Effective store fixtures are the backbone of a retailer’s business. It’s easy to fall into the trap of taking your displays, shelves, and mannequins for granted. However, without these fixtures, your stores’ sales would be in trouble. They are doing more than keeping your merchandise off the floor—the right fixture, used in the most effective way, can make the difference between meeting your sales goals and missing them.
Ways to Use Fixtures Effectively
Use your fixtures to create eye-catching displays in store windows and at the front of your stores. These displays are important to initially grabbing shoppers’ attention. These are called “focal fixtures.” Often the customer experience begins the minute a shopper sees one of your stores—even before he or she walks in. Do not be afraid to use creative and innovative tactics when displaying your merchandise. A great way to find new ideas and spark creativity is by browsing through magazines, photography blogs, or Pinterest.
Creating captivating window and focal fixture displays is an important part of successful store merchandising. Window displays help get shoppers into the store, enticing them with color, imagery and sometimes fantasy, to appeal to their inspirational selves. Once the shopper is in the store the focal fixture displays, especially expertly merchandised mannequins, engage the shopper and pulling them deeper into the store, continuing the emotional dialogue with the shopper, and getting them into the mindset to make a purchase.
Tips for Successful Window and Focal Displays
One of the first steps to developing a window or front display is to know your customer base. Are your customer targets young, trendy people in their twenties? Are they middle-aged moms with kids? Or are they retired but still active couples? Once you have determined what type of customers you are targeting, tailor your fixtures and displays in a way that maximizes their interests and experiences.
Sean Reed, the CEO of Fashion Media, urges retailers to not underestimate the power of a window display. “Window displays are important in retail stores throughout the world extending from high streets to the mall environment. They are the shop front to consumers and influence the consumer’s decision on whether to enter the store or not,” he says.
Another point to keep in mind is never obscuring a shopper’s view. Arrange products and fixtures in a way so they can still see to back of your stores. This helps entice them to walk through the entire store. Using the appropriate signage will also help shoppers find what they need and want. Use easy-to-follow signs to guide shoppers throughout your stores and help them discover something new for themselves.
Store fixtures are not just metal or wood, they are the screens onto which dreams are projected by the merchant and from which they are acquired by the shopper. Interested in learning how well made and cost effective displays can boost your sales? 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.
