Page 132 - DMGT552_VISUAL_MERCHANDISING

Unit 6: Store Planning and Fixtures

Self Assessment Notes

State whether the following statements are true or false:
6. A successful retail business strategy requires strategy evaluation after the strategy
implementation phase functions.

7. The process of strategy evaluation links the management course of actions and compares
the performance of strategy against predetermined target.
8. Your store layouts should be independent to customers decision making hierarchy and
allow for ease of movement around the store.
9. Each category in store should be positioned with the correct space and category adjacencies.
10. Creating an attractive product display can draw the customer in, promote a slow-moving
item, announce a sale, or welcome a season.

6.3 Purpose of Planning Fixtures

Fixturing is generally concerned with the housing of merchandise in what is sometimes termed
‘on-shelf’ displays. This is the routine display of goods from which customers are expected to
make their selection.

Fixturing is necessary to display merchandise to customers, whilst making best use of the retail
space. Fixtures can be obtained from a shopfitting wholesaler, or they may be custom-built to tie
into a specific retail design. The following fixtures are commonly found in retail stores: shelving,
gondolas railings, four-ways, round fixtures, bins, baskets and tables. The type of fixturing used
will depend on the product and its presentation method.
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.
Fixture planning is a complex activity restricted by the extreme diversity of workpieces and
several environmental factors including machine tools, assembly tools, grasping devices, and
cutting tools. Fixture synthesis methods including geometrical analysis and fixture assembly
planning are surveyed. The implementation of CAD-based and Web-based fixture planning
systems is discussed in respect to their reasoning methods, functionality, limits and potentials.
A novel fixture planning system is proposed and further research activities are identified.
Fixture planning determines precise locating and rigid clamping of a workpiece according to
workpiece’s design and process requirements. The locating planning chooses surfaces on the
workpiece as locating planes and selects suitable fixture components for locating these surfaces.
Locating surfaces are classified as plane, pin-hole and external profiles.

Commonly used fixture locating methods include:
1. 3-2-1 point locating for prismatic workpieces, it uses three locators on the primary locating
surface, two locators on the secondary locating surface, and one locator on the tertiary
locating plane;
2. One plane and two pins locating for general parts with two holes. It uses a primary
locating plane, a primary pin, and a secondary pin to restrict the freedom of a workpiece;
3. V-block locating for external cylindrical parts. One wide V-block or two short V-pads may
be used to hold the workpiece. The clamping methods can be summarised as top clamping

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