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Redefining Homeware Retailing: Marks & Spencer

Lifestore, Gateshead, UK

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Working with low furnitures: Deichmann Store

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Warehouse Atmosphere for Kids: Lafayette V.O. Store,

Paris

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Integration

Communication and

Design: O2 Store,

Munich

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Feelgood effects for outdoor freaks: Globetrotter,Hamburg

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Exotic flair for every

customer European

Food Stores expand fresh

product range (Edeka

Elskamp, Germany)

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Combining nostalgic

atomosphere with modern

store design (Edeka

Elskamp)

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Making Dead

Corners more

attractive

(Edeka )

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Accentuating products: Goertz Shoe Store, Hamburg

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Playing with light: AllianzArena Shop, Munich

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Shop and watch the

soccer game:

Allianz Arena Shop,Munich

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Light creates unexpected effects: Edeka Supermarket,

Germany

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Experiencing the

difference: SLI Sylvania

Lighting, UK

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On top in fashion:

EuroDisplay,

Germany

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Every day a new look: Hindsgaul Mannequins, Denmark

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Changing Atmospheres:

Philips Lighting, TheNetherlands

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Lighting for fresh food: Baero, Germany

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A 250 year old Olive tree can

create a very special

atmosphere....

Ueberholz, Germany

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Horizontal Vs Vertical Selling

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Horizontal - Stocking a line of similar products so they form a

horizontal pattern across a single shelf

Vertical - The merchandising practice of displaying a brand of

products directly above and below each other

Where possible (space permits) categories are vertically blocked to

make it easy for our customers to shop

What is Sizing?

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Sizing within a group of

similar products it is best toposition smaller items on the

top of fixture and larger items

on the bottom of the shelf.

It is aesthetically moreappealing

It is difficult and dangerous to

lift large heavy products from

the top shelf for bothcustomers and staff

What is Facing?

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g

Facing refers to the number of times a product

is positioned side by side across a display area.

If the product is a best seller, and customer

demand is high or constant, you would have

more facings of that product in relation to a poor

seller.

Example: If 6 bottles of Pepsi sit side by side on

a shelf, it means that this product has 6 facings.

The number of facings a product has, is advised

by Head Office

The number of facings is determined by several

factors including: Product sales / profitability

The delivery schedule

The capacity of the display area

Facing Good vs Bad

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g

Products

not filled

acrossthe whole

facing

Products

filled

from frontto back

across

the whole

of the

facing

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Levelling Down and Bring to Front Good vs. Bad

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Stock not

levelled

down andcardboar

d

removed

Stock

levelled

down andcardboar

d

removed

What is Hang Sell?

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Hang Sell Allows you to display products that cant be

effectively merchandised by stacking them on a shelf

For Example: Razor Blades

Only products suitably packaged by the manufactures will be

sold via hang sell (have appropriate holes in packaging)

Products that are heavy can not be displayed via hang sell

Hang Sell Good vs Bad

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Hang Sell Good vs Bad

Stock

that

cannot goon a hang

sell

Stock

that can

go on ahang sell

What is Shelf Edge Label (SEL) Positioning?

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All products sold should have a Shelf Edge Label (SEL) so customers

know how much that product costs

A shelf edge label contains valuable information for both customers

and staff (price, product description, size of the product)

SEL Positioning gives the store teams a guide of where a product is

located and how much space (facing) a product has

It is essential that SELs are positioned and maintained as per the

Planogram

What is Shelf Edge Label (SEL) Positioning?

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All products sold will have a Shelf Edge Label(SEL) so customers know the product costs

A shelf edge label contains valuable informationfor both customers and staff (price, productdescription, size of the product)

SEL Positioning gives the store teams a guideof where a product is located and how muchspace (facing) a product has

It is essential that SELs are positioned andmaintained as per the Planogram

Also, products must only be placed on showabove the correct SEL.

Positioning Shelf Edge Labels is primarily done

by a dedicated person in your store (pricecoordinator), but may also be done by others

When implementing a planogram, you will beresponsible for positioning SEL accurately on thenew display

Rules to Positioning SEL

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When positioning SEL labels itimportant to ensure:

Rules to Positioning SEL

They are correctly inserted into the

plastic stripping.They are positioned directly below

the product.

They are positioned to the left

under the first facing.

They are visible.

Ensure Shelf Talkers if required

are positioned directly beside

the SEL.

What is a Shelf Talker?

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Shelf Talker - A Shelf Talker is a temporary marketing tool that is

used at the point of purchase (fixtures) and draws attention to a

particular product

It is normally made of paper and highlights specific occasions eg

Special Price, New Line or Deleted Line

Shelf Talkers are positioned on the shelf adjacent to the SEL and

on off location displays

1 2 3

Shelf Edge Labels Good vs. Bad

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g

Not correctly

positioned missing SEL

Correctly positioned and

all SEL on all products