Product Positioning and Signage

Description

Product Poisitoning and Signage

This module reviews product positioning in store and the use of signage. It introduces some key concepts, such as product types, adjacencies and affinities.

For grid layout stores or store sections, it reviews product placement guidelines and key points about creating and using planograms.  It then does the same for loop layout stores.  Quite a lot of the guidance given is equally applicable to other store layout options.

Finally, it includes a section on the best use of signage both inside and outside the store. Along the way, it shows best practice examples and points out common mistakes or omissions to avoid. 

Who is it Suitable For?

This program is designed for:

• Visual Merchandisers
• Store Managers
• Supervisors
• Deputies
• Marketing
• Buying and Merchandising teams

Class Objectives

By the end of this program, learners will be able to

• Identify the key considerations in deciding where to place merchandise
• Make better decisions about where to position products
• Use signage creatively to maximize sales potential
• And avoid common mistakes and omissions

Detailed Content:

• Product Positioning
  • Product types
  • Adjacencies and affinities
• Grid layout stores
  • Characteristics of product positioning
  • Positioning strategy
  • Planograms
  • End caps
  • Promotional items
  • Use of end caps
  • Clip strip displays
  • Swivel displays
  • Counter space
  • Check out positions
• Loop layout stores
  • Characteristics of product positioning
  • Positioning strategy
  • Dead spots
  • Checkout and exit placement
• Fashion layout stores
  • Characteristics of product positioning
  • Best sellers/seasonal and promotional items
  • Staple/everyday essentials
  • High margin products
  • Small items/accessories
  • Store fixtures
  • Light to bright to dark
  • Storage and backroom efficiency
  • Checkout and customer convenience
• Freeflow layout stores
  • Characteristics of product positioning
  • Positioning strategy
  • Checkout and customer service optimization
• Loss prevention considerations
• Signage
  • Role of signage
  • Store signage
  • Characteristics of effective signage
  • How to use signage effectiveley
  • Digital signage
  • Signage in practice
    • Use of signage to help sell
    • End cap signage
    • Customer service desk
    • Fashion store
    • Signage must not clash with the merchandise
    • Advertised promotion
    • Special opportunity bins
    • Product feature information
    • Help with product choice
    • Promotional price tags
• Space Performance Improvement Action Plan
• Mastery test

Learners completing the mastery test and obtaining a 70% pass mark will also receive a mastery certificate and digital badge upon completion.

Benefits of Studying This Program

Learners studying this program will gain familiarity with the key baseline knowledge on space management, which is a pre-requisite for embarking on space productivity improvement projects.

Hours of Study

2.5 hours

Resources Included

The class includes the following downloadable resources for printing and review:

• Guide on navigating Martec eLearning courses v4 
• Space Management and Merchandise Presentation Suite Content
• Product positioning and signage module summary
• CPE credits for Product Positioning and Signage
• Optimizing Selling Space Productivity in Stores and Online
• Space Performance Improvement Action Plan
• Subjective factors affecting department and product placement
• Digital Signage
• Checklist grid layout
• Checklist loop layout
• Checklist  fashion layout
• Checklist free-flow layout
• Promotional display checklist - Product positioning
• WIKI Links Document

Pre-Requisites Necessary

None, but those with no previous retail experience will find it beneficial to study the Overview of Retailing Class first.  

After This Program

Learners studying this program will gain familiarity with the key baseline knowledge on space management, which is a pre-requisite for embarking on space productivity improvement projects.

This program is module 4 from our Space Management and Merchandise Presentation training suite. A companion program in developing learners’ knowledge is Overview of the Retail Industry to give a fuller overview your customers.

Depending on your learning goals, you may benefit extensively from the other 5 modules in the Space Management and Merchandise Presentation Suite program.