on premium shelves ……POS material ……Speeding up sell out by getting best positions ……COOP defined in Contract Annex ……Store in store

Merchendise  
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