Month: October 2013

After the Holiday Buzz is Over: How to Keep the Magic Alive (and Avoid the Hangover)

Posted onAuthorericw@specialtystoreservices.com

holiday-hangover2-254x300If a group of retail professionals was asked this question, “What lies at the core of high sales and profits?” how would they answer? Some would say great products and others might suggest competitive prices, but they are both wrong. Studies have proven over and over again that an outstanding customer experience is the number one answer. Without an outstanding first impression—followed by many more great experiences—your potential customers won’t give you a second thought. Providing customers with a memorable and superior customer experience should surpass the excellence of your product or low prices, especially during the holiday season.

Exterior and Interior Impressions

The festive, warm atmosphere is one of the major reasons why so many people enjoy the holiday season. Can a customer enter one of your stores and immediately be cheered up by the holiday lights, garlands, and other colorful decorations and have their shopper mojo activated? The decorations help create a positive, memorable customer experience and stimulate buying—an accomplishment that you want to maintain all year long.

Need a Boost? Some Quick & Easy Fixes

If your store branding needs a boost, you have some great options to choose from. Here are some proven ways to create a colorful, inviting atmosphere and encourage your customers to buy:

  • Use new store fixtures to add interest and excitement in different areas of the store
  • Design and develop a unique line of custom store fixtures for an entire store chain makeover
  • Choose a bright, welcoming color and repaint your stores’ exteriors and interiors
  • Add framed pictures or custom banners or signs to select areas in your stores

Creating warm, inviting storefronts and interiors is easy to accomplish during the holidays; the challenge is keeping this feeling when the holidays end. When you take the decorations down, the welcoming store atmosphere can disappear. How does your current store branding measure up when the holiday glitz and glitter are gone? As you evaluate the situation don’t gloss over areas of improvement. Be honest with yourself and your employees. The sooner you figure out what needs to be improved, the sooner you can begin building an atmosphere that welcomes and cheers customers year-round—and ultimately keeps customers buying.

Interested in learning more about how to avoid the post holiday shopping hangover? The retail experts at Specialty Store Services can help. Call us today at 800.999.0771 or click here to visit our website for more information.

Getting it Right: Quality Control & the Overseas Supplier

Posted onAuthorericw@specialtystoreservices.com

getting it rightWhen you work with a fixture company that has overseas partners it very important to make sure ahead of time that they have a stringent quality control process in place both overseas and in the USA. Starting with the prototype and ending with the delivery of the final product, each stage has its own issues  that need to be checked to maintain a maximum level of quality.

Documented Overseas Q/C Process. To make sure that you are receiving the best quality product, there needs to be a secure and documented inspection process at every project stage. First, the prototype must be designed and approved to specification and then production can begin. During production through completion, it is important that the supplier have overseas employees to inspect at every production stage up to the final product on site to make sure it meets all the buyer’s specifications. They also keep the project moving to ensure the buyer’s deadlines will be met.

Onsite Factory Inspections. The supplier needs to have a rigorous process for testing quality, finish and packing before the finished fixture leaves its offshore destination. A good supplier will not ship a product that does not pass inspections and will have employees onsite to make sure this happens. The lead time for the overseas manufacturing process is generally about 8-10 weeks so it is important to get the inspections done right so the fixtures and ship on schedule.

Rigorous Stateside Pre-delivery Inspection. Once the product has been shipped, it generally takes about 3 weeks to reach its stateside destination. When the final product arrives at the supplier’s facility, should undergoe another rigorous inspection to make sure there are no missing parts or defects. Since a poorly made product that is not created to the correct specifications will waste the buyer’s valuable time and money, the supplier should have a detailed and comprehensive inspection process for each product before delivery.

Ultimately your job depends on the speed and the quality that your chosen partner can deliver, so it is key that you do your homework ahead of time and know who you are working with. Ask your fixture vendor if they have overseas staff for both engineering and inspection and if they do you will be able to rest easy in the knowledge that your project will arrive stateside on-time and looking great.

Interested in learning more? The retail experts at Specialty Store Services can help. Call us today at 800.999.0771 or click here to visit our website for more information.

Choosing the Right Fixture for Your Stores: Three Important Fixture Considerations

Posted onAuthorericw@specialtystoreservices.com

decisionChoosing the right fixtures for your store and merchandise is not as easy as it may seem. There are many factors that have an impact on what fixture is chosen; from what is going to be displayed on the fixture to how fast the delivery needs to be. Making the wrong choice can cost money and time so take the time to review the following points before you jump.

1. Product and store appropriate

To get the most of your store fixtures, you need to choose ones that best suit your products and stores. There are many factors to consider, such as your products’ pricing, store space, target customer base, and more. If you are selling a high-end product like jewelry, choosing a sophisticated looking display that matches the quality of your merchandise is important. A cheap-looking display may become a turn-off to your target customer base. Also, be sure to choose a fixture that displays your product to its full advantage. Folding a sweater up will not showcase the style and details; while you may need to fold and store the majority of sweaters on shelves, displaying the sweater on a

mannequin will allow the sweater to shine—and encourage shoppers to imagine themselves wearing the sweater. The quality and appearance of your fixtures should always meet or exceed your customers’ expectations.

 2. Longevity and ease of upkeep

Since buying fixtures can be a large investment, another factor to keep in mind is how long they will last. A sturdy, well-built shelf will stand the test of time better than a less expensive but lower-quality shelf. The idea of longevity should also tie-in with the nature of your products. Are you constantly getting newer and trendier products in

that need different displays each time? If so, a wider variety and amount of fixtures may be an acceptable trade-off for higher-quality.

Also, consider how much work it will take to maintain a fixture. If you have staff already working at capacity, they may not have time to take care of a maintenance intensive fixture. Different materials like chrome and other metals, plastic, and wood require varying amounts of upkeep time; wood fixtures may need dusting quite regularly, but chrome may need constant polishing to remove fingerprints and other smudges. Another factor to take into account is where you will be placing the fixture. If it will sit in a high-traffic area, will it stand up to the wear and tear of the crowds?

 3. Price and delivery

The fixture decision includes choosing stock or custom designs. There are advantages and disadvantages to both options; the key is being aware of them and making informed decisions.

Stock fixtures are less expensive and can typically be delivered faster. However, a stock fixture may not have the appearance or characteristics needed to help your merchandise sell. Custom-designed fixtures will be developed and produced with your exact needs in mind. They may cost more initially, but can deliver more return on your investment in the long-run. When deciding on the price and design of your fixture, also consider the cost and speed of delivery. High-quality and reasonable pricing are important qualities for a fixture, but you also want to make sure you get the product when you need it—not 15 weeks after you order it and 4 weeks past your deadline. Choose a vendor that truly meets the promise of fast and affordable delivery.

Interested in learning more about how to choose the perfect fixture? The retail experts at Specialty Store Services can help. Call us today at 800.999.0771 or click here to visit our website for more information.

What Makes a Successful Store Display? Five Tips To Help You Succeed.

Posted onAuthorericw@specialtystoreservices.com

ConsumersUnfortunately, the saying “don’t judge a book by its cover” doesn’t apply to retail shops. As a consumer, it’s easy to decipher between a good product display and a bad one; this initial observation is what fosters a customer’s first feeling towards a store they’ve just walked into. It’s important to develop a creative strategy for your display concept that compels customers to come back time and time again. But what elements go in to creating both an appealing and successful display? Here are some helpful tips to help you create an effective and efficient store display:

  • What’s your vision?– Develop a clear vision that will connect with you core customer group. Is there clarity around the offering? Have you identified the target group? What about the value proposition? First establish the type of customer you want coming into your store: what are their needs and wants? Not only will this will help you better understand your customer, but it will help you to know the types of displays that will appeal to them.
  • Establish an atmosphere– Every store has a culture. Stores create an atmosphere through decorative concepts and the way their products are displayed. For Anthropology, it’s an enchanting, rustic, feminine atmosphere. Cabela’s has an outdoor, sporty atmosphere, and for stores like Best Buy, it’s a clean and techy atmosphere. Consumers adopt these feelings after seeing an ad for a store, walking past a store and finally after walking into a store. What is the feeling you want customers to take away when interacting with your store? Your store displays are what will create the atmosphere within your store, which is why it is important to pay close attention to how you display your merchandise throughout the store.
  • Surprise your customers– A display is your first chance to make an impression on your customers, so don’t stick with the norm. Entice your customers with exciting, unexpected displays. Try using bold, bright colors and funky shapes. Unique window displays can make any passerby or driver stop in to see what your store is all about. In an article from Entrepreneur, Noelle Nicks,  the visual merchandiser for Cole Hardware in San Francisco, discusses a unique window display she used for Halloween. Nicks hung more than a dozen types of brooms against an orange backdrop with the words, “Which broom?” across the glass beneath them. The display not only played on the traditional witch-on-a-broomstick theme, but it also showcased the store’s large broom selection.
  • Don’t overdo it– Keep your displays simple. Trying to go over the top can result in a confusing, cluttered display. If you are trying to feature a certain item, it can become lost in an overly busy display.
  • Work with the seasons– It sounds cliché; however, the seasons allow you to mix up your fixtures and visual displays. The seasons also offer the perfect amount of time to showcase a certain display before spicing it up again.

Interested in learning more about how to create the perfect displays? The retail experts at Specialty Store Services can help. Call us today at 800.999.0771 or click here to visit our website for more information