Steps for Success
2018 Merchandising Solutions 2017 Shop! ROI St ndards: Store Redesign : Space Management & Fixture Considerations to Maximize ROI
• Attract shoppers by creating stopping power and
standing out at the shelf. When it comes to fixtures
and displays, this includes considering color, shape,
messaging hierarchy, imagery, and shoppability.
• Cross-selling displays create a convenient shopping
experience that typically connects the center aisle with the
perimeter such as placing the Oreos next to the milk, for
example. Cross-selling displays make it easy for shoppers
to pick up items that go together. This is similar to how
online shopping works (e.g., “You might also like...” or
“Shoppers who like this also bought...”)..
• These displays are designed to persuade shoppers to buy
something—typically something not on their list already.
Placement within the store may come into play more
than design considerations. Just about anything placed
within the cash wrap area at the checkout is used to
suggestive sell, thus generate impulse buys.
• Retailers can use endcap displays to cross sell products
and preview what shoppers will find down the aisle.
This type of co-branded display creates a win-win for
the products to co-exist.
AS THIS WHITE PAPER HAS DEMONSTRATED, selecting the right merchandising fixtures can help to increase product
sales and thus maximize ROI, if planned, executed, and measured effectively. Nevertheless, retailers must pay close attention
to the overall in-store customer experience, which often dictates whether a customer will return to that store. Attractive fixtures
and displays can help create a more inviting environment for customers, but many retailers have considered fixtures to be
nothing more than a commodity.
CallisonRTKL Launches Visual Merchandising Services For Retail Clients
Worldwide, CallisonRTKL.com (2016)
IBIS World, Retail Store Fixture Dealers in the U.S.
Interviews: Erican Chiang, co-founder, Perfect Fit Meals;Brad Cox, director
of sales & marketing,Trion; Ken Kniffen, director of merchandising, Bashas’
supermarkets; Mike Niemtzow, CFO & founder,WindowsWear; Rich Wildrick,
director of engineering,Trion
Lesniak, Cheryl. Year in review: in-store merchandising. Retail Environments.
McMillan, Erik. If you can’t measure in-store merchandising you can’t make it
North American Retail Hardware Association’s (NRHA), Merchandising for
Shop! 2016Industry Size& Composition Study
Shop! 2017ROI Standards: In-Store Marketing Materials
Wood, Matthew. Can store design deliver increased sales and customer
loyalty? Off the Wall Co.
However, the trend is changing, according to Mike Niemtzow, CFO
and founder of Windows Wear. “People have thought about fixtures as
literally just tools to hold merchandise, but not necessarily represent
or reflect on the brand,” he explains. “There has been demand from
certain smaller retailers and brands to have more artistic types of
fixtures—fixtures that reflect who they feel that they are. They are
literally looking for artists that they feel are a good fit in terms of
creating fixtures that are still within their budgets but offer something
more than just a commodified fixture that can be purchased in bulk or
low price,” he notes.
To stay competitive, retailers need to incorporate more creative and
unique features in store fixtures and displays in order that customers
can experience the excitement and appeal that they are looking for in
While retailers can (and should) engage shoppers with creative
design, the overall marketing goal is to persuade them to buy. To that
end, following are several strategies to consider that can be used to
accomplish merchandising goals whether used alone or in tandem
(see chart at right).
Remember, while store footprints may be getting smaller and
budgets remaining tight, retailers can still make a big impact
on sales and ROI by employing some thoughtful merchandising
strategies presented here.