Module 2 – Merchandising
Merchandising
Merchandising is a critical discipline that needs to be instilled into every business. Although the whole store needs to look great at all times, the merchandising discipline refers particularly to the (product) displays. Good merchandising is a daily discipline that needs to be implemented and checked 3 times per day. These checks must occur according to the brand standards at the times immediately prior to the breakfast, lunch and dinner day parts.
This discipline will ensure that the store looks its best at the peak times of the day with full shelves in order to maximize turnover.
Merchandising
The following 5 merchandising principles are critical and need to be done 3 times (per the brand standards):
- Fill it: Stack the high and watch them fly. Take great care throughout the day to ensure that products fill the displays and are correctly placed and in accordance with the planogram given to you. In addition to this, ensure that products are in straight rows and are looking great in colour and shape. When the store is quiet and stock levels are low, move products to the top shelves, rearrange the labels accordingly and clean the lower (empty) shelves.
- Clean it: The store must be clean at all times. Displays (glass, shelves and trays) must be sparkling clean with no crumbs left lying in the cabinet. Cleanliness builds trust and is critical to food safety.
- Say it: Customers eat with their eyes. Make the purchase as easy as possible by using branded labels showing both the product description as well as the price for every product. If the customers are unsure of what the product is or what the prices is they are less likely to purchase the product. In addition to this, ensure that all promotional material is well displayed in the correct position in accordance with the brand standards.
- Light it: A dark display makes the product look unappealing and will negatively impact sales. Ensure that all display lighting is working at all times. Also ensure that the store lighting is working and that all corners are the store are well lit.
- Walk it: Every day, ensure that you stand at the door at the front of the store and ensure that the bakery is a clean, well lit, well stocked and well labelled part of your business. Ensure that the most expensive products occupy the most prominent positions in the displays and that the less expensive products are on the lower shelves. Walking from the door to the display allows you to experience what the customer experiences. If you are impressed by what you see, so will the customer be impressed. This directly affects your turnover on an hourly basis.
Pie Display Rules
No Non-Compliant pies to be displayed in display.
Display glass should always be clean and free of finger prints.
All pies must be golden brown in colour
All display lighting needs to be in working order and on at all times.
Keep shelves fully merchandised with no spaces and full lines of pies. (No less than 2 pies per row will be accepted.) All products must be in straight lines with no crumbs visible.
If the national promotion is a pie promotion, place the promotion tent card on top of the pie cabinet.
Each pie variant requires it’s own price tag, with a neatly written description and price and placed in the display in a straight line.
Only display the premium/ large pies on top shelf and ensure that all of these pie types must be clearly visible. These are the most expensive pies and need to be in the most prominent position.
Display Classic pies & promotional pies on shelves 2 and 3.
Food Display Rules
Display glass should always be clean and free of fingerprints.
All product must be in uniform white ceramic dishes. No product on the bare shelves.
All display lighting needs to be in working order and on at all times.
Keep shelves fully merchandised with no spaces and full lines of pies. No less than 2 products per row and/or dishes greater than 50% full will be accepted.
All dishes must be white identical ceramic dishes and products must be in straight lines with no crumbs/ mess visible.
Each variant requires it’s own price tag, with a neatly written description and price and placed in the display in a straight line.
Only display the russian sausages (3 variants) and chicken on the top shelf. All 3 pie russian sausage types must be clearly visible in 3 white identical ceramic dishes.
Display chicken and traditional bakery items on shelf 2.
All beef, meals and other derivatives of these products to be below on shelves 3 and 4
Bread Display Rules
Shelves should always be unbroken, clean and free of old labels / stickers.
Keep shelves fully merchandised with no spaces and full lines of bread. No less than 5 products per line.
Each variant requires it’s own price tag, with a neatly written description and price and placed in the display in a straight line.
Only display the everyday white bread on the top shelf.
Everyday brown bread must be on the shelf immediately below the white bread.
There must be a total of 4 variants of bread
Rolls must be below the bread and there must be a minimum of 2 variants of rolls
