“We get confused a bit about what retail is. It is really just buying things, putting them on a floor and selling them.” -Gerry Harvey, Australian furniture retailer
These days, as retailers are asked to do more with less, it’s hard to determine what’s important to invest in and what is not. Which products should you sell? How many store fixtures should you purchase? What kind? The questions can become overwhelming. In the quote above, Harvey cuts through the chaos and simplifies a retailer’s job to its simplest function: SELL. All your actions should be supporting your ultimate goal of selling more merchandise.
One of the key ways to achieve that goal is to use the right store fixture to display your products. Generic fixtures can work just fine, but sometimes, the situation calls for more. Sometimes you need a superhero to come in and save the day—a secret weapon like custom store fixtures.
Custom fixtures have more flexibility than generic ones, and can sell your products more effectively. Putting your merchandise on the floor with style can do wonders for your margins. Here are three ways that custom retail fixtures can boost store sales and drive profits:
1. Make Fixtures More Shoppable
When you customize a fixture to fit with your stores’ unique space and feel, you give your store an extra edge. Rather than sticking your merchandise on a basic, plain fixture, you’re putting it on a fixture that has character and style. A well-made, stylish fixture appeals to customers more, making them more likely to notice your merchandise and buy. Custom fixtures that truly fit the atmosphere of your store showcase your products and provide a customer experience that draws people back.
2. Increase Branding
Custom fixtures allow stores to increase their brand presence and give customers an exceptional experience. From signage and POP displays to garment racks and gondolas, you can design a look that fits the colors, logo, message, and values of your brand. The possibilities are only as limited as your imagination. For example, one of our athletic apparel customers really wanted a unique, branded look for their store to stand out from their competitors. Custom fixtures gave them the ability to design mesh and metal fixtures that made their products stand out. When customers now enter the store, they are immediately in a branded atmosphere that they’ll remember—and buy from.
3. Showcase a Unique Product
Another major advantage of custom retail fixtures is their design flexibility. The color, shape, and size can be designed to uniquely fit a special product. Sometime a product needs more than a stock display or shelf. Having a well-made fixture that accentuates your product will add to its appeal and encourage customers to buy. Approach it from the viewpoint of a customer. Which product are you more likely to buy—a watch that’s sitting on a plain, white shelf, or a watch nestled on a velvet square inside a gleaming glass case?