In today's fast-paced retail marketplace, it often seems there isn't enough time to prototype a new fixture design. Considering the cost of fixturing or refreshing a store, however, and the emphasis placed on consistent, integrated branding, store planners are rarely able to forego this necessary step. Is there a more efficient approach to prototyping, one that will streamline the process and improve results?

Coming Together

As soon as prototype development begins, that's the time for the fixture designer to bring together key personnel from manufacturing, design, project management, purchasing, operations, and merchandising. When everyone sits down together and discusses their goals - sometimes conflicting - the process becomes both more efficient and more direct. "If it is impossible to get everyone in a room together, the manufacturer might interview key individuals on the telephone, or at the very least, get everyone on a correspondence distribution list," says Bob Riley, President/COO of Ohio-based Hamilton Fixture. Whether you meet face-to-face or through correspondence, the goal is to resolve all problems and differences of opinion before they become more expensive (and time-consuming) to fix.

On the other hand, too many opinions can just as easily stall development. Michael Lopez, Director of Fixture Development for Kmart, suggests limiting the number of team members in decision processes. Lopez also recommends designating a "gatekeeper" to manage communication with the fixture manufacturer. Even so, he is quick to point out that getting input and buy-in from all team members is crucial, particularly when choosing a vendor to make the prototype. "Before or after prototyping, make sure purchasing, visual merchandising, and store planning are in full agreement on the fixture design and cost before rollout," he advises.

Clear Objectives

With everyone's input on the table, you can begin to clarify design objectives. "One of the key elements of successful design is to identify the true merchandise presentation and signage criteria for the fixture," says Lopez. It's a waste of time and money to request a manufacturer to build something that ultimately won't fulfill your merchandising requirements. This is the time to make sure the design complements the existing space and store fixturing. Begin with the end application in mind. "In general, projects are more successful when the designer has accurate information up front," says Ed White, Chairman of E and E Display Group, a Kansas-based store fixture and p-o-p display manufacturing company. And in the end, as White notes, "It's hard to meet the deadline when the client changes his or her mind at the eleventh hour, particularly if component parts are not readily available."

A Clear Understanding

After the store planner, fixture designer, and fixture manufacturer (if different than the fixture designer) meet, all should come away with a clear understanding of the fixture to be prototyped, including expectations about visuals, structure, service, and environment. Riley is a big believer in using visual representations to help narrow his customer's focus. In addition, whenever possible, he also visits the store to view the environment and the conditions in which the fixtures will be used.

At this stage of development, value engineering can often save valuable time and money. "Sometimes I can offer alternatives that might actually help customers hit or go below their cost parameters without jeopardizing their main objectives," says Riley. It's important, of course, for a fixture manufacturer to establish with customers when using alternative materials for the prototype is acceptable, particularly in the case of a tight deadline.

While team-based goal identification and value engineering launch the project in the right direction, technology has provided an entirely new plane on which a prototype can be designed and finetuned before materials are even ordered. The next article's topic, "Fixture Prototyping-What Does It Really Cost?" will look at the technological advances that are transforming prototype development. We'll also review methods of paying for prototypes.