Store Fixtures

Guide to Finding Store Displays and Fixtures

Great resources to optimally display your merchandise
By Deborah Kurfiss

Your inventory is critical and your space and location are important, but don't underestimate the importance of the image and the feel you project to your customers through your store fixtures. Often when retailers rent space, they may inherit lighting, displays and even furniture. If any of this fits in with your store's image, by all means use it. But if not, it is worth the investment to buy what you need to project your brand and to give your customers a comfortable buying experience. When selecting store displays and fixtures, you will want to consider:

1. Your image. If you are selling handmade folk art you will choose very different displays than if you are selling electronics.
2. Optimum space and paths through the store to give your customers a comfortable buying experience and guide them efficiently through the store
3. Your budget. Buy what you need, but be creative in order to keep down your expenses.

Action Steps

The best contacts and resources to help you get it done

Project the right image Consider what you want your store to say to customers. If you are selling expensive jewelry, you will want to highlight individual pieces with a lot of space, using velvet pedestals or displays rather than paper cards. If you are selling handicrafts, you will want to buy well-chosen wooden displays and furniture rather than the glass and chrome you might choose if you are selling computers.

I recommend:  To learn more about branding before you set up your store, you may want to read a study from Dartmouth College that examines retail branding including store atmosphere.

Choose your displays There are many, many vendors who sell store displays and equipment online, so no matter where you live, today it is easy to find good displays and equipment.

I recommend:  For most of your store display needs from slatwall to showcases, check out Store Supply Warehouse, Grand and Benedicts and Daniels. You may also make some surprise finds of shelving at Ikea and The Container Store. If you are specifically looking for jewelry displays, take a look at Nile, Allen Display and Fetpak.

Lighting is critical You can have the best displays and merchandise in the world, but if you don't light your merchandise properly, you won't reach your optimum selling potential.

I recommend:  Try the retail lighting section of elights.com or Pegasus Associates. And remember, if you are selling fashion products, install flattering lighting.

Don't forget bags, boxes and packing materials Keeping up with your bag and box needs doesn't have to be a chore. It pays to buy attractive bags printed with your logo, particularly if you are in a mall where customers carrying your bags from store to store provide on-the-spot advertising.

I recommend:  You will find a good selection of bags and boxes at some of the sites listed in the Display section of this Guide. Also take a look at Bags on the Net and Uline.

Tips & Tactics

Helpful advice for making the most of this Guide