visualmerchandising.com
visual merchandising
visual operations
retail marketing
retail environments
environs
visualmerchandising.com
windows
journey
visual
theatre
training
visualmerchandising.com
environs
windows
journey
visualmerchandising.com
visual
theatre
training
visualmerchandising.com
who are we? A brief introduction
An anglo-turkish visual merchandising company, with a
combined total of over 75 years ‘hands-on’ international retail
experience, from shop floor trainee’s through to
Head of Visual Merchandising positions for some of the worlds
global iconic brands.
Our remit not only extends to the field of visual merchandising &
design but also;
o
visual operations
o
retail marketing
o
retail environments
global visual merchandising
introduction
we can help
2012
visualmerchandising.com
environs
windows
visualmerchandising.com
journey
visual
theatre
training
visualmerchandising.com
international?
At various points in our retail careers we have been based in a number of locations including;
o
UK
Europe
Middle East
with a remit that has literally covered the globe;
o
Europe; North, Central & South America; Russia & CIS; Middle East; Asia Pacific & Africa,
encompassing both developed mature retail markets, such as western europe and the
emerging markets such as CIS & Brazil.
global visual merchandising
introduction
we can help
2012
visualmerchandising.com
environs
windows
journey
visualmerchandising.com
visual
theatre
training
visualmerchandising.com
retail formats?
Our 75+ years of retail experience has been gained in multiple store types with a varied
merchandise mix,
o
wholesale, retail & franchise (franchisor & franchisee) outlets
o
stores ranging in size from 20 M2 (200 ft2) accessory only units to 15000 M2 (150000 ft2)
multi level department stores
global visual merchandising
introduction
we can help
2012
visualmerchandising.com
environs
windows
journey
visualmerchandising.com
visual
theatre
training
visualmerchandising.com
retail formats?
Our merchandise expertise covers
o
apparel; men's, women's, teens, children’s, babies & maternity,
o
footwear
o
accessories
o
furniture
o
homewares
o
brown & white goods
o
coffee & fast food outlets
global visual merchandising
introduction
we can help
2012
visualmerchandising.com
environs
windows
visualmerchandising.com
journey
visual
theatre
training
visualmerchandising.com
where are we?
Operating out of Istanbul, Turkey, where east meets west, the point where the mature meet the
emerging markets, global visual merchandising are ideally located at the very heart of the worlds
growing retail environments.
global visual merchandising
introduction
we can help
2012
visualmerchandising.com
environs
windows
journey
visual
visualmerchandising.com
theatre
training
visualmerchandising.com
our mission….
o To help create profitable, exciting, dynamic retail environments that suit your business model.
• All activities within a retail environment take place to generate sales, sales per metre, and more
importantly profit, 4 wall profit, therefore;
o By questioning the actions taken on behalf of the shop floor,
•
•
•
•
•
•
•
distractions
improving ROI
customer use,
where they go,
what they see and ultimately
what they pick up
how they purchase
we can then assess, factually, where we need to improve, by focusing on six key areas .
global visual merchandising
introduction
we can help
2012
visualmerchandising.com
environs
windows
journey
visualmerchandising.com
visual
theatre
training
visualmerchandising.com
focus
o By concentrating on the following key areas simultaneously;
•
store environment
•
windows
windows
•
customer journey
journey
•
visual merchandising
visual
•
theatre
theatre
•
training
training
environs
in conjunction with facts, your business has the potential to be truly world class.
In liaison with your Buying & Merchandising, Design, Operations, Marketing, Finance, Store Development and
the stores themselves, global visual merchandising can help ensure ‘best in class’ standards in your business
model.
global visual merchandising
introduction
we can help
2012
visualmerchandising.com
environs
windows
visualmerchandising.com
journey
visual
theatre
training
visualmerchandising.com
global visual merchandising
introduction
we can help
2012
visualmerchandising.com
environs
windows
visualmerchandising.com
journey
visual
theatre
training
visualmerchandising.com
global visual merchandising
introduction
we can help
2012
visualmerchandising.com
environs
visualmerchandising.com
environment
o Why do you like the stores you like? What was it that first attracted you through the door?
o A key decision in the process is the look of the store, both outside and in, and this environment can tell you a
great deal about what you may expect to find within, therefore it is paramount that focus is given to;
•
•
•
•
•
•
•
•
structure and design
materials
colours
lighting
fixtures
product
cash points
fitting room positioning
Lots of questions, and many more to ask, and multiple answers as different techniques suit different brand
aspirations, but these decisions are critical in capturing the imagination of your target audience, in ensuring they
cross the threshold into your store and not a competitors, a task that global visual merchandising can help give
an insight towards.
global visual merchandising
introduction
we can help
2012
visualmerchandising.com
windows
visualmerchandising.com
windows
o Every retailer on the planet understands the importance of windows but a vast amount of retailers also make
compromises when it comes to window build and design installations.
o Whatever the size, the techniques utilised, the scheme within, you still only have a max of 4 seconds to attract,
4 seconds!!
•
•
•
•
•
•
•
•
•
size?
number?
Open or closed back?
lighting
materials?
how much available space should we use?
whento change?
targeted operating costs
By whom
Many questions and equally lots of answers as every brand is again unique but there are some common theories
which can and should be employed.
With an in house window design service global visual merchandising can offer you the complete a-z window
package.
global visual merchandising
introduction
we can help
2012
visualmerchandising.com
journey
visualmerchandising.com
customer journey
o How do you want the customer to behave in your store, where do you want them to go, what do you want them
to do?
•
•
•
•
•
•
•
•
•
•
to wander, to browse at will
n a journey of discovery
see what & when
product adjacencies
Add-on purchases
‘pause’ points
cash point/s be
the fitting rooms
service areas
Multi floor flow
How do you ensure the customer sees the whole store and not just part of it?
It is your decision as brand owners to make these decisions, what you want the customer to do and why do you
want them to do it. Ultimately the goal is sales and profit but how many and how much is in your gift.
There are best practice techniques from around the world, some of which will work for you,
global visual merchandising can help bring these to your attention.
global visual merchandising
introduction
we can help
2012
visualmerchandising.com
visual
visualmerchandising.com
visual merchandising
o What are you selling and who are you selling to?
• families, men, women, teens or children,
• value or aspirational,
• browsers or ‘know what I want’ customers
o Different techniques suit different target groups but again the understanding of some simple theories can make
all the difference.
•
•
•
•
•
•
•
•
•
•
•
by gender or type
colour, fabric or price
seasonality or sales targets
Some or all of the above.
size curve
best seller and ‘new’ positioning
how and where to accessorise
adjacency flow
anchor departments
mirrors, photography, props, promotional material?
stock room
And many, many more…………….
global visual merchandising can give advice and coaching on the needs best suited to your retail environment
global visual merchandising
introduction
we can help
2012
visualmerchandising.com
theatre
visualmerchandising.com
theatre
o Retail is detail is a very common phrase in the industry but within the world of visual merchandising retail is also
theatre.
o More than ever, bricks and mortar retail and the high street in general is in competition with the customers
leisure time, with cinema’s, with holidays, parks, sport….. you name it there are thousands of choices the
customer can make before going shopping.
o Today, retail is also in competition with itself through the huge advances in mobile shopping via phones &
tablets, internet, e:com, therefore retail stores not only have to give the customer what they want, when they
want it at a price they are willing to pay, but, also have to be an exciting environment in order to compete. How?
•
•
•
•
•
•
•
•
music
mannequins
aromas
lighting techniques
interactive elements
information and noticeboards,
coffee and snacks, a bar maybe…
guest appearances
The list is endless and all of the opportunities may not be for you, the return on investment may not add up, but
one thing is for certain nothing in life stands still, it either grows or it dies, Which one are you?
At global visual merchandising we can design solutions to suit your aspirations and budgets
global visual merchandising
introduction
we can help
2012
visualmerchandising.com
training
visualmerchandising.com
training
o Key to anything and everything that happens! The best investment you will ever make!!
o If your teams are not qualified, do not understand what and more importantly why they are doing a task, you will
not grow at the rate your potential suggests.
o Our firm belief is that we must teach each and every team member the ‘science’ behind retail
The more the teams understand these elements plus a thorough grounding on the retail basics, hang, tag, price,
cube for example, a more competent, more confident team you will have.
global visual merchandising can offer both bespoke training packages based on your individual company
requirements and also a set format of courses covering the ground rules for every retail employee.
With thorough training your team will grow with you, staff turnover will decrease, you will become an employer of
choice.
global visual merchandising
introduction
we can help
2012
visualmerchandising.com
environs
windows
visualmerchandising.com
journey
visual
theatre
training
visualmerchandising.com
next steps?
o If you would like to hear more from global visual merchandising on the services we can offer please do not
hesitate to contact us;
o globalvisualmerchandising.com
o English language
• kevin merrick
• +90 (0) 530 239 5494
• merrick@globalvisualmerchandising.com
o Turkish language
• melis long
• +90 (0) 541 949 1489
• melis@globalvisualmerchandising.com
o office
• p +90 (0) 212 438 71 12
• f +90 (0) 212 438 71 13
global visual merchandising
introduction
we can help
2012
visualmerchandising.com
environs
windows
visualmerchandising.com
journey
visual
theatre
training
visualmerchandising.com
location
o Orucreis Mahellesi, Barbaros Caddesi, Tekstilkent Ticaret Merkezi, A6/54, Esenler, Istanbul, 34235, Turkey
GPS: 41° 3‘58.99"N, 28°51‘50.00"E
from Ataturk airport (16km) & Europe
Ataturk Blv.>E80(TEM). Signposted as Tekstilkent
global visual merchandising
introduction
we can help
2012
visualmerchandising.com
visualmerchandising.com