Fall 2018 Global Retail Toolkit

Transcription

1 Fall 2018 Version 4 Revised 11/8/2018

2 Merchandising Guide - Merchandising Principles - Best Practices Hydro Flask Fixtures and Branded POP - Best Practices Retailer Owned Fixtures - Best Practices Graphic Direction Hydro Flask 1

3 Merchandising Guide Merchandising Principles

4 MERCHANDISING GUIDE: MERCHANDISING PRINCIPLES Merchandising Principles Follow these simple merchandising principles in all retail environments to create compelling product presentations and maximize sales. Elevate the Hydro Flask brand on the sales floor. Use our branded graphics to attract consumers to the Hydro Flask space or utilize one of our many Hydro Flask display options to set us apart in the designated sales area. If Hydro Flask displays are not being used, execute the following merchandising standards to create a compelling Hydro Flask destination. Create an enticing shopping environment. Merchandising with clear guidelines can help navigate the consumer through our various product categories. Depending on the assortment the following merchandising techniques are recommended. Organize and group product by category then color OR color then category. Category hierarchy is as follows: Accessories, Kids, Food, Coffee, Beer & Wine, Tumblers, Hydration by ounces, Large Capacity, and Soft Goods. Make sure your Hydro Flask destination is shop-able and free from obstructions. Create impact through color. As you organize by color, keep in mind that new colors should be merchandised on the left side of your Hydro Flask display, followed by your core colors. Color block the product left to right, using a light to dark gradient. Create a focal point. Make an impact through storytelling. Create seasonal interest by highlighting new products through Hydro Flask provided graphics and/ or Branded POP. Focus on the temperature, taste, transport story in markets where double wall insulation is an underpenetrated category. It s in the details. Fully stock your Hydro Flask space and keep the product neatly organized with the Hydro Flask logo upright and forward facing with rows neatly aligned. Double expose colors to fill shelves. 4 Hydro Flask 5

5 MERCHANDISING GUIDE: MERCHANDISING PRINCIPLES Key Merchandising Techniques: Category Organize Hydro Flask products by category horizontally to enhance and simplify the consumer s shopping experience. Step 1. Category: Group all products by category. Organize products by the following category hierarchy: Accessories, Kids, Food, Coffee, Beer & Wine, Tumblers, Hydration (Standard Mouth then Wide Mouth), Large Capacity and Soft Goods. Step 2. Color Order: Within each category organize product from light to dark, new colors starting on left, followed by carry over colors, and core colors ending on the right of your presentation. Utilize your core colors to add visual relief in the event that a new color conflicts with a carry over color. Step 3. Silhouette: Once product is merchandised by category, arrange products shortest to tallest (i.e. 12 oz Coffee, 16 oz Coffee, 20 oz Coffee...exception to this rule is the Beer & Wine Category: Rocks, Wine Tumbler, Wine bottle, True Pint, Growler). Key Merchandising Techniques: Color Organize Hydro Flask products by color to create visual interest and an appealing environment that draws the consumer in from multiple vantage points. (Color merchandising is most effective when executed on a 4 section or wider.) Step 1. Color Order: Group all products by color regardless of category. Organize colors from light to dark, with new colors starting on left and core colors ending on the right of your presentation. Carry over colors should be merchandised from light to dark, left to right, in between your new colors and core colors. Utilize your core colors to add visual relief in the event that a new color conflicts with a carry over color. Step 2. Category: Within each color block, organize product by category. Product hierarchy is as follows: Accessories, Kids, Food, Coffee, Beer & Wine, Tumblers, Hydration (Standard Mouth then Wide Mouth), Large Capacity and Soft Goods. Step 3. Silhouette: Once product is merchandised by category, arrange products shortest to tallest (i.e. 12 oz Coffee, 16 oz Coffee, 20 oz Coffee...exception to this rule is the Beer & Wine Category: Rocks, Wine Tumbler, Wine bottle, True Pint, Growler). NEW CARRY OVER CORE Flamingo Olive Blueberry Lemon Lava Mint Pacific Cobalt White Graphite Black 6 Hydro Flask 7

6 MERCHANDISING GUIDE: MERCHANDISING PRINCIPLES Key Merchandising Techniques: Initiative Moment Initiative Launch Moments When a new product category is launched into the marketplace, it should be front and center for the consumer. Key Merchandising Techniques: Snake or Wrap Product When the display spans wider than 4, to alleviate the consumer s shopping experience wrap your categories top to bottom, left to right every 2 section. This will help keep categories and/ or colors adjacent to each other. Place the new category on the top shelf of your display. Ideally this will sit adjacent to any Initiative graphics that have been produced for the launch. After the new product display, follow either the color or category merchandising strategies on the previous pages. Example of Initiative Launch Moment Programs- PNW Ombre, Coffee Mugs, Escape 8 Hydro Flask 9

7 MERCHANDISING GUIDE: MERCHANDISING PRINCIPLES Details Use these techniques to enhance your Hydro Flask presentation and consumer experience. Product Detailing Hydro Flask logo is always facing forward and upright Each product row should contain the same item and color from front to back of shelf Flex straps are always positioned upright as space allows After merchandising by color or category organize product shortest to tallest Ensure all product is merchandised with minimal space between styles As needed, make sure product packaging is securely placed on product and positioned facing forward Repeat colors & styles as needed to ensure your display is filled at all times Replenish stock when necessary as assortment depletes Ideally Oasis should always be merchandised on shelves, not on pegs Merchandising Accessories Hydro Flask accessories should be merchandised by category. When executed in a compelling manner this can enhance your presentation while maximizing sales. Accessories Organize similar styles together Merchandise accessories from left to right, smallest to largest (i.e. Sport Cap, Flex Cap, Straw Lid, Bottle Boot, Bottle Brush) *Exception is when the product below would impede access to merchandise, shift merchandise order to always be visible (shown in middle rendering below) Place accessories above Hydro Flask bottles, or if your fixture allows down the side of the fixture Ensure all accessories are neatly organized on peg hooks or within a container (peg hooks are preferred) Repeat styles as needed to ensure your display is filled at all times Follow color principles as stated earlier, on fixture (left to right, top down), start new colors on left or at top Logos forward Flex Strap Upright Shortest to Tallest 10 Hydro Flask 11

8 MERCHANDISING GUIDE: MERCHANDISING PRINCIPLES Soft Goods: Coolers Soft Coolers should be merchandised by category and style. Soft Goods: Coolers Soft Coolers should be merchandised by category and by style. Hydro Flask Fixture Organize coolers by style on fixture- packs hang with packs and totes with totes Neatly hang soft cooler pack and/or tote using the hangbar kit or place one tote on shelf above other totes Place pack and tote on hooks on faceout bar Pack is hung by handle loop and tote is hung by two handles Two coolers can hang per row If utilizing a shelf, make sure that product does not impede the Header Graphic Place larger product on bottom row Utilize Faceout Graphic Frame and Faceout Graphic to highlight key benefits and technologies as shown For placement of graphics see Graphic Kit Directive that s included with each graphic shipment Zippers should be closed at all times Retailer Display The following principles apply to tables, gondolas and walls. Organize coolers by category Organize product from light to dark, left to right If space allows place coolers forward facing. They may be angled if space is restricted (Do not place the coolers perpendicular hiding logo from the customer) Use cross merchandising techniques to create a strong Hydro Flask brand presentation If using a Hydro Flask Tabletop Graphic Frame use relevant soft cooler graphics to complete a story telling opportunity Zippers should be closed at all times Ideally keep shoulder strap inside totes to protect from loss or damage ` Remove coolers from all packaging materials before placing on the sales floor *Refer to Best Practices section for additional examples of merchandising Ideally keep shoulder strap inside totes to protect from loss or damage Remove coolers from all packaging materials before placing on the sales floor 12 Hydro Flask 13

9 MERCHANDISING GUIDE: MERCHANDISING PRINCIPLES Soft Goods: Hats & Apparel Organize hats and apparel by category and by style. Merchandise product from light to dark, left to right. Organize hats and apparel by category and by style. Merchandise product from light to dark, left to right. Hydro Flask Fixture Hats Stack hats on fixture shelf Cross merchandise hats on shelf with hard goods products Table Display Hats Stack hats on table display Cross merchandise hats on table with hard goods products Apparel Hang apparel on Large Stainless Band Fixture apparel crossbar Align the hangers for a crisp, organized look Fan sleeves on the product Apparel Ensure all folded apparel is in tight, neat stacks Always size product from smallest to largest Always size product from smallest to largest 14 Hydro Flask 15

10 MERCHANDISING GUIDE: MERCHANDISING PRINCIPLES Notes: Soft Goods: Ice Pack Ice packs can be merchandised with your Hydro Flask display to create supplemental sales for Soft Coolers. Ice Pack Merchandising When merchandising on a Hydro Flask fixture place Ice Packs down the side on accessory pegs Utilize Ice Pack Tray when retailer permits to help maximize your sales on retailer fixturing Ensure Ice Packs are neatly organized on peg hooks or within the Ice Pack Tray Ice Pack Tray holds 6 quantity packs 16 Hydro Flask 17

11 Merchandising Guide Best Practices Hydro Flask Fixtures and Branded POP

12 MERCHANDISING GUIDE: BEST PRACTICES HYDRO FLASK FIXTURES AND BRANDED POP Large Stainless Band Fixture Assortments: Hard Goods Large Stainless Band Fixture Assortments: Soft Goods Our largest floor fixture allows your store to display a complete range of styles, colors, and accessories for a dedicated Hydro Flask brand center (utilize with or without graphic header as shown below). Our largest floor fixture allows your store to display a complete range of styles, colors, and accessories for a dedicated Hydro Flask brand center. The shelves work great for hats and can house our soft coolers too. Add a crossbar for hanging apparel (utilize with or without graphic header as shown below). 20 Hydro Flask 21

13 MERCHANDISING GUIDE: BEST PRACTICES HYDRO FLASK FIXTURES AND BRANDED POP Medium Stainless Band Fixture Assortments Our most versatile fixture. This is delivered as a single-sided floor display that can be rolled up to a wall or used as an endcap. When combined with our Second Side Kit (ordered separately) it becomes the perfect Hydro Flask brand center with the ability to increase capacity by merchandising hard goods and accessories on both sides (utilize with or without graphic header as shown below). Small Stainless Band Fixture Assortments This small, single sided fixture has minimal footprint and the ability to roll up to a wall making it an ideal option in retail environments where space is limited to merchandise hard goods and accessories (utilize with or without graphic header as shown below). 22 Hydro Flask 23

14 MERCHANDISING GUIDE: BEST PRACTICES HYDRO FLASK FIXTURES AND BRANDED POP Small Countertop Display Shelf Display For retailers where space is limited. This display can be used as a primary display or as an additional display in high traffic or impulse buying areas. Sits flush on your shelf without containment on the sides or back for flexibility. Use one or multiple shelf displays vertically to create impact. 24 Hydro Flask 25

15 Merchandising Guide Best Practices Retailer Owned Fixtures

16 MERCHANDISING GUIDE: BEST PRACTICES RETAILER OWNED FIXTURES Table Display Wall Display By executing the merchandising techniques shown previously you can elevate the brand from the competition. Use our branded graphics to highlight the brand and/or product initiatives in your Hydro Flask table display. Organize Hydro Flask product on a wall display by style horizontally or color to create visual interest and balance. 28 Hydro Flask 29

17 MERCHANDISING GUIDE: BEST PRACTICES RETAILER OWNED FIXTURES Gondola Endcap Keep your Hydro Flask gondola brand center looking fresh by fully stocking your display and neatly organizing product. Create a strong brand presentation on an endcap by following Hydro Flask s key merchandising techniques and principles. 30 Hydro Flask 31

18 MERCHANDISING GUIDE: BEST PRACTICES RETAILER OWNED FIXTURES Notes: Cash Wrap Area Merchandise Hydro Flask in a secondary location, near a cash wrap station, to give consumers another opportunity to buy before leaving your store. 32 Hydro Flask 33

19 Merchandising Guide Best Practices Graphic Direction

20 MERCHANDISING GUIDE: BEST PRACTICES GRAPHIC DIRECTION Notes: Graphic Direction Retail graphics can be used to highlight eye-catching launch moments, seasonal story telling opportunities, and key technology benefits when used appropriately. Follow the graphic kit directive (shipped with graphics) when using the fixture retail graphics as a launch moment or story telling opportunity Place the new category on the top shelf of your display. Ideally this will sit adjacent to any initiative graphics that have been produced for the launch Once product is sold through remove the initiative graphic and replace with a current graphic, unless it is still relevant to your product display & assortment When merchandising on a Hydro Flask Stainless Band fixture if there is not a relevant graphic for your assortment you may leave the graphic panel blank If using technology shelf strips or category shelf cards place with corresponding product 36 Hydro Flask 37

21 hydroflask.com NW York Dr. Bend, OR Contact your sales account manager for retail asset order forms. Digital assets available on Media Library: