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Best Buy

Uses fixture to draw customers inside



When Best Buy (Eden Prairie, Minn.) set foot in Manhattan in 2002, the consumer electronics retailer not only needed a store that would appeal to sophisticated Big Apple tastes, but also a merchandise presentation that would attract customers inside and up and down the two-story Chelsea location.

“We were trying to get people in the door,” says Chuck Lee, Best Buy's director of display design, “and then entice them to explore the rest of the store,” which includes a street and lower level.

The solution was an interactive digital-platform fixture display (named Chelsea Digital Fixture, after the store's neighborhood), placed at the entrance and featuring eight freestanding fixtures, arranged back-to-back in four groups. The fixtures are placed in wide aisles and display some of the retailer's digital products, including cell phones, camcorders and digital cameras.

Each 5-foot-tall fixture is comprised of aluminum, laminated particleboard and acrylic and designed to feel “techie” and fun. Interchangeable tops with perforated aluminum shelves or panels can be removed or changed out to accommodate evolving product mixes.


Fixtures are wired for security and can handle a variety of power levels and video signals, allowing for live presentations of products. “Sales associates can stand out in front of the fixtures and comfortably discuss the product with customers,” says Lee.

The positive sales results have helped cement the specialty retailer's commitment to New York, where additional Best Buy stores are already planned.

“The store has exceeded our expectations in foot traffic,” adds Lee.

Client: Best Buy Co., Eden Prairie, Minn. – Chuck Lee, director, display design; R.J. Fortmann, Fred Mueller, Chris Doepke, Adam Lofgren, senior designers; Jay Hornblad, Emi Yasaka, Dan Breunig, Eric Lagman, Julie Barker, Ethan Ably, Diana Ko, display designers

Suppliers: Retailer Services Corp., Anoka, Minn. (fixturing); Acrylic Design, Plymouth, Minn. (signage)




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