Display Target Management: Visual Merchandiser

　　 Display target management According to the overall objective of the company's display function, for each display staff Develop specific objectives and tasks, and motivate, guide and compare staff performance with these established goals. The purpose of exhibition target management is to transform the overall objective of the display department into sub goals of subordinate employees step by step, and form a complete target evaluation system, in order to improve the overall performance of the display department. The most ideal effect of display target management is that every display staff is very clear about their work objectives, tasks cycle and other closely related contents, and is able to achieve the knowledge and skills that should be achieved according to the target definition and supporting training mechanism, so as to ultimately promote the achievement of the overall objective of the display.

The definition of display target management derives from the understanding and flexibility of the concept of Management by Objectives proposed by Peter Drucker, a management guru. Drucker thinks: Administration People must avoid "Activity Trap". They can not just pull their heads down and pull their cars instead of looking up the road, and eventually forget their main goals. This is precisely the "trap" that display practitioners easily fall into. The "design" function and "practice" characteristic of display work make the designers not be in the design of the sky and sky. They are devoted entirely to the creation of shop floor, and have no chance to be "top of the list" and lack of systematic and logical working methods.

The goal of display management is to display the function of the enterprise in the organization and operation, through the organizational display function of the enterprise, and ultimately achieve the specific business objectives of the enterprise organization. The specific setting procedure of exhibition management objectives is to clarify organizational objectives, clear the professional functions of display, clarify the correlation between display professional functions and organizational objectives, clearly display the functions of enterprises, and clarify the objectives of department display management.

The first step is to clarify organizational goals. The organization here refers to the enterprise organization, and the ultimate goal of any enterprise is to continuously win profits.

The second step is to clear the professional functions of display. We have to fully define the professional function of display, that is, the complete display function is the whole performance of visual merchandising function at the retail site. Display is a kind of visual sales behavior, through the visual signal, to the target consumers to convey all kinds of business information related to commodity sales. French marketing expert Chen Jing (Canh Tran) used the iceberg under the sea level to describe the function of visual marketing.

Taking display business functions as an example, window and store theme image design can convey the store's target business information, promote brand identification and merchandise sales; the order processing of merchandise display can optimize store image, facilitate store operation service and customer purchase, promote sales; display sales planning analysis can formulate visual merchandising plan, promote sales of goods; display space planning can maximize the value of space passenger flow and promote sales; display brand concept plan can keep the company's visual merchandising strategy and brand marketing strategy consistent, promote brand building and development, and promote brand marketing and value-added sales. It can be seen that the various functions of display ultimately point to a result -- sales, or more accurately, profits. These display functions constitute the explicit and implicit functions of the sea level, which can be called VM function system. And the premise of ensuring the functions of the above system is the display management system.

The third step is to clarify the correlation between display professional functions and organizational goals. The relationship between display function and enterprise goals is based on the basic sales performance formula of retail enterprises: Sales = enter number, transaction rate * average customer price. If you want to make this association deduction more comprehensive and more thorough, you need to pay attention to the relationship between key data such as gross profit, inventory ratio and cost. It is very likely that you will involve the display function into the company's commodity operation system, just like the Japanese company's VMD function has been incorporated into the Department's system function of MD (commodity planning) department, and become a truly "Visual Merchandiser". We will clarify the two steps of the operation of the functions of the exhibition and clarify the management objectives of the Department's display. We will continue to share with you in the next column.