What is Retail Merchandising and why is it important?
A marketing concept that focuses on projecting and enhancing a positive store image & product offering. The goal is to attract customers and increase sales thru the proper execution of planograms, branded signage, fully stocked fixturing and excellent customer service.
Following a retail merchandising plan can improve the in-store purchasing experience and increase customer visit frequency.
Brand Mandatories
Brand Mandatories at Edible® are items that are mandatory for all stores in order to align with our brand standards allowing us to fulfill the 5 P’s of our organization. Every day, we must strive for flawless execution and deliver on our purpose, promise, products, places and people. Adhering to brand standards means all menu items are offered and available to our customers in store, all stores are upgraded with our most current image requirements, our stores are clean, warm and inviting, all branded items contain our most current logo and all items in store are in good repair.
Refer to Retail Merchandising Tools outlined below.
Retail Merchandising Zones
Zone 1: Entrance
Primary purpose is to drive street traffic into store. This is accomplished thru beautifully engaging store fronts which consists of the following:
- Entry
- Sidewalk
- Exterior Signage
Zone 2: Front of House / Greeting Zone
Front of house, also known as store lobby, should be warm & inviting, making Guests want to return again and again. Store atmosphere enhancements include:
- Guest seating (if store footprint permits)
- In-store Music
Zone 3: Merchandising Racks and Coolers
Fully stocked fixtures increase customer purchase opportunity. Properly executed signage also serves as a silent seller and influences purchase decision. Fixtures include:
- Reach-In Standing Cooler
- Treats Case/Cooler
- Wall/Floor Merchandising Fixtures
- Interior Poster Frames
Zone 4: Countertops and Point-of-Sale Stations
The check-out area is one of the last customer impressions prior to leaving the store. This area should be clutter free, neat, clean & organized with fully stocked grab-and-go items for last minute add-ons. Counter area fixtures & equipment include:
- POS/SMS & Phone System
- ADA Counter
- Cookies Case
- Acrylic On-Counter Graphic Holder
Zone 5: Back Line Equipment
As with other areas, the back line preparation area behind the counter should be clean, organized and clutter-free. Equipment includes:
- Backline Counters
- Digital Menu Boards
Merchandising Documents, Guides and Resources
All of the below resources are available within the Marketing Module of the Marketing Toolkit tab on ncompass. The are created to help you achieve best-in-class store marketing execution:
- Seasonal Signage Kit Placement Guides
- Seasonal Product Merchandising Planograms
- Local Store Marketing Toolkit Assets
- Evergreen POP Signage List
- Marketplace (accessed on ncompass)
Cleanliness Standards
Critical to provide a safe and sanitary store for our Guests and ensure cleanliness at every level.
When Guests enter our stores, they should feel confident of the following:
- Counters, shelves and equipment are sterile
- Associates are following safety regulations
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