Adairs
Christmas
2014
INTRODUCTION
Christmas is a special and joyful time of the year with lots of
sales potential.
Adairs stores need to reflect this and set the right
celebratory tone to capitalise on increased customers.
Customers, especially in challenging times, need to be
excited and inspired. They want an environment filled with
hope, optimism and the spirit of the season.
The aim is to create a festive atmosphere in stores that will
entice customers to shop at Adairs for Christmas and
translate into sales.
SET UP DATES
Stores, including Adairs, Adairs Kids and Urban Home
Republic, are setting up Christmas from Monday 20th
October.
All stores must be set up for Christmas by Friday 31st
October.
MARKETING
Adairs Christmas 2014 will be advertised in the Christmas
catalogue. It will be sent out to Linen Lovers from Monday
10th November in time for the Linen Lovers event in stores,
which starts on Thursday 13th November.
Posters and ticketing to support this event will be sent out
closer to the date of the Linen Lovers event.
CHRISTMAS THEMES
The 3 main Christmas stories for 2014 are:
1. Copper & Green Christmas
2. Blue, Silver & White Christmas
3. Kids Christmas* (in Kids stores & selected Adairs stores)
NOTE: Kids Christmas has not been photographed for this
communication, as only a few Adairs stores will be receiving
the entire range this year.
Kids stores will receive their own Christmas 2014
communication with all the details of set up in store.
3
CHRISTMAS SET UP & SAFETY SIC No: AC-SIC-07
Hazards:
Musculoskeletal Injury
Fall from height
Electrocution
Cuts/lacerations
Slip, trip or fall
Always:
Work as a team to setup and maintain your Christmas display
Plan your Christmas setup to ensure adequate logistics and team members are
scheduled
Ensure good housekeeping is planned and embraced
Clean up broken glass or ornaments ASAP
Vacuum the area every morning and when required to minimise glitter
Use appropriate hooks, fishing line and other hanging equipment to ensure the
product is secure (only hang product if you can safely complete using a platform
ladder)
Rotate tasks to prevent fatigue E.g.. Removing product from packaging
Position boxes to be unpacked at a suitable height to avoid repetitive bending to
retrieve multiple decorations
Take care positioning stock on glass shelving to avoid breakages
Use the appropriate ladder to hang decorations and position as to avoid reaching
Position string lights as close to the PowerPoint to be used as possible and tape all
cords down. Some trees, where string lights are displayed, will have to be positioned
next to a pillar or window.
Switch the string lights on every morning and off at the end of the day
When using A frame shelving ensure that the largest items are positioned to the
middle of the frame to ensure stability
Never:
Leave broken stock or ornaments out on the floor
Try to hang decorations from height by yourself
Place glass bowls or breakables on the floor to display
Secure decorations to lighting fixtures
Have cords running across the selling floor without being taped down or adequately
secured
Please contact Robyn Walker your Health and Safety Advisor on ext. 6210 or email
[email protected] if there are any queries.
Hard copies of this document are uncontrolled documents.
Controlled Copies are only available on Advance at Adairs
Approval Date:
09.10.2012 V1
Approved BY:
L & D Manager
MERCHANDISING OF CHRISTMAS IN
HOMEMAKER STORES
In the Homemaker stores, Christmas is merchandised on the
display tables in store.
NOTE: Do not create any hanging displays for this years set up.
1. Copper & Green Christmas on table 1
Stores are to lead with the Copper & Green Christmas look
first, at the front of the Christmas area in store
Where needed, use a M+R Provence grey tablecloth to
coordinate with this look.
Note: Only homemaker stores with the wooden tables are to
use a tablecloth; stores with the new white homewares tables
do not need one.)
Front of Christmas display
Sides of Christmas display
BACK OF DISPLAY
Merchandising of the Copper & Green Christmas theme
may continue on the back of the display table, depending
on amount of Christmas stock see photo below:
Back of Christmas display
NEW PERSPEX BOXES
All homemakers are to use the new perspex boxes (2 sizes)
to display the Christmas decorations on the tables.
CHRISTMAS TREE & CHRISTMAS STAND
A decorated Christmas tree and the Christmas stand filled
with decorations are to be placed on either side or on the
same side of the table display depending on the space
available and layout of the store.
Decorate the
tree in the
copper and
green theme
(a touch of
about 10 red
decorations may
also be added)
2. Blue, Silver, White Christmas on table 2
Stores are to merchandise the Blue, Silver & White look on
the second table of the Christmas area in store, after the
Copper & Green Christmas look.
Where needed, use a M+R Provence white tablecloth to
coordinate with this look.
Note: Only homemaker stores with the wooden tables are to
use a tablecloth; stores with the new white homewares tables
do not need one.)
Sides of Christmas display
BACK OF DISPLAY
Merchandising of the Blue, Silver & White Christmas
theme may continue on the back of the display table,
depending on amount of Christmas stock see photo
below:
Back of Christmas display
NEW PERSPEX BOXES
All homemakers are to use the new perspex boxes (2 sizes)
to display the Christmas decorations on the tables.
CHRISTMAS TREE
A Christmas tree
decorated in this theme is
to be positioned, ideally,
on a back corner of the
table display
depending on the space
available and layout of
the store.
Where a
smaller 5 ft
tree is used, it
may be
raised up on
a small table
OTHER ITEMS
The following items are also to be added to this story of
Christmas: resin deer head on stand in white, ceramic
cut out lanterns (2 sizes) and Christmas tea light holders
(white spot and white leaves).
10
MERCHANDISING OF CHRISTMAS IN
REGULAR STORES
In the regular stores, Christmas is merchandised on the A-frame
and on either a table or glass unit/s (depending on the floor
fixtures) to create a mini Christmas shop at the front of the store.
1. Copper & Green Christmas on A-frame
All regular stores are to lead with the Copper & Green
Christmas look first, on the A-frame at the front of the Christmas
area in store (note: except for a few stores where space does
not permit an A-frame, and a white table will be used instead).
11
A- FRAME
The A-frame will provide additional space allocation and
add impact to the presentation of Christmas.
Position the A-frame towards the front of the store to attract
customers.
Keep the product merchandised on the A-frame to the one
Christmas colour theme only.
Each item should be kept together and be displayed in
rows.
NEW PERSPEX BOXES
Selected regular stores will receive the new perspex boxes
(2 sizes) to display the Christmas decorations.
Position the smaller boxes in front of the larger boxes on the
shelf.
NOTE: All other regular stores are to use the clear perspex
bowls from last years Christmas set up.
12
TOP SHELF
Keep the product displayed on the small top shelf of the
A-frame to a few larger items do not place small items or
decorations on this very top shelf see photo below.
Only large items on
display on top shelf
DISPLAY WREATH
A wreath may be hung at the front and/or back of the Aframe use fishing line.
Fishing line used on
wreath and looped
around the A-frame
13
FLOOR CHRISTMAS STAND
Place the floor Christmas stand at the front of one side of
the A-frame with the Copper & Green Christmas theme:
Floor Christmas
stand in front of
one side of the
A-frame
NOTE: The regular stores that have very little space may
place the floor Christmas stand next to the counter.
In this case, decorations in colours from both the Christmas
themes may be displayed.
14
BACK OF A-FRAME
Excess large items are to be merchandised at the back of
the A-frame see photo below:
Back of
A-frame
15
STORES WITH MINIMAL STOCK
Note: Stores with a minimal Christmas stock allocation will
need to merchandise the ceramic lanterns and Christmas
tea light holders (which would normally go with the Blue,
Silver & White Christmas look) on the A-frame to add some
bulk to the A-frame see photo below:
Ceramic lanterns and
tea light holders on
the A-frame
Adding extra standing
branches on the ends of
the A-frame will also
bulk it out
16
2. Blue, Silver & White Christmas
All regular new-look stores are to merchandise the Blue,
Silver & White Christmas look on either a table or glass unit/s
in store, behind the A-frame with the Copper & Green
Christmas
(note: stores without a round table or glass units will either
use a white table in store or the side nib areas).
Blue, Silver & White
Christmas theme
behind the A-frame
on a table
Blue, Silver & White
Christmas theme
behind the A-frame
on a glass unit
17
2. Blue, Silver & White Christmas
(a.) On A Table
Position a decorated tree, where space permits,
coming out the side back section of the table display.
18
NEW PERSPEX BOXES
Selected regular stores will receive the new perspex boxes
(2 sizes) to display the Christmas decorations on the tables.
NOTE: All other regular stores are to use the clear perspex
bowls from last years Christmas set up.
OTHER ITEMS
The following items are also to be added to this story
of Christmas: resin deer head on stand in white,
ceramic cut out lanterns (2 sizes) and Christmas tea
light holders (white spot and white leaves).
19
BACK OF TABLE
Merchandising of the Blue, Silver & White Christmas
theme may continue on the back of the display table,
depending on amount of Christmas product see photo
below:
Different
product
displayed at
the back of
the table
20
2. Blue, Silver & White Christmas
(b.) In Glass Unit/s
All large items
are to be
merchandised
neatly in rows on
the top of the
units
NEW PERSPEX BOXES
Selected regular stores will receive the new perspex boxes
(2 sizes) to display the Christmas decorations.
NOTE: All other regular stores are to use the clear perspex
bowls from last years Christmas set up.
21
STANDARDS
FOR ALL STORES
Items should be bulked and merchandised in rows with one
of each item easily accessible at the front of each row.
Do not overfill bays or tables.
Ensure all items are priced and adequately ticketed.
Remove plastic covering from most items. Only items that
are in high danger of becoming entangled should be kept
in plastic.
22
Perspex Boxes & Bowls
All new perspex boxes and bowls with decorations are
to be placed on tables, A-frames or in glass fixtures.
Do not place on the floor, as this is unsafe.
DO NOT THROW AWAY!
After Christmas, store perspex boxes & bowls carefully for use in
future!
Silver Buckets
Merchandise the Christmas sprays, garlands and wreaths in
any of the galvanised buckets (from previous years)and
place next to, or at the back of, each Christmas display.
DO NOT THROW AWAY!
After Christmas, store buckets carefully for use in future!
23
Christmas Stands
Place only one type of decoration on each prong of the
Christmas stand for easy access.
DO NOT THROW AWAY!
After Christmas, store stand
carefully for use in future!
Burlap Trees
Show a decorated burlap Christmas tree in each of the
Christmas themes.
Merchandise the rest of the undecorated burlap trees next
to the display tables in Homemaker stores or at the back of
the A-frame in regular stores.
24
Christmas Trees
Space allowing, the Homemaker stores are to display one
of each kind of Christmas tree out in the store to inform the
customer of the product.
Decorate the Christmas trees with decorations that relate
to the relevant colour theme.
Where possible, stores with volume of trees are to feature an
undecorated tree on the shop floor with a ticket to show
that it is available for sale.
Keep the trees
looking full with lots of
decorations
25
Christmas Items That Light Up
Stores are to light up one of each item that lights up, e.g.
the Christmas cone trees, to show the customer.
Speak to your area manager about organising the
purchase of batteries.
Christmas Napery
The Christmas napery is to be brought forward and
merchandised adjacent to the Christmas set up in store.
In the regular new-look stores it will be merchandised on the
side nib areas.
In the regular old-look stores it will be merchandised in a
glass unit.
In the Homemaker stores, bring forward the Christmas
napery unit and position it at the back of the Christmas area
in store.
26
