Merchandising Best Practices and
Proven Strategies
for Retail Success in the
Attractions Industry
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Merchandising Best Practices
Adrea Gibbs
Alriginal Productions
Gary Popp
Spooky Nook Sports
Center
Agenda
Mission Statements
Retail Operational Plan
Financial
Footprint
Visual Merchandising
Mission Statements
Retail Operational Plan
Financial
Footprint
Visual Merchandising
How to create a Mission Statement
– as this is YOUR BRAND
A mission statement should be a concise paragraph
describing what your company does and for whom
Your mission is for you and your business. It does not have to
be an earth moving statement. It can be whatever inspires
you.
Forget the money – a mission statement is about WHAT your
Company is – focus your energy on your core competency
What does a Mission
Statement do?
Why Brand?
•
•
•
•
•
Increased sales
Increased market share
Clear messaging
Creates buying directives
Product displays
How to Brand
First decide what is your
target market?
How should the target market
perceive your product?
What is the unique feature of
your product?
Why your product is different
from the products of your
competitors?
What will be your point of
focus to highlight the qualities
of your product?
Know Your Brand & Know Your
Guests
• Sports
• FEC
– Adventure park
– Kid
– Family
– Adult
• Family
– Children
– Tween
– Multi generational
• Multi Brands
–
–
–
–
Park
Zoo
Sports complex
Concert venue
•
•
•
•
Amusement Park
Casino
Zoo
Attractions
– National Parks
– Destinations
– Cities
Mission Statements
Retail Operational Plan
Financial
Footprint
Visual Merchandising
Retail Operational Plan
Store Name
Purpose of Shop –souvenirs
Merchandise Stories –themed shirts and hard lines. Hats – Animal
Plush – Animal Shirts – Preservation Shirts– Year Program –
Magnets and Pencils
Revenue Projection - $GOAL
Last Year $Actual
Per Cap Projection - $GOAL
Last Year $Actual
Mission Statements
Retail Operational Plan
Financial
Footprint
Visual Merchandising
Financial
What are my financial expectations?
Things to consider:
How do I Buy?
– Domestic
– Import
Product Demand
–
–
–
–
Special Event
Seasonal/Holiday
Summer
Warehousing
Pricing
Financial
Safety
– Product testing
MOQ
Inventory levels/turns
Planning Calendar
Top Selling Product
Planning Calendar
Monthly events
Special Product Promotions
Set up schedule
Staffing needs/job fairs
Event Daily Sheet
Daily Managers
Hours of Operation
– Special times things close
Special Events
– Caterings
– Registrations
– Employee Parties
Projected Attendance (coded format)
Mission Statements
Retail Operational Plan
Financial
Footprint
Visual Merchandising
Plan-o-grams
Traffic Patterns
Don’t clutter stores
– Adjacencies
– Brand statements
People flow to the right
Bright colors attract attention
Make people move around the store
Employees need to see guests
How to Help Traffic Patterns
Message
– What are you trying to tell the guest in your store
Store layout
– Is it organized
– Appealing to the eye
– Makes you want to shop
Overall feeling of the store
Mission Statements
Retail Operational Plan
Financial
Footprint
Visual Merchandising
Retail is Part of the Experience –
Visual Merchandising
Your displays add to the entire experience of your attraction
You tell the story
Your history
Your rides
YOU sell tangible memories –
make them about your brand
Visual Merchandising
Enhance the customers
experience
Entice the customer to
enter the store
Knowledge of product
offered
Type of Display - One Item Display
Mass appeal
of a single item
Type of Display - Line of Goods
The simple style of a
LINE OF GOODS
display offers a
variety of choices
for the consumer
Type of Display - Program Display
You provide an
entire story with
this display and you
create the NEED to
have it ALL
Signs
Make them part of your BRAND – add your logo
Keep them simple
Keep them FRESH
Sign holders
Your signs show how much you CARE about your brand
VISUAL ASPECTS TO CONSIDER
Merchandise with color
• Color blocking
• Color by Spectrum
Window displays
Themed Exteriors
Merchandising Best Practices and Proven Strategies
for Retail Success in the Attractions Industry
Mission Statements
Retail Operational Plan
Financial
Footprint
Visual Merchandising
IAAPA Attractions Expo Education Sessions 2013
Please join us:
Monday, November 18
SHOPPED!
Games & Merchandising Roundtable
2:00 - 3:15 p.m.
5:00 – 6:15 p.m.
Tuesday, November 19
Retail Analytics, Disney, and You
3:30 - 4:45 p.m.
Wednesday, November 20
Enhancing Revenue Through Entertainment
Brass Ring Awards
9:00 -10:15 a.m.
4:30 – 6:00 p.m.
Throughout Expo, November 19-22
Retail & Merchandising Consulting
(Appointments Only)
Thank You
Adrea Gibbs
Artistic Director
Alriginal Productions
[email protected]
Gary Popp
Director of Retail
Spooky Nook Sports Center
[email protected]