How Do I Choose the Best Custom Fixtures for My Store?
Last year I visited Gulf Shores, AL and after an excellent supper overlooking the gulf, I walked into a gift shop that was nearby.
As soon as I stepped into the shop, I knew what to expect. Displays of items placed throughout the shop—popping up whenever there was a vacant square foot of floor space. Each display had dozens (or hundreds?) of regional items screaming out to be purchased. The only thing I wanted from the store was—to leave.
The best companies have discovered that the process of buying and selling isn’t about filling your store with fixtures that feature lots of product. In fact, as Walmart learned, it isn’t as much about high prices vs. low prices—it is about the customer experience. When choosing a fixture, determine if it enhances or detracts from the customer experience. For example, if you are selling the fine fabric from an Alpaca, it cries out to be touched. Choose fixtures that allow your customer to touch and feel this material. The customers’ ability to use their sense of touch enhances their shopping experience.
But wait, there is a negative point to be made regarding touch—and that relates to the practice of many fixtures placed too close together. In my example of the gift shop, there were so many displays that every time I turned around, I was bumping into some. I certainly did not like that aspect of touch! In fact, Shari Waters’ 8th way to turn off customers is to have aisles that are too crowded. This can ruin a shopping experience—even if the customer is interested in the product.
So, when the shopping experience is pleasant, customers tend to spend more in the store to make the experience last longer. It is a well documented fact that the longer a person stays in a store, the more likely they are to make a purchase.
Lesson to Learn—The first step in choosing a custom fixture or display is to determine how well it enhances the customer’s experience in shopping. Pay special attention that the display you choose does the best job of merchandizing your products.
Tags: fixtures, store fixtures, customer experience, display, retail selling