Allegria Providore: 360° Retail Merchandising

Role: Lead VM & Planogram Strategist

Project: End-to-End Fixture Activation & Operational Playbook

The Objective To transform a custom light-oak island plinth (CW-02) into a highly engaging, hospitality-driven discovery zone that bridges the Allegria eatery with the retail floor, driving impulse purchases without creating visual clutter.

Phase 01: Concept Ideation & Strategy The project began with technical 2D CAD analysis to determine fixtures, shopability and customer flow. I developed a core merchandising strategy centered on a 360-degree customer journey, utilising a "Heavy-to-Light" vertical merchandising rule to ensure structural aesthetics while minimising operational breakages. This phase defined the cross-merchandising matrices designed to build basket size, such as pairing premium olive oils with adjacent artisanal crackers.

Phase 02: Shop Floor Execution Transitioning from technical strategy to physical execution, I merchandised the CW-02 fixture to reflect a premium Italian pantry. I implemented strict colour-blocking techniques, massing the bold reds, blues, and yellows of authentic Italian packaging to create a striking 'billboard effect' that draws foot traffic from across the exterior of the site. The curved radius ends were strategically utilised for high-margin, impulse discovery items

Phase 03: Final Delivery & Operational Playbook To ensure the execution remained pristine long after the initial setup, I delivered a comprehensive Visual Merchandising Toolkit to the Allegria operations team. This final playbook mapped out the "Day in the Life" experiential revenue heatmap, established non-negotiable Golden Rules (like full-front facing requirements), and provided actionable signage and sampling activations. This ensured the physical execution translated into long-term operational success and educated customer engagement.