Don’t Let One Be the Weakest Link of the Chain Stores

By Steve Di Orio
Posted in Store Fixtures
On March 07, 2012

When you own a chain store, the sign on the outside of the building tells your customers what to expect on the inside. What happens when you can’t find the same size retail space, though? What can you focus on to make them similar?


Well, the first thing is the sign. Therefore, make sure that all chain store signs are the same color, size, wording, shape, etc.


Next, when the customer enters the store, they will feel more at home when they recognize the gondola store fixtures color and heights as well as the floor plan. If you can’t fit as many gondolas in the space, the feeling of the store is at least familiar.


Also, if you cannot have the same number of gondolas in a retail space, you have to decide on the inventory you carry. For this, many retailers follow an ABC method, meaning: A stores carry the most SKUs because they are larger while the B and C stores will carry less.


Still, while B and C stores have less SKUs they should never be out of the inventory they stock. You should realize that strategic decisions will have to be made on the right products to carry. You may even have to enlist the help of your customers by asking them if they don’t see something they want, ask for it.


For independently owned franchise operations, you should never make the image solely your own. Rather, either strive for uniformity in the image already created by the franchise or change the image slightly to cater to the clients in your area.


Remember this: There is a direct correlation between retail sales and the level of acceptance that a customer has for a store. So, it’s best to make all the links in the chain stores strong!


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Steve Di Orio

Steve Di Orio


Steve has been with Handy Store Fixtures for over 15 years. After becoming the Marketing Manager in 2006, he was named Director of Marketing. Steven earned his MBA from Montclair State University with a specialization in Digital Marketing in 2019. When not at work, he loves to travel, play golf, exercise, and talk all things search engine marketing and retail display tips.