Everybody is familiar with the old retail chant, “Location, location, location!” It speaks volumes about making the right decisions from the start to make your retail establishment a success. Once you’ve decided what it is your store is offering to the general public, the next step you’ll take is finding the right location. Once you’ve found it, the next step is to decide how to dress up your establishment; you’ll need to decide what retail store fixtures will properly display your product. At this stage another invaluable cliché applies, “Presentation is everything!”
It’s true that how you present your products for sale is as important as the location, the timing of your venture and the pricing of your merchandise. On one hand, you wouldn’t display expensive wares in cheap, shoddy or dirty store display fixtures. An appearance that turns people off the minute they walk into your store isn’t going to help sales and, in fact, it will probably hurt them. On the other hand, you don’t want your display choices to completely overwhelm the merchandise. Dazzling displays that distract from the sales appeal of your merchandise won’t help business either.
In order to maximize your sales potential you need to decide what look and feel of the store will appeal to your target customer. Remember, no sale is complete until the customer leaves the store satisfied with his purchase, and a crucial part of that process is the way in which your products are displayed. There are many choices to make. It can be helpful to visit other stores selling similar merchandise even if your product is so unique that you have to travel to another city to find them. Even if you are selling an invention of your own that doesn’t exist anywhere else, it will still fall into a category of stores that you should investigate before setting up shop. Art stores have one look, plumbing supply stores another and clothing boutiques still another. Even if your investigation helps you decide which display perspectives don’t work for you, that knowledge can save you time and money in the long run.