Dear New Store Owner

Congratulations, you’ve decided to be a “shopkeeper”…that means you want

to be a “customer-keeper”. To help you get started, we put together a list with

items to think about, as you get ready to get your store going.

At this point, you have:

- Picked your location and selected vendors you are going to represent. 

- Done competitive shopping, and with some creativity and common sense,

  you know what you like or dislike about their stores, and have applied this

  knowledge in putting together your store plans. 

- Created a brand image of how you want your customers to perceive your

  store. The exterior and interior of your store reflects your store identity. The

  merchandise you intend to sell fits this image.

Now, how can Carlson JPM Store Fixtures help you?

Let’s think about your store by dividing it into sections:

Entrance

What will make your customer take the first steps into your store? Some

suggestions would be a floor-standing signholder or an easel near the

entry, perhaps a feature table or a smaller floor fixture displaying some of your

latest (or hottest) merchandise. If you have windows, you can play with color

and textures using mannequins, banner stands and signs, keeping product

trends and your brand image in mind.

Floor

Utilize a planogram – you don’t have to be an artist – circles and squares work

just fine. Layout your departments or merchandising sections with the

customers’ view in mind. Identify focal points to place feature products and

imagine how they would look from the store entry or the department entry. Be

conscious of sightlines – theirs and your staff. Graduate in height from centerline

to side and back walls. 

Do you need showcases? Are you selling jewelry or electronics? Those are two

instances when you need to consider this type of a display case. Showcases are

manufactured with a variety of glass depths, from extra vision cases that

have a 32” high glass area to 12” high glass in jewelry showcases.  

Apparel racks and floor merchandisers are available in many styles – each

created with display focus in mind to present your merchandise in the best

possible way. There are feature fixtures – two-way and four-way racks –

as well as capacity racks. Boutique looks are available with rack systems.

 

Hard goods display best on metal gondolas that utilize end caps for feature

displays. Slatwall floor merchandisers are another great alternative to maximize

floor square footage.

 

Walls

Depending on your brand image and merchandise, you have many choices for

wall displays. 

 

One of the most popular merchandising wall system is slatwall. This system

comes in many finishes and accessories including shelving, hooks, wire baskets,

acrylic display holders, faceouts and more. 

 

Another system is known as gridwall. It also comes in different colors and a full

line of accessories.

 

Wall standards (perimeter hardware) can be surface-mounted or recessed into

the drywall installation. Light duty to heavy duty standards are manufactured

out of steel, which is normally finished in zinc, polished chrome or black.

Accessories available include shelf brackets, faceouts, garment rods and

hangrails (also known as crossbars).

 

As with the floor, using a planogram will help you divide your walls into feature

areas or sections. Within each feature area, create a merchandising display

that is in balance within itself and the floor area in front of it. A customer sees

your store from front to side or back but also from side or back to front.

 

Cash Wrap

The placement of a cash wrap depends on your store layout and the products

you sell. A cash wrap can be very utilitarian or custom depending on your

brand image. 

 

When placing the cash wrap make sure your sightlines are clear of support

posts or tall displayers and that you have a clear view of the store entry. This,

along with security mirrors and door chimes followed by a friendly greeting

from a member of your staff will discourage shoplifting.

 

Stockroom

In the back, organization is key to keeping the shop looking and operating at

its best. Making sure your staff has a place to relax and recuperate on their

break will help them be more alert and energetic when they go back on the

sales floor. 

 

Also remember to find a home for your store supplies, display materials, and

cleaning tools. They all need storage locations with easy access.

 

When merchandise comes in your back door, does it have a shelf or rack to go

 on until it is inventoried and tagged for the floor? What about a worktable

with its necessary supplies? Do you need a Z-Rack or a merchandise cart to

move merchandise to the floor?

 

We hope this list helps you get started on this new venture. For additional ideas

on fixtures and merchandisers check out our Product Checklists, they offer more

details on types of fixtures needed for specific stores. Know we are here to help

in your store’s success every step of the way.

 

Sincerely,

Carlson JPM Store Fixtures Team

 

About the author of this article: Carlson JPM Store Fixtures is your Ultimate Retail

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