Store Visit; Orlando Prime and I-Drive

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Type Info Here [in Master View]

Chelsea FO

Recap 6/23 –

6/24/2009

Participating Stores:

I-Drive FO

Prime FO


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Observations

Chelsea FO is one of the best selling

store for adidas retail. It has undergone

a significant renovation and the fixtures

are equipped to handle everyday

business.

The store is relatively larger than other

outlet stores. The large size provides a

great advantage for merchandising the

categories properly as well as placing

product accordingly.

The store is located in a premier outlet

center in Orlando. It receives

significantly high foot traffic year round.

The store needs to take advantage of

this, and ensure the floor is replenished

in a consistent manner in order to meet these needs.

Challenges

•

Store is in need of additional ASMs

and

Team Leads.

Opportunities

•

Styling of Mannequins

•

Implementing new visual guidelines

they have learned with this visit

•

Customer Service

•

Floor Replenishment


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WindowsMannequin Displays

The store’s team did a great job at styling the mannequins in the widows prior to the VM training. The left pictures shows a Tennis lifestyle and the

right one shows the Boston Marathon collection.

An opportunity for the right window is to place the mannequins closer to each other and placing them where the frame of the window does not cover the mannequins.


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Mannequin Displays

Before After

Training Originals Running

Do not mix O and SP outfits together. Choose either O or SP outfits, and style accordingly. The mannequins were also too close to the store’s entrance, approximately 3 feet from the doors. They were placed further back to prevent them from interfering with traffic and to be seen better by the customers.

Originals was chosen to showcase the new Diesel jeans collection the store received recently.


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Mannequin Displays

When placing a set of mannequins in a corner of the store, ensure that they are angle correctly.

Before After

The above pictures shows how to angle the mannequins.

Training apparel was used due to heavier inventory of it.

Accessories!


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Merchandising WallsBefore

Do not leave the empty box with the shoe display.

Ladders are not to be left on the sales floor. It is a liability.

Do not closet hang only one sku

on the walls.

Training shorts and cargo khakis do not mix well.


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Merchandising Walls

After

When possible, group alike collections together. Integrate accessories such as bags, into the wall. This aids in cross selling throughout the sales floor and improving KPIs.


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Merchandising WallsBefore

Socks can be displayed differently and increasing the capacity.

Remove empty shoe box.

If you are displaying a running collection, training duffle bags are not the best possible accessory to add.


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Merchandising WallsAfter

This is a great way to merchandise running socks unto the wall

Always match the footwear with the collection.


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Merchandising Walls Cont.

After

Here’s an additional option on merchandising socks unto the wall.

This picture also shows how to face out and closet hang shorts on the top tier of the wall panels.


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Displaying FootwearExamples

Stores often ask which is the correct way of displaying shoes on

the fixtures and walls. The pictures above show two options you may use in the stores.

Pick only one

option

to use throughout the sales floor in order to be consistent in the store. In either option, the left shoe is always displayed over

the right.


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MerchandisingBefore After

Avoid repeating the same pieces twice on the same floor fixture.

Utilize the space to its full capacity to better represent additional skus.

Shoes and accessories are great in these six ways to assist with cross selling at your store.


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Display TablesBefore

Do not merchandise just one piece of each sku. The display tables are meant to be shopped from and house merchandise.

Do not leave empty shoe boxes for display.


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Display TablesAfter

Training story Golf story

Always ensure to display a complete lifestyle story on the display tables. It needs to be organized with a complete size run; 8 –

12 pieces max. During special promotions, you may increase this number to 10 –

16 max. However, never allow the merchandise to overflow and look unorganized. Always display accessories to improve with KPIs!


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T-Shirt BinsBefore

It is important to keep this area filled and organized. T-shirt bins are always located in the drive aisle and are very visible to the customers.

T-shirts are great impulse items!

Always use the t-shirt frames provided to your store. Use a maximum of 3 on each side. If you are missing or need additional ones, please contact your DM to reorder.


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OpportunitiesReplenishment

Through out the sales floor, many of the fixtures were not being refilled throughout the day. It is very important for the success of the store to have a good replenishment strategy.


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OpportunitiesReplenishment

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X

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X

Many Bins were empty throughout both days of training and were not refilled. Footwear is crucial for all stores and need to be priority in refilling.

The footwear needed to fill these bins were in the stockroom.


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OpportunitiesHash Wall

Do not place a shoe that has a full size run in the Hash Wall. It should go in the regular footwear bins.

Rules for Hash Wall are:

*10 or less qty available

* 5 or less sizes available

If the store receives replenishment of a shoe displayed in the hash wall, it needs to be placed back on the regular footwear bins.


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Chelsea FO is one of the most visited outlet centers for adidas FO. It is very important we represent the brand to the highest standards, to all the potential customers this store receives everyday, not only by showing great Visual Presentation, but also with great customer service. Every customer needs to be greeted and serviced on a timely manner. Both of these key elements go hand in hand in providing a pleasant and memorable experience to our customers.

Keeping the merchandise fresh, updated, and replenished is essential to the VM presentation of the store. Learning what product to display and learning how to merchandise accessories, is key to having a great VM presentation. Implementing this will help with KPI’s

and product sell through. Chelsea FO has recently been remodeled to the new SP 2.0 fixtures and is

equipped to house all the merchandise needed to have successful sales year. The store’s management now needs to ensure the store follows these guidelines on a day to day basis. The store has received the VM training video and was demonstrated the J:Drive

with the VM recaps.. The store manager needs to make sure his potential VM person and the rest of the management team watch it

and implement it on the sales floor. As important as the VM standards are, the store needs to implement an efficient structure on replenishing the sales floor. Having these two important guidelines will facilitate product sell through and increase the chances for a successful year.

During this visit, Sean Reagin (AM), did a great job at organizing surrounding FO store’s to participate in this training. It was great to see the store teams learn from each other and it made the training more interactive for all.

Going forward, for any questions they may have, they should contact their DM and have the questions forwarded to their VM corporate contact Bridget Zadoff.

Summary

Entertainment & Humor

Store Visit; Orlando Prime and I-Drive