implantation strategy horse riding 2015 -...

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IMPLANTATION STRATEGYHORSE RIDING

2015 - 2016

CONTACTS: [email protected]

VALIDITY: 28/2015 to 04/2017

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HORSE RIDING IMPLANTATION STRATEGY: EUROPE CUSTOMS ZONESpace set aside

for Brand logo.

CONTENTS

1- Horse riding’s location in the store and seasonality (p 3)

2- Who are our customers? (p 4 and 5)

3- Overall store plan for the department (p 6 and 7).

4- Detailed store plan and major principles:- Horse Rider (p 8 to 12)- Horse (p 13 to 17)

5- Turnkey layouts based on store configuration (quality/price range, number of aisles with or without wall (p 18 to 26)

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1- Horse riding’s location in the store and seasonal ity (all formats)

The horse riding department is a destination department; it is recommended to place it at the rear of store on the right side. This position can vary if the store’s commercial policy is strong in horse riding.

Horse riding is a year-round sport, which nevertheless has 3 important moments that require 3 seasonal preparations:

�SHOW SEASON

� CLUBS’ SEASON OPENINGS (basic horse ridingproducts: boots, helmets and jodhpurs)

� WINTER (horse rugs and warm equipment) followed closely by the Christmas (gifts, investment products)

Date products available (in the warehouse): S/S: Week 5 A: Week 28 W: Week 40

If your ranges aren’t permanent, check the dates of your seasons so you don’t receive QIs on some undesired product families.

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Our priority targets are:

1/ First-time owners and beginners2/ Club horse riders3/ Owner horse riders

Important to know: Children represent 60% of horse riders, 80% of whom are women among horse riders of all age groups taken together.

We distinguish 2 categories of horse riders:

� “the club horse rider”: he/she uses the club’s ponies or horses and therefore the club’s equipment; he/she needs to outfit himself or herself and he/she likes to pamper himself or herself by buying the necessary grooming equipment, treats, saddle cloths, halters, etc. for the horse he/she rides.

� “the owner horse rider”: he/she practises at home or uses the infrastructures of a club; consequently, he/she needs all of the necessary equipment for himself or herself and his/her horse.

2- Who are our customers?

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Important to know: The average expenditure worldwide for a horse rider is $600 per year. The more experienced the horse rider, the more her budget will be devoted to the horse.

It is important to know your local market well (commercial policy) so you know which segment to strengthen in your range (range choice).

2- Who are our customers?

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Space set asidefor Brand

logo.

Horse riding is a sport that involves 2 athletes. To meet their different needs and segment the range, we split the layout into 2 parts:

1/ HORSE RIDER : Clothing, footwear, safety and accessories.

2/ HORSE : Care, saddlery, cover and livery.

The horse rider’s equipment covers the needs of all horse riders irrespective of their level. Consequently, we position it at the beginning of the department, visible on the leading side (fast purchase).

The horse equipment covers the needs of our 2 categories of horse riders but at different levels: � Club horse riders purchase above all in the “care” (I take care of

my horse before and after my lesson) and “outfitting” (saddle pads, halters, gaiters, etc.) sections more by pleasure (set) and comfort than by necessity since the club supplies all of the material for each mount.� Owner horse riders purchase all kinds of products since they have

to provide for all of their mount’s needs.

3- Overall store plan for Horse Riding

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Space set asidefor Brand logo.

3- Overall store plan for Horse Riding department

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CHILD – 3269

WOMEN - 3273

MEN - 3315

ACCESSORIES- 1528

FOOTWEAR - 1768

SAFETY - 1770

COMPETITIONS - 1764

TRAIL RIDER - 1766

CARE - 1771

OUTFITTING - 1773

OTHER PRACTICE -1775

HORSE RIDER HORSE

COVER - 1778

LIVERY - 1780

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4- Detailed store plan for the HORSE RIDER EQUIPMENT part

Here is how the HORSE RIDER department is laid out and the order the families are

arranged in; irrespective of your store plan make sure you adhere to these major principles as well as the family sequences explained in the following pages.

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FOOTWEAR - 1768 -

6200 indoor jodhpur boots10652 half-chaps10653 outdoor jodhpur boots10341 socks6005 boots10649 warm long boots

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4- Detailed store plan for theHORSE RIDER EQUIPMENT part

THE MAJOR “CLOTHING” PRINCIPLES:

On the front side we install the junior because it is our priority target; we begin with the Blue Discovery jodhpurs. The clothing is displayed as a set, we never break up blocks so customers can easily understand our line (everything in the field of vision). The baby makes the transition between children and women because mothers are the decision-makers for this purchase (seduction). We finish with the men.

Discontinued items are placed at the end of each block close to their product family and clearly identified to facilitate their clearance (eg junior discontinueds at the end of the junior block, etc.).If possible provide space to install a fitting room in the horse rider aisle to encourage trials and sales assistance or, as a minimum, a mirror close to the jackets and gilets.

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CHILD- 3269 -

6025 annual clothing11891 summer clothing11892 winter clothing6037 rain jackets10639 warm jackets11848 BABY clothing

WOMEN'S- 3273 -

6020 annual clothing11893 summer clothing11885 winter clothing5581 rain jackets 10656 warm jackets

MEN'S - 3315 -

6015 clothingyearly

10657 warmjackets

CIRCULATION WAY

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THE MAJOR “ACCESSORIES” PRINCIPLES:

These product families cover the needs of all riders (men, women and children). Therefore they logically come right after the clothing blocks to complete the sets. Depending on your gondola lengths, these families can also be positioned at different places in your store plan: transition between clothing and footwear, at the end of a gondola, on the wall, etc., but always near clothing.

Gloves, books and neck warmers are products to locate in multiple locations for cross-marketing: impulse purchase.Discontinued items are integrated at the end of each block, identified visibly so they clear out quickly.

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ACCESSORIES - 1528 -

6050 annual gloves11869 winter gloves 10708 winter accessories6055 crops11040 bookshop

COMPETITIONS- 1764 -

1911 competitions

TRAIL RIDER- 1766 -

10377 horse riderOutside

CIRCULATION WAY

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THE MAJOR “FOOTWEAR” PRINCIPLES:

The footwear block begins with the indoor jodhpur boots family and the Schooling Blue products across 1LM at the entry to the department on the backside / or 0.66LM if positioned in the middle of the aisle.The Half-chaps family (10652) is always positioned between the 2 jodhpur boots families (6200 and 10653) => companion purchase. Socks are positioned between the jodhpur boots and long boots => companion sale Also think to place them in multiple locations = impulse purchase / inexpensive

Discontinued items are positioned at the end of each family to encourage their clearance and make the range understandable.Don’t forget the benches / foot-scale and socks to encourage try-outs and make the shopping experience pleasant.

4- Detailed store plan for the HORSE RIDER EQUIPMENT part

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FOOTWEAR - 1768 -

6200 indoor jodhpur boots10652 half-chaps10653 outdoor jodhpur boots10341 socks6005 boots10649 warm long bootsCIRCULATION WAY

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THE MAJOR “SAFETY” PRINCIPLES:

First we install the helmets (MANDATORY product in the sport) and then the body/back protectors.These 2 families should not be separated on the shelf space � Safety is a priority for Fouganza, the shelf space must prompt horse riders to protect themselves (dangerous sport).

Discontinued items remain in their place on the shelf with an appropriate announcement to favour their clearance.Remember to implement the ”I choose the size of my helmet” function (ref 1823323) + the appropriate mirrors (ref 1705101) to make it easy to try on and purchase the helmets.To verify that the body protector is adjusted properly, a sawhorse is essential to try it in a sitting position.


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SAFETY - 1770 -

6675 helmets11862 body protectors

CIRCULATION WAY

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Space set aside for Brand logo.

4- Detailed store plan for theHORSE EQUIPMENT part

Here is how the HORSE department is laid out and the order the families are arranged in;

irrespective of your store plan make sure you adhere to these major principles as well as the family sequences explained in the following pages.

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THE MAJOR “CARE” PRINCIPLES:

The “care” block is positioned first in the Horse section because it is aimed at all horse riders: brushes, treats, bags, etc. These are consumables and the first products one buys for a horse. (Which makes them the department’s 2nd leading source of revenue and volume)Don’t hesitate to place them in multiple locations, cross-marketing with other families (treats, brushes with the salves, etc.) = impulse purchase

In general, to keep the range coherent, the discontinued items in the HORSE department remain in their place with appropriate marking to facilitate their clearance.

4- Detailed store plan for the HORSE EQUIPMENT part

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CARE- 1771 -

6145 Grooming equipmentand cases

6143 bags6840 nutrition6150 care6835 summer insect repellent

CIRCULATION WAY

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4- Detailed store plan forHORSE EQUIPMENT part

THE MAJOR “OUTFITTING” PRINCIPLES:

The “outfitting” sub-department breaks down into 3 blocks: First we install the horse sets (halters + saddle cloths + body protectors): these 3 families offer an attractive colour block for the customer; they are the first horse equipment the horse rider buys � Pleasure purchase in a matched set.Remember to highlight the customisation service (embroidery) for the saddle pads, halters, etc. by displaying samples at the 3rd height level.

Then comes the Saddlery block (saddles/saddle equipment) and then the Bridlery block (bridles/ bits / lunge work). Don’t break up the blocks! The leather care family makes the transition between these 2 blocks.In order to sell a saddle, a saddle stand-rack (code 1506000) has to be set up as of range 1 so the customer can try a saddle before purchasing it.

OUTFITTING- 1773 -

6720 halters and leads6085 saddle cloths2216 body protectors

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6510 saddles6080 saddle equipment saddle6545 hacking material6125 leather care

6100 bridlery6056 bits6115 lunge work

CIRCULATION WAY

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THE MAJOR “RUGS” PRINCIPLES:

The “horse rugs” block is aimed at owner horse riders. These are seasonal families, which require lots of layout metres in the Winter.

It is essential to display the different models and the colour block using the new rug pins (fixtures code 1633453) and all of the POS material so customers can understand the range and make the right choice based on the horse’s need (use in the stable or outdoors; benefits sought, sizes, etc.).

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COVER- 1778 -

6780 exercise sheets6785 stable sheets/fleeces 6142 horse stable rugs winter168 horse turnout sheets6140 horse turnout rugs

winter

CIRCULATION WAY

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THE MAJOR “LIVERY” PRINCIPLES:

This sub-department is aimed primarily at owner horse riders who have infrastructures at home or at clubs to equip stables, pastures, paddocks, etc. Since purchases of these products are well-thought out and targeted, these 2 families are located at the back of the department

Note: for stores that have the potential to sell the Nutrition range, it is interesting to move the stable family close to this family because it includes troughs, buckets, etc.


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LIVERY- 1780 -

6122 stable1977 fencing

CIRCULATION WAY

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JUNIOR / WOMEN / ACCESSORIES / SAFETY / FOOTWEAR

5- Typical layout 1 SIDE OF 15LM GONDOLA ESSENTIAL STORE FAMILIES

We are considering the case of a store that wants to open a HORSE RIDING sports section; it has to open a total of 15LM of range 1s in the essential families

HORSE RIDER on 12LM: Children outfit (6025) / Women outfit (6020) / year-round gloves (6050)/ crops (6055) / Helmets (6675) / safety vests (11865) / indoor jodhpur boots (6200) / half-chaps (10652) / socks (10341) / long boots (6005)

HORSE on 3LM: Halters and leads (6720) / grooming (6145) / care (6150) / nutrition (6840)

For the layout, respect the family sequences explained above.

HALTERS/GROOMING/CARE

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5- Typical layout RANGE 1 STORE1 AISLE

We recommend the horse rider on facing sides of the aisle; with clothing on the front side and footwear and safety on the back side, which means the entry can start with 2 blue products.Riding jodhpurs are a technical product, essential to practise the sport. No sports pant has the same design or the same benefits; it is characteristic of a horse rider.

We set up the horse section by respecting the blocks layout. Preferably we place the “CARE”section on the front side (major portion of consumables and impulse purchase revenues). On the back side, the ”OUTFITTING” section = well thought out purchases, destination family.

We follow the family sequences explained on pages 7 to 17.

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5- Typical layout RANGE 1 STORE1 AISLE + WALL

We recommend the horse rider on facing sides of the aisle; with clothing and accessories on the front side and footwear and safety on the back side, which means the entry can start with 2 blue products.

We set up the horse section by respecting the blocks layout. Preferably we place the “CARE”section on the front side (major portion of consumables and impulse purchase revenues). On the back side, the the most technical section (saddlery/bridlery) = well thought out purchases, destination family. To make the transition, we position the horse set on the wall with the horse rug and coloured families (halters, saddle pads, protections) = pleasure purchase


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5- Typical layout RANGE 2 STORE1½ AISLES

We recommend in the first position a complete aisle for the horse rider on facing sides (largest share of revenue ; with clothing on the front side and footwear, safety and accessories on the back side, which means the entry can start with 2 blue products.

In the 2nd aisle, we find the horse, beginning with the “care” block, which reaches the most customers; then the “outfitting” block with the coloured families purchased in sets (halters, saddle cloths, protection) and then the destination purchases (saddlery, bridlery, rugs, sheets, etc.)


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5- Typical layout RANGE 2 STORE1½ AISLES + WALL

If an aisle is shared with another department, we will preferably put the horse equipment, beginning with the coloured horse sets (halters, saddle cloths, protection) and then saddlery/bridlery; this lets us devote a complete aisle to the horse rider equipment on facing sides of the aisle with clothing on the front side and footwear, safety and accessories on the back side with the entry starting on 2 blue products.On the wall place the “care” families (grooming, nutrition, etc.), which are consumable purchases and which allow good footfall between the 2 horse riding aisles.


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5- Typical layout RANGE 3 STORE2 AISLES

We recommend a horse rider aisle with facing sides, with clothing on the front side and footwear and accessories on the back side plus potentially competition and trail.

In the 2nd aisle safety is positioned on the front side because it is a product highly identified with the sport; continuing on the front side we position the “care” block (grooming, nutrition, care) = consumables and impulse purchases. On the back side we begin with the horse set (halters, saddle cloths, protection) = pleasure purchases, and then the rest of the equipment and horse rugs = well thought out purchases.


SHOW

TRAIL RIDER

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5- Typical layout RANGE 3 STORE SPRING/SUMMER 2 AISLES + WALL

We recommend a horse rider aisle with facing sides, with clothing on the front side and footwear, accessories and competition on the back side. Men and trail are placed on the wall.

In the 2nd aisle safety is positioned on the front side because it is a product highly identified with the sport. Continuing on the front side we position the “care” block (grooming, nutrition, care) = consumables and impulse purchases. On the back side we begin with the horse set (halters, saddle cloths, protection) = pleasure purchases, and then the rest of the equipment and horse rugs = well thought out purchases. On the wall we finish with the stable and fencing = destination purchase.


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5- Typical layout RANGE 3 STOREAUTUMN / WINTER 3 AISLES + WALL

We recommend two aisles for the horse rider: one for clothing and the other for footwear, safety and accessories. Thus we find our 2 blue products on the 1st LM of the front side.

The 3rd aisle begins with the horse set (halters, saddle cloths, protection) = pleasure purchases, then the “saddlery/bridlery” block = technical purchases. The “care” block is positioned on the back side = impulse purchases, consumables. On the wall we place the “cover” block = destination purchase.


SADDLE CLOTHS

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5- Typical layout HORSE RIDING DEPARTMENTWITH ALCOVE

We recommend one horse rider aisle with clothing on the front side and footwear, competition, men and trail on the back side. In the 2nd aisle safety is positioned on the front side because it is a product highly identified with the sport, followed by accessories. On the back side we place the “care” block = impulse purchase and the “cover” block = well thought out purchases.If you have a wall alcove, we recommend you set up the “kit out your horse” block in it with the horse set in the back, and bridlery and saddlery on each side. This will reinforce the technical expertise of your department (“saddlery” ambience) and allow the customer to go through the horse rider aisle (huge share of revenue) to access it = destination purchase.


COMPETITION / TRAIL

MEN'S

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PIS

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