Being In Our “Right” Minds

I never thought of my brain as being divided, but after reading more about “left-brain” activities and “right-brain” activities, it’s hard to not to imagine an “Odd Couple” type cast taking up residence in my head. First, you have Lefty- the kind of nerdy side that is all orderly, analytical, and logical. Then there’s Righty – the go-with-the-flow, artsy side that’s all about creativity and imagination. How the two peacefully cohabitate and avoid Felix and Oscar-esque shenanigans is beyond me, but they do.

I think fixture design companies are sort of like brains. Traditionally, we have been forced into left-brained thinking. It was more about logical layout and what made the most sense according to the numbers than true innovation. However, in today’s competitive environment, retailers are challenging our right-brains to join in the planning party to help them create a memorable customer experience unlike any other.

So, it looks like Righty’s finally getting to stretch his legs a bit and show everyone what he can do. All we need to do is find a way for him to peacefully cohabitate with Lefty in our businesses and in our designs and we should have no problem stepping up to the challenge.

I Am Woman, Watch Me Spend

Who doesn’t remember the “Come see the softer side of Sears” commercials? A bold move for a retailer best known for its Whirlpool appliances and Craftsmen tools, but a smart one for a company looking to get more of the most powerful and influential shoppers -women- to see Sears as a store for them too.

Women are a force to be reckoned with on the retail floor. With more of us bringing in our own incomes than ever before, we’re ready to shop for ourselves or at least put our two cents in (and often win) when making larger purchase decisions for our households.

What this means for retailers -especially those positioned in the traditionally male-dominated markets (i.e., consumer electronics, automotive, home improvement, etc.)- is that they’ll need to get in touch with their “softer sides” to stay in the game. Consumer electronics giant Best Buy has turned down the technology and upped the lifestyle in its sales approach. Home improvement wunderkind Lowe’s has opted for a well-lit, clean retail setting in lieu of the sawdusty, warehouse environment typically associated with its kind. Lowe’s archrival, The Home Depot, is also getting into the mix by promoting how-to clinics for the ladies and rolling out a new concept store that gives hardware a more feminine appeal. Even product manufacturers like Sony are recognizing the changing dynamics and making their products easier to set up and easier to use.

The key here, retailers, is creating a comfortable purchasing environment. Instead of harsh angles, work some curves into your design. Use lighting and color to create a warmer atmosphere. Introduce “plushiness” by bringing in furniture -comfortable waiting area chairs, a living room set-up complete with the home theater equipment you’re trying to sell, etc. Informative, easy-to-understand signage and graphics that help us find the products with the features that we need/love without requiring an MIT graduate to translate are also a plus.

But no matter where it starts, it should always end with the sales team and we like when they are friendly and approachable, unassuming and patient, and thoroughly knowledgeable about what they are trying to sell.

Making It Work

Sorry about this one being a little late. I made it a little longer to make it up to you.

I know the feeling I get when I find that perfect pair shoes. It’s one of total excitement. I also know the feeling I get after finding out the store doesn’t have my size. That one’s of total disappointment…but only at first. Then determination sets in and I start asking for different sizes. These are the perfect shoes, remember? I’m going to make them fit.

I think the same can be said for retailers when they find that perfect location. Maybe the demographics are right-on or they’ve been looking to enter that market for a while. Perhaps the traffic volume is out of this world and they can’t pass up on the exposure. Whatever the reason, that is the spot, and even if the size is all wrong or the architecture is difficult, they are willing and determined to make it work.

Take Best Buy's Columbus Circle store in New York. The tri-level space presented interesting angles and a lease provision that the store project a more boutique-y image as opposed to the usual warehouse style we’re used to seeing from the retailer. The result was a cool urban loft aesthetic that ties together the luxury and eccentricity of a boutique with the existing Best Buy prototype kit.

Aerosole's 508 Broadway location is another example of a retailer who made it work to much success. Located in a historical district, the location came with strict exterior design guidelines. Not being able to make drastic modifications or use the usual signage presented a challenge, but the design team created something that reveres the district’s history on the outside yet takes the company a step forward inside.

Or how about those retailers who are building up and taking their concepts vertical? Multilevel stores are beneficial in saving on real estate costs, but they also give retailers new opportunities to expand in dense urban markets where sprawling spaces simply don’t exist.

Now, I know that not all of the “perfect shoes” that I stumble upon are going to work out. Occasionally, my feet throw up too big a protest at being stuffed into such a tiny shoe. Some times a location just won’t work and you’ll have to pass. However, the key is to not be afraid to check out something that is a little less than ideal. These retailers prove that every once in a while, if you’re up to the challenge, you can make it work.

The Faster, the Better

“Time is on my side.” Norman Meade wrote it. Artists like The Rolling Stones sang it. But working for a retail fixture and display manufacturer, I’ve learned that it’s not always true –especially when store openings and new product rollouts are concerned. We’re constantly working against the clock to get store locations open and product displays put up as quickly as possible so they can start generating revenue for our clients. To me, the phrase “Time is money” seems way more fitting.

Working on this entry, I really wanted to be able to include some ideas about how one could speed up the store opening process. I sought the help of Larry Myer, one of F.C. Dadson’s retail consultants who, as it turns out, is very well-versed on the topic. He offered up these three friendly pieces of advice:

• Create an upfront decision-making process: "By delegating decisions to appropriate team members and assigning deadlines, you can help prevent time-consuming roadblocks in the future."

• Select vendors with adequate inventories and/or manufacturing capacity: "Vendors with large inventories will be able to fill orders quickly. If the product needs to be custom-made, choose a vendor that can accommodate your schedule."

• Communication is key: "Effective communication can do two things. First, it can reduce errors and inefficiencies both internally and throughout the supply chain. Secondly, it can help improve vendor and supplier performance when used as a feedback mechanism. Enhancing the effectiveness of your employees and your supply chain is a sure-fire way to speed up the process."

For those of you lucky enough to be attending the International Franchise Association convention later this week, Mr. Myer will be co-facilitating a roundtable on this very topic where even more ingenious ideas are sure to be discussed.

For the rest of us, Larry wrote an article referencing a presentation he gave a while back which I have dug out of the files and posted to our website for your viewing pleasure. Read it here.