Introduction to Merchandising
When merchandising your retail store, you should remember a version of the old real estate adage, "Location, location, location!", and select fixtures and displays with a focus on "presentation, presentation, presentation".
Even though there are many influences at work in the shopping experience, the look of a store holds the most sway in enticing us through the doors. We even tend to sum up that initial in-store encounter in visual terms: a store is exciting and inviting to the shopper or, at the other end of the scale, overwhelming and unappealing. As the saying goes: "You only get one chance to make a first impression." In crafting the right look for your store fixtures, you have to find some middle ground- something that is visually stimulating, but not overbearing. An plain appearance that turns people off the minute they walk into your store won't give you a fighting chance. On the other hand, you don't want your display choices to completely overwhelm the merchandise. Dazzling displays that distract from the sales appeal of your merchandise won't help business either.
In order to maximize your sales potential you need to decide what look and feel of the store will appeal to your target customer. Remember, no sale is complete until the customer leaves the store satisfied with his purchase, and a crucial part of that process is the way in which your products are displayed. There are many choices to make. It can be helpful to visit other stores selling similar merchandise even if your product is so unique that you have to travel to another city to find them. Even if you are selling an invention of your own that doesn't exist anywhere else, it will still fall into a category of stores that you should investigate before setting up shop. Art stores have one look, plumbing supply stores another and clothing boutiques still another. Even if your investigation helps you decide which display perspectives don't work for you, that knowledge can save you time and money in the long run.
It is not enough anymore for a store to just look good from a merchandising or display standpoint. You'll need to decide what retail store fixtures will properly display your product. Who can afford to spend quantum amounts of time or money improving a store's look without being assured of a healthy return on investment? Today, a store not only must perform by exciting and encouraging the customer to buy, but from the retailer's point of view, it must perform profitably.
To make the most of store features, you need to read information and tips on how to arrange and set up your store fixtures. Viewing and creating a store lay-out or floor plan often helps companies visualize the store's ideal design. There are also professional companies that design retail stores for you. These companies create a layout or floor plan to fit your building and merchandise. Below are a few tips to help you get started in your search for the right store displays.
- Create a floor plan for your retail stores
View and create retail floor plans for store fixtures. Viewing existing floor plans of other retail stores can help you create your own retail store fixture layout or floor plan for your store. Creating a floor plan allows you to rearrange and set up store fixtures without moving anything. Smart Fixtures can provide complete store planning assistance, including creating a 3D floor plan for you. - Understand the total cost of fixture options and types of fixtures available.
To understand the total cost of fixtures you purchase, you will need to consider not only the unit price, but also lead time, delivery and shipping costs, assembly costs, and expected life of the product. Remember that your time is valuable, so if you have to spend days selecting what you need or assembling your fixtures, the cheapest price fixtures may cost you a lot more than other options. This makes itself painfully true when you find yourself replacing your displays a few months after you bought them because they break or are simply ineffective. Your fixtures choices range from totally custom designs created by a local craftsman, customizable displays or standard gondola displays.