The Importance of Store Fixtures In Retail Marketing
Good quality store fixtures are often overlooked by retailers. While most of us are familiar with the concept of feng shui, the notion of using high-quality, free-standing display units that are in-sync with the rest of the display units in a store seems to be lost on many retail managers.
Presentation is important in creating:
- A warm, welcoming environment for your customers
- The impression that your store is classy and high-functioning
- The notion that you care about your products, and will therefore care for the customer
Getting Presentation Right
Good presentation is almost as important as having the right selection of products available. After all, if a customer can’t find what they’re looking for among a mish-mash of poorly-labelled fixtures, fittings and shelves, chances are they’re going to take their business elsewhere – and NOT return. First impressions count, which is why you need to give plenty of consideration to your presentation and Point of Sale shelving.
If something is visually striking, it’s more likely to make a lasting impression in the minds of your customers. It therefore makes perfect sense to give top priority to presentation in retail. Products that are lazily piled up against one another with no form or forethought aren’t going to set the imaginations of your customers running wild.
Think about your overall sales pitch – it’s not particularly easy to convince a customer to buy something. In fact, many would argue that front-facing sales positions are among the most high-pressure positions in the US. Now let’s imagine you could increase your chances of landing a sale without having to even utter a single word. Sounds too good to be true, right? Well, it’s not – and it’s a secret every retailer should learn. Neatly-arranged products on visibly-appealing shelving does half of the sales job for you.
For an additional sales push, try utilizing Point of Purchase fixtures to showcase special offer products (such as “buy one get one free” offers on candy about to reach its use-by date) and watch those sales begin to flow.
Consider Your Industry
When it comes to shelving, try to keep things neutral. Too much variety can be off-putting for a customer. It pays to consider what your industry peers are doing, too. For example, most clothing stores in 2019 are opting for contemporary metal racking in central areas, with rich wood tones taking up much of the wall space.
Change is Good
By keeping up with the latest trends, you’re letting your customers know that your store is hip, happening and at the forefront of your industry. Mobile racking solutions are great as they are easily interchangeable from season to season and allow you to showcase products in virtually any area of the store.
Always remember that changing things up every once in a while makes sense – on average, your store should be rearranged at least four times a year, with prominent offers in front of customers as soon as they walk in the door, and impulse purchases on display at every Point of Sale. Stick to this and you should start to see an increase in profits.