Merchandise Placement and Custom Store Fixtures Catch Shopper Attention

By Steve Di Orio
Posted in Store Fixtures
On November 18, 2011

In July 2011, Retail News Update published an article which provided examples of the ways merchandising plays a role in private label brand growth. The takeaways focused on the placement and use of colored or custom store fixtures regardless if you have a private store label.

The article supported the use of custom store fixtures to create decisive and deliberate product placement rather than cluttering. As it stated, you want the shopper to find what they need quickly, so that they use the remainder of their shopping time to browse and purchase more.

Color can play a major role in de-cluttering a store. The article cited Dorothy Allan, Vice President of Business Intelligence for Crossmark. Allan described their annual store walk during Christmas,“The majority of stores were ‘painted’ with red and green displays. Four months later, the one I still remember more than any other was a gum display. It was light blue and had a great offer and true appetite appeal. It certainly broke through the sea of red and green.”

Here are some tips for effective and deliberate merchandise placement:

  • Avoid overloading on seasonal decorations. Instead, designate a specific area for seasonal items.
  • Strategically utilize brightly colored shelving, custom store fixtures, and a unique checkout station to maximize impulse sales.

Two other great takeaways from the article were:

  • Use custom made wine and liquor store fixtures to make a category destination for wine and liquor connoisseurs.Use custom store fixtures  to create engaging placement or category destinations, such as a dedicated in-store destination for wine products. This will help promote a warm and inviting shopping environment.
  • Use end cap displays effectively. As Jeff Weidauer, Vice President of Marketing and Strategy at Vestcom, stated, “One of the more successful implementations we’ve seen is to include a private brand product as a tie-in to every end cap in the store.” This is not only a great idea for private label products, but also for sale items, new merchandise and more.

Need help with planning your retail store and creating custom store fixtures? Contact the experts at Handy Store Fixtures today.

 

Read the full article at Retail News Update.

Steve Di Orio

Steve Di Orio

Steven DiOrio has been with Handy Store Fixtures for over 11 years. After becoming the Marketing Manager in 2006, very recently he was named Director of Marketing. Currently, Steven is pursuing his MBA from Montclair State University with a specialization in Digital Marketing. When not at work, he loves to travel, play golf, exercise, and talk all things search engine marketing and retail display tips.