In the face of a slowing economy, retailers and brand marketers must work even harder to find to cost-effective ways to build unique, exciting stores that reflect and enhance their brand identity. What can be done to stretch your fixturing dollar without jeopardizing the overall design?

Buy "Off the Rack"

The store design and fixturing must make an impact and convey the store's brand. Often custom fixtures are needed to achieve the desired effect. Sometimes, however, the same impact can be accomplished at a lower cost. According to Scott Smith, senior vice president of design & planning at Design Forum, "You can use standard fixtures and modify them slightly to get the desired look. Use standard nesting table legs with a custom top. Use off-the-shelf fixturing with special graphics and fixture enhancements." For example, 90% of Staples' fixturing budget is allocated for standard fixturing; the remaining 10% is for specialized modifications, notes Smith.

Modifying "off the rack" fixturing can save money and provide more "bang for your buck."

"While a completely customized fixture may cost $1,000; the same fixture made from a standard unit with slight modifications may only cost $600," says Denny Gerdeman, a principal at design firm Chute Gerdeman. You can achieve a unique look and save time as well as money.

Break the Mold

Be creative. Design Forum uses basic components of fixturing and varies its presentation for a distinctive feel. "Use slatwall, but place it only every three feet on center. Or use everyday materials in a different, eye-catching manner," suggests Smith.

Brand Marketers Maintaining Their Brands for Less

Often brand marketers will invest in semi-custom fixturing, which can be easily updated for various chains and regional markets. Once the investment in tooling has been made, they prefer to keep with a set look, utilizing the same basic materials and sizes and changing out headers and graphics as needed. Mike Haddon, vice president of program management for store fixture manufacturer RTC Industries, believes in presenting an ROI plan to his customers, demonstrating how a system can pay for itself in 12-18 months. For example, RTC provides a system with a five-year guarantee that includes support on a quarterly basis, with regionally specific changeouts at no additional cost.

When brand real estate shrinks and ROI drops, it really makes sense to customize existing fixturing. Several large chains and department stores are spending their dollars on "dress-up" kits, creating headers and graphics that may slip into existing fixturing.

While an athletic apparel company might be hesitant to invest in fully fixturing a department, Smith says, "they will work with a designer to physically audit the standard stock fixturing of the store and look at ways in which they can customize it."

Another cost-effective strategy used by RTC is to produce a "shell" or non-branded core unit. With the sizes and material palette as their guide, they then work with individual brand manufacturers to "customize" the shell and create a unique look. This process allows the store to maintain a consistent look, while enabling the individual brands to keep their identity. "It is a collaborative approach that brands, retailers, and fixture manufacturers must often take in order to stretch the fixturing dollar with maximum impact," concludes Haddon.

When a difficult economic cycle forces retailers to slow new store construction, it becomes more important for stores to find creative ways to remain up-to-date in reflecting their retail identities. Listed here are just a few possibilities for ways to stretch your store fixturing budget without sacrificing the importance of your signature appearance.