by Karen Doodeman

Ask leading retailers about purchasing store fixtures and they invariably point to three important criteria: cost, quality, and service. Although price of the fixtures is always of concern, the real priority seems to be cost effectiveness. Retailers want to spend the least amount of time and money possible but still meet project expectations. Cost, quality, and service will vary in priority from retailer to retailer. Balancing all three criteria poses the greatest challenge for store planners. To accomplish this, planners must understand the purchasing process and ask their clients the right questions.

Remember the Five Fs

The first question concerns the type of fixturing required. In Retail Store Planning & Design Manual, author Michael Lopez identifies the "five Fs" of fixturing-form, fit, function, finish, and fabrication. Each of these must be considered when investing in a fixture that will be both functional and visually appealing.

The form of fixturing historically had been limited to about six basic shapes. Nowadays fixture design is restrained only by the designer's imagination. Fixtures come in all shapes, sizes, and colors. They can be constructed of one or more material types, including wood, wire grid, slatwall, metal tubing, plastic, and glass. When determining the shape that fixtures will take, consider the quantity requirements of each fixture type and the costs associated with each new design.

"Simplify. Keep the assortment of fixture types small so you can buy in quantity," says Ken Poston, vice president of planning and design for Saks Inc.

The emphasis on obtaining the proper fit has increased in recent years. "Fixtures with numerous assembled parts may answer the call for flexibility, but units that are moved frequently must also be broken down quickly," says Lopez. "A rack that has many assembled parts might not be ideal in cases where the fixture is subjected to heavy usage and must be moved frequently. Retailers can minimize the number of parts in a fixture by welding or permanently connecting as many pieces as possible, thus minimizing the number of parts that can be lost or broken and lessening the chance that fixtures will loosen over time."

Jim Paddock, senior director of store planning for CompUSA, understands the dilemma. "My big challenge in a high-tech environment is finding flexibility and mobility, and maintaining structural integrity," he says.

With store fixtures, function follows form. The per-square-foot merchandise capacity of a fixture directly affects the amount of merchandise a retailer can display. Just because a rack is full does not necessarily mean the retailer has maximized merchandising capacity. The rack may be surrounded by available floor space. Don't let this precious real estate lie untapped.

Replacing the fixture with one that is larger or configured to maximize available floor space helps the retailer display more merchandise. This non-merchandised space around a single fixture may not seem significant in and of itself. Multiplied by the total number of fixtures throughout the store, however, the space gained by using more efficient displays can be surprisingly significant.

The choice of finishing is crucial for those retailers looking to make their mark. Factors such as color, texture, graphics, and brand identity allow retailers to combine materials to create displays unique to their store. Without durable, distinctive finishing, much of the marketing message is lost and the fixture will likely lose its effectiveness.

Selecting a Store Fixture Manufacturer

The last of the "five Fs" is fabrication. This final aspect involves selecting the appropriate company to manufacture the fixtures. Some retailers prefer to select companies that they have worked with before. Still others opt for companies that have developed a good reputation within the industry.

Poston says he tends to gravitate toward "suppliers with a good track record." He examines the work they have done in other stores and bases his decision partly upon that.

Other planners base their decision on the size of the job. Paddock of CompUSA, for instance, says he relies on "good working relationships" for some of the larger manufacturing jobs. Smaller projects, however, often are sent out for bids. This diversified approach allows him to stay on the leading edge of fixturing with minimal risk.

Kevin Brailsford, vice president of store planning for Blockbuster Entertainment, recommends that inexperienced planners learn and understand all aspects of the purchasing process, including open bids and bids by invitation. He also stresses the importance of developing and maintaining good working relationships with current vendors.

Who Will Open the Bidding?

At some point, all planners find themselves soliciting bids for manufacturing. "When opening up a job for bidding, it is a good idea to qualify all bidders as to their ability to perform the work, their quality, and their financial stability," Lopez says.

He also suggests that store planners research whether prospective bidders can be bonded. "Many of the large department store chains have a contractor/manufacturer pre-qualification form that is submitted on an annual basis," he says.

"I want them to be big enough to handle the account and to have a proven track record," says Brailsford.
Most buyers agree that providing a manufacturer with as much information as possible saves time and money in the end, but information such as the fixture specifications, cost and material requirements, and blueprints or CAD drawings (if available) are the bare essentials in the equation. In cases of renovation, a pre-bid walkthrough is recommended at least one week prior to the issue of bid documents.

CompUSA's Paddock asks for standard information during the selection process. This includes items such as lead-time, service levels, materials that will be used, and cost quotes. However, at times he finds it necessary to ask for some not-so-standard details. "We do a lot of work on the West Coast," he says. "I want to know if the manufacturer can take care of seismic drawings and permits for me. I want to know if a representative will be calling on me, what general quality controls the company has in place, and how long the quality control will last. Will the representative go to the job site to inspect the installation?"

Paddock, who is in the habit of shipping sensitive merchandise for CompUSA, usually includes a request for furniture-type, air-ride delivery for his precious freight.

"During the selection process, it is advisable to listen to recommendations from the manufacturers," says Lopez. "Without changing design and merchandising intent, there are many times when the manufacturer can make suggestions in material or construction that might save the buyer the cost of additional manpower, inventory, or lead-time."

Once the fixturing contract is awarded, the store planner and fixture manufacturer should review the scope of work and the production schedule. At this point, the two parties should draft a contract that specifically itemizes any special requests, including the handling of change orders.

Karen Doodeman is NASFM's director of marketing.

Excerpts from Retail Store Planning & Design Manual by Michael Lopez used by permission of the author.