快速手冊(cè)guideline for sp運(yùn)動(dòng)表現(xiàn)店鋪促銷活動(dòng)陳列指引

1、Visual Merchandising Guidelines運(yùn)動(dòng)表現(xiàn)店鋪促銷活動(dòng)陳列指引SALE VM GUIDELINEFOR BRAND CORE STOREVisual Merchandising GuidelinesCONTENTS 內(nèi)容概述p. 21. Promotion rules 折扣規(guī)則2. In-store communication 店內(nèi)宣傳物料In-store communication tools 店內(nèi)宣傳物料介紹In-store communication set-up 店內(nèi)宣傳物料的安裝3. VM Principles for SALE 折扣產(chǎn)品陳列要求Back

2、wall presentation 墻面器架陳列要求Mid floor presentation 地面器架陳列要求How to promote SALE in-store? 如何提升銷售的關(guān)鍵點(diǎn)4. Discount division 建立折扣區(qū)域范例 Visual Merchandising Guidelines1. PROMOTION RULES 折扣規(guī)則p. 3According to the companys discount policy, the AP department will revise the prices of part of the products in the

3、first week of each month, detailed as follows:根據(jù)公司的折扣政策，AP部門將會(huì)在每月的第一周對(duì)參加活動(dòng)的產(chǎn)品價(jià)格進(jìn)行統(tǒng)一調(diào)整，詳細(xì)折扣規(guī)則如下：60 days after launched: 20% OFF for APP 針對(duì)上市超過60天的產(chǎn)品：服裝8折90 days after launched: 30% OFF for APP, 20% OFF for FTW 針對(duì)上市超過90天的產(chǎn)品：服裝7折，鞋8折The accessories do not participate in discount 配件產(chǎn)品暫時(shí)不參與折扣活動(dòng)Visual Mer

4、chandising Guidelines2. IN-STORE COMMUNICATION 店內(nèi)宣傳物料 p. 4In-store communication tools 店內(nèi)宣傳物料介紹墻面器架中島陳列臺(tái)衣褲架背墻頂部畫面鞋墻凹槽背畫中島頂牌畫面中島側(cè)面畫面A4/A5 臺(tái)卡陳列臺(tái)貼紙衣褲架吊牌價(jià)格貼Visual Merchandising Guidelines2. IN-STORE COMMUNICATION 店內(nèi)宣傳物料 p. 52. In-store communication set-up 店內(nèi)宣傳物料的安裝TABLE 陳列臺(tái)Apply table wrap or A4/A5 gra

5、phic to SALE table. 為用于陳列折扣產(chǎn)品的陳列臺(tái)安裝貼紙或A4/A5臺(tái)卡Attach hangtags to first and second product on rail and on accessories. 掛通上每款服裝的第一及第二件需配掛折扣吊牌，臺(tái)面 上的配件產(chǎn)品也需配掛折扣吊牌GONDOLA 地面中島Apply gondola header graphic and gondola graphic to SALE gondola. 為折扣中島安裝中島頂牌及中島側(cè)面畫面 Make use of hangtags. 掛通上的服裝同樣需要配掛折扣吊牌Visual Me

6、rchandising Guidelines2. IN-STORE COMMUNICATION 店內(nèi)宣傳物料 p. 62. In-store communication set-up 店內(nèi)宣傳物料的安裝Use back wall header graphic in dedicated SALE area. 為指定的墻面器架折扣區(qū)域安裝折扣頂牌Avoid using single SALE header, rather attach a minimum of 2 panel header. 切勿在板墻上使用單獨(dú)一塊的畫面，至少需要以2塊板墻 畫面為最小安裝單位Make use of hangta

7、gs. 墻面器架上的產(chǎn)品同樣需要配掛吊牌FOOTWEAR WALL 鞋墻Use speed selector graphic in footwear wall panels featuring SALE products. 給到指定折扣區(qū)域的鞋墻中部展示凹槽安裝折扣畫面 Make use of hangtags for shoes. 參加折扣的鞋類產(chǎn)品同樣需要配掛吊牌Visual Merchandising Guidelines3. VM PRINCIPLES FOR SALE 折扣產(chǎn)品陳列要求 p. 71. Back wall presentation 墻面器架陳列要求無袖短褲長(zhǎng)褲長(zhǎng)袖Div

8、ide the Back Wall into two area and to display the same discount products in ONE area such as 20% OFF area and 30% OFF area shown above. 首先將墻面折扣區(qū)域分割成兩部分來分別陳列8折及7折的服裝，如上圖所示Product block all SALE merchandise within each category (all sleeveless tops together, all short sleeve tops together, all long s

9、leeve tops together, all shorts & skirts together, all pants & bottoms together etc.). 為每個(gè)折扣區(qū)的產(chǎn)品按照系列區(qū)分陳列（無袖服裝陳列一起/短袖服裝陳列一起/長(zhǎng)袖服裝陳列一起，所有短裙陳 列一起等，依此類推）Within the product blocking arrange the merchandise from cheapest to highest ( example: all long sleeve tops are displayed from cheapest to highest, t-s

10、hirts are blocked together from cheapest to highest etc.). 所有產(chǎn)品根據(jù)價(jià)格從低到高陳列（比如：所有的T恤都是按照價(jià)格從低到高進(jìn)行陳列）SALE merchandise should be predominately side hanging and high density. . 折扣產(chǎn)品多數(shù)以側(cè)掛方式陳列，同時(shí)要有一定的陳列量20% OFF30% OFFVisual Merchandising Guidelinesp. 82. Mid floor presentation 地面器架陳列要求Display products with

11、same discount in ONE fixture (such as 20% OFF in one gondola, 30% OFF in one table etc.). 將同一折扣的產(chǎn)品陳列在一個(gè)器架中（比如將8折產(chǎn)品陳列在一個(gè)中島內(nèi)，將7折產(chǎn)品陳列在一個(gè)陳列臺(tái)）Fastest products to make the big bigger. 增大快銷產(chǎn)品的陳列面以加速銷售3. VM PRINCIPLES FOR SALE 折扣產(chǎn)品陳列要求 Visual Merchandising Guidelinesp. 93. How to promote SALE in-store? 如何提升

12、銷售的關(guān)鍵點(diǎn)All mannequins must promote the SALE merchandise and must be accessorized accordingly. 折扣期間模特也要有一定的搭配，從而更好提升銷售Never stack shoe boxes on the sales floor! 就算在折扣期間，賣場(chǎng)不可以堆放貨品和鞋盒等There must be a very obvious difference between SALE and full price merchandise. 折扣貨品要和原價(jià)貨品清晰的區(qū)分開來，不要誤導(dǎo)顧客Clear gender sp

13、lit: mans / women, make it easier for costumers to find the product. 清晰的男女分區(qū)，更便于顧客找到相應(yīng)的產(chǎn)品。 3. VM PRINCIPLES FOR SALE 折扣產(chǎn)品陳列要求 Visual Merchandising Guidelinesp. 10 SP MANSP WOMANSale windowSale product in high volume：sale set-up back of the storeSALE AREA MAN男子折扣區(qū)SALE AREA WOMAN 女子折扣區(qū)折扣產(chǎn)品較多情況，將所有折扣產(chǎn)品陳列在店鋪的后方位置4. DISCOUNT DIVISION - phase 1 建立折扣區(qū)域范例-1Visual Merchandising