Page 233 - DMGT550_RETAIL_MANAGEMENT

Retail Management

Notes
Figure 13.7 : Four Ways Fixture

Source: http://www.creativedisplay.in/Pages/products.aspx?series=FloorFixture

Figure 13.8 : Office Cabinet

Source: http://allnations.net/furniture/items/cabinets/9550.jpg
In order to create a consistent look within the outlet, it is sensible to choose fixturing that is
coordinated in terms of the type of material and style. An array of different types of fixturing
may provide flexibility, but it can make a store appear cluttered and untidy. It is generally the
merchandise rather than the fixturing that should be noticed, although some fashion stores do
use unique designs for fixtures that help to reinforce the retail brand image.

!
Caution Space management is not just optimisation but should facilitate merchandise
promotion.
Box 13.1: Tips for Choosing Customer-Friendly Fixtures

Win customers by using retail display systems that are customer friendly: in other words,
harness the powerful psychology of shopping. People love to shop. In fact, a great number
of people consider shopping a relaxing leisure activity or even their hobby, with Business
Network (BNET) stating that 39 percent people in the United States “love to shop.” So,
retailers in general have an eager audience that is ready and willing to buy its products –
but, they also have significant competition and so they must woo and win the attention of
their potential customers.
One key way to attract and keep the attention of shoppers is to create an environment that
is conducive to shopping – and one key way to do that is to use compelling, interchangeable
store fixtures and retail display systems to keep your store fresh, interesting and appealing.
Here are several more important tips:

1. You can’t use yesterday’s store fixtures to capture the attention of today’s shoppers:
An educational site in the United Kingdom – BizEd – published an article titled “The
Contd....

228 LOVELY PROFESSIONAL UNIVERSITY