A lot of retailers think about their store fixtures in solely practical terms. But the fixtures deployed in your store have a conceptual role to play, too.
Everything in your store, from the shelving to display structures, should speak of your brand. A well-branded in-store identity has the effect of creating a consistent, professionalized appearance which makes visiting your outlet a much more pleasing experience for your shoppers.
Following are some tips for using retail store fixtures to improve customer experience – and your sales numbers!
Do your homework.
If you’re ready to use your retail store fixtures to tell your brand story, then look no further than what some of the big brands are doing. Take a stroll through the major retailers in your town and experience the way fixtures are deliberately deployed to support branding.
Part of what they do to tell their brand story starts in the front window. This is where you invite potential customers to come in and have a look at what’s on offer. It’s your opportunity to make a strong first impression, so it should be linked to a floor strategy which continues the storyline with quality, branded fixtures.
Help customers visualize.
Another key to using retail store fixtures to improve customer experience is to link the fixture to the product. Obvious examples are classical, traditional bookshelves for selling books. A less obvious strategy might be to position a comfortable reading chair next to a table, adorned with a reading lamp and an open book.
Always remember that store fixtures are there to feature your product. The fixture itself should never take center stage. It should serve as a means for customers to envision the product as part of their lives.
Eyes on the prize.
As much as possible, product should be displayed at eye level. Sure, your customers are different heights, but they should neither need to crane their necks to view items placed too high, or stoop to examine items placed too low.
High and low shelving can be used to store additional inventory, but your products should be accessible and easy to reach, to sell as well as you want them to.
In the spotlight.
Putting a lot of careful thought into branded, attractive, functional store fixtures can come to nothing if your lighting game isn’t on point.
Use in-store lighting to spotlight sales or new items. If your outlet isn’t equipped with lighting you can adjust to highlight different products, it may be time for an upgrade. Your fixtures won’t do what you want them to if your store lighting is letting you down.
These are some simple tips for using retail store fixtures to improve customer experience. Also remember that consistency is what many customers crave, but they also want to know you’re paying attention. Throw them a seasonal curve ball, or just refresh your fixtures with a fresh coat of paint, or a change in lighting.
Clip Strip Corp. has been creating innovation retail POP display supports since 1980. Contact us.