We use cookies to improve your experience. By using our site you are accepting our cookie policy. 
Read our privacy policy to learn more.

Field Visual Merchandising Strategy

Field Visual Merchandising Strategy

Developing a National In-store Strategy Using a Merchandising Service Organization

Paul J. Russell

From £12.49

Maintain a strong product presentation and employ an effective merchandising strategy, with this comprehensive guide to winning the retail war.

Buy product
Buy now

About the book

The retail sales floor has become a battlefield: each brand is fighting for the same customer and wants to ensure their merchandise is on the sales floor, sized, folded, hung and presented properly. Field Visual Merchandising Strategy is a comprehensive guide to developing and executing a national field merchandising strategy, covering key areas such as developing a strategy, how to go about selecting the right merchandising service organization, team training, merchandising standards, planograms, and launching the strategy.

Ideal for retail marketers, visual merchandisers, merchandising managers and brand managers, Field Visual Merchandising Strategy uses examples and case studies from a range of shops, from fashion emporia to small outlets, to provide real-world insight on how strategic visual merchandising works.

Table Of Contents

    • Chapter - 00: Introduction;
  • Section - ONE: Fighting the war at retail;
    • Chapter - 01: Getting ready for battle;
    • Chapter - 02: Skill set of your management team;
    • Chapter - 03: Mastering the fundamentals of warfare;
  • Section - TWO: Planning and initiating your battle strategy;
    • Chapter - 04: Components of your strategy;
    • Chapter - 05: Preparing for combat;
    • Chapter - 06: Training your troops;
    • Chapter - 07: Planning your combat strategy;
  • Section - THREE: Executing the strategy;
    • Chapter - 08: Communicating and monitoring the strategic plan;
    • Chapter - 09: Planning and executing tactics and special projects


At the end of the 10,000-mile supply chain, it all comes down to the final six feet. This is where visual merchandising takes over. And this is where Paul Russell's Field Visual Merchandising is the essential guide.
David Katz, Executive Vice President & Global Chief Marketing Officer at Randa Accessories

Russell is clearly a details man. And that is what makes this book so good. He spells out step by step what you need to do to ensure that a £20 store visit by a field sales merchandiser adds value.

This is a great map book for excellent display - and if you are in the market for such a guide, I warmly recommend it.
Retail Express

a practical merchandising book that can help us all be better retailers
John Stanley

Nothing is left to chance in this information-packed, yet slim volume. Mixing best practice and real world experience, this could be required reading for even the most junior of retail employees. Will serve its professional audience well.
Darren Ingram, Darren Ingram Media

Book Details

  • EAN: 9780749472641
  • Edition: 1
  • Published: 3rd January 2015
  • Paperback
  • Format: 234x155
  • 288 pages

About the Author

Paul J Russell is a results-oriented visual merchandising and retail-marketing executive, with a comprehensive background in developing and executing integrated consumer-focused programmes for manufacturers such as Williamson-Dickie Clothing MFG, Adidas America and Reebok International. He has developed award-winning concepts for Super Bowl XXXI, The Reebok Cup and the Olympic Games and has provided consulting services to speciality retailers such as Universal Studios, Hansgrohe Inc, Jos A Bank Clothiers and Britches of Georgetown. Paul serves on the Manufacturers Advisory Council for the World Alliance for Retail Excellence and Standards.

Paul J. Russell

Related blog posts