Big box stores are not particularly concerned with “atmosphere.” Their brands are based on having a lot of stuff, displayed warehouse-style to give the impression (correctly or not) that selection is big and prices are small. It’s a get-in-and-get-out shopping experience.
On the other hand, your boutique – and your brand – offer an experience that is the exact opposite. And your store fixtures can help you deliver that message.
Fixtures create the physical foundation for your boutique. But they also set the tone for your customers’ experience. So the fixtures you choose must align with your boutique’s brand. Aisles of floor-to-ceiling industrial-strength shelving would look silly in your store, not that they would even fit. But that doesn’t mean any random selection of smaller fixtures will be fine.
Brand consistency is critical for boutiques
What do you want shoppers to experience when they walk into your store? You want them to feel comfortable, so they linger and browse to their heart’s content, because the longer they stick around, the more likely they are to buy. And the more positive their experience, the more likely they are to return. And spread the word about your boutique.
Unlike the box stores, your success depends on establishing relationships with your customers. Your boutique needs to feel intimate, personalized just for them, whether it’s a chic and upscale or trendy and fun. Unlike the box stores, your merchandise is not “one size fits all.”
You carefully pre-select items, based on what you know your clientele wants – or would love to be introduced to. Your ambiance is inviting. And although your service is friendly and knowledgeable, the fixtures you choose encourage shoppers to interact with displays and specific items. It’s this “total package” that sets your store apart from the competition.
Choosing brand-consistent fixtures requires planning
Think of the “grand identity” you want to project before making any purchases – your store’s overall look and feel. A color scheme that matches your brand colors. Incorporating your logo in strategic locations that remind shoppers where they are.
One of the biggest mistakes boutique owners make is snapping up a “find” or falling in love with some fixture, without having a specific plan for it and knowing it will fit both aesthetically and physically in your boutique. A few unusual pieces can give your entire store a lift, but only if they align beautifully with your brand.
Custom design allows you to create fixtures that fit perfectly in every sense of the word. You can choose materials, shapes, and textures that appeal not only visually but emotionally. It’s that emotional connection that inspires impulse purchasing and forges stronger customer loyalty.
But it’s more than a matter of physical and aesthetic fit. Your boutique’s fixtures have to deliver an exceptional shopping experience and make it convenient to visit your store. Your displays look irresistible. Merchandise is easy to find. Easy to reach. Beautifully lit. To achieve all that, you’ll need to start with a planogram. With planogram in hand and customer knowledge in mind, you’’ have no trouble picking boutique fixtures that align with your brand.