One of the FixturesCloseUp posts to the Space Management Group on Linkedin.com precipitated these professional tips on Seasonal Aisle Merchandising from David King, author of “Selling with Space Management.” I am sure you will appreciate his insights (quoted below) as much as I am pleased a FixturesCloseUp post caught his attention. Thanks David.
- GROUP: Space Management Network
- DISCUSSION: Halloween Skulls on Sale …
Seeing this post reminded me of the three people scrambling to do the Halloween Aisle reset at my local supermarket recently. Implementing Seasonal Aisles are still a big challenge for retailers, for a number of reasons:
1. The Seasonal Aisle needs to be reset eight to twelve times a year.
2. New Season resets need to be completed as soon as the last season ends, for example, when Halloween is over on October 31, the leftover merchandise needs to be marked down and moved out so the Christmas Aisle reset can be implemented on November 1.
3. Seasonal Aisles are large – often they include both sides of an aisle and they include both Shelf and Peg sections.
4. Seasonal Aisle resets are often done by retailer store personnel without all of the vendor help that center-store Category resets get
5. Store personnel are often unfamiliar with Seasonal Aisle products (shrink-wrapped skulls?) and the Planograms sent out for Seasonal Aisles are often missing product images to help with product-to-position recognition.
6. Putting up Shelf Tags for Seasonal Aisle products after the reset is also difficult due to product recognition issues.
Using product images in planograms and on reset tools such as Image Strips, Image Back Tags and Image Shelf Tags make it much easier for store personnel to identify and place products and tags, to make Seasonal Aisle resets go much faster.
The old excuse that “a lot of these products come from overseas and we don’t have time to get images” is not as convincing as it may have been in 1992 (before digital cameras and e-Mail).
Retailers need to insist on getting a digital Space Management image (and dimensions) of every Seasonal product as a must-have requirement so they can planogram their Seasonal Aisle with images, and send reset instructions and tools that include images to the stores.
Prebuilt, drop-in displays are another big time-saver for Seasonal Aisles.