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Field visual merchandising strategy : developing a national in-store strategy using a merchandising service organization
Field visual merchandising strategy : developing a national in-store strategy using a merchandising service organization
Russell, Paul J.2015
"Due to the fierce competition among brands for a strong visual product placement and presentation to attract consumers, many companies are beginning to use merchandising services to help them stand out on a crowded retail store floor.This book is a comprehensive step-by-step guide to developing and launching a national in-store merchandising strategy. Merchandising and marketing expert Paul Russell covers how to select the right merchandising service organization, team training, merchandising standards, and planograms. He also provides real world insights on how visual merchandising works at a strategic level. "--"The retail sales floor has become a battlefield: each brand is fighting for the same customer and wants to ensure their merchandise is on the sales floor, sized, folded, hung and presented properly. Field Visual Merchandising Strategy is a comprehensive guide to developing and executing a national field merchandising strategy, covering key areas such as developing a strategy, how to go about selecting the right merchandising service organization, team training, merchandising standards, planograms, and launching the strategy. Ideal for retail marketers, visual merchandisers, merchandising managers and brand managers, Field Visual Merchandising Strategy uses examples and case studies from a range of shops, from fashion emporia to small outlets, to provide real-world insight on how strategic visual merchandising works"--
London, United Kingdom Philadelphia, PA New Delhi, India Kogan Page Limited, 2015.
xvi, 268 pages : illustrations ; 24 cm.
Includes bibliographical references (pages [262]-263) and index.
Machine generated contents note: List of figures -- List of tables -- About the author -- How the book is structured -- Preface Introduction Part One Fighting the war at retail01 Getting ready for battle -- Visual merchandisers vs field visual merchandisers -- The role of merchandising service organizations (MSOs) -- The leader -- Defi ning a field visual merchandising strategy -- Thinking strategically -- Strategy vs tactics -- Chapter 1 checklist02 Skill set of your management team -- Communicating in the fi eld -- Project management -- Visual merchandising directives -- Planograms -- Visual retailing software -- Look books -- Problem-solving skills -- Brainstorming and mind-mapping techniques -- Real-world situation No 1 -- Chapter 2 checklist -- Tricks of the trade: 'Keeping a bag of tricks'03 Mastering the fundamentals of warfare -- Merchandise presentations and visual merchandising skills -- Fixtures and capacity -- Developing a high taste level -- Mannequin styling and clothing coordination -- Mixing patterns in clothing coordination -- Effects of colour in visual merchandising -- Design concepts -- Chapter 3 checklist -- Tricks of the trade: 'From concept to installation' -- Part Two Planning and initiating your battle strategy 04 Components of your strategy -- Armies for hire -- The World Alliance for Retail Excellence and Standards -- Structure of a merchandising service organization -- Defining objectives and standards -- Analysing the battlefield -- Defining store visit requirements -- Chapter 4 checklist -- Tricks of the trade: 'How long will it take'05 Preparing for combat -- Developing your strategy proposal -- Selecting the right MSO -- Request for proposal (RFP) -- Budgets and contracts -- Chapter 5 checklist -- Tricks of the trade: 'You gotta have options'06 Training your troops -- Setting expectations -- Training in the field visual merchandising environment -- Needs assessment -- Training materials -- Training documents -- Product features and benefits -- Merchandising standards manual -- Certification test -- Understanding store visit guidelines -- Understanding and using the task duration estimate -- Understanding merchandising directives and planograms -- Implementing and evaluating the training plan -- Chapter 6 checklist -- Tricks of the trade: 'The game of mix and match'07 Planning your combat strategy -- Defining retailer requirements -- Developing the strategic plan -- Real-world situation no 2 -- Chapter 7 checklist -- Tricks of the trade: 'What's your standard?' -- Part Three Executing the strategy 08 Communicating and monitoring the strategic plan -- Distribution of the strategic plan timeline -- Monitoring the execution -- Communicating with sponsors -- Communicating with your MSO -- Merchandising service reports -- Monitoring field visual merchandisers' performance -- Real-world situation no 3 -- Chapter 8 checklist -- Tricks of the trade: 'Where's Waldo?'09 Planning and executing tactics and special projects -- Field visual merchandising tactics -- In-store tactics -- Special projects -- Chapter 9 checklist -- Tricks of the trade: 'The flawless floor set' -- References and further reading.
9780749472641 (paperback)9780749472658 (ebook)
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LocationCollectionCall numberStatus/Desc
Brighton LibraryComputers and Business659.1 RUSAvailable