Success by Design tips for refixturing your store

I)VLL YOUR business be ready

V V to compete in the year 2000?

As unpredictable consumer spending makes the retail environment fiercely competitive, it is becoming increasingly difficult for retailers to retain old customers and win new ones.

How your store is designed can make a significant difference. GlobalShop has compiled l0 tips for evaluating your store and fixtures, and preparing to compete in a new retail environment:

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tD UunV stores built in the'70s, '80s - and even the earlv '90s feel "walledin." A store shouid be inviting, offering customers broad, open vistas which allow a commanding view of the merchandise.

Look around your store from multiple angles to see if all the walls are necessary and if space could be used more wisely. Allowing customers a panoramic view also encourages them to visit parts of the store they might otherwise miss.

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Not only should customers have a clear view of merchandise across all departments, but they should also get a taste of what your store has to offer before they enter. As time becomes more and more limited, consumers are spending less time strolling in and out of stores. Many simply drive by or look in the window to see if the store has what they're looking for.

Can customers tell what your business is about from the outside? By its signage, outdoor displays, even its r Il?IIl9?

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- tinue, interactive, in-store displays are becoming increasingly important. Many retailers already offer interactive displays for customers to test a product prior to purchase.

Providing customers an opportunity to test electronic or other merchandise can be very effective, but it also can be frustrating if the equipment is malfunctioning. It's imperative that all in-store displays work correctly and consistently. Store managers need to work closely with employees to develop a system for checking and monitoring displays on a regular basis.

Consider displays or kiosks that allow customers to place orders for merchandise. This service cuts down on the time sales associates spend with customers and allows the customer an efficient means for purchases.

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Retailers should make shopping as easy and painless as possible by grouping complementary items together. Commonly called "strike points," visual displays that feature several items that can be used together are helpful for busy shoppers.

Using strike points saves customers time and encourages additional purchases.

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A""ording to a recent study, - retail design and fixturing improvements can increase sales and strengthen ties between retailers and customers.

Store fixtures should encourage customers to interact with merchandise. A store should not feature a group of mismatched fixtures, but rather a mix of fixtures that complement each other and match the overall personality of the storc. The rend in storc fixtures is moving toward ellip tical shapes, raw woods, galvanized steel and lacquered medium density fiberboard.

"It's important to invest in highquality fixtures and to have a longterm plan when purchasing them," said GlobalShop producer Doug Hope. "Renovations are a large investment and you want to make them wisely so they'll last long into the life of your stor€."

Consumers also must connect with the retail environment. Since merchandise among storcs is very similar, retailers must differentiate themselves by design. Retailers should strive to become the customer's destination store. Since most consumers have limited time, they leave their homes with a particular purchasc and a particular store in mind.

Becoming a destination store is a matter of offering a narrow product category with a broad mix of merchandise. Consider your target customers' needs and provide them the selection and service they require. Ensure that they'll automatically think of your store as the place to find the items on their list.

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s"un your store for unused or - poorly designed areas and use the space to create a seating area for customers. A few strategically placed chairs and tables do not require extensive merchandising floor space, yet offer tired and weary customers an escape from the pressures of shopping.

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Customers should have a clear path by which to navigate the store. From the moment they enter, customers should be directed through all departments and given access to the most merchandise possible.

Story at a Glance

Ways to update your storers design make your fixtures and displays look better and work harder.

of their customer base and know how to meet or exceed expectations.

However. while most consumers feel they have less time for shopping (down from an average 4.3 hours a month in 1995 to 3 hours a month in visuals throughout the store.

Visuals should make stores easier to navigate by directing customers to different departments and complementing the store's personality and merchandise.

GlobalShop's Hope suggests .race- DoEs YouR retail business need a major refixturing, a full-scale facelift or just a little tuck? track-style walkways which lead customers through each of the departments and 8 to lO-ft.-wide walkway 1996), they still value service. So it's Seasonal visuals are also useful. to allow a comfortable amount of imperative that retailers place a Many props can be used for 30-, 60space without taking away valuable greater emphasis on training their or 90-day periods. merchandising space. associates about the merchandise they \ sell and how to provide value-addei

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- While the amount of U.S. retail

- store's overall personality and allow fi1Marn Vrsuers Merren space per capita increased from 8 sq. customers to see the true color of the \p Retailers spend more than $8 bil- ft. in 1972 to more than 18 sq. ft. in merchandise. There should be a con- - lion annually remodeling and building 1993, sales per sq. ft. have dropped sistent level of brightness throughout store interiors. About $2 billion is from more than $200 per sq. ft. to just the store, yet enough variation to cre- spent on visual merchandising and $6 over $120 per sq. ft. With consumers ate focal points directing customers' billion on fixturing, walls, floors and spending less at the retail site and eyes to certain areas. other types of interior products. competition continuing to increase,

For specialty displays, move away Visual displays were used heavily retailers must do everything they can from the bland, industrial lighting of between the'50s and'70s. In the'80s, to attract and retain customers. the '80s to a softer-edged, bathed-in- however, many retailers removed "In order to make an impact, retaillight look, using fewer lighting their displays to create austere, indus- ers must renovate for the right reasources but brighter bulbs. trial-type environments. In the '90s sons-usually proactive rather than and beyond, retailers will need to reactive," Hope said. "Understanding

Tnv Cusrouen strike a balance, providing an consumers' shopping preferences and fo build a strong identity, retail- uncrowded shopping atmosphere patterns is integral to implementing ers must have an intimate knowledge while featuring strategically placed appropriate store renovations."