retail jargon |
definition |
client journey |
the experience the client has with your brand. This begins with telephone calls, all printed literature, your physical environment and finally you ! |
merchandising strategy |
the plan you have for positioning which product where. This needs to reflect seasonal opportunities ie- the umbrellas at the front if it's pouring down with rain. |
brand |
the total sensory experience the client has with your company and its product or service. It resides in only one place: in the mind of your customer. |
POS |
Point Of Sale - the printed materials in your store - visuals, directional signage, promotional signage, product descriptors etc |
Romancing the Customer |
a rather clever metaphor for describing how to create lasting business relationships! |
deliverables |
what you business provides, the measure for services you provide. Your customers ‘take-aways’ |
swing area |
the positioning of tables, gondalas or floor fixtures to influence the flow or direction your customer takes through your environment. Sometimes can be created by pillars, stairs or other fixed objects |
flow |
the ease and direction your customers take in the retail environment |
sensory experience |
appealing to the clients sense of sight, smell, hearing, touch and taste -
What experience do you provide? |
seducing the senses |
using your environment to appeal to each of our senses - what great retailers do best |
visual pollution |
so many messages! So much signage! Clutter everywhere - unable to focus on anything, makes your eyes hurt. |
compelling communication |
using words to describe what is in it for me, create humour, create a need, curiosity |
mind share |
getting into the customers head - literally they think of what you sell and your brand is the first thing they think of |
iconic |
creating an aspirational, singular display - to make something exclusive, gorgeous, totally irresisible - ever so slightly untouchable - to gaze at longingly |
service excellence |
proud to serve, exceed expectations, deliver inspired expertise, educate, listen, ask questions, adopt an attiutude of yes I can, avoid excuses, create wow! |
surprise & delight |
dare to be different! Use colour, animation, humour, anything to wake customers from their usual coma. Do the opposite thing sometimes - don’t argue, agree |
romancing |
becoming obsessive (in a healthy way) with your customer, their needs, wants, desires |
relationships |
how strong are yours with your clients? How well do you know them, understand them, anticipate what will they be blissed out by? |
proportional merchandising |
giving more space to your best sellers and less space to your poor sellers - simple huh? |
dual sited/dual positioning |
having products merchandised in more than one place. Especially relevant when a product can be sold with more than one thing |
promotional campaign |
the time and place you choose to introduce lines, products etc - generally linked to seasonal opportunites - Christmas, Mothers Day, the world cup, winter, summer |
link sales |
placing a product next to another to create a spark or encourage the customer to buy more than one product - cleanser with an exfoliator, TV & DVD player |
logical adjacencies |
rather like link sales but the layout follows a logical sequence -normally follows the way a customer would use the product - washing powder followed by fabric softener, birthday cards followed by gift wrap |
up-selling |
customer enters the store for a shirt and leaves with a shirt & matching tie through your brilliance and seductive knowledge of your products and services! |
open merchandising |
liberated retail area! Customer is able to pick up, touch, play, experience the product |
closed merchandising |
everything locked behind glass cabinets - customer has to ask permission to buy while you loiter over their shoulder. Self defeating security policy - talk and enagage, still the most effective security system there is |
price blocking |
merchandising products together with the same price point |
colour blocking |
merchandising products together of similar colours and shades - layout following the colour spectrum |
impulse buys |
products generally under £10 which are unplanned purchases. Generally positioned by the till point or near to high price merchandise - anything from sweeties to jewellery to scarp leads |
seasonal merchandising |
reflective of the time of year - generally Christmas, Easter, Valentines Day etc |
olfactory marketing |
using the sense of smell to create a signature fragrance and create powerful associations think of new car smell, leather, freshly baked bread, ground coffee beans |
auditory marketing |
playing music to strengthen your brand quality. Also the quality of your dialogue with customers and your colleagues |
core range |
the products you always have in stock, never changes, what you're known for |
promotional lines |
limited editions, summer ranges, only available during the promotion - buy now or lose out - need to be merchandised differently, should stand out from your core range - needs also to be consistent with your core range - just because you can sell something doesn’t mean you should! |
limited editions |
designed to create urgency - great for increasing the average sale value |
AVT |
average value transaction - the average spend of your customer - calculated by dividing the number of transactions by how much you've taken |
primary space |
a hot spot - the most accessible for your customer, highly visible from the entrance and in-store should always have best selling lines, promotional lines or seasonal merchandise in this space |
hot spot |
the area in store which every customer sees and can get at |
secondary space |
almost as good as primary space or a hot spot but may be less visible - generally next to primary space |
| tersery space |
behind the till point, at the front doors, hidden behind pillars - excellent for merchandising non-seasonal or low demand lines |
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