ecco Unity concept Users manUal
Contents
1. EEE S Oo p UNITY CONCEPT STORE MEDIA THE THIRD AND FINAL LAYER Merchandising the collection continues with the store layout which consists of three key areas e Store media See page 7 e Feature displays window displays and highl2. EOI UNG Y CONCEPT USERS MA CCO TABLE OF CONTENTS 10 19 INTRODUCTION MANUAL PURPOSE DEFINITION OF THE ECCO UNITY CONCEPT FLOWCHART ZU 8 FLOW CHART ECCO UNITY CONCEPT 8 FLOW DESCRIPTION COMMERCIAL PLANNING 12 STORE ZONING 13 FIXTURE amp CUSTOMER SERVICE 14 STORE MEDIA 14 FINAL LAYOUT SUB STRUCTURES AND WHITE BOX DESIGN 15 DEMOLITION 15 FACADE AND FACADE DOOR 15 ENTRANCE 16 FLOOR 16 WALLS IN THE SALES AREA 16 WALL TYPES 17 CEILINGS 17 COLUMNS 18 STOCK ROOMS 18 BACK ROOMS 19 HEATERS AND RADIATORS 19 WARNING SIGNS ETC 19 ELECTRICAL CABINETS 19 STAIRCASES 19 HAND RAILS UNITY CONCEPT 19 PIPING 19 SUB FLOOR CABLING 19 INTERNET 19 ENVIRONMENT FURNISHING THE WHITEBOX WITH THE ECCO UNITY CONCEPT 20 FACADE INCLUDING WINDOWS 21 WINDOW FIXTURES 22 IN STORE WINDOW ZONE 24 FLOOR FIXTURES 25 WALL FIXTURES 26 CASH DESK AREA 2 LIGHTING 28 ECCO SOUND amp TV 28 PAINTING amp COLORS 29 LIST OF ELEMENTS 30 SUPPORTING DOCUMENTS 30 LIST OF WORDS INTRODUCTION INTRODUCTION The ECCO Unity concept will secure ECCO s future position as a cutting edge global shoe retailer The primary purpose of the ECCO Unity Store is to function as a sales machine designed to attract a broad spectrum of visitors with quality and comfort in mind The store represents the ideal ECCO retail environment of today and the size configuration layout category structure seating and c
3. 16 Laminate Floorboard 11mm 7 16 Floortile 4mm 5 32 Levelling incl foamfoil 4mm 5 32 Tilefix Screed Screed Structural Floor Structural Floor 16 Finished Floor Level ge PY ign Wg Wig Gg POR PE ss Structural Floor Level FLOOR JOINTS Note Finished Floor Level to be same for Hardwood and Tiles UNITY CONCEPT WALLS IN THE SALES AREA e Walls in the store area must be built according to construction drawings with recommended types of plaster walls e Supporting rails are mounted to floor and walls e Steel laths are mounted to support rails with a distance of 400 mm c c e Wooden laths are mounted to support rails with a distance of 600 mm c c e Plasterboards must have edges for filling e Screw holes must be flush with the surface of the plasterboard to allow filling e White acrylic joint filler must be used against all adjoining building parts e Stopping rails must be mounted on all outgoing corners Existing walls must also be equipped with a corner iron and have filler e Necessary cutting should be done for pipes and canals e Door openings should have supporting laths e All plaster walls must be built to the height of the suspended ceiling WALL TYPES e 1 70 13mm plasterboard metallic wooden beam 70 mm e 1 70 1 13 mm plasterboard metallic wooden beam 70 mm 13 mm plasterboard e 1 70 13mm plasterboard 12 mm plywood metallic wooden be
4. according to flooring drawing Finished floor level to be equal i e flush for tiles and laminate flooring Skirting 12 x 35mm with surface equal to laminate flooring or white painted should be installed throughout the store environment Entrance mat should be considered for stores with direct outdoor street access The entrance mat should be placed in direct connection to entrance countersunk into the tile aisle by leaving an un tiled area of 1500x2000mm W x L Un tiled area needs to be treated with waterproof sealing Width of mat is set at 1500mm leaving one half tile cut to width 150mm on either side Length is set at 2000mm Color of mat dark grey UNITY CONCEPT USER MANUAL 23 FURINISRING IRIE VWRINEBOX WT TRIE EGOO UNITY CONCEPT UNITY CONCEPT FLOOR FIXTURES The Feature Tables consists of a set of two elliptical tables one lower smaller and one higher larger with the purpose to attract the consumer by displaying feature products at the very beginning of the store The table set is placed on a circular red carpet on the center aisle in close proximity to the entrance however not too close to the entrance doors as not to appear as an obstacle To further add focus to the Feature Tables a light pendant is suspended at 1600mm above finished floor bottom of pendant The Category Tables consists of a set of two rectangular tables lower smaller and higher larger with the purpose to suppor
5. and where it should be presented to the customer e Fixture amp customer service naturally comes after the zoning layer and uses conceptual fixtures to navigate the customer around the store and presents highlights from the different categories e Store media is the positioning of the store media In the Unity Concept the first screen is always built into the cash back wall and depending on the size of the store additional screens can be added The light concept with general ambient and direct lighting adds the final touch to the layout COMMERCIAL PLANNING WHAT DEFINES THE COMMERCIAL PLANNING The store is divided into Ladies and Men s with Ladies on the right and Men s on the left Some countries mostly former British colonies may differ from these standards THE STORE HAS THREE MAIN ZONES e The Formal zone e The Casual zone e The Performance and or Kids zone The Formal and Casual zones should always be represented and the Performance and or Kids zone can be integrated in the Casual ZONE EACH ZONE HAS A CATEGORY GROUP WHICH INCLUDES e Wall panels with a highlight point e Category combo tables e A Free standing unit the Free standing unit comes in different versions and can have additional placing depending of store layout and capacity The wall panels in a specific category are divided by a perimeter break The perimeter break divides a category into sub categories Modern trend and Classi
6. be done by a licensed professional e Existing pipes installed in the interval of 160 mm to 3300 mm from the floor and upwards in the sales area needs to be removed hidden behind a new wall above the ceiling or below the floor SUB FLOOR CABLING e All cables from the cash desk or any other fixture on the sales floor has to be drawn in P20 cable tubes below the floor INTERNET e An internet cabling plan is included in the drawings e Internet access and cables should be in place to support the cash register the traffic counter ECCO Sound and ECCO TV e Internet connction is mandatory in ECCO Unity stores ENVIRONMENT As a global company ECCO recognizes its responsibility to take part in protecting the environment and lowering its carbon footprint In order to achieve this ambiton we have listed the following recommendations for our stores e Lower temperature and light level at night time e Switch off lights where possible e Use eco labeled IT equipment e Find ways to recycle paper cardboard and plastic e Find and use entrepreneurs and supplieres who have an eco label or have an proven environment friendly approach e Switch off computer screens and music at night time e Reduce items on standby e Buy green energy from solar energy wind mills etc when possible e Be mindful of how long entrance doors are fully opened UNITY CONCEPT FURINISRING IRIE VWRINEBOX WT TRIE EGOO UNIT
7. store environment e g A A configuration close to the cash desk Shoe and Combo configurations to accompany a category group FURINISIRIING Tre VWRITEBOX WITA TRIE EGOO UNITY CONCEPT WALL FIXTURES Wall Sections come in two widths 750mm and 1100mm Both have the height of 2057mm The wider is intended to use on the store side of window return walls and or as feature wall for bags in which case every second groove is equipped with a deep shelf Wall Sections are hung on a profile fixed to the wall top of wall section set at 2257mm above finished floor level leaving a 200mm gap between bottom of wall section and floor Wall Sections are grouped together on either side of a Perimeter Break 450 x 2057mm W x H forming a Wall Category The Perimeter Break helps to divide each category in sub segments Trend Modern and Classic Basic In smaller stores however the Perimeter Break can be used to mark the split between Formal and Casual while keeping the wall category zoning together Wall Mirrors 350x2057mm W x H are primarily placed in between Wall Categories at the same height above finished floor as the surrounding Wall sections with a distance on both sides of 150mm to adjoining Wall Sections A Graphic Header is crowning each Category Wall placed 100mm above the Wall Section top and spanning the whole width of the Category Wall Each category has its own specific motif The Graphic Frames comes in various lengths to f
8. Crisp white NCS S 0500 N RAL 9016 PMS Process White gloss 2 COLUMN COLOR WHERE PRESENT NCS S 3500 N RAL 7004 PMS 422C gloss 7 Floor Fixtures Range of painting color codes preparatory work coating work etc Category Tables according to painting drawing from M2 Wall Panels ECCO Sound amp TV Cash Desk Area Highlight points Ze UNITY CONCEPT UNITY CONCEPT FURNISHING THE WHITEBOX WHH TRE ECCO UNITY CONCEPT SUPPORTING DOCUMENTS e ESEE Concept Application can be found at the 4 O page on the ECCO portal e File Card can be found on the PMT e Snagging Document can be found on the PMT e Project Management Checklist will be published later at the 8 O page on the ECCO portal e Assembly instructions can be found on the PMT downloads e Complete and up to date price lists can be found on the PMT Downloads LIST OF WORDS ECCO Unity is ECCO s new per August 2010 standard store fixture concept ESEE is a document needed to evaluate every new store opening and refit ESEE stands for ECCO Store Establishment Evaluation F F means fixtures and fittings Generally all in store materials are delivered by M2 M2 is the abbreviation of M2retailsolutions AB and based in Sweden M2 is a supplier of project management and store inventory O O means own and operated Partner is an individual who has signed a franchise contract with ECCO Sko PM means Project Manager PMT Pro
9. Y CONCEPT FACADE INCLUDING WINDOWS Full height glazing without framing i e with glass panes recessed in channels in floor and ceiling bulkhead where possible In locations where window framing is required the frame should be industrially painted dark grey NCS S 7500 N RAL 7043 PMS Cool Grey 116 The entire length of the shop front bulkhead or area above windows should be covered by either a Facade Header from black sheet metal or a white Rib Curtain facade depending on context The ECCO logo should be placed centrally above the entrance either integrated in the facade header or as a loose letter LED sign Flag Signs Banners etc are available according to the ECCO Outdoor Signage Manual and can be installed where it meets location criteria and or the given City Building Code Facades with special criteria i e historical heritage buildings landlord requirements extraordinary site configurations etc should be given special attention and might have to be executed as unique solutions outside the generic conceptual design guidelines Any conceptual deviations due to this must be discussed with ECCO Global Retail FURINISIRIING Tre WHITEBOX WITA TRIE EGCO UNITY CONCEPT WINDOW FIXTURES The ECCO Unity window system is created to enhance the overall brand identity and merchandising of the Unity store windows It will lift the products to eye level and make use of new decoration materials in various shapes colours a
10. alls should be placed at a minimum distance of 800mm from inside of the window to allow sufficient space for installation of the window display elements FURINISIRIING Tre VWRITEBOX WITA TRIE EGOO UNITY CONCEPT FLOOR Two major kinds of floor surfacing are being used within the Unity concept Oak Laminate and Granite Ceramic Tiles The tiles are laid to shape an aisle in the width wise center of the store space connecting the entrance to the cash back wall Width of the aisle is set to 1800mm and laid out centrally from the entrance and continuing perpendicular from the entrance store front ending at the cash back wall Special attention needs to be paid for locations with an off center entrance where the aisle can connect to the entrance via a neutral tiled area in the entrance zone the whole width of the window zone can for instance be tiled to act as a buffer between the off center entrance and the centered aisle The position and direction of the tiled surfaces is according to flooring drawing The laminate flooring is installed on both sides of center aisle from inside of window glazing to store back wall Direction of laminate floor boards should follow the length wise direction of the store i e in a store that where the depth exceeds the width the floor boards will be parallel to the center aisle and in a store where the width exceeds the depth floor boards will be perpendicular to the center aisle Direction of floor boards
11. am 70 mm e 1 70 1 13 mm plasterboard 12 mm plywood wooden beam 70 mm 13 mm plasterboard e 14 70 41 13 mm plasterboard 12 mm plywood metallic wooden beam 70 mm 12 mm plywood 13 mm plasterboard e The specific wall types will appear on the technical drawing CEILINGS Suspended ceilings in the sales area should be done without visible joints The ceiling should be constructed with one layer of plaster in fastening iron placed with a distance of 450 mm c c When using 1200 mm boards the distance is reduced to 400 mm c c Supporting iron must be mounted with a distance of 1200 mm c c Supporting iron must be suspended in hangers placed with an interval of 1200 mm and should be flush lengthways with the fastening iron Plasterboards 900 1200 mm should be whole boards with edges ready for filling sanding and painting Cutting can be made for both existing and new ventilation and piping All installation and cabling has to be hidden above the ceiling All access has to be done in the way that does not disturb the general impression of a flush white ceiling If a location has a special existing ceiling and the developer wants to keep it after the re build an approval has to be granted from Global Retail COLUMNS In locations where columns are present in the sales area these should be treated as architectural features and or commercial utilities rather than leave them untreated as structural necessities Siz
12. ash desk placement all contribute to creating anew and contemporary tone All colours and materials represented in the concept have a purpose and are there to enhance and support both the collection and overall brand identity Other important inclusions relate to a common retail collection thinking as well as a retail communication platform that reflects product seasonal and brand communication The commercial planning principles are also applied to create a visual structure that supports the consumer buying behaviour with a particular focus on highlighting specific products within the categories UNITY CONCEPT MANUAL PURPOSE DEFINITION OF TAE ECCO UNITY CONCEPT UNITY CONCEPT USER MANUAL MANUAL PURPOSE The purpose of this manual is to highlight the most important parts of the concept and thus give a proper and comprehensive overview of the Unity store The regional Retail Project Coordinators Retail Operations Managers and Visual Merchandisers will find vital information about the concept especially in terms of project management and what this entails from both an installation and store opening perspective External partners should be able to use the same information and ensure a proper build out from shell to ECCO store Since this concept is based on a dynamic and evolutionary process modifications and developments are inevitable Please ensure that this manual is kept up to date with the new o
13. c Basic 5555 YO931LV9 TIVM SS GO a SR OS 55555555 UNITY CONCEPT dn049 AYODILVI OOO AAG COMMERCIAL PLANNING COMMERCIAL PLANNING e Rough estimation of space requirements per product area ll co STORE ZONING FIXTURE amp CUSTOMER SERVICE AS o LAYER 1 LAYER 2 Y N The success of a new product depends not only on the idea behind Merchandising the collection continues with the store layout which Y the product but also on the marketing of the new product before consists of two key areas C C during and after the product launch The store zoning is used to determine how visitors meet the collection e Fixture layout o in the ECCO store e Fixture amp Customer Service o METIO IT COMPRISES THE FOLLOWING POINTS y e How the visitor flows through the store DES e How the visitor meets the range e Product areas grouped and connected by function A a e Aconsistent and conceptual outlook e Prerequisites for a rough racking layout Pom RM GG SE 12 UNITY CONCEPT UNITY CONCEPT COMMERCIAL PLANNING 14
14. cific rules regarding back rooms and offices though sufficient work space should be available for both handling shipments and office space SUB STRUCTURES AND WALE BOX DESIGN HEATERS AND RADIATORS e Aheating curtain at the store entrance is preferred due to the possibility to open the entrance doors to customers e If the location needs radiators or heaters they have to be built into the walls in a way that allows heat radiation and maintenance e Existing uncovered radiators have to be clad with a radiator cover in 16 mm painted MDF with horizontal 10 mm ventilation holes WARNING SIGNS ETC e Fire warning and escape signs must be well protected during the build out e After finishing the build out they have to be tested found working and most often also inspected by local authorities ELECTRICAL CABINETS e Ifthe cabinet is placed in the store the cabinet must have a lock securing that unauthorized openings are prevented Local rules must at any given time be followed STAIRCASES e Staircases must be installed or renovated according to separate drawings Local fire regulations and prevention must be followed HAND RAILS e lf hand rails needs to be installed or changed in the store area it will be specified on the drawings e Staircases and handrails in backrooms not covered by the drawings can be made according to local rules PIPING e All work related to piping water heating air condition has to
15. e and location within the store soace should determine the application of choice EXAMPLES OF SUCH SITE SPECIFIC DESIGN COULD BE 1 The choice of cladding material and or color to emphasize brand recognition and or architectural presence in order to make it stand out from or interact with given site specific characteristics Utilization for product presentation or customer service e g to let the column house wall sections special feature displays effect lighting mirrors graphic media TV screen etc Any chosen configuration should be approved by Ecco Global Retail and presented in drawings from M2 SUB STRUCTURES AND WAHE BOX DESIGN UNITY CONCEPT SUB STRUCTURES AND WHITE BOX DESIGN 18 UNITY CONCEPT STOCK ROOMS e Stock rooms should be made according to local preferences but should be big enough to stock the actual seasonal shoes as well as a part of the coming season s merchandise e The access to the stock room should preferably be behind the cash back wall e Racking systems should be able to carry the merchandise in an efficient way enabling the store staff a fast overview and easy access to the merchandise e Rolling racks can be used e Enough space should be allocated to receive and keep POS materials and window decoration on stock BACK ROOMS e The furnishing and arrangements of back rooms should be done according to local preferences and mall regulations e ECCO has no spe
16. eating will then dry out wet areas UNITY CONCEPT SUB STRUCTURES AND WAE BOX DESIGN FLOOR A concrete sub floor must be level dry clean and firm before the upper floor is laid out The accuracy must be within 3 mm per 2 meters Sub floors must be solid and robust made to ensure stability to both tiles and laminate As a rule of thumb a concrete sub floor has to dry at least 60 days before installing a wooden or laminate floor on top but for safety purposes always check the manufacturer s instructions A 0 2 mm diffusion foil with adequate overlay and an underlay of foam must be laid out between the subfloor and laminate floor Laminate floors must be mounted floating and must be stored on site at least for 24 hours before the installation Ceramic tiles must be fixed to the concrete floor by using a well known adhesive Tiles from several packages must be used at the same time in order to create diversity in the tile colour The grout between the tiles must be durable in a medium gray color and have a fine to medium gradient Joints between tiles and laminate floor must be maximum 5 mm and filled with silicon filler in a colour that matches the tiles grout The bottom of the joint should have an expandable foam strip before the silicon filling Finished floor level to be equal i e flush for tiles and laminate flooring 5mm 13 64 Silicon joint filling Bottom of joint filled with expandable foam 11mm 7
17. et of design presentation drawings are made The design presentation drawings are uploaded on the PMT for Global Retail s approval and allow the RPC ROM to present the intended look of the store to a Partner and to allow smaller adjustments in the layout Another purpose could be to seek building permits for the store from the local authorities The design presentation is either approved or rejected on the PMT If rejected explanations will be given from the R RPC ROM to M2 s Project manager FINAL DRAWINGS Final drawings are the finished package of drawings containing explicit technical drawings The final drawings package can be used to invite tenders for the work and to inform and instruct the different craftsmen in the build out To use on site the drawings must be issued in AS format scale 1 100 OFFER FOR FIXTURES When the final drawings are approved electronically on the PMT an offer for fittings and fixtures will follow accordingly The offer can either be approved or rejected on the PMT If rejected a notification of what must change will be given to the M2 project manager ORDER FOR FIXTURES When the offer is approved it will be converted into an order and published on the PMT for approval DELIVERY Projects in Europe will be supplied with fixtures from Sweden Asia and USA will be supplied by M2 s warehouse in China Fixture and fittings will depending on market preferences be shipped either DDU or Ex W
18. ideration has been given to the attract consumers into the store and tables are there to showcase following elements that defines and differentiates it from the primary the offers as per the levels of communication competition while staying true to Design Form and Function THE STORE MEDIA IS CHARACTERIZED BY THE FOLLOWING e Flooring High quality that is low maintenance Wood Ceramic amp COMPONENTS Carpet e Windows e Lighting That encompasses general directional and an ambient e Feature table look that reflects the natural colors of the shoes e Category table e Store entrance That sets ECCO apart from the rest e Perimeter break e Cash desk Considered to be the operational dashboard of the e Highlight point store e ECCO TV e Accessories Presented as part of the core collection e ECCO sound e Colors and materials That best showcase the product e Activation zone e Visuals That high light reflect and inform about the ECCO brand STORE STAFF Store staff is considered to be knowledgeable service specialists and STORE LAYOUT can handle all customer inquiries that Support operational excellence The ambition of the layout is to create a store environment that is perceived both as inviting and exclusive The layout reflects the use of ADDITIONAL INFORMATION quality materials and is an environment that is easy to navigate around You can find more information regarding store operation in the ECCO in Toolbox o
19. ight points e Lighting The in store light must be installed according to M2 s technical drawings and the installation must be controlled and adjusted according to specifications from On the Spot FINAL LAYOUT In other words the final layout is basically determined by the commercial planning process SUB STRUCTURES AND WALE BOX DESIGN DEMOLITION e Demolition should be done in accordance with the working foundation in the technical drawings e Local waste handling regulations must be observed e The contractor must take all necessary measures to protect the building against collapse crash or insufficient stability etc and must ensure that all demolition is carried out with care e The contractor bears full responsibility for all inconveniences damages or accidents which may occur as a consequence of negligence FACADE AND FACADE DOOR e A full glazed store fagade with a centered door and a window on each side is preferred e The type of glass and other fagade requirements must follow local regulations e The fa ade and or door can be fitted with a roller shutter If a roller shutter is used it must be as hidden as possible ENTRANCE e The tile floor that covers the mid section of the store floor should cover the entrance area e Anentrance mat without logo can be used e In parts of the world where snow can be expected it is a good idea to have heating in the sub floor in the entrance area The h
20. iling For ceiling heights above 3300mm the tracks should be suspended at 3100mm above finished floor level Recessed lighting being the alternative lighting application should be used in locations with limited ceiling heights 3000mm or less or where landlord requirements demand so Positioning of tracks and light fixtures the choice of light source effect reflector spreading angle etc as well as direction of spotlights is according to directions from ECCO Global Retail and lighting plan from M2 UNITY CONCEPT FURINISRING IRIE VWRINEBOX WT TRIE EGOO UNITY CONCEPT FURINISRIING TRIE WHITEBOX WITA TRIE EGCO UNITY CONCEPT ECCO SOUND amp TV ELEMENT HIGHLIGHTS TV ECCO showing on LCD screen integrated in Cash Back Wall The e Floor p wiring is according to electricity drawing from M2 e Floor Fixtures te p e Wall Fixtures Floor Fixtures ECCO Sound Loudspeakers recessed in false ceiling at positions e Cash Desk Area Activation Zone according to ceiling plan from M2 The wiring is according to e Light specifications from supplier e ECCO Sound amp TV Odering of ECCO sound and ECCO TV is done through ECCO Global Retail PAINTING amp COLORS GENERAL WALL COLOR Light warm grey NCS S 1502 Y RAL 9002 PMS Warm Grey 2C gloss 7 Free standing units Floor Fixtures Feature Tables BACK WALL COLOR Deep red NCS S 2570 Y90R RAL 3001 PMS 187C gloss 7 CEILING COLOR
21. it different Category Wall configurations the height is 548mm when installed the top will be set at 2900mm above finished floor level In locations with ceiling heights below 3000mm a solid Black Header with ECCO logo can be used instead of the Graphic Header Header sections with logos come in left and right variants the logo should always be placed at the end closest to the store entrance Each Category Wall can be equipped with one or more Highlight Points depending on store size to enhance the focus on specific products e g bags and belts and or support campaigns The Small Leather Goods Display with or without acrylic cover can be hung on the Wall Sections in stores with large wall space capacity UNITY CONCEPT FURNISHING THE WHITEBOX WITH TRE ECCO UNITY CONCEPT he most comfortable place on earth 20 UNITY CONCEPT CASH DESK AREA The Cash Desk Area consists of a Cash Desk and a Cash Back Wall and is placed at the back of the store The Cash Desk Area works as the operational dashboard of the store and houses all equipment needed for efficient customer service It is also the visual anchor for the store environment as a whole and therefore contains the necessary features to communicate the brand of ECCO Brand statement back lit logo TV ECCO as well as a selection of products on display The Cash Desk is placed on the center aisle at a distance of 900mm from the Cash Back Wall It contain
22. ject Management Tool is a database with all information relating to specific projects M2 Retail solutions are hosting the PMT R RPC is the Regional Retail Project Coordinator ECCO s build out specialist ROM is the Retail Operations Manager who manages all business and operation related issues RVM is the Regional Visual Merchandiser VM is the Visual Merchandiser UNITY CONCEPT USER MANUAL
23. loaded from the PMT VISUAL MERCHANDISING Visual merchandising is done according to the VM Manual specified in the Tool Box STORE OPENING Store openings are held according to the VM manual in the Tool Box and market preferences SNAGGING Snagging is an examination of the white box and the installation of F F to check if the materials and work delivered properly reflect ECCO s standards it is however not an examination of any covered or hidden substructures The snagging is usually done two to three weeks after the store opening by participation of the partner R RPC ROM M2 Project Manager and if needed a representative from Global Retail All findings are noted in the snagging document and supported by photos The document is uploaded on the PMT and findings are given a time slot to either repair or to replace Global Retail pays M2 s participation in the snagging FOLLOW UP The R RPC is responsible to follow up on all findings from the snagging UNITY CONCEPT COMMERCIAL PLANNING 10 UNITY CONCEPT COMMERCIAL PLANNING Commercial Planning is a term commonly used for commercializing a product or a sales environment The success of a new product depends not only on the idea behind the product but also on the marketing of the new product before during and after the product launch COMMERCIAL PLANNING IS DONE IN THREE LAYERS e Store zoning is a categorization of what the store should carry
24. nd materials The elements are made of brushed steel have light build into the main upright element version A1 and A2 which can be dimmed and spotlights in the top part The campaigns are changed every month but with a planned re use of decoration materials The ECCO Unity stores will have the A1 version as the first choice If there isnt a ceiling or the ceiling is fragile the A2 version will be used The B version will cover stores which have windows outside the normal shape in terms of size height configuration etc The elements will be included in the fixture shipments from M2 ECCO Unity Window Element A2 ECCO Unity Window Element B 29 UNITY CONCEPT UNITY CONCEPT FURNISHING THE WAERO WITH THE ECCO UNITY CONCEPT i a ka ee Ze UNITY CONCEPT USER MANUAL IN STORE WINDOW ZONE Current window display concept consists of a back lit wall element a floor element and a ceiling element from which product displays is Suspended placed with its back against a window return wall on both sides of entrance Required electrical wiring to window display elements according to electricity drawing from M2 Return walls should be 1300mm wide and span from floor to ceiling when ceiling height is approximately 3000mm or less For location with higher ceilings in the window zone the height of the return wall should be set at 2500mm and have beams at both ends connecting to the ceiling The return w
25. orks M2 will generally ship the fixture and fittings in two batches The first batch will contain fagade elements flooring and lights and the second batch will contain the remaining fixture and fittings It is very important to have clear arrangements in place on where the two batches are delivered and how to bring the fixtures and fittings to the site It is the responsibility of either the franchisee partner stores or the R RPC O O stores to arrange this CONSTRUCTIONS START UP Before the actual rebuild is initiated all parties must know their tasks in details and to whom they are reporting to The R RPC is ECCO s project manager for build outs and refits of own and operated O O stores The R RPC should act as a project management consultant for any franchisee who needs help to manage and or coordinate the project M2 can assist as project manager during all stages in the construction white box build out and fixture installation and these costs will be billed by the hour WHITE BOX BUILD OUT The white box must be built with superb craftsmanship and according to the specifications given in this manual INSTALLATION OF FIXTURES AND POS SYSTEM Installation of fixtures must be done according to the technical drawings and with a high degree of detailed accuracy since the end result will represent ECCO to our customers Assembly instructions in hardcopy are included in all fixture shipments The instructions can also be down
26. r additional text which will be provided by ECCO Global Retail when needed DEFINITION OF THE ECCO UNITY CONCEPT STORE DEFINITION The ECCO Unity Concept store is defined primarily as a sales machine store Secondary to this the concept is designed to attract a broad spectrum of visitors for whom quality and comfort is the key drivers of their shoe buying decisions STORE LOCATION AND DEMOGRAPHIC e High street and shopping mall e Major cities e High foot traffic area e Middle to high income area e Marketing and sales machine STORE SIZE The store size has been determined to be 75 m2 plus unless otherwise approved by Global Retail STORE COLLECTION The store is designed to merchandise up to 400 sku s which are split into designated zones for Men Women Performance Golf and Kids Formal Casual Formal Casual Men Walking Accessories Outdoor Performance Ladies Walking Outdoor Boys Infants Bags amp Belts Care amp Cleaning UNITY CONCEPT USER MANUAL Girls DEFINITION OF THE ECCO UNITY CONCEPT DEFINITION OF TAE ECCO UNITY CONCEPT STORE DESIGN STORE MEDIA The design details and materials have been selected to enhance The store media is set up to communicate things such as the current each and every individual zone according to the store collection promotion as well as product information Windows are designed to and commercial plan Careful cons
27. r ask your local ECCO Retail Operations Manager The flooring is selected with comfort and high quality in mind and is intended to help guide consumers around the store The cash desk should be seen as the stores operational dashboard which handles all transactions and customer handling UNITY CONCEPT USER MANUAL UNITY CONCEPT USER MANUAL FLOWCHART FLOWCHART FLOW CHART ECCO UNITY CONCEPT Registrationin ESEE I A f E ECCO Roll Out Plan Application Filecard Site Visit Design M2 Site Visit Presentation Duration 1 week Partner Partner Market FLOW DESCRIPTION REGISTRATION OF THE ROLL OUT PLAN ROP The registration of all new projects well ahead of time is crucial for M2 since the information provided will be used to source fixtures and fittings as well as allocate project management manpower For Global Retail the information is needed to check the actual roll out against the regional business plans The R RPC is responsible for updating the ROP ESEE APPLICATION All projects including refits of existing stores have to undergo the ESEE ECCO Store Establishment Evaluation review The ESEE process and supporting documents can be found on the amp O site located on the ECCO Portal All ESEEs must be sent to the ESEE inbox esee retailWecco com FILE CARD The file card is the initiator of a new project at M2 The file card is uploaded directly on the Project Management Tool PMT Toge
28. s a cabinet in the front for small leather goods display All required wiring electricity computer telephone sound etc to be installed concealed below floor surface Feeding point specified on electricity drawing from M2 The Cash Back Wall contains two back lit cabinets for housing and display of additional products integrated LCD screen for TV ECCO and a back lit recessed ECCO logo All access to the Cash Back Wall is through hatches on the rear side which means special attention needs to be paid to the placing of the unit In smaller to medium sized stores the unit can be positioned direct against the back wall towards the stock room or at a short distance from the back wall approximately 1000 1200mm allowing the stock room door to be placed behind the Cash Back Wall In larger stores the unit can be placed free standing creating a subdivision of the store environment behind the Cash Back Wall In the later case all wiring needs to be installed concealed below the floor surface In all other cases the wiring can be installed in through the adjoining walls FURINSPING Tre WHITEBOX WITA TRIE EUU UNITY CONCEPT LIGHTING Two lighting strategies are used within the concept track lighting and recessed in false ceiling built in Track lighting being the primary lighting application should be used for ceiling heights 3100mm or higher In the ceiling height interval 3100 3300mm the tracks should be mounted directly to the ce
29. t each wall category The table set is placed on the laminate floor in close proximity to the center of each wall category The set is completed with an additional category seating bench placed with its back against the higher larger table The set should be positioned with the lower smaller table facing the store front or the center aisle depending on store width The Activation Zone consists of a set of two tables lower smaller and higher larger and a podium with the purpose to highlight the overall collection or ongoing campaigns The set is placed on the middle of the center aisle between the Feature Tables and the Cash Desk if space allows in smaller store the unit can be excluded The set is arranged with the tables placed over the podium lower smaller table facing the store entrance To further add focus to the unit a set of three light pendants are suspended at 1600mm above finished floor bottom of pendants The Seating Bench is placed on a rectangular carpet on the laminate floor in between the sets of Category Table to accommodate sufficient seating capacity An additional Seating Pouf can be placed where extra seating capacity is needed especially useful in smaller stores not allowing space enough for the larger Seating Bench The Free Standing Unit FSU comes in three configurations Accessories Shoes and Combo accessories shoes The FSU s can be placed quite spontaneously in any dead spots in the
30. ther with the file card all necessary and reliable information e g drawings fit out guidelines and pictures must be uploaded After uploading a notification will be sent go Global Retail for approval The approval is granted if the ESEE application is approved From this point all vital information regarding the project is shared on the PMT and for this reason all data must be correct and reliable UNITY CONCEPT _ Final Drawings Duration 1 week Handover to _ Construction Whitebox Order Offer of Fixtures Confirmation Delivery Packing 2 weeks Installation Visual Merchandising Start Up Build Out Follow Up Store Opening Snagging Womens SITE VISIT A site visit is an inspection of the site and its commercial possibilities though it is not a full technical inspection Participants in the site visit could be the partner the real estate owner the landlord the R RPC ROM the M2 Project Manager and representatives from Global Retail During this visit the following thing should be clarified project management time plan layout fagade sales area and stock room and local regulations relating to the build out and budget The M2 Project Manager will document the findings on the PMT and Global Retail will pay the M2 Project Managers for this participation in the site visit DESIGN PRESENTATION Based on the information sent along with the file card and the information at the site visit a s
Download Pdf Manuals
Related Search