VISUAL

MERCHANDISING
GUIDE

TABLE OF CONTENTS

VISUAL
MERCHANDISING
& DISPLAY

VISUAL
MERCHANDISING
BEST PRACTICES

THE ART OF
RETAILING

THE 4 Cs OF
VISUAL
MERCHANDISING

THE IMPORTANCE
OF VISUAL
MERCHANDISING
VISUAL
MERCHANDISING
GOALS

RETAIL

WINDOWS
VISUAL
MERCHANDISING
TIPS

VISUAL
MERCHANDISING
COLLATERAL

SIGNAGE

VISUAL
MERCHANDISING
RESOURCES

BENTRANET
VISUAL SPECIALIST
CORPORATE
VISUAL
MERCHANDISING
TEAM

VISUAL MERCHANDISING & DISPLAY

VISUAL MERCHANDISING AND DISPLAY:

The ART of Retailing
Visual Merchandising and Display is the art of presenting merchandise in a
manner that catches the eye of potential customers and motivates them to
purchase. This is done using a teamwork of marketing, display, and product
assortment that creates a desire within the customer and results in a sale. Visual
Merchandising builds upon the retail design of a store and is one of the final
stages in presenting the store in a way customers find aractive and appealing. It
plays a role in the look, feel, and culture of a brand, creating awareness while
simultaneously increasing brand loyalty. Customers should be able to experience
Ben Bridge through the visual components that surround our products.
An estimated 80% of all buying is done on impulse making it important to create
displays that will inspire and captivate the public. The exterior of a store- the
sign, the windows, and the general appearance- provides a first impression to the
public. Windows provide a welcoming mat for the public, and a summation of
what a store has to offer. They communicate style, assormtent, and price, and
are also used to advertise current promotions.
Visual Merchandising acts as the silent communicator and first impression of the
Ben Bridge brand. Use this guide as a training tool for existing associates, an
on-boarding tool for new associates, as well as a reference guide for all things
visual.

The IMPORTANCE of Visual Merchandising?

ITS ALL ABOUT THE BRAND.

For five generations, Ben Bridge has been commied to offering the finest jewelry
and unsurpassed personal service at the best value. The goal of Visual Merchandising
is to communicate a consistent Ben Bridge
brand message through engaging window GREAT BRANDS CAN BE
displays, in-case displays, and the overall
LIKE CROWN JEWELS:
in-store experience. The visual presentation of
WORTH A LOT, BUT
our jewelry is a critical component of the success
NEEDING A POLISH
of the Ben Bridge brand. Props, fixtures, and
forms set the stage for presenting our products
NOW AND AGAIN.
in their best light. These product presentations
~DIELINE- PACKAGING DESIGN
must aract aention to our jewelry, help create
BLOG
interest, fuel desire, and enhance the value of
our merchandise. Neglecting Visual Merchandising overlooks one of the most
impactful sales tools available.

Visual Merchandising GOALS:

ELEVATE THE BRAND IMAGE- By creating stimulating and engaging displays we can
increase brand recognition and educate the consumer about the Ben Bridge story of
quality and unsurpassed personal service.
EDUCATE THE CONSUMER- Displays can be used to educate consumers about the
brand and our product offerings.
CREATE DESIRE- Displays should recommend, highlight, and demonstrate the best
features of a product, increasing desire and therefore increasing sales.
INCREASE SALES- Visual Merchandising increases sales by acting as a silent seller
when sales associates are assisting other customers.
INCREASE STORE TRAFFIC- Compelling displays aract the aention and spark the
interest of potential customers who are passing by. These displays encourage them to
come into the store for a closer look or to seek further information.
EASE OF SHOPPING/SELF SELECTION- Effective visual merchandising makes it
easier for customers to locate specific product categories and navigate through the
store without the help of an associate.

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VISUAL MERCHANDISING BEST PRACTICES

THE FOUR

s OF VISUAL MERCHANDISING:

Composition, Consistency, Creativity, Cleanliness

omposition

The 1-2-3s of Composition

1. ANALYZE the space you have available and determine any adaptations you will need to makebased on case or window dimensions.
2. SET the forms and props according to the visual guide.
3. PLACE the advertised merchandise and coordinating pieces on the selected forms.
Forms of composition
1. SYMMETRICAL: Symmetrical composition is balanced in
size, shape, and position and is mostly used to convey
DEPTH of selection. Symmetry can be achieved by slicing
your case down the middle and having similar parts on each
side.
2. ASYMMETRICAL: Asymmetrical composition is based on
a 3 part group similar to a triangle. The primary position is
the tallest in the arrangement and where the most
important piece of jewelry is placed. The secondary
position may be placed to the right or le of the focal
point. The tertiary position will be on the opposite
side of the secondary position.
Case Composition
1. FOCAL POINT/PIECE: The focal point will be
the center position in the case or the primary
positon in the window. Place the focal piece in this
space.
2. ARRANGE: Arrange the remaining
coordinating jewelry in the case in
groups/clusters surrounding
the focal piece.
3. GROUPING: Always group
merchandise together by
category. For example: Do not
place Tanzanite jewelry in the
same case with Gents
accessories. If you need to put
several groups of jewelry into
one case, ensure they are
closely related. A grouping of
Tanzanite fits beer with other colored gemstones, while Gents accessories would be
beer displayed with Gents Rings.
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THE FOUR

s OF VISUAL MERCHANDISING:

Composition, Consistency, Creativity, Cleanliness

onsistency

The 1-2-3s of consistency:

1. DISPLAY ELEMENTS: All display forms should be current and similar within a single
presentation. Do not mix branded materials with Ben Bridge materials in cases and window
displays unless instructed to do so. Mixing
display elements can be confusing to the
customer and diluting to each brands
intended message. Make sure any visual
collateral that is no longer in use is
discarded immediately. Check the
BenTranet for the most current Purge list.
2. PRODUCT CATEGORY: When placing
product, think in terms of story telling.
Each case or window should tell a story.
Make sure each item placed within a case
or window is consistent with the story
being conveyed.
3. MARKETING: In-store signage should be
consistent within windows, cases, and sign holders. Marketing should always be discarded
immediately aer use unless instructed otherwise.

reativity

The 1-2-3s of creativity

1. TELL A STORY: Create a story with
your merchandise by grouping similar
styles, suites, collections, or colors that
complement one another and
communicate an overall message.
2. BE INNOVATIVE: A creative display
becomes innovative when you think
outside the box. A great example of
adding innovation to your display is by
layering. See the example to the right.
3. ENGAGE: A display should peak the
interest of the customer enough that it
creates an emotion that creates a
memory.

RETAIL

THE FOUR

s OF VISUAL MERCHANDISING:

Composition, Consistency, Creativity, Cleanliness

leanliness

The 1-2-3s of cleanliness

1. DE-CLUTTER: Avoid distracting cluer on case tops, cash wraps, and consultation
desks.
2. NEAT & TIDY: Ensure all merchandise tags are hidden and out of sight of. Refrain from
using handmade stickers on forms whenever possible. In any case where this is not
possible ensure these stickers are never visible to customers.
3. SPOTLESS: Vacuum and/or sweep daily. Windows, jewelry cases, and forms should be
regularly dusted and spot cleaned to remove any dirt, finger prints, and smudges. Forms
should be spot cleaned with warm water and mild liquid dish soap.

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PHOTO

PHOTO

PHOTO

WINDOWS:

First impressions are lasting impressions.

Windows are the customers first impression of the Ben Bridge brand and give a summation of what the
brand has to offer. They subliminally communicate brand image, assortment, price point, and current
promotions. Effective windows are the result of thoughtful planning and aention to detail.
Window Installation:
STEP 1. Remove all window components
STEP 2. Clean the entire window area.
Vacuum the window tracks to remove all dust bunnies and metal shavings,
Clean the interior and exterior of the glass, and
Remove any smudges from walls and floor boards.
STEP 3. Set up the layout as instructed by the Visual Merchandising Department starting from the
front of the window (closest to the glass) and working your way back.
STEP 4. Adjust lighting as needed.
STEP 5. View the window from the customers point of view by stepping outside of the store.
Is the intended story clear?
Does the window peak your interest?
Does your eye follow the desired path throughout the window?
Is your product visible?
- Is it blocked by signage?
- Are there shadows or dark areas? If so, re-aim your lighting.
Is there a diverse representation of price points?
Are all tags tucked and hidden?
If the window does not achieve its intended objective make adjustments. Once the window installation is
complete, take photos or number the merchandise for easy installation every morning.

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WINDOW CHECKLIST
Each window installation is sent with step-by-step instructions. Ensure these instructions are thoroughly
read prior to calling for assistance. Please use the following checklist during each installation. Re-print
this checklist from BenTranet to use for each window installation.

Window Maintenance:

Thoroughly read the window instructions to check for purge items.

Strip the window of all merchandise down to the floor pads.
Per instructions wrap and store any display elements that will be utilized in the
future. Discard any materials listed in the purge list.
Vacuum the floor boards and window tracks to remove all dust bunnies and metal
shavings.
Clean the interior and exterior of the glass.
Remove smudges from walls and floor boards.
Inspect all forms and display elements for damages. Notify the Visual department if
replacements are needed.

Window Installation:

Thoroughly read the window instructions sent from the Visual Display Department
to begin installing the window.
Check new props for damages. Notify the Visual department if replacements are
needed.
Select merchandise:
-Tells a story
-Consistent with marketing message
-Shows an assortment of price points
Ensure Jewelry is free of fingerprints and dirt.
Ensure Jewelry is displayed on appropriate forms.
Ensure 80% of the jewelry in the windows is priced.
Redirect any lights that are aimed incorrectly. Replace any that are blown.
View the window from the customers point of view.

Daily Window Follow Up:

Clean
Check lightbulbs
Replenish pieces that were sold
Adjust based on sell-through

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WINDOWS
Read through the
window prep pack

Set window

RETAIL

Gather forms and props

Cover if necessary

Place merchandise

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Visual Merchandising Standards:

TIPS

MAXIMIZE SPACE:

-Tell a story- product should be strategically placed to convey a message. Each story is meant
to educate the customer about a collection and encourage multi-unit sales.
-Harmonize each element of your display to maintain neatness and to direct the eyes of the
customer.
-A small amount of empty space between each story gives the customers eye a resting place.
This signals the end of a group or section, helping the customer focus his or her aention and
comprehend each group clearly.
-Under stock duplicate items to keep cases free from cluer, making it easier for customers to
see your assortment. Remember- When you place EVERYTHING the customer sees
NOTHING.

KEEP IT CLEAN AND FRESH:

-Maintaining a pristine store exterior is essential to the success of your business. Windows and
the exterior of your store are the customers first impression of your brand and oen aract
new clients. Report any logo lighting issues or building facade issues immediately.
-Motivate associates to re-fresh cases during down time utilizing existing plan-o-grams as a
guide. Rearranging your current assortment can make it look as though you have received
new product.

STORAGE:

-Keep extra display forms clean, organized, and labeled. This will allow for easier set-up of
windows and cases.
-Do not store damaged forms. Please discard them and order replacements.

DISPLAYING TIMEPIECES:

-Refer to individual brand guidelines to ensure compliance.

-Utilize branded in-case and window display elements, and do not mix with Ben Bridge forms.
-Tilt watches to make the dial visible.
-Set watches in the windows to the universal time of two oclock.
-Make sure all watches are right side up and tags are tucked.

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PHOTO

VISUAL MERCHANDISING COLLATERAL

SIGNAGE
Signage is designed to direct the buying behavior of consumers. It informs customers of current
promotions, product launches, events, and key items. Signage plays a large part in the brand message
set forth to consumers. All signage is sent with instructions on how and when to install. It is important
to follow the instructions and display the signage as instructed.
1. PRICING SIGNS We have a pricing system of interchangeable
cubes from Lanza. 80% of all jewelry in the windows should be
priced with a wide variety of prices represented. Featured focal
jewelry should be priced in each in-store case.
2. PROMOTIONAL/POP SIGNAGE: Point-of-purchase, or POP, signage includes window signs,
floor banners, floor signs, in-case signs, and duratran signs. Pop signs should always be on the
selling floor to communicate advertised items, product launches, and/or events.
WINDOW SIGNS:
14X28 and 14x20

IN-CASE:
6x4 and 3x2

RETAIL

FLOOR BANNERS:
24X72

DURATRAN:
22X22 and 54X36

FLOOR SIGNS:
22X28

BRANDED DURATRAN:
Dimensions differ per brand

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VISUAL MERCHANDISING RESOURCES

COMMUNICATION
BENTRANET:

The Visual Merchandising department utilizes the Ben Bridge internal website to communicate
updated information and archive previous communication. Seek out information on the Visual
Merchandising BenTranet page prior to calling for assistance.
1. VISUAL MERCHANDISING HOME PAGE: Stream of current and previous window prep packs
2. VISUAL MERCHANDISING CALENDAR: Monthly window rotation schedule
3. VISUAL MERCHANDISING DOCUMENTS: Archived information such as plan-o-grams, branded
directives, checklists, and guides

VISUAL UPDATES:

Visual Update e-mails are sent out on a weekly basis communicating pertinent information and
urgent or upcoming action items. Please be sure to read these messages prior to calling for
assistance. Within these updates you will receive the following information and corresponding links:
1. PREP PACKS
2. TRACKING INFORMATION
3. PRICE CHANGES

4. VENDOR UPDATES
5. REMINDERS
6. PURGE LIST

CONFERENCE CALLS:

Weekly conference calls will be held to recap visual updates and discuss any store specific
opportunities.

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VISUAL SPECIALIST
The Visual Specialist helps create the customers first impression of Ben Bridge. Visual
Specialists are held accountable for creating and maintaining compelling presentations that
engage customers and help stimulate sales activity. The Visual Specialist acts as the store's
brand ambassador, ensuring that Ben Bridges brand image is conveyed at all times.

EXPECTATIONS:

Execute all store window installations and visual updates that support seasonal
brand messaging and increase retail traffic.
Develop engaging in-case presentations that focus on key items.
Communicate the completion of tasks through photo sharing with the Corporate
Visual Merchandising Team.
Be familiar with all special promotions, events, product launches, and advertised
merchandise
Work with the store team to maintain and adapt merchandise presentation based
on current business needs, i.e. new product introductions and sell-through.
Partner with the store manager to ensure consistent and timely implementation of
all visual standards, updates, and installations.
Train and coach the store team on visual merchandising standards, adaptations, and
signage placement.
Actively participate and support the Visual Team during store visits/work-throughs.
Reinforce best practices and identify opportunities to improve productivity and
eliminate redundancy.
Organize, maintain, and keep inventory of all visual display props and elements.
Ensure Ben Bridge standards are implemented and maintained at all times.

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BEN BRIDGE
CORPORATE VISUAL MERCHANDISING TEAM

Visual Merchandising Director

Visual Merchandising Manager

Visual Merchandising Assistant

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