| Fixturing is the furniture that holds and
displays the majority of your merchandise. It is one of the more difficult subjects to
address because every store has different needs to show its merchandise. The style of
fixture you choose should reflect the store's image and include anything from hardwood
custom cabinetry to inexpensive raw wood or brass and glass shelving. Crate and Barrel
became famous by using the shipping crates in which the product arrived as fixtures for
display. Depending on the type of product you sell, the product itself can also serve as
shelving. You may sell furniture pieces that, while in your store, can act as display
units. Don't overlook antiques or unique pieces of furniture that can create a signature
look to your store. Change
and rotate the fixtures
within the store to add variety and excitement to the shopping experience. Keep in mind
that some fixtures can be used for display in a window as well as on the sales floor and
fixture and window rotation is up to the individual shopkeeper. Usually, the retailer
changes the interior and window displays according to the return pattern of their typical
customer within a given period of time. For example, if a customer shops your store twice
a month, make a small change twice a month and a dramatic change once a month. A small
change can consist of switching key merchandise in a window or interior display. A
dramatic change can consist of moving fixtures within the store or redesigning the front
display window. Think about putting your display racks on wheels so that you can easily
reconfigure your departments to emphasize and de-emphasize product categories depending on
inventories, promotions and seasons.
The most successful fixture
systems are installed to be flexible and offer you the opportunity to make major display
reconfigurations with little or no additional investment. Use the flexibility of these
fixtures on a frequent basis to add interest and excitement to your store.
Basic types of
fixtures you will want to consider:
Wall shelving...floor standing shelving units...pedestals...tables...bins... revolving
display stands...wheeled carts...security fixtures like glass showcases...hanging
fixtures...waterfall...faceouts...roundracks...bar... antiques...armoires...unique pieces
of furniture
| Tips
for fixture selections: |
- Keep in mind the scale and
size of your merchandise while planning your purchase of fixtures.
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- Make certain the fixture you
select will physically carry the weight of the product you plan to display on it.
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- Include costs for shipping to
your location into the overall expense of the fixtures.
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- Consider the cost of the
fixture as compared to the possible revenue that will be generated from it in its area of
real estate within your store. In other words, you may not want to spend $100,000 for a
fixture on which you plan to display chewing gum.
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- When purchasing the hardware
accessories for any fixture for your store, consider the different types of product that
might be displayed on each unit. For instance, some units offer shelving which can be
removed to make way for a hang-bar. Be sure that when you buy the unit you purchase all
the hardware necessary for each configuration you will use.
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- If your store has a vendor or
brand shop, the fixtures in this area may be different than fixtures used in the rest of
your store, in order to add a special cache to the brand merchandise. Special terms
sometimes apply to vendor fixturing purchased with merchandise (i.e. free freight). These
types of fixtures should be used on a limited basis and primarily with very high-profile
merchandise. Too many vendor fixtures in varying types can detract from the store's
overall ambiance.
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