In the retail industry this word as such impact so what is the meaning of C O M M E R C I A L
“THE INVOLVING OF CUSTOMERS INTENDING TO PURCHASE GOODS”
B A L A N C E
Finding a balance between enticing visuals and being commercial can pose it’s challenges as we all want to show our creativity. The problem is visuals are open to debate and being commercial isn’t.
I see a lot of higher up’s quickly shooting down visuals even through the manager has followed the VM guide. I believe the reason for this is regarding your store performance (basically if your take money you can petty much do what you like) YOU will always be in the (firing line) wrong if your store isn’t, performing! Having said that if this is happening consistently with you or multiple stores, then having clear communication of what being commercial is/means to your RM needs to be clarified.
One things that is extremely important is understanding the WHY and why your actioning the task. In many cases this is fundamental to you buying in and actual completing the task and doing this correctly.
Do not be afraid to challenge actions, easier said then done I know! These are your KPI’s you graded on so be confident in your decisions, you know your market and customer profile. All in all don’t forget to ask WHY, what you did was wrong so you can learn from it.
Next time your given task I would the S M A R T acronym SPECIFIC,MEASURABLE, ACHIEVABLE, RELEVANT & TIME BOUND
Have clear concise points for each heading and forwarded them to your Line Manager or Regional Manager for review and changes. Have detail where necessary, especially if you don’t have enough product or have changed layout priorities to reflect your store space. Be sure to ask for there impute stating you want the layout to be successfully and implementation to run smoothly. It is incredibly annoying to have someone rip apart your shop floor once the layout as be implemented stating it’s “productive feedback”. If this is the case it’s about working smarter not harder. Politely inform them that these actions were agreed too because you had planed accordingly. Things change, of course they do! But being in the know is key to achieving, so never be afraid to ask!
Great leader will inspire you taking you and your team on the journey to success! They will not kick you when your down! Remember: If you have implemented something wrong this is poor reflection on them too and there strategy should be to understand what went wrong and why.
T H E A R T O F P L A N N I N G Y O U R L A Y O U T
Read through whole VM GUIDE first before planning your layout
- CUSTOMER SERVICE- The more detailed a display the less likely a customer will buy from it. Think wearable outfits.
- SILENT SERVICE- Can customers select products easily.
- THE JOURNEY- Everything about the layout needs to be easy to shop because the less time you have to help customers with the basics the more time you will have to sell THE WANT PRODUCTS. In a nutshell the easier it is for customer to find what there looking for, the more they will buy.
- CUSTOMER EXPERENCE- Understand your customer and deliver inclusive, exclusive service.
- LAYOUT- Be realistic when implementing creative visuals will you be able to maintain high standard and service customers. Determine your layout to suit your customer experience.
- STAFF- replenishment and rejects remember if your staff can’t find products and put them away correctly your customers won’t find them either.
C O N C L U S I O N
All in all plan and plan, to plan……Do not under estimate the importance of planning this will allow you be to ahead of the game and iron out the creases without having negative impact on sales. Also be aware of customers mindset because everything your doing is for them.
Windows are great way to excite and entice your customers with your brands lifestyle alongside wearable fashions.
As previously mentioned, once in store internal display should be easy to shop allowing your customer to be enticed and elevating them throughout there journey.
