It’s Personal

Everyone wants more for less these days – by necessity – and retailers are no exception. When we talked to them for our annual fixture industry report, they told us about their expectations for cost-cutting, design guidance and something akin to a Batphone wired directly to the vendor president’s Bluetooth.

Their vendors get that, and have adapted accordingly. And after the retailers spoke their piece, we turned to the vendors and asked them: “What one thing would you say your typical retail customer doesn’t know about the fixture business today?”

Some said “you get what you pay for”; others said “communication is key.” The usual suspects. But there was a more interesting theme running through the comments as well, which focused on customization.

“ ‘Custom’ doesn’t have to mean ‘expensive,’ ” says Adam Kamens of Amuneal (Philadelphia). Adds Rich Rollison from Megavision/MGM Solutions (New York): “A lot of retailers don’t understand the breadth of available finishes and materials available, even with existing designs. Creative modifications can guarantee the right look for their own brand.”

A visit to a manufacturer’s plant is the best way to get a deep dive into all its capabilities. Jason Floyd, director of store development for Gamestop Inc. (Dallas), makes plant visits every one to two years. Others do, too, but most don’t. And it’s the single best way to get a complete grasp on how your fixtures will be made and could be customized.

But even if annual site visits don’t make it through budget cuts, the point is that demanding retailers could stand to be a little more demanding, in asking specific questions about how to get the absolute best fixtures – or mannequins or signage or flooring – for their brand statement.

Maybe they think the budget’s too small for a custom look, or that it couldn’t be done quickly enough. Maybe they’re just too busy and prefer to place a stock order and be done with it. But as John Clontz of Madix Store Fixtures (Terrell, Texas) reminds us, “Store fixture selection influences shopping behavior. Drawing attention to and educating shoppers about the merchandise is as likely to lift sales as what you charge for what’s on the shelves.”

So ask your vendors, and see what they can come up with for you. Everything’s changed, and the vendors know it – and many have repositioned themselves to tackle the new reality full speed ahead. Tell them who you are, and who your customers are, and let them run with it. Make it personal.