VM Guide: Valentine's Day 2020 [Full]

VD AY FLO O R SET 1 .1 3. 20 – 2.1 4. 20

PHOTO STANDARDS

Photo Shot List - Required q q q q q q q q q

Overview of inside of store Full Storefront Individual Windows All Hero tables All Sidekicks DYO wall Any Misc. walls – card wall, candy concierge, etc.

Cash Wrap Back of House

Best-of Requirements ü ü ü ü ü ü ü ü

Cleanliness of store Merchandising & overall store standards Ability to follow direction Creative/Business changes Photo Standards Submitted photos on time Communication of visual needs Resolved any outstanding visual requests

2

FLOORSET CHECKLIST

Check each item off BEFORE shooting any photos. merchandising must-haves q Standards are executed at the highest level. q Windows feature all the correct display elements & the height of the text decal is appropriate. q All display bentos are displayed in adjustable stands. q All ancillary is in the correct fixture/props. q In the absence of product, the missing item is swapped ‘like for like.’ q Appropriate flexing has occurred based on inventory levels. q Dom Perignon bottle is on display. q White crinkle paper is used in all bowls (except tasters). q All props are used with the appropriate product. q DYO wall is executed based on Visual Merchandising Brand Guide (find on tasting room)

signage standards q Each table has an 8x10 collection sign displayed. q All price point signage is displayed & easy to read by customers. q All current promo signage is in place. q Cash wrap displays only signage called for in the guide. q Custom sign holder only features custom tri-fold

photo standards q Store is closed when photos are taken. q No cardboard is in background of photos. q No customers or employees are in background of photos. q Photo angles are similar to the VM Guide, straight on, including the full fixture. q Window photos are of the full storefront window. q No photos are taken from the back of the store facing the doors. q Photos are taken during the day. q Cash wrap is cleared off and clean in photos. q All fixtures & walls are clean and free of scuff marks. q Floor mat is clean or removed for photos.

3

LNY LNY trunk is pre-filled.

hero 1 featured product

signage

2pc lny preset bento box

Placement: Place on table & ensure no product is covering the sign.

8pc lny preset bento box 9pc red preset trunk lotus flower gummy small cube baby rosé bears small cube champagne bears small cube fuji apple caramels small cube lucky money envelope single cube bauble

ON LUNAR NEW YEAR ITEMS

Do not place signage on an acrylic riser, as this is a safety hazard.

Printing: Ensure printer is set at 100% scale. Front and back should be identical.

Size: Signage must be 8x10.

merchandising ü Hero 1 features the launch of the Lunar New Year collection and is merchandised in a lifestyle manner. ü Keep the red table topper from Xmas on the LNY table. ü Use ALL signage indicated here. If needed, remove swizzle sticks for space for all the signage. ü If you have extra space – please include gold wish paper & gold surprise balls if in stock.

ON LUNAR NEW YEAR ITEMS

ü Refrain from using any items with white like sparklers or confetti poppers, as white is not a favorable color in the Chinese culture.

4

VDAY hero 2

on Valentine’s Day Small Candy Cubes® Terms and Conditions apply. See Associate or visit www.sugarfina.com/special-promotions for details.

featured product

signage

‘kiss me’ sugar lips small cube ‘cheers to us’ champ bears small cube ‘you’ve got sparkle’ pink sparkle pops small cube ’you’re a peach’ peach bellini small cube ‘you’re my sunshine’ sour rainbows small cube ‘love you choc-a lot’ dcssc small cube ‘love you a-latte’ latte bears small cube ’wine is my valentine’ rosé bears small cube ‘you’re my sweetheart’ small cube champagne bears large cube rosé all day large cube XOXO dyo bentos – 3pc, 4pc, 8pc

Placement: Place on table & ensure no product is covering the sign.

Do not place signage on an acrylic riser, as this is a safety hazard.

Printing: Ensure printer is set at 100% scale. Front and back should be identical.

Size: Signage must be 8x10.

merchandising ü Hero 2 introduces our Valentine’s day collection featuring the love letter small cubes. ü Since this table is just an introduction, the merchandising focuses on giving a taste of what we have to offer for the holiday. ü XOXO dyo bentos are displayed with pink ribbon being sent from Home Office.

on Valentine’s Day Small Candy Cubes® Terms and Conditions apply. See Associate or visit www.sugarfina.com/special-promotions for details.

ü Note that this photo only shows core blue cubes, but the love letter cubes should be what is placed on the hero table.

5

VDAY - BTB hero 3

SPEND $75

GET A

FR E E

3 P C B E N TO B O X ®

Surprise candies inside!

Terms and Conditions apply. See Associate or visit www.sugarfina.com/special-promotions for details.

featured product

signage

‘kiss me’ sugar lips small cube ‘cheers to us’ champ bears small cube ‘you’ve got sparkle’ pink sparkle pops small cube ’you’re a peach’ peach bellini small cube ‘you’re my sunshine’ sour rainbows small cube ‘love you choc-a lot’ dcssc small cube ‘love you a-latte’ latte bears small cube ’wine is my valentine’ rosé bears small cube ‘you’re my sweetheart’ small cube champagne bears large cube rosé all day large cube boutique tasting box

Placement: Place on table & ensure no product is covering the sign.

Do not place signage on an acrylic riser, as this is a safety hazard.

Printing: Ensure printer is set at 100% scale. Front and back should be identical.

Size: Signage must be 8x10.

SPEND $75

merchandising ü Hero 3 offers another gifting option by featuring the Boutique Tasting box. ü A 5x7 price point sign for the BTB is placed in front of the single box on an adjustable stand easy for the customer to open. ü Small & Large cube towers are tied with thin pink ribbon. If only one set fits on the table, use the same large & small combo.

GET A

FR E E

SPEND $

GET A

FR E E

3 P C B E N TO B O X ®

3 P C B E N TO B O X ®

Surprise candies inside!

Surprise candies inside!

Terms and Conditions apply. See Associate or visit www.sugarfina.com/special-promotions for details.

U.S.

Terms and Conditions apply. See Associate or visit www.sugarfina.com/special-promotions for details.

Canada

ü Merchandise small and large cubes in the normal pyramids of 10 and 4, respectively. ü Use the 1 ½” thick pink ribbon on the BTB to make it more of a gift for Vday.

6

GREEN JUICE PROMO hero 4 featured product green juice medium bottle - $5 green juice large bottle - $10

signage Placement: Place on table & ensure no product is covering the sign.

Do not place signage on an acrylic riser, as this is a safety hazard.

Printing: Ensure printer is set at 100% scale. Front and back should be identical.

Size: Signage must be 8x10.

merchandising 端 Hero 4 features our green juice promo to push units of the medium and large bottle.

Continue to feature the small shot bottles on the table at its current price so the whole collection is merchandised together. 端 Pull out the wooden crate and make sure enough white crinkle paper is packed into the crate. 端 Merchandise medium bottles in a pyramid on the table in blocks of 13. 端 Feel free to also merchandise this at the cash wrap if your store has the space. Use the 5x7 sign to feature at the cash wrap with 3 or 5 bottles of each.

7

ALFRED ALFRED hero 5 (option 1) featured product

signage

iced vanilla latte bears mini cup cold brew bears mini cup bourbon cold brew bears mini cup ice vanilla latte bears bag cold brew bears bag bourbon cold brew bears bag tumbler w/iced vanilla & cold brew bears

Placement: Place on table & ensure no product is covering the sign.

merchandising

Do not place signage on an acrylic riser, as this is a safety hazard.

Printing: Ensure printer is set at 100% scale. Front and back should be identical.

Size: Signage must be 8x10.

ü Hero 5 relaunches the Alfred collection onto a hero table. ü Display props & the coffee menu should be stored safely in the back until replenishment arrives to move back to a sidekick. ü The mini cups and bags are grouped together by flavor, so that each mini cup is adjacent to its’ same bag making it easier to shop. ü The bags are alternating front-facing and side-facing to add color and show the cheeky verbiage printed on the side of the bag. ü All signage shown to the right must be featured on the table.

8

CHAMPAGNE hero 5 (option 2)

featured product

signage

pop the champagne giftset 3pc sweet & sparkling bento box 8pc sweet & sparkling bento box cheers 3pc bento box champagne bears small & large cube bubbly bears small cube champagne fruttini small cube milk & dark champagne choco bar gold swizzle sticks gold wish paper cheers card dom perignon bottle

Placement: Place on table & ensure no product is covering the sign.

Do not place signage on an acrylic riser, as this is a safety hazard.

Printing: Ensure printer is set at 100% scale. Front and back should be identical.

Size: Signage must be 8x10.

merchandising ü Hero 5 continues to be our core table for Champagne. ü Continue to merchandise the ‘Pop the Champagne’ box as it is a great hostess gift. ü Each table must have stacks of champagne bears, champagne fruttini, champagne bubbles, and bubbly bears. ü Please ensure the ‘Dom Perignon’ bottle is still on display to highlight what the champagne bears are made with.

9

LARGE CUBES hero 5 (option 3) featured product

signage

all large cubes

Placement: Place on table & ensure no product is covering the sign.

Do not place signage on an acrylic riser, as this is a safety hazard.

Printing: Ensure printer is set at 100% scale. Front and back should be identical.

merchandising

Size: Signage must be 8x10.

ü Hero 5 features the large cube promo, and 15 stacks of 6 can be merchandised at one time. ü Ensure the stacks are no taller than the sign so that the customer can read the promo.

Here is another version to stack cubes to utilize all negative space.

ü Merch cubes in a rainbow. ü Place 8x10 on a riser or cake plate in the middle of the table. ü Ensure all flavors are displayed and stock below, if possible, for easy replenishment.

10

‘GIFTS FOR HER’ sidekick 1

featured product

signage

‘kiss me’ sugar lips small cube ‘cheers to us’ champ bears small cube ‘you’ve got sparkle’ pink sparkle pops small cube ’you’re a peach’ peach bellini small cube ‘you’re my sunshine’ sour rainbows small cube ‘love you choc-a lot’ dcssc small cube ‘love you a-latte’ latte bears small cube ’wine is my valentine’ rosé bears small cube ‘you’re my sweetheart’ small cube champagne bears large cube rosé all day large cube mini trunk featuring vday cubes XOXO dyo bentos – 3pc, 4pc, 8pc

Placement: Place on table & ensure no product is covering the sign.

Do not place signage on an acrylic riser, as this is a safety hazard.

Printing: Ensure printer is set at 100% scale. Front and back should be identical.

Size: Signage must be 8x10.

merchandising ü Sidekick 1 highlights the full Vday collection with ’Gifts for Her.’ ü The small love letter cubes being stacked in doubles to see the character & speech bubble. ü XOXO boxes are stacked in towers to suggest to customers that they can purchase multiples and gift them as such. ü The small trunk featured should have only ‘love letter’ cubes vs core cubes seen in the photo.

11

‘SWEETS FOR HIM’ sidekick 2

featured product

signage

vice bourbon flask set vice 3pc & 8pc preset navy blue 3pc & 8pc DYO bentos vice choco bars single cigars bourbon bears small cube cuba libre small cube dcssc & single malt scotch large cube aviation 3pc preset aviation gin cordial small cube aviation gimlet small cube aviation gin fizz small cube titos 3pc preset casamigos 3pc preset

Placement: Place on table & ensure no product is covering the sign.

Do not place signage on an acrylic riser, as this is a safety hazard.

Printing: Ensure printer is set at 100% scale. Front and back should be identical.

Size: Signage must be 8x10.

merchandising ü Sidekick 2 features ‘Sweets for Him’ and focuses on our navy blue collection. ü All our masculine collections are featured here including the Aviation small cubes. ü Alcohol bottles are merchandised alongside each collection to highlight specific flavors. ü For all navy boxes including Vice, please use the navy ribbon that matches. ü For all other boxes, please use white Sugarfina pre-tied bows.

Tie cigar bundle like so.

12

‘GIFTS FOR EVERYONE’ sidekick 3

featured product

signage

cheers 3pc preset sweet & sparkling 3pc preset rosé 3pc preset boutique tasting box mini mailbox all cereal bars fruity cereal small cube chocolate confetti small cube rosé sparkling bears small cube sugarfina pearls (pink and/or blue) small cube parisian pineapples small cube bubbly bears large cube peach bellini large cube

Placement: Place on table & ensure no product is covering the sign.

Do not place signage on an acrylic riser, as this is a safety hazard.

Printing: Ensure printer is set at 100% scale.

Size: Signage must be 5x7.

merchandising ü Sidekick 3 features ‘Gifts for Everyone’ with the idea that this could easily transition into a Happy Birthday story which is also an important celebratory occasion. ü Use Sugarfina white logo ribbon on all bentos featured on this sidekick. ü Incorporate cocktail 3pc bentos that are not featured on the first 2 sidekicks like champagne and rosé. If you do not have sidekick 3 – work those 3 options into either sidekick 1 or 2 depending on quantity and color story.

13

TRUNK MERCHANDISING large merchandising evergreen

vday

ü The merchandising intent for the 20pc trunk is to display 20 different flavors.

Changing the color story, but using only core cubes will be effective for any seasonal or holiday launch. ü The 20pc large trunk can be merchandised with the following options: ü Pink to white color story – on a diagonal ü Champagne/cocktail flavors – on a diagonal ü Evergreen - Best sellers with 20 different candies in a rainbow pattern.

ü Evergreen flavors – q Blue Sugarfina Pearls q Champ Bubbles/Piña Colada q Sparkle Pops q DCSSC q English Toffee caramels q Ice cream cones q Birthday cake caramels q Martini olive almonds q Apple frogs q Robin’s egg caramels q But first rosé q Peach bellini q Cuba Libre q Parisian Pineapples q Sour Rainbows q Sugar Lips q Watermelon Slices q Pink Sparkle pops q Bubbly bears q Champagne bears

ü Pink Color Story– q q q q q q q q q q q q q q q q q q q q

Golden Truffle eggs Champ Bubbles Piña Colada Tequila Grapefruit Sours Strawberry Daiquiri Sugar Cookies Champ Fruttini Peach Bellini Pink Diamonds Bella Rosa Lychee Bears Baby Rosé Bears Champ Bears Rosé All Day Pink Sparkle Pops Rosé Sparkling Bears But First Rosé Sugarfina Pearls Kir Royale Cordials Aphrodite Strawberry

14

TRUNK MERCHANDISING small evergreen

champagne/cocktail

merchandising ü The merchandising intent for the 9pc trunk is to display 9 different flavors.

Seasonal cubes can be featured here if there are 8 or more. ü The 9pc small trunk can be merchandised with the following options: ü V-day love letter ü Champagne/cocktail flavors – on a diagonal ü Evergreen - Best sellers with 20 different candies in a rainbow pattern.

ü Champagne/cocktail flavors – q Champagne bears q Baby champagne bears q Bubbly Bears q Champagne Fruttini q Champagne Bubbles q Rosé all day q But first, rosé q Rosé fruttini q Sparkling rosé

vday love letter

ü Evergreen flavors – q Blue Sugarfina Pearls q Sparkle Pops q Robin’s Egg Caramels q Ice Cream Cones q But First, Rosé q DCSSC q Champ Bears q Peach Bellini q Sugar Lips

ü Vday Love Letter– q Cheers to Us q You’ve Got Sparkle q You’re my Sunshine q Kiss me q You’re a Peach q Wine is my Valentine q Love you a chocolat q You’re my Sweetheart q Love you a latte

15

DYO WALL pog ü POG Bentos– q Core Blue q Navy Blue q Floral q XOXO q HBD q Congrats q Thank you ü Please note that we will now be featuring some DYO bentos open so they become a silent seller through our merchandising. ü The top row of the ’Fill a Box’ area features the boxes open with the 4x10 gift wrap sign. The below shelves are easily shop-able. ü Ideally, if your stores’ DYO wall is large enough, open every other box so that the 1st 3pc is open, the next row is shop-able, the next size is open, and then the next is closed and shop-able, and so on. ü The most important tactic is to keep a pattern going and not have every single box open.

16

CASH WRAP custom keep safely for next holiday:

discard the rest of any of 2019’s custom sleeves or cubes different from the above. reach out to retailvisuals@sugarfina.com if you have any questions about what to keep or discard!

17

WINDOWS featured product 9pc or 20pc trunk love letter small cubes champagne bears large cube bubbly bears large cube rosé all day large cube vday cards

merchandising ü Each window should feature a large or small window depending on each stores’ assortment. ü Follow the trunk merchandising guide on pg 15 for planogram. ü A stack of boxes tied is a great backdrop. Ensure the bow is proportionate to the stack of boxes. ü If you do not have rosé chocolate bars, please substitute with ancillary you do have, including Vday cards. ü The mailbox is a great addition to the window to tie in our Sugarfina blue color story. ü Please add love letter cubes to open DYO XOXO bentos, and double stack to see full character and love letter.

18

WINDOWS What you need:

Decal Applicator

Painter’s Tape

Spray Bottle

Level

Fishing Line

What you will receive: q Foamcore Hearts q ’Sealed with a Sweet Kiss’ Text Decal q ’Love Letter’ Character Decals

19

42 ND ST

Vday

Alfred

Gifts for Everyone

Choco Bars

Tasters

Sweet for Him

Gifts for Her LNY

Green Juice

20

42 ND ST

21

AMERICANA

Sweets for Him

Gifts for Her

GJ Promo

Vday

Alfred

LNY

Vday

22

AMERICANA

23

CENTURY CITY

LNY

Alfred

GJ Promo

Sweets for Him

Tasters

Vday/ Gifts for Her

CHOCO BARS Large Cubes

24

CENTURY CITY

25

METROTOWN

Gifts for Everyone

Gifts for Her

Sweets for Him

Champagne Alfred

Vday

Alfred Tasters

Vday Tasters

Tasters

Choco Bars

LN Y

GJ

26

METROTOWN

27

PRUDENTIAL CENTER

Gifts for Her

Choco Bars VDAY Vday

LNY

VDAY

Tasters/ Large Cubes/ Choco Bars

Gifts for Everyone

Gifts for Him

28

PRUDENTIAL CENTER

29

ROCKEFELLER

Gifts for Her

Gifts for Everyone

Tasters

Sweets for Him

GJ Promo

Vday

LNY

Alfred

30

SANTANA ROW

Gifts for Everyone

Gifts for Him

GJ

Alfred

Gifts for Her

VDAY

VDAY

VDAY 2 hero

VDAY

VDAY

LNY

31

SANTANA ROW

32

SOUTH COAST PLAZA

DYO

LNY

VDAY Tasters GJ Promo

Alfred

Gifts for Everyone + Large Cubes on Bottom Row

Gifts for Him

Gifts for Her VDAY

33

SOUTH COAST PLAZA

34

THE POINT

Gifts for Him

Gifts for Everyone

Gifts for Her

LNY

Alfred

VDAY 1

Tasters

LNY

GJ Promo

LNY

Choco Bars

Trunk 35

THE POINT

PLACE ”DAY” & ”SWEET KISS” NO HIGHER THAN 6’ TALL. ONCE TEXT AND LOVE LETTERS ARE PLACED, THEN INSTALL HEARTS TO BE AT APPROPRIATE HEIGHT.

36

UTC

GJ Promo DYO Tasters/ Large Cubes Choco Bars

Gifts for Him Gifts for Everyone

Gifts for Her Vday/ Gifts for Her

37

WTC

Tasters

GJ Promo

VDAY

LNY Alfred

Gifts for Everyone

VDAY 2

Sweets for Him

Gifts for Her

38

WTC

39

NORDSTROM BREA

VDAY 2

GJ Promo

Alfred

VDAY 1

LNY

Choco Bars

3pc Presets

40

NORDSTROM BREA

41

NORDSTROM CALGARY

Top 3 rows - 3pc Presets Bottom row – Luxe giftset

Choco Bars

VDAY 1

Alfred/Pressed LNY

42

NORDSTROM EATON CENTRE

Alfred Sweets for Him

Gifts for Her

Tasters

VDAY 2

VDAY 1

LNY

43

NORDSTROM FASHION ISLAND

Tasters/Choco Bars

GJ Promo

Vday 2

Gifts for Him

Vday 1

Champ

Alfred

LNY

44

NORDSTROM SANTA MONICA

Vday 1 Choco Bars LNY

Gifts for Him

45

NORDSTROM SEATTLE

Top row – Gifts for Him 2nd row – Gifts for Him 3rd row – Alfred/Pressed

DYO + Large Cubes

Gifts for Her

Tasters/Choco Bars

LNY

Vday

46

NORDSTROM VANCOUVER

Gifts for Everyone

VDAY

Gifts for Her

Sweets for Him

Tasters

Alfred

Vday 1

LNY

47

NORDSTROM VANCOUVER

48

NORDSTROM YORKDALE

Alfred/Pressed

Vday 1

Choco Bars

DYO + PRESETS

LNY

Gifts for Him

49