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Home , Merchandising, Visual merchandising

ICSC European Property School

Retailing Concepts & Visual 10 July 2014 Julia Langkraehr, Retail Profile Berlin, Germany Programme Overview

Visual Merchandising and store • Considerations • Criteria • Signage • Operational Elements

How to evaluate a store • Store evaluation

Centre image

Temporary Tenants/Commercialisation Retail

A. Why is Visual Merchandising & Store Design Important?

Retail Visual Merchandising

A. Why is Visual Merchandising & Store Design Important?

1. What is it? a. The senses b. Sight c. Sound d. Scent e. Touch

2. Presentation at Merchandise Architect/ Selection

1. Knowledge/Credentials/Experience 2. Technical Criteria 3. Design Criteria Design Considerations

1. Who is the customer? 2. What is the image? 3. How does the store name convey the theme? 4. What is the retail story? General Criteria

1. Storefront Design a. Storefront Entries b. Entry Floor c. Storefront Windows d. Display Zone e. Storefront Closure f. Storefront Colour and Finish Materials g. Lighting General Criteria - Interiors

a) Floorings b) Ceilings c) Partitions d) Finish Materials e) Floor Plan/Circulation Design General Criteria - Interiors

f) Fixtures & Merchandise Displays g) Cash Wrap h) Light Fixtures i) Architectural & General Lighting j) Ornamental Hardware Signage

a. Primary Sign Types b. Secondary Signage Types c. Types of Signs 1. Panel Signs 2. Blade Signs 3. Plaque Signs Signage a) Style of Signs 1. Fabric or mental Awning Signs 2. Individual Letter Signs 3. Store Front Glazing Sings 4. Exposed Neon/Neon Interior Signs (GET THIS) 5. Flags and Banners Operational Elements

a) Audio Environment b) – Brochures & Collateral c) Policy Signage d) /Labels/Hangtags & Display Signage e) Shopping Bags/Boxes Operational Elements

f) POS Signage g) Staff Uniform/ Apparel Statement h) Exit Statement How To Evaluate A Store

a) Traffic Flow b) The Psychology of Selling How To Evaluate A Store

c) Placement of Fixturing d) Merchandise Levels

Merchandise Philosophy  Ease of movement around goods, and ease of purchase for customers  Stimulate the senses: sight, sound, touch, taste and smell  Cater to the type of shopping: impulse, everyday, distress, special or leisure How To Evaluate A Store

e) Visual Merchandising Plan f) Colour Blocking

 Shape: symmetrical, asymmetrical, composite, grouping  Design: theme, open, coordinated  Product Use: subtle, dominant  Layout: , shelving, flow of goods and people, fixtures  : lighting, warmth, colour How To Evaluate A Store

g) How to evaluate a store visually 1. How Customers Perceive a Store 2. How Presentation of Merchandise Affects How To Evaluate A Store

2. Evaluating Key Points of a Store a) Store Front b) Store Window c) Fixtures How To Evaluate A Store

2. Evaluating Key Points of a Store d) Lighting/Ambience e) Environment f) Colour How To Evaluate A Store

2. Evaluating Key Points of a Store g) Cash Wrap h) Presentation Table i) Merchandise How To Evaluate A Store

2. Evaluating Key Points of a Store j) Store Design k) Signage l) Dressing Room How To Evaluate A Store

2. Evaluating Key Points of a Store m) Greeting n) Suggestion Selling o) Follow-through Sales p) Advertising Store evaluation pointers

Exercise - Evaluate a Store a) Store’s Strong/Weak Points and Focus Wall elevation Floor Plan Floor Plan Sales Area

Centre Image Creation

Sample Page Heading: Arial 26pt Bold Communicating Image

1. Definition Exterior Elements

1. Landscaping 2. 3. Signing 4. Amenities Interior Common Areas

1. Landscaping 2. Architecture 3. Signing Interior Common Areas

4. Amenities 5. Maintenance Interior Common Areas

6. Displays 7. Audio Environment: Sound System Temporary Tenants/Commercialisation

Type of commercialisation B. Types of Commercialisation

1. Advertising a. 6-sheet b. Custom and Outdoor c. Web pages, social media & mobile media 2. Promotions & Special Events 3. Cars/Vehicles 4. Photo Booths 5. Web Access 6. Wireless Networks 7. Cash Points 8. Kiddie Rides 9. Sponsorship & Partnerships 10. Out Parcel, Parking Area, Roof Cell Towers & Other Creative Uses 1. Advertising

A. Six-Sheet:

• Placed on vacant walls many times in car parks, walkways and entrance to centre • A standard size bus shelter size poster that is back lit in a frame • Single Face • Scrolling 1. Advertising

B. Custom & Outdoor

48 Sheet/96-Sheet

• A standard size out door billboard • Custom 1. Advertising

B. Custom & Outdoor

Digital and Electronic

• LED Indoor & Outdoor • Plasma Screen 1. Advertising

C. Web pages, social media & mobile media 2. Promotions & Special Events

• Typically one day to one week • Bring their own stand/kit • No retail sales • Promote a product or service

L’Oreal Kodak Davidoff 2. Promotions: Other Creative Uses

• Car Showroom • Rock Climbing Walls • Trampolines 2. Promotions: Other Creative Uses 2. Promotions: Other Creative Uses 2. Promotions: Other Creative Uses 3. Cars/Vehicles 3. Cars/Vehicles 4. Photo Booths 4. Photo Booths 4. Vending Machines 4. Vending Machines 4. Vending Machines 4. Vending Machines 5. Web Access 6. Wireless Solutions

• Communication Towers • In Building Solutions • Site Sharing

What is: • Hot Spots • Macro Cells • Micro Cells 7. Cash Points 8. Kiddie Rides

Well planned and integrated 9. Sponsorship 10. Out Parcel, Parking Area, Roof Cell Towers & Other Creative Uses C. New Types of Commercialisation

• Retail Merchandising Units (RMUs) • Kiosks • Temporary In-line stores/shops • Incubation • Out-Parcels 1. Retail Merchandising Units (RMUs) 1. Retail Merchandising Units (RMUs) 1. Retail Merchandising Units (RMUs) 1. Retail Merchandising Units (RMUs) 1. Retail Merchandising Units (RMUs) 1. Retail Merchandising Units (RMUs) 2. Kiosks

Definition of a permanent retailer • Over 12 months – typically three to ten years • Sells the same merchandise consistently • Permanent structure 2. Kiosks 2. Kiosks 2. Kiosks 2. Kiosks 2. Kiosks 3. Temporary In-Line Store/Shop

• A vacant store finished with floors, walls & ceiling; that can be temporarily occupied until a permanent merchant can be secured 3. Temporary In-Line Store/Shop

• Usually leased in three, six or nine month terms or for fourth quarter holiday season • The License to Occupy agreement is different than that which is used for the common area – in order to cover service and equipment in the store 3. Incubation

A unique status given to a temporary retailer who:

• Achieves sales turnover high enough to substantiate a permanent retail store • Possesses the desire to commit to the Centre on a long-term basis • Complements and adds to the merchandise mix of the Centre or fills a merchandise void 3. Incubation

Budapest, Hungary 3. Incubation

The RMU, Garden Sundries The Shop, Flutterbyes 4. Out-Parcel & Other Creative Uses

Out-Parcel: A vacant piece of land around the Centre or car park • Tent Sales • Car Showroom • Trampolines E. Developing a Strategy for Commercialisation/Speciality Leasing

Set Goals a. Development of Budget i. Income ii. Expense iii. Investment – Capital Equipment b. What is your focus i. Income ii. Merchandise iii. Incubation Number of of Units Number Barrow or Retail Merchandising Units (RMU’s) Temporary Tenants/Commercialisation a) Retail Units 1. Fixturing and Displays 2. Sales Personnel 3. Lighting 4. Signage Temporary Tenants/Commercialisation b) Vacant Stores 1. Barricades 2. Display Windows 3. Temporary Tenants c) In-Line Display Windows Quality & Standards

Permanent Retailer Expectations: • Does it block the Tenant’s storefront and signage? • Does it encourage flow throughout the Centre?

Racetrack Effect SRL concepts that promote browsing and increase the Shoppers’ time in Centre Questions to Ask?

Does it add to the:

Customer Experience? • Fun and Excitement

Centre Atmosphere & Entertainment-Worth? • Exciting and Attractive

Merchandise Selection? • Easy to Shop • Attractive • Well-displayed Questions to Ask?

• Is it in the right location? • Is it earning maximum revenue? • Is it taking away from permanent retailers? Does it add value? Where are the appropriate locations in the centre?

What is the highest and best use of this location? Does it add value? Adds Value

It adds value when it is strategically planned, implemented and managed. However, if it is not properly implemented, it can detract from the Shopping Centre:

Cross Border Retailing in Europe

A. Understanding the Players 1. IKEA Cross Border Retailing in Europe

Understanding the Players 2. H&M (Hennes & Mauritz) Cross Border Retailing in Europe

A. Understanding the Players 3. Zara (Inditex) Cross Border Retailing in Europe

A. Understanding the Players 4. Mango Cross Border Retailing in Europe

A. Understanding the Players 5. Fnac Cross Border Retailing in Europe

A. Understanding the Players 6. Benetton Cross Border Retailing in Europe

A. Understanding the Players 7. Media Markt Cross Border Retailing in Europe

A. Understanding the Players 8. Fielmann Cross Border Retailing in Europe

A. Understanding the Players 9. Gap Cross Border Retailing in Europe

A. Understanding the Players 10. Wal-Mart, Tesco, Metro A.G., Carrefour Cross Border Retailing in Europe

A. Understanding the Players 11. Other… Cross Border Retailing in Europe

B. Using only Cross-Border Retailers makes malls “Cookie-Cutter” sameness

Class Evaluations

ICSC European Partners

ICSC Global Partner

ICSC European Partners