MOTHERCARE, INDIA VISUAL MERCHANDISING MANUAL

visual merchandsing guidelines

contents

1

what, why & how of visual merchandising

45

toys & equipment standards

6

core design strategies

50

housekeeping guidelines

21

store design, entrance & layout

25

store layout & payment desk

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fixture placement guidelines

37 h&t equipment standards

first impression what, why & how of visual merchandising

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Which store’ display looks more inviting?

Certainly the left one, that’s because of the aesthetic that it is presenting. This is called Silent Selling or Visual Merchandising.

Visual Merchandising is the art of displaying merchandise in a manner that is appealing to the eyes of the customer. It sets the context of the merchandise in an aesthetically pleasing fashion, presenting them in a way that would convert the window shoppers into prospects and ultimately buyers of the product.

It helps the customers to easily find out what they are looking for & to know about the latest trends in fashion. The customer without any help can actually decide what he intends to buy.

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It increases the sales of the store and results in increased level of customer satisfaction, thus visual merchandising makes shopping a pleasant experience.

Passion for design and creativity are essential to be a good visual merchandiser. A perfect design process and the ability to create ideas that are different are required.

Awareness of happenings in fashion world is needed so as to keep up-to-date with the dynamics of the market constantly.

Visual merchandising includes window displays, signs, interior displays, and any other special sales promotions taking place.

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A trip to Mothercare has become something of an epitome of passage into parenthood.

Raising a little one is a wonderful, frustrating, exhausting, and ultimately a hugely rewarding experience. We know how a new life can turn everyone’s lives upside down.

At Mothercare, we are constantly evolving our in-store customer experience to ensure our brand is instantly recognisable to all. Stores that are clean, fresh and inviting make them inspiring places for our customers to visit and see, touch and even smell our products.

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Visual merchandising plays a key part in contributing to our brand identity; when product is presented in an attractive and logical way, it captures the attention and interest of our customers, motivating them to make a purchase.

This pack will give you an overview of the key instore visual standards and is designed to be used in conjunction with the seasonal principle packs.

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core d strate

all what you need we get

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design egies

d to know before started

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atmospherics Atmospherics refers to lighting effects, sound levels, aromas, etc. that appeal to our five senses and contribute to the overall environment of a store.

This multiple sensory element for dÊcor and layout that appeal to a shopper’s five senses can be strategically layered into the basic shell of the store to enhance the shopping environment and build the brand image of the store which can actually alter shopper’s perception of time, encouraging them to become so comfortable and pleasantly simulated in the shopping environment that time becomes less important than it otherwise be, hence encouraging multiple sales.

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For this five senses of sight, touch, sound, feel and smell should be taken care of.

1. The store should always be neat and clean, free from dust and well organised, inviting customers inside the store.

2. It should be well lit.

3. The music played in the store should entail a sense of calmness in the customer.

4. The store should smell fresh without overdoing the fragrance.

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color

each other on the color wheel.

There are many ways to coordinate colors in eye-pleasing arrangements or color schemes.

The most basic color schemes or color harmonies are based on six variations of the color wheel.

split-complimentary scheme

monochromatic scheme Consists of a single color in different values and intensities either more white or gray blended into the basic color. analogous scheme Color families consists of two or more colors that are adjacent to each other on the color wheel.

Consists of three colors- one central color plus the two colors on either side of its complement. double-complementary scheme Consists of four colors- two colors plus their complements. triadic scheme Consists of three colors that are equidistant from one another on the color wheel, where they form a triangle when looked on a color wheel.

complementary scheme Consists of two colors that are directly opposite

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SEVEN COLOUR GROUPS

R O Y G B V BRIGHT S

Standard colors maybe combined in unusual ways. These color schemes should be featured in highly visible areas of the store.

PA STELS

Once customer enters the store, the next visual merchandising challenge is to draw them through the entire store to the back walls and side walls. On an average, customer passes through only the first third of the store and then exits unless something entices them to stay.

MIDTONES

JEW LTONE S

If merchandise displays with colorful impact are used throughout the store, it is more likely that the customer will be drawn from one area to the next. The more merchandise customers are able to see and touch, the more likely they are to make a purchase- a critical merchandising goal.

DUSTY

EAR THTONES

NEUTRALS Neutral colours may be combined with any colour gr

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Color acts as a communication tool as it is powerful visual element. It can set the mood, emphasize features, and highlight a product.

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dos and don’ts of color combination 1. Divide the colors of product into groups, according to their color intensity. There are seven common color groups: a. Brights- the clearest, most vivid, primary color intensities b. Pastels- colors with added white to lighten and soften their effect. c. Midtones- not bright not pastel just in between the values. d. Jeweltones- royal colors e. Muted/Dusty- midtones with added gray f. Earthtones- the colors of the earth g. Neutrals- colors that blend with every color group 2. Combine the colors within each group to create color schemes.

Colors of the same intensity blend together harmoniously.

3.Do not combine colors from the various groups together except for the neutrals.

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texture It is how a surface actually feels to the touch or how it appears that it might feel if touched. Touch and trial are more important than ever to the world of shopping because of changes in how stores function. Shoppers have come to expect access to sample when packaging becomes the final barrier.

The strategic use of accessible presentation and dĂŠcor that makes use of the textural element is more important than ever to create a welcoming, sales-supportive atmosphere in retail store.

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direction & sequence It refers to the design element or tool that leads the shopper’s eye from one place to another in a store.

The strategic use of line can lend a rhythmic feeling to any display or area where you want to suggest activity and movement. Use of line- graphic stripes or arrows- can create a very active rhythm or feel within a retail space that guides them into an through it.

It is an integral part of the rhythm in the composition of a visual presentation.

A sequence is the particular order in which items are presented for viewing.

In addition to numerical order, a presentation might also rely on gradation of items from small to large , or large to small to emphasize that a particular item is available in a variety.

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harmony It is an artful element, creating visible unity on many levels.

A careful selection of complementary interwoven elements creates a unified whole in keeping with the stores overall brand image.

This is a challenge to maintain harmony between the different departments present inside the store.

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balance It is an equality of visual weight and relative importance that creates a unified presentation.

Balance are of two types, namely formal and informal balance.

Formal balance can be achieved using an identical Merchandise treatment on either side if the Merchandise space is divided into equal sized sections. It is also known as symmetry.

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Informal balance occurs when objects are positioned in an asymmetrical arrangement where a single larger object is counterbalance by two or more smaller objects on the other side of the centre. Informal balance can be accomplished by grouping a variety of objects that have the same optical weight on two sides of a Central Line.

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rhythm It is achieved by repition of design elements that can create a unique sense of visual cadence or emphasis for the viewer. The eye travels along the paths of the repeated items and the message is reinforced. To create visual rhythm, heights of fixtures can be varied. An even stronger sense of rhythm can be created by adding displays or graphics to the tops of key fixtures .

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emphasis It is a special focus placed on an item to highlight it in a presentation. This can be achieved by using contrast, lighting, color, placement, repetition etc. Emphasis can be supported by effective use of signing and graphics as well as by strategic placement of merchandise on fixtures.

Principle of emphasis works mostly just inside the store entrance. Merchandising tables and other selling fixtures and mannequins of this area feature items that are either new in stock or have been purchased in depth(several items per size, style, and color), showing the store’s commitment to their sales potential.

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sneak peak store window, entrance & layout

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Windows are usually the first touch point with our customers; window displays that generate interest and curiosity will attract customers into our stores.

Our windows are the ‘stage’ to showcase what is available in our stores and make our customer aware of new products and/ or promotions, therefore it’s imperative that our windows look appealing and enticing.

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•• Ensure window beds and glass are always clean •• Banners should always be hung centrally •• Ensure correct size metal hooks are used so banners hang straight •• Product should be updated once a month to keep windows fresh and exciting •• Don’t over-crowd the displays •• Props add ‘theatre’ to our windows and must be clean and used as per the guidelines •• Use all creative elements that have been provided to create the desired look and feel •• Remove/hide labels and tags from all product

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entrance From welcoming our customers to directing them to a certain department, the store entrance is the most important area of the store.

It should always be clutter free and allow customers to see the entirety of the store, so they can clearly navigate to the department they want to shop.

walkways Walkways allow customers to navigate through the store with ease.

They must be clearly defined and have enough space to move through comfortably.

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strategic placement store layout & payment desk

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cash counter -Keep the Cash counter clean.

-Please DO NOT use any red SALE POS in stores at all.

– if you don’t have a POS ask !

-Iron the garments which you are placing on Mannequins.

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layout The flow of departments across our stores is important for the customer’s journey. The left diagram illustrates a typical department layout and their adjacencies, but this can be flexed according to shape and size of your store.

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key sight lines A key sight line is a prime spot/area that has an unobstructed view and displays something that will be of maximum interest to our customer; this is usually the wall to the left, the wall to the right, the back wall or directly in front of them: These key sight lines should be used for mannequins or displaying standout product that will automatically draw the customers attention to them.

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master it all fixture placement guidelines

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The placement of fixtures is very important to guide your customers through the store without bumping into other fixtures, units or bulk stacks.

All fixtures should have a 1.2m space in between them and this applies whether the fixtures are angled or straight.

clothing & equipment standard -Top wall bar must be positioned at 2.1 metres -Only use straight arms across the top wall bar -Stepped arms can be used on lower wall bars -Side hanging bars can be used but only for value and basic product that has no detail -Display arms are to be evenly positioned across all wall bars and in straight vertical lines

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-Display one option per arm with no more than 16 garments per option -Each option should have two garments per size and merchandised in size order (smallest at front, largest at the back) - Centrally hang a mixture of colors/ patterns of 8 sleepsuits on white wooden hangers as a display.

-Merchandise packed sleepsuits on the top 2 arms per drop.

-Merchandise coordinating packed bodysuits on the bottom 2 arms per drop.

-A maximum of 10 packed sleepsuits/bodysuits on an arm.

-Allocate 4 arms per option of sleepsuits/bodysuits if possible.

Otherwise allocate 1 drop per style.

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-Product should not touch the product below or touch the floor -When merchandising the wall ensure it has a symmetrical balance -Product should always be merchandised by story -Tops should always be displayed with bottoms to create outfits -Accessories should be displayed as a block of either two or four options -Security tags should not be visible on the front of product -Each garment should be individually priced with a printed ticket

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gondolas -Ensure the top bar is positioned in the top notch of the gondola.

-Straight and stepped bars may be used.

-Side hanging bars can be used but only for value and basic product that has no detail.

-Display arms are to be evenly positioned across the gondola and in straight vertical lines.

-Display one option per arm .

-Each option should have two garments per size and merchandised in size order (smallest at front/top, largest at the back/bottom dependant on product type).

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-Product should not touch the product below or touch the bottom of the gondola.

-Product should never overhang the side of the gondola.

-When merchandising the gondola ensure it has a symmetrical balance.

-Product should always be merchandised by story.

-Tops should always be displayed with bottoms to create outfits.

-Accessories should be displayed as a block of either two or four options.

-Security tags should not be visible on the front of product.

-Each garment should be individually priced with a printed ticket.

-Ensure the brakes are on when gondola is in position.

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focus (includes tables, A-rails and 2-ways) -Position mannequins on top of table/plinths -Merchandise a maximum of 10 options per A-rail (five on top rail, five on lower rail only if product doesn’t touch product below) -Fold a maximum of five garments per option and stack in neat pile -Gifts and accessories can be displayed

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mannequins -Display mannequins in windows or key sight lines to showcase product and grab the customers attention -Alternate mannequin ages/sizes (where possible) to give a varied representation of collections -Layer outfits to show off different colours and shapes within a collection -Tops should be fastened correctly and tucked in where applicable -Bottoms should fit perfectly and sit on the ankles -Ruching sleeves and turning up collars give a sense of movement and creates interest and a fashionable look -Position mannequins so that detail and styling techniques can be easily seen -Add accessories, shoes and hosiery to complete the look and encourage full outfit purchases -Tie all ties and bows correctly and neatly -Always tuck in/hide price tags. Ensure security tags are not visible on the front of the product

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from home and travel h&t equipment standards

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walls -Top wall bar must be positioned at 2.1 metres -Display arms are to be evenly positioned across all wall bars and in straight vertical lines -Shelves are to be placed in rows vertically or horizontally (or both) -Displays must be balanced -Display one option per arm -Product should not touch the product below or touch the floor -Ensure all products are merchandised by type within category starting with entry price point

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-Always merchandise above shelved product

hanging

product

-Ensure shelves are full; where this is not possible, pull the product to the front -Ensure you display top to bottom within each bay and left to right on each shelf in size/age order -Accessories possible

should

coordinate

where

-Position boxed product under product where appropriate

display

-Ensure display batteries

working

models

have

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power walls -Lead in with Mothercare own branded product where applicable or entry price points -Merchandise by brand or by age for strollers, by stage for car seats -Position pushchairs at a slight angle for two-tier walls and straight for three-tier walls -Prioritise single strollers. Twins should be merchandised on plinths

gondolas -Ensure the top bar is positioned in the top notch of the gondola -Display arms are to be evenly positioned across the gondola and in straight vertical lines

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-Displays must be balanced -Display one option per arm or one brand per side -Product should not touch product below or touch the bottom of the gondola -Product should never overhang the side of the gondola -Ensure all products are merchandised by type within category starting with entry price point -Always merchandise hanging product above shelved product -Ensure shelves are full; where this is not possible, pull the product to the front -Ensure you display top to bottom within each bay and left to right on each shelf in size/age order -Ensure display models have working batteries

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room set -Ensure room sets are always clean and tidy & all furniture is built correctly with no damaged or missing parts.

-Free standing room sets must be positioned evenly throughout the department -Do not place product in front of furniture. Space all furniture evenly throughout the rooms set, creating the look and feel of a baby’s nursery -Ensure all display bedding is within reach to purchase – see it, buy it.

-Do not let customers lean on beds displayed & Do not show garments and other products , by putting them in cots/ chairs/ beds -Always wrap the mattress in a neat and clean sheet , also take care that mattress branding is on the base side – so that it does not show from bedsheet! Do not place dirty acrylics or plastic tickets in cot beds or swings

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plinths -Merchandise plinths in blocks of two or four -Ensure product is facing the customer -Display one option per plinth -Front wheels of prams and pushchairs should be locked, and the brake applied -Harnesses should always be fastened -Bulk stacks should be stacked carefully and no higher than a gondola -Ensure product doesn’t overhang the side of a plinth

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bedding (A-frames) -Merchandise one collection per A-Frame -Use stock blockers on all packed product to keep product pulled forward -Rolled blankets should be merchandised with the plastic covering removed and piled on their side in a pyramid shape -Merchandise small to large, left to right

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its play time toys & equipment standards

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walls -Top wall bar must be positioned at 2.1 metres -Shelves must be positioned at the lowest point and have the plastic protection shelf edge in place -Display arms are to be evenly positioned across all wall bars and in straight vertical lines where required -Displays must be balanced -Display one option per arm -Product should not touch product below or touch the floor -Do not overfill arms/shelves -Ensure all products are merchandised left to right by category and age & Always merchandise hanging product above shelved product

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-Ensure shelves are full; where this is not possible, pull the product to the front -Ensure you display top to bottom within each bay and left to right on each shelf in size/age order -Position boxed product under display product where appropriate -Ensure display models have working batteries

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gondolas -Ensure the top bar is positioned in the top notch of the gondola.

-Shelves must be positioned at the lowest point and have the plastic protection shelf edge in place -Display arms are to be evenly positioned across the gondola and in straight vertical lines where required -Displays must be balanced -Display one option per arm

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-Product should not touch product below or the bottom of the gondola -Product should never overhang the side of the gondola -Ensure all products are merchandised by product type and age -Always merchandise hanging product above shelved product -Ensure shelves are full; where this is not possible, pull the product to the front -Ensure you display top to bottom within each bay and left to right on each shelf in size/age order -Ensure display models have working batteries

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neat & tidy housekeeping guidelines

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equipment -Rusty and/or damaged equipment must not be used -All equipment must be assembled correctly to avoid injury or damage -A cleaning rota should be in place -Equipment should be kept clean with floor equipment and shelves being dusted/washed every two weeks -Pay attention to scuff marks on plinths and bases

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till Points -Till points should be clutter free and cleared daily

merchandise -Shelved boxed product should be dusted regularly -Display and shelved product should be dusted regularly -Cot displays should be changed once a month to avoid too much soilage -Boxes for large hardware items should be retained for resale -Soiled product should be removed and/or sold at discount to clear

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