Point-Of-Purchase
Are your vendor fixtures problems or problem solvers?
By Linda Cahan -- Gifts and Dec, 3/1/2009 12:00:00 AM
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Linda Cahan |
"If you buy two dozen I'll throw in the fixture for only $80!" How can you resist, especially if the fixture is nice? The beauty of a P-O-P fixture is that it was designed with a specific product in mind, so it works with the image of the product. The downside is, what works for the product may not work within the image of your store. If you have an upscale gift and accessories store, folded cardboard fixtures are most likely not in your best interest.
Even a well-constructed blond wood fixture may stand out in a store that doesn't have any other blond wood fixtures. When you are buying merchandise, test it out before purchasing the fixture. Ask yourself: Does this fixture look better than my own fixtures for this product? Does it look appropriate for my store? If I sell down on this product, will this fixture still look good half-full? How quickly does this vendor ship to fill in the fixture? Is the cost of this fixture better than one I can buy or build? Does the vendor logo and sign work visually or is it too large, bright or tacky for my store? Can I use this fixture for other products if I decide to drop the line?
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AT HEALTHY SPACES, West Linn, OR, customer service is an important part of every sale. Customers pick up and examine most merchandise. The cardboard container does nothing for the look of the store but informs the customer about the uses of the product. Ideally, Healthy Spaces will copy the information from the vendor sign onto a small card sign and place it next to the product shown more appealingly on the leaf. |
| WHILE I APPLAUD this store’s effort to use an outdated vendor fixture and their good computer work, the paper is too thin, so the old print shows through, and one corner is starting to curl. This would work better if the sign was smaller and mounted on a red background to work with the red in the bag below. |
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THIS IS AN excellent example of a vendor fixture that works with a store fixture. Hankys aLa Carte looks perfect next to a fabric covered box filled with hankies from a different vendor at Lavender Bleu. If the fixture sells down, the hankies can be spread out. Solid colors can also be added until a new order arrives. |
| WHEN A FIXTURE starts looking empty, everything left on it feels like a “loser” product. Customers wonder what the missing one looked like and would they like it better? Try to move product over as quickly as possible to create more winners. |
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AT LAVENDER BLEU in Historic West Linn, OR, vendor fixtures are worked carefully into the store. The McTavish Shortbread fixture is angled in front of a tall fixture holding related merchandise. The round light wood tray on the center shelf acts as a color spot, tying the McTavish fixture in with the tall white piece. The red of the McTavish logo also works with the red merchandise on the fixture. |
| NOTE HOW THE color and style of the Melissa Frances logo works with the green beadboard and white scalloped counter at Lavender Bleu. Even the Bunnies By The Bay Baby card fixture seems to work with the overall look of the store. |
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