EXPLORATION + EXECUTION
VIRTUAL VM
DIGITAL ADAPTATIONS, PRODUCT PLACEMENT + VISUAL MERCHANDISING DIRECTIVES
EXPANDING REACH WHEN STORE VISITS ARE NOT POSSIBLE
2020-PRESENT
VIRTUAL VM TOOL KIT
MANY OF OUR STORES HOST UNIQUE ASSORTMENTS, ARCHITECTURE AND FIXTURE PACKAGES. THIS TOOL KIT ALLOWS ME TO IMPACT MORE LOCATIONS, FROM MY HOME OFFICE AND IDENTIFY TRENDS IN REAL TIME. ADAPTABLE, REPEATABLE AND SUSTAINABLE TOOL KIT DESIGNED TO COMMUNICATE PRODUCT PLACEMENT, COMPOSITION AND FLOOR SPACE
Virtual VM Tool Kit
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I created a digital kit of assets that allows me to teach and direct visual merchandising principles as if I were in the physical space.
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This kit allows me to speak to each store's unique fixture package, assortment size and provide real time, achievable solutions and education
Future State
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While this work and idea came to fruition following the 2020 lock down, it brings to light opportunity to increase accessibility and bandwidth for VM field teams
LOCAL MARKETING + PRODUCT INITIATIVES
NEW ENGLAND MARKET: LEAF PEEPING CAMPAIGN: Partnership with Local Marketing and Product Insights to curate locations to highlight a local campaign initiative. Custom directive provides product positioning direction to compliment national campaign, with product placement direction that can be easily executed by retail employees
NEW STORE OPENINGS - VIRTUAL LEADERSHIP
PIGEON FORGE, TN - NEW STORE/GATEWAY OPENING: SUMMER 2020 - At the height of the pandemic, I was unable to travel to Pigeon Forge to lead a team of visual merchandisers + 3rd party contractors through our new store opening process
In order to deliver consistent results, I curated a team of highly collaborative, visual team leaders who demonstrate an ability to communicate via multiple channels and lean into technology. This allowed me to lead them virtually and deliver new store results, meeting objectives 100% through virtual leadership
VIRTUAL LEADERSHIP TOOL KIT
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Custom installation schedule + trainings
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Visual lead point people - daily connection, Facetime sessions teaching how to coach presentations & lead through various situations
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Fixture layout and rug placement support using overhead cameras, Facetime and photos
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Daily photo documentation reporting to assess progress and modify daily schedule and goals as needed
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Onsite insights used to support local positioning decisions
ADDITIONAL OUTCOMES
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New leaders emerged through this work and now lead projects for our program
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New Training guides created are now used as core practice through all new store openings
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New approach and mindset allowed me to virtually support, map and guide 5 legacy stores through fixture + product placement
EXAMPLE: BACKPACKING - WORK IN PROGRESS
EXAMPLE: CAMP COOK - WORK IN PROGRESS
CUSTOM CATEGORY FLOOR PLAN + WALL ADAPTATIONS
PIGEON FORGE, TN - NEW STORE OPENING: In this example, the wall planned for basics was much larger than a typical wall used to host this assortment size. To support the team executing onsite, I built a custom diagram of an expanded basics wall, which allowed for 3rd party merchandisers or new employees to execute with ease. I also used the store design generated floor plan to re-flow product placement adjacencies and provide execution direction to ensure key department objectives were met.
CUSTOM DEPARTMENT FLOOR PLAN, FLOORSET POSITIONING + EDUCATION
MADISON, WI: Large assortment location request to reflow softgoods categories in support of new floorset direction. This work includes map creation, virtual consultation and a custom approach to teaching floorset positioning. I have used Floorset directives to create a custom 2D view in order to educate the relationships between fixtures, walls and key transitions.
Credit notice: Visual aids shown on pages 2-7 are floorset directives created by the VM team.
CUSTOM DEPARTMENT FLOOR PLAN + WALL ADAPTATIONS
NORTHVILLE, MI: Medium assortment location reflow map and wall adaptations shown. This location hosts legacy fixture package and requires a custom approach to several walls within the Camp hardgoods category. Examples shown include fixture map and direction where core brand require adaptation due to architecture, scale of walls and assortment
EXECUTION BY STORE TEAM
CUSTOM DEPARTMENT FLOOR PLAN + WALL ADAPTATIONS
SOHO, NY NY: Flagship location reflow map and wall adaptations shown. This location hosts a hybrid fixture package and requires a custom approach to several walls within the Camp hardgoods category. Examples shown include fixture map and direction where core brand require adaptation due to architecture, scale of walls and assortment
