DDi - July 2013 - (Page 16)

16 | Shopper Insights It’s all in the details W hen we talk about retail, specifically in-store, even the most meticulous of shopper marketing professionals can accidentally sweep over the smaller specifics. It’s all in the details, after all. At POPAI, our biggest concentration concerning the in-store environment historically has been point-of-purchase displays, from the behemoth merchandiser in the center of the aisle to the small sidekick at the end of the shelf. In recent years, however, we have expanded our focus beyond in-store displays to include all other parts of the marketing at-retail machine that all of us in the industry live by. One of these important cogs working hard throughout the shopper’s path to purchase is, undoubtedly, store fixtures. Fixtures are a staple in any store environment, and for good reason—they literally hold everything from product to display to price. Fixtures are necessary tools for everyday in-store operations. That being said, it’s true that, quite easily, fixtures often go unnoticed. That’s the point, in fact. They are there to support, not to steal, the show, and not to be too flashy. Fixtures are about function, but that doesn’t mean they can’t also boast good form. For example: look at Walgreens. In recent years, Walgreens has undergone a transformation of its stores in urban areas, including in Chicago, where Walgreens has not one, but two flagship stores, both of which are completely different from the prior format stores (see page 30 of this issue for more on one of said stores). All of Walgreens’ newer stores have been rebranded and redesigned to reflect today’s savvy, on-the-go shopper, and boast strategic store design, innovative displays and digital signage, as well as a host of amenities such as sushi bars, beauty boutiques, sandwich shops and more. Another subtler, yet incredibly strategic component these stores exhibit is the use of clean, clear store fixtures coupled with effective uplighting on store shelves. The result? Gorgeous shelves where every product looks like a million bucks. What Walgreens undoubtedly learned prior to beginning its rebranding and redesign effort was clearly that in order to entice shoppers into your store—and to get them to make a purchase—they have to have a seamless experience throughout. Choice of fixtures plays into the shopper’s experience—fixtures can determine whether your product is seen and understood, easily removed from the shelf to be put into a basket or cart, and organized effectively and efficiently. Once again, every detail needs to be accounted for in order to achieve that seamless shopping experience. In today’s retail climate, having the patience and taking the time to craft everything from fixtures to in-store displays is vital for shopper marketers who want to call themselves masters of the shopping experience. And, there’s one thing everybody knows is true: the tiniest thing can disrupt the shopper journey, potentially sending them to a competitor or even another channel to shop—and so it has never been more important than now to pay attention to all of those seemingly minor details, including fixtures. As a shopper marketer, you are in the business of moving your products off the shelf and into shoppers’ baskets. Make it easy for shoppers. In addition to the other entire in-store schema you so meticulously map out, make sure you also plan how to make fixtures work for you—not against you. —Richard Winter is the president of POPAI, The Global Association for Marketing at Retail, an information source for brand marketers, retailers, producers and suppliers. Find out more at www.popai.com. | July 2013 www.ddionline.com http://www.popai.com http://www.ddionline.com

Table of Contents for the Digital Edition of DDi - July 2013

DDi - July 2013
Contents
From the Editor
From the Show Director
Newsworthy
Shopper Insights
Editor’s Choice
Visual Perspectives
Design Snapshot
Karl Lagerfeld
Walgreens
Fred Perry
World Department Store Forum
Fixture Leaders Listing
Company Index
Right Light
In-Store Technology
Product Spotlight
Calendar
Advertisers
Classifieds
Shopping with Paco

DDi - July 2013