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04/25/2023

Store fixtures are crucial for any retailer and do more than hold products. These valuable marketing tools have the power to help customers shop efficiently or continue browsing — both of which can increase your bottom line. While you could buy new or used fixtures, the only way to make the best use of your sales space is with custom retail fixtures.

The right displays will help you attract customers, drive sales and increase brand awareness. Here’s how custom retail fixtures can improve your sales.

Why Fixtures Are Important for Your Retail Store

Custom fixtures are crucial for your retail store for the following reasons:

• Meet your specific display challenges: Depending on your store and items, you might want to present multiple products on a shelf, facilitate cross-merchandising, enable customer interaction or keep merchandise secure. Some stores also have thousands of different SKUs and multiple but separate merchandise departments. Fixtures can help you meet these display needs while making an eye-catching visual impact.
• Create efficient traffic flow: Whether you have heavy and bulky items or small and expensive products, custom retail fixtures can ensure they fit like a glove in your store. With a customized design and construction, these displays can be tailored to fit precisely, allowing the fit and scale to give your store structure and create a welcoming space. How you design your displays defines traffic flow throughout your store and affects customer behavior.
• Promote new and seasonal products: Custom displays can help you highlight new items while promoting their features. You can also sell more seasonal goods, whether promoting beach towels in the summer or fleece blankets in the winter. Placing displays in the right area can help you sell these items more quickly.

How Custom Fixtures Can Help Improve Sales

While e-commerce has increased considerably over the last decade, in-store advertising remains crucial. Shoppers tend to buy more while shopping in a brick-and-mortar store and are more likely to make impulsive purchases in-store than online.

A significant reason for this improvement in sales comes down to in-store fixtures and displays. Here’s how custom fixtures can improve your sales:

Promote Merchandise

Custom fixtures promote your merchandise and inspire buying decisions. Instead of placing items to compete for attention from densely packed shelves, you can set up displays in high-traffic areas where shoppers are more likely to notice them. Marketers often use custom displays to drive sales for new and seasonal products, but they can also use them for:

• High-end products: Often, shoppers want more information before purchasing high-priced items. You can use custom fixtures to inform your customers about high-end products so they feel more confident about buying.
• Complementary goods: You can’t have hot dogs without buns or coloring books without crayons, but these items aren’t always displayed next to each in the store. Visual displays help you promote products shoppers often purchase together. The convenience can make customers more likely to choose both items.
• Promotional items: Custom fixtures can help you promote sale items in a prime place where shoppers will notice.

Promoting your merchandise can increase your sales and entice customers to return. One study found 69% of shoppers saw in-store product advertisements, with 61% purchasing the items. It’s clear that in-store advertising is an effective way to boost sales.

Increase Brand Awareness

While you can order pre-made fixtures in various colors or finishes, your brand is more than your logo. Custom fixtures enable you to use the exact colors, patterns, finishes, shapes and materials to express your store’s style and atmosphere. Creating a good first impression that reflects your brand can contribute to a more memorable customer experience.

You can also customize your fixtures to direct and control traffic flow through your store, influencing customer behavior and making the experience as informative or engaging as they expect. While you might design tall fixtures in a warehouse-style store, you should stay low in an intimate setting to increase visibility and shopping efficiency for a better customer experience.

Increasing your brand awareness can ensure customers return again and again, improving your bottom line.

Inspire Impulse Purchases

Your custom fixtures can grab customers’ attention and entice them to make impulse purchases. One study of over 3,000 shoppers found that 82% of purchase decisions were made in the store, and 62% made impulse purchases. In-store promotions influenced shopping and 16% of unplanned purchases.

Items that sell well near checkout and other high-traffic areas include snacks, clothing and home goods. Candy bars, chips and wrapped cookies are excellent impulse-buy items you can promote with custom displays. Similarly, you might arrange clothing accessories near cash registers as impulse items to help customers complete their looks.

What Type of Fixtures Can You Use?

Your store can take advantage of so many types of fixtures to improve sales and increase brand awareness. You’ll want to display your merchandise as shoppers would actually use it. Mannequins for clothes, tables with dinnerware and tech displays with LED innovations can create memorable engagement.

As your store evolves, so will your shoppers. Fine-tuning the customer experience is crucial for your long-term success. Examples of fixtures you might use in your retail store include the following:

• Multi-sensory: Experiential retail is prominent right now, with interactive and high-tech displays enticing people to physical stores. In 2021, JRM Construction Management created a multi-sensory experience for the flagship NHL Shop in New York City, allowing hockey fans to connect with their favorite teams. The fixtures include 28 high-definition video walls showcasing real-time content from the NHL for fans to enjoy while shopping.
• Interactive: Displays that allow customers to interact with products and learn more about them can drive sales. For example, JRM completed work on a showroom for the fitness retailer Peloton, complete with state-of-the-art displays and fully interactive touchscreens. These fixtures allowed customers to browse the latest products and equipment easily and make informed, confident purchases.
• High-end: Elaborate fixtures like floor-to-ceiling windows and brass staircases can transform your retail store and boost brand awareness. Our project with Gucci included high-end finishes with architectural metals and custom millwork to entice customers and reflect the brand’s elegance.

Consult the Experts at JRM Construction Management for Your Display Needs

Custom fixtures can do so much for your retail store, whether boosting sales or driving your brand awareness. When you’re ready to upgrade to more innovative and engaging displays, trust JRM Construction Management. We deliver excellent projects on time and within realistic budget estimates. Our expertise ranges across all industries, including complete builds, interior redesign and building upgrades.

View our recent projects or contact us to learn more about our construction management and general contracting services.