Defining the retail environment
Without fixtures, a store is not equipped to function. Just like an interior designer furnishes a home, so the store planner must consider the specific purpose of each type of fixture which is designed to display a variety of products. Purchasing retail fixtures, whether custom or standard line, is both an ongoing and a long-term capitol investment. Even though retail is a dynamic, ever-changing industry, fixtures must perform effectively and efficiently for as long as possible.
An overarching concern in the fixture purchase is the need to establish the store atmosphere and the brand image of the whole company. Small retailers may often benefit from standard line or fixture systems that have been designed to present a cohesive look by taking the guess work out of the process. While planners with larger budgets seeking custom work must design the fixtures with the overall retail environment dictating the style, the finish and the materials.
Other considerations when making a fixture purchase include purpose, function, durability, style and fabrication. Determine whether or not they are adaptable for different uses. And, with a limited budget, the more versatile the store fixture, the better.
Generally, the type of fixture most stores rely upon falls into three categories:
CAPACITY FIXTURES>> Large display units merchandise greater quantities and usually feature one product style. Since they occupy the most valuable real estate in a store, they should be positioned toward the back of a department or the rear of a smaller store.
FEATURE FIXTURES>> These merchandisers display highlighted product categories and thus hold fewer items. Units of this type make shopping easier by displaying coordinated outfits and smaller groupings.
BRANDED SIGNATURE FIXTURES>> The unique design of one or two unique fixtures positioned at the entrance to a store or department sets the whole tone of the retail environment. The one-of-a-kind fabrication simply attracts shoppers to the store.
Finally, fixtures should always be dusted, polished and clean communicating that the product they feature is of good quality. The units should never be overstocked or in disarray preventing customers from seeing the product.
Defining the retail environment
May we offer you some apple pie with your flag? You might consider a slice as you salute the new jcpenney logo with its proud American heritage reference and the recent thrust to create an all new shopping experience. According to its press release, the effort to change brand identity in every aspect of its business is in order to reclaim its birthright and become America’s favorite store.
A major facet of the re-imaging campaign involves designing a new retail environment from lighting, to signage to fixtures. The core feature is a Town Square which offers a series of services for customers to enjoy while they absorb the experience of the revamped atmosphere.
Meanwhile, according to the April VMSD magazine, McDonald’s, America’s iconic fast food restaurant, seeks to become a place to relax and enjoy the all new and modern atmosphere of a totally remodeled and modern dining environment.
Regrettably, I’m old enough to remember my very first McDonald’s burger during a visit in the late 50s with my aunt and uncle. And few among us, who have lived for decades, can forget the Penney’s catalog as a staple for back to school shopping.
What these two iconic American retailers have in common is the trend to create a retail environment that causes consumers to slow down, possibly unplug, and just enjoy the experience of getting out, whether for eating or shopping. And, even more importantly, support theUSeconomy as they hearken to their solid American roots.
It will be interesting to watch how America responds. In the meantime, I need a scoop of ice cream for that slice of apple pie.
Defining the retail environment
Many elements contribute to the decision of how and what consumers buy. But, researchers find that the strongest influence is perhaps visual and the factor with the greatest impact is color.
For years, retailers, market researchers and behavioral psychologists have been identifying colors and color combinations in conjunction with the effect they have on shopping habits. For example, studies show that red-orange, black and royal blue colors tend to influence impulse shoppers while budget-minded consumers are drawn to pink, teal, light blue and navy. Those considered the traditional buyers respond best to pink, sky blue and other pastels.
According to Laurie Pressman, vice president for fashion, home, and interiors for PANTONE LLC, people make such a visceral or emotional response to color, it should be strongly considered as an intrinsic part of the retail environment.
Pantone, considered the worldwide authority on color, has identified Tangerine Tango as the 2012 color of the year. With its strong reddish orange, the bold color gives a boost of energy needed to move forward during challenging times. It’s magnetic qualities will no doubt draw the consumer into whatever retail setting brave enough to send this dramatic, yet seductive message to shop and then to buy!
Here are some additional colors for consideration when outfitting your retail space:
RED/ Excitement, strength, passion and love, anger, vigor, danger
(Red is good for spot attention, but not for over saturation.)
YELLOW/ Knowledge, joy, intellect, youth, happiness, warmth
GREEN/ Fertility, wealth, healing success, growth, relaxation
WHITE/ Purity, healing, perfection, clean, virtue
BLUE/ Trust, wisdom, dependability, reliability, calm, peace, cool
BLACK/ Fear, secrecy, formal, luxury, sophistication, elegant
ORANGE/ Creativity, vigor, unique, stimulate, playful, vibrant
PINK/ Soft, sweet, nurture, security
GRAY/ Balance, affluence, neutral, uncommitted
BROWN/ Roots, stability, comfort
Color has a far greater impact on retail and selling products than might be considered. So, whether you are remodeling your retail setting or opening a new store, from the walls, to the floors, the fixtures to the products they merchandise, think about color first.
Defining the retail environment
A retail store fixture is just one of the five elements of visual merchandising. The other core components include store design, store layout, signage and display. Together they represent the visual merchandising of a retail space. Thus, the #1 reason to do visual merchandising is to sell product.
A successful store design positively impacts buyer behavior the moment a customer puts the first foot in the door. That's why today's store designer is more than an interior designer or an architect. The retail designer is responsible for creating an atmospere to display product that influences buying decisions. The foundation of store design encompasses everything from lighting to color, furniture to fixtures and most of all, the know-how to sell merchandise.
Good store layout creates a floor plan that not only moves the customer effortlessly through the front to the back of the store, but adds to the stimulation of sales. It is crucial, therefore, to utilize 100% of the selling space. Using a floor plan drawn to scale, the retailer can experiment and adjust placement of fixtures, platforms, display cases and merchandisers before ever putting them on the floor.
Store fixtures are manufactured in a wide variety for product presentation and are the work horses of the retail space. The best designed fixtures now display merchandise for sale, as well as create a decorative element in adding to the overall atmosphere of the retail selling environment. Fixtures often are part of producing interesting focal points throughout the store. Use smaller fixtures to highlight the newest and most exciting product trends and position them where they are easily shopped. Fixtures should not be overcrowded with too much product, overcomplicated with too many differing products or overdramatic with too many varied colors. Also, one or two styles of fixtures is fine, but too many different types in a small retail space detracts from the merchandise and is uncomfortable for the shopper.
The customers first impression of any retail space is most likely derived from the sign at the front of the store. The sign conveys both brand identity and image of any store. One look at the golden arches and you can almost smell the french fries! Every sign in the store should reflect a cohesive brand image throughout the retail environment, communicating effectively with the customer.
While each of the individual elements of a retail setting--
- Store design
- Store layout
- Retail fixtures
- Signage
- Display
are all important elements, they should never conflict with the primary focus of the merchandise you are selling.
Defining the retail environment
Today's sophisticated store environments continue to reflect the classic style of wood fixtures. After decades of looking at the shimmer and shine of chrome and the gleam of clear plastics, today's retail environments reflect a continued emphasis on the richness of wood. Wood is a luxurious material with nature's many patterns and grains in a broad palette of tints and shades which can complement almost any store design.
With the average life span of about 8 years for custom fixtures, wood is one of the favored materials for fabrication currently in use in the industry. And, with trends continuing to mix varieties of texture and style, wood blends very well with most established retail settings.
Record numbers of companies are showing wood fixtures and there is additional emphasis on furniture-like fixtures that can be strategically placed to add interest and character to the retail atmosphere. With less and less emphasis on the visual decor used fity years ago, the elegant look of wood becomes a focal point as well as a functional merchandising platform.
Wall units today are enriched with beautiful panels and moldings that create visual breaks the heavy product displays often necessary with smaller square footage of the retail store.
Wood is natural, real and creates an ambiance of warmth, luxury and comfort in the store setting.
Defining the retail environment
Wood Grain>> Has, is and will always be the most inviting look for retail environments.
All American>> From the forest to your shop, wood is a thriving American industry that does not require crossing borders or oceans.
Function>> "I sell everything including kitchen sinks." Wood can accommodate any merchandising requirement.
Price>> Individual fixture, full store installation or single item rollouts, wood is a low cost solution.
Custom Finishes>> "Does that maple pedastal come in purple?" Yes it does. Paints stains, foils, antique, textures, laminates, papers and vinyl--you can do it all with wood.
Custom Sizes>> "Can I get it an inch taller, 3 inches deeper and wide enough to hold all of my 49" shelves?" Yes you can. "Will I have to wait longer for the custom sizes?" No you will not.
Custom Pricing>> The clear coat finish on Walnut Burl Veneer is out of your budget; there's a melamine for that. Wood finishes have many, many alternatives for different budgets.
Style>> You name it--contemporary, country, rustic to "you know, like that Armoire we saw at Hearst Castle." If it's important to your sales, it's possible in wood.
Lead Time>> One table to 1000s of cabinets, wood is available, machined, assembled, finished and shipped quicker than metal and plastics in almost every case.
Function>> "I sell everything including kitchen sinks." Wood can accommodate any merchandising requirement.
GREEN>> Hug a tree; cut it down; grow another. Wood is sustainable, renewable and recyclable.
Defining the retail environment
Retailers concerned about changing the store environment to attract shoppers should consider the exclusive offering of the K-Line designed and engineered by Corman and Associates.
This new line is: easy on the budget, easy to ship and easy to assemble. What could be easier? You can refresh and refit a retail setting without sacrificing style and durability using this new concept in fixtureing. They are more affordable because they ship flat. More affordable because they have a custom fixture look at a standard, in stock price. And more affordable because they easily assemble without hardware, saving on installation costs.
Other cost effective advantages of updating your retail space on an "economy-friendly" budget include:
- Increased merchandise ROI.
- Multiple standard melamine finishes including maple, gray, black and white or two-tone combinations.
- Paint finishes for easy adaptation to new products or locations.
- Modular flexibility.
- Sturdy, durable construction.
- Adaptable for POP, slots, accessories etc.
Defining the retail environment
Wood fixtures create a warm and inviting atmosphere that consumers unconsciously gravitate to. After months of denial, many shoppers are once again filling malls and stores across the nation. People simply need to replenish.
Indicators are, says The New York Times, that consumers are buying clothes, jewelry and even cars. More than fulfilling basic needs, shoppers are also going to the store for an experience, to be entertained and to just do something that doesn't cost a lot of money like a vacation.
One sure way to attract shoppers is with wood retail store fixtures. In an unstable economy, wood fixtures create an atmosphere of stability, reliability and longevity. A wood display is easy to see and a magnet to shoppers for your merchandise in the middle of a sea of chrome and glass. The wall unit shown above is a perfect example of the tone set at Lexington's historic Idle Hour Country Club where cormans outfitted the club's Pro Shop.
Whether a wood floor in a new home or the beautiful wood grain of an elegant dining table, wood makes a lasting impression. So will your store and your merchandise when presented on wood display units.
Visit www.cormans.com for many exciting solutions to create retail environments that attract shopers.
Defining the retail environment
Tip 1: Embedding Video into Your Blog
To embed a video like the one above, you'll need to do the following:
- Most video sites like YouTube have an "embed" source code that you can copy and paste. For YouTube, this code is listed just to the right of the video itself, under a person's username.
- Open up the HTML Editor in HubSpot by clicking the "HTML" button in the toolbar. Then, paste in the source code at that point of the article you'd like the video to show up.
- Save! This tip will work on the rest of the CMS as well, not just in the blog. Just click on "Add Module", and add an HTML module. You'll be able to paste in the source code directly, and the video will exist as a stand alone module on your site.
Tip 2: Automate Your Social Media Publishing
If you use the HubSpot blogging platform, then we'll be able to automatically publish your content for you. To set up Social Media Publishing, complete the following steps:
- We need to add your social media credentials before we can automate your blog publishing to their feeds. Under the Promote tab, open up HubSpot's Social Media application.
- Click the "Social Media Accounts" button. When prompted, add your credentials for the social media sites you'd like to publish to.
- Once your credentials are entered, head back to your blog's homepage and click on the "Options" link (to the right of the "Create Article" link).Your blog options will appear.
- Click on the Social Media Publishing tab. Under Social Media accounts, check off the boxes of the social media feeds you'd like your blog to publish to automatically. Remember to click "Update" at the bottom of the screen.
- When publishing content to your networks, you’ll need a line of explanatory text to let people know what they’re seeing. To write this line, write your slug in the "publishing slug" field, directly above the list of your social media acccounts. This is the text that will appear in Facebook and Twitter along with a link to the blog article. For example, you might write "Check out my new blog post!"
Tip 3: Text Formatting 101
You can edit the fonts of your website by going to Settings > Template Configuration in HubSpot, and then click on "Advanced Configuration". Throughout this list, you'll see places where you can change the font of your different headers.
One caveat to this, however: The fonts you can use on a website are dependent on the fonts that are available on a visitor's machine. If you try to name a font that the user does not have on their computer, it will default back to something standard (usually Arial or Helvetica).
Most machines are preinstalled with dozens of fonts, so the trick is knowing which fonts are likely to be installed on which computers. For a list of the fonts supported on most browsers, view this article on Success.