Like other businesses, store planning and fixture manufacturing are adjusting to a new economic and social climate. A slow 2001 indicates that store expansion is likely to decline in most sectors, suggesting that planning and fixture manufacturing budgets may also suffer, affecting store planners, designers, and fixture manufacturers. This might be the time to take advantage of the many value-added services that fixture manufacturers offer.

1. Partnering with Vendors

Fixture manufacturers offer many value-added services to help their customers streamline manufacturing. Service-oriented fixture manufacturers like Actionrack Manufacturing Inc. create take-offs and run value analyses (value engineering) for small specialty stores, and help larger customers set up inventory levels, warehouse, and coordinate shipping. "We provide consolidation services for many of our customers who want us to handle the coordination of their fixture manufacturing and delivery," says Ron P. Mayer, Actionrack's vice president. "We essentially provide a fulfillment service for them." Mayer says he likes being asked to provide new services because they make his firm more valuable to all of his clients.

2. Finding New Resources

As budgets grow tighter, Kathy Socha, president and design director of Phase One Design, predicts that the industry may see some shift toward using more in-house talent for design. Socha suggests that that may mean fewer innovative materials and designs, because design firms are generally the source for untried applications. "I predict more reliance on proven materials and techniques until caution can, once again, be thrown to the wind," says Socha. Store planners wishing to stay on the cutting edge may need to develop their own resources for new materials and processes. Store fixture manufacturers can help recommend new materials appropriate for the application. Trade shows, such as Euroshop and GlobalShop, help manufacturers keep up with the newest in materials and techniques.

3. Refocusing

Mark Randall, director of fixture purchasing for Best Buy, says his company may consider carrying
technologically advanced security devices. Many retailers are responding to current market conditions by refocusing their marketing and merchandising strategies. And we've already seen many retailers softening their sales personas. As store planners assess merchandising and store fixtures, many questions arise that
fixture manufacturers can help with. Is a refresh or remodel of store fixtures necessary? Will interactive kiosks and open-sell fixturing become important means of customer service and information dissemination? Will fixtures for security items become a staple? Fixture manufacturers can help develop cost-effective ways of adapting to current conditions and new marketing strategies.

4. Inspiring Confidence

While retail executives encourage consumers to spend and invest, store planners are hard at work creating environments that blend excitement, security, and perhaps a bit of the oldest brand of all: patriotism. "It's patriotic to shop and get back our lives. That should be our message," says Socha. Store planners play a vital role in restoring customer confidence, one that extends far beyond the store. Barb Fabing, vice president and group design director of Frankel Brand Environments, explains it best. "We are the leaders of an industry that the news media is watching closely," she says. "If we project confidence, so will they."