A Word or Two About Fixture Mixture
by Mercedes Ross, merchandising consultant
To have an effective sales floor, it is vital to
have the proper fixture mix. What is a fixture mix? Well, if
you've ever wandered into a large department store and been confronted
with a sea of fixtures, all the same height and size, you've
seen the need for a good mix of fixtures. Without a variety of
heights and sizes, the consumer sees the sales floor as one mass.
All of the product on all of those fixtures becomes one solid
presentation... nothing stands out. If the consumer doesn't see
what he likes at the "edge" of the sea, all of the product deeper
in will never be seen because he will walk on by. Since 89% of
purchasing decisions are made in the store, a lack of proper
fixture mix results in a tangible loss in sales.
At The Conde Rack, we are well aware of the need
for a good mix of fixtures and have created a selection of modular
racks and merchandisers that addresses this challenge. With our
fixtures, you can display the same merchandise in a variety of
ways. Because the correct mix is different for every circumstance,
we consider our racks to be the building blocks of a strong retail
presentation .. a presentation you can add to as your needs change.
Height
The first issue to consider is the height of the fixture.
Our standard height (52") fixtures should be used as the basis
of your mix. This height, while fully in the line of sight,
allows the consumer to look above and beyond the rack to see
other fixtures and wall surfaces. Clothing, slatwall and gridwall
fixtures in this standard height can be mixed to present product
in an interesting way.
Tower
height (60") fixtures are designed to complement and support
the standard height pieces. In a group
of standard height racks, a few carefully placed towers will
break up the visual plain. This height brings items up to eye
level and helps certain categories of product stand out.
Width
The
narrower fixtures 11" and 16", are extremely versatile. They
will fit practically anywhere and can be added or removed from
a section of fixtures very easily. A majority
of our fixtures are a standard 24" width. By combining these
with our terrific
selection of shelves, bins and hang bars, you can build a display
area that is accessible and still showcases a large volume
of product. The wider 48" fixtures are the anchor pieces
of a sales floor. They can be placed adjacent to a wall surface
to extend the wall out into the floor, or be positioned
as the center of attention with a collection of smaller racks
as orbiting satellites. With standard and tower fixtures to
support these larger fixtures, you can create a great look
that will effectively merchandise an entire category or department.
Clothing Racks
We have developed some very versatile racks
to keep any clothing area from becoming stale. The accessories
for these fixtures
expand this versatility even more. By using matching wall accessories,
you can achieve a continuity that looks great and focuses the
consumer on the products you're selling, not on a mismatched
array of fixtures. By adding a variety of rack heights to a
clothing section, you can keep people moving into the department
and expose them to more product.
Slatwall
Merchandisers
Slatwall racks have a very important role in merchandising
today. First, they provide a solid background, which makes
it easier for the eye to focus on the product. The modular
versatility of slatwall makes displaying product easy. And
changing the configuration of a slatwall rack can be accomplished
in a few seconds. This is important when inventory changes,
especially during busy seasons. Again, we have accommodated
the concept of good fixture mix by offering an array of slatwall
in both standard and tower heights and several widths.
Gridwall
Merchandisers
Gridwall has many advantages, the most important being economy.
It offers a very affordable way to bring more
fixtures into the mix. Another benefit to gridwall is the fact
that units pose less of a visual block. Due to the openness
of the grid, these fixtures have an airy feel to them and add
an element of geometrical interest to the sales floor. Because
they are framed in the same durable hardwoods, our gridwall
fixtures are a great complement to our clothing and slatwall
fixtures.
Configurations
In addition to height, width, clothing, slatwall or gridwall
considerations, we have developed different configurations
that will further enhance your fixture mix and allow you
to select the ideal rack for each category of product.
Two-Sided units are perfect for tighter spaces. When properly angled,
product can be visible from all sides.
T-Way racks and merchandisers are a wonderful solution to space
constraints and they create a point-of-purchase look.
H-Gondolas are the workhorses of all our racks. Every surface displays
product. And with 24" and 48" widths, the volume of merchandise
that can be presented is amazing. These units are the backbone
of any fixture mix.
Four-Way merchandisers are designed to give the consumer a glimpse
of three different product displays and lead them around
the rack and through the entire section. And when it comes
to selling accessories, the spinner version of this Four-Way
rack is a very powerful marketing tool.
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