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I
have a standard metal gondola system in my store but it
is old and showing signs of age. What are my options?
The
one thing to remember about a metal gondola is that it
often lasts a long time and still performs as required.
When it begins to show signs of wear, it can be
repainted at a low investment cost. However, keep in
mind that repainting can be time-consuming — you will
have to remove all of the products from the shelves and
scrape, sand and prime the surfaces before painting with
basic metal enamel paint.
Repainting
will allow you to change the existing color for a fresh,
new look to your displays. When choosing new colors, it
is a good idea to keep to the light ones instead of
darker. Darker colors will make the fixtures appear
heavier and bulkier. Lighter colors will give an airier,
more open look to your store. Consider some of the
speckled stone-effect paints for added durability.
An
option to repainting is to replace some gondola sections
used in key focal areas of the store with newer
fixtures. The older fixtures can be used in
less-traveled areas of the store, not on main aisles or
in the front.
Another
option is to simply replace the front endcaps with
different fixtures in different colors and materials.
The
customers eyes will definitely be drawn to these areas
first.
How
long should my fixturing last before it needs to be
replaced?
This
question has several workable answers based on the needs
and budgets of a specific store.
Typical
metal gondola seems to last forever. As it can be
repainted many times, its estimated life span can be as
much as 10 years or longer. You will usually tire of it
before it wears out!
If you are opening a new store, keep in mind that you
can start with used metal gondola. It is always less
expensive. It may need a new paint application, but
small dents can be ignored since most of the surfaces
should be covered with products anyway.
Slatwall
is a different story. These panels are most often used
for displaying smaller peggable merchandise. It will
show wear based on the quality of its finish, as well as
the material from which it is made. One substrate is
laminated fiberboard, which is not as durable as
plastic-injected or metal materials. Fiberboard slatwall
will last longer with plastic laminate or low-pressure
(melamine) coating. The least durable slatwall is the
uncoated paint-grade fiberboard.
How
can I inexpensively add interest in my fixture program?
One
easy approach is to remove the existing endcaps and
replace them with new fixtures. There are many catalog
offerings in both wood and metal that can work just
fine. Metal is obviously more durable than wood. But
keep in mind that worn wooden units appear to be older
and possibly have an antique appearance. An example of
this is stackable wooden crates. They come in different
shapes and sizes and in many different colorations of
stains. They will stack easily to display smaller items
grouped together or can be used as bases or pedestals to
highlight a key product in a display setting.
Consider
using a workbench, new or old, to display tools on
pegboard backs. Arrange tools on the top service area
and on the shelves below. Hang a shop light over the
bench to put light on the subject while keeping the
working shop theme.
Another
interesting approach is to use a different type of metal
fixturing such as baker’s racks, industrial
scaffolding or stock shelving. Visit different stores to
compare a variety of options. For example, auto-parts
stores often have vendor displays or custom-fixture
endcaps. Hardware or home-building center stores will
build endcap displays with a variety of materials and
even cross-merchandise the actual products presented.
Housewares
in specialty or department stores often utilize chrome
racks on casters, metal bins and even plumbing fixtures
for their displays. Liquor stores use barrels and custom
wooden caseworks.
Take
a look at apparel stores that have heavier industrial
fixture designs used to display athletic, young men’s
or outdoor wear. The program used for Carhart is a
perfect example of this crossover.
The
objective here is to go outside of the rental industry
to see what
other
vendors are doing to add visual excitement to their
stores. The most unique approaches and solutions will
typically come from another industry. Use your
imagination and don’t be afraid to be creative.
How
useful are platforms or build-ups in rental stores? And
what should I build them with?
Platforms
serve four very special purposes in stores. First, they
identify an area and separate merchandise groups.
Second, they define areas where if products were simply
located on the floor, they would tend to wander. Third,
they elevate merchandise in window areas and make them
closer to the customer. Fourth, the finishes and
materials used in the fabrication of the actual
platforms offer color changes and different textures for
visual interest.
Platforms
are typically fabricated from wooden materials for the
basic structure. The options on the outer coverings can
be carpet, tile, wooden planks or metal sheeting. The
edges are often trimmed in wood or metal angle iron.
How
can I find a source for fixtures or a fixture supplier?
Trade
shows are a very big resource for display fixtures. The
largest show in North America, GlobalShop, is held each
year at the end of March at McCormick Center in Chicago.
If you have a convention center in your area, call for a
listing of all the upcoming shows.
Most
cities have fixture distributors that carry a wide
variety of products. Check out the Yellow Pages under
Store Fixtures or similar headings for display units.
Most dealers will stock various metal shelving or even
gondola systems. In larger cities, there are used
fixture sellers that will buy from closing or remodeled
stores.
A
good do-it-yourself way to find display items is to look
for store closing signs. Retailers generally sell off
the display fixtures once the majority of merchandise is
gone, and costs can be extremely low.
Trade
magazines also will have advertisements from resources,
both new and used.
When
you see a display that is different or that interests
you, make a quick note or sketch. Cut out magazine or
newspaper photos that you like and start a file entitled
“Store Design Ideas.” Whoever would have foreseen
that one day Old Navy would have an old pickup truck in
almost every one of its stores? Just keep this in mind:
it worked!
Can
I mix different types of fixtures together in my store?
Yes,
you can, but make sure it delivers the right message. An
eclectic mix can work and is used by many retailers
today. However, you must always keep your image in mind
and complement the merchandise to the combination of
displays used.
A simple way to create interest is to use different
fixtures or different colors of the same fixture to
create separate departments within your showroom. Using
this technique, a bridal display can be made quite
different from a dinnerware arrangement, and residential
tools can be visually separated from commercial or
general contractor items. |
