Ancillary Retail

MAY 2018

Ancillary Retail magazine is the retail industry’s resource for ancillary income markets. Ancillary Retail will provide relevant news, best strategies and practical tips to help developers and retailers grow and sustain successful businesses.

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28 Ancillary Retail | May 2018 Second, the fixture should facilitate the customer's easy identification and location of the item that is most ap- pealing and, consequently, most like- ly to be purchased. There are many ways to accomplish this and the best way will always be situationally de- pendent. The fixture designer must contend with one set of problems if the products displayed are uniform, or difficult to differentiate, and anoth- er set of problems if there are many sizes, shapes and package styles to be presented. Ultimately, this problem is solved by integrating an organization- al strategy into the physical design of the fixture. Onboard lighting is a valu- able tool that can further focus atten- tion on merchandise while also pro- viding aid that helps customers find the exact item that suits their need. Wear and tear is a very important consideration for the designer. Fix- tures that look care-worn or dog-eared devalue the merchandise they carry and quickly become a sales deterrent. Anticipating the kind of wear and tear that a fixture will suffer over its life is key. Damage may come from im- pact and abrasion that is unavoidable. However, if products or display sam- ples contain liquid, or other substances that can damage a fixture's finish, steps must be taken to specify construction materials that anticipate that event. Established guidelines that result in good fixture design should always be employed during the creative process. For instance, a fixture should never locate saleable merchandise close to the floor; there is a subliminal percep- tion that these goods are of low value. Likewise, shelf space on a fixture that is above head height gets the limited attention of shoppers because it is out of reach and therefore unavailable. Merchandise zones on fixtures are from thighs-to-the-eyes while display zones are above. When evaluating a fixture's effec- tiveness, consider how well the mer- chandise presentation communicates with customers. Good communication means that within 3 to 5 seconds, a customer passing by will understand the nature of the products on display. Within the store, signage must be kept to a minimum; good fixture design can employ logos, tag lines and limit- ed text. Place informational copy that supports a merchandise presentation in brochures and take-away collateral, not on the fixture. Thematic stores, which are so com- mon, provide an opportunity to tell a story by engaging customers in a vi- sual dialogue. This is an opportunity that should never be missed because of its branding and selling power. Moreover, creating fixtures for highly thematic product lines allows the de- signer to be truly innovative while still observing best practices such as those described above. The candy store designers of the ear- lier example brought a variety of pow- erful tools together to give life to their client's store. The client's store vision is a world based on a coloring book character — hence the black and white backdrop. With the theme established, designers created three-dimensional renderings and built miniature models which, when used together, facilitated visualization of the store and its fix- tures. The influence of the inspiration board, the product line review, render- ings and models are expressed in every aspect of the completed store. While the models shown here were created by highly skilled professionals that may not commonly be available, digi- tal artists with sophisticated rendering capabilities are, and they're affordable too. (Developers will certainly require Completed store design for Shelby's Sugar Shop. Shelby's opened four locations in December 2017, including stores in Westshore Plaza in Tampa, Florida; Cottonwood in Albuquerque, New Mexico; and Great Lakes and Southern Park in Ohio. A physical model, in miniature, that shows a complete merchandise presentation. DESIGN

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