Having fixtures in your store is one thing; how you use them is what really matters. With the new season coming up fast, it's time to evaluate your fixtures and how your staff is using them.

Consider the ambiance you have created in your store. What does your shopping environment say about the products you sell? Fixtures help consumers decide whether they're willing to pay high or low prices. They also create the base identity of your store.

Ideally you will have a different style for each section of your store. Keep fixtures consistent in the sections. For example, use rich wooden fixtures in the clothing section and high-tech metal fixtures in the parts department.

Don't have too many different styles as this can confuse consumers. The fixtures should never compete for their attention. You want to create a consistent look throughout your store because it makes shopping easier. The right fixtures in the right location make the job of shopping easy. The other important reason to stay consistent is so that the point-of-purchase fixtures will stand out as they're supposed to.

Make Your POP Pop

Whether complimenting a store's metal fixtures or walls, POP should always stand out.

Point-of-purchase fixtures are an important part of your store's atmosphere. Why not? They're free and vendors beg you to use the racks for their products. But I often see stores that have too many POP fixtures. There is a place for POP. I am a strong advocate for POP — I design a lot of them for companies.

To Do: February

Vendor POP fixtures should have a marketing campaign behind them — namely, magazine ads or other ads that drive consumers toward name brands they recognize. Remember these racks are taking up square footage, so make them work. The job of POP is to close the sale. If the POP isn't supported by outside marketing and ad campaigns that drive consumers to seek out those products, it doesn't deserve space on your floor.

Treat the POP you do have with respect; allow it to do its job, stick it out front and pre-sell product. But do not have an entire store full of POP, as it defeats the purpose and makes your store look like every other store that is doing the exact same thing.

Invest in a Good System

When I say invest in fixtures, I do mean invest. These fixture systems are investments, just like your computer system. Take into consideration all the products that must be displayed on that system and keep flexibility in mind. Merchandising is about change — a profitable store should constantly be changing, so every free-standing fixture in your store should have casters.

Whichever system you decide to use make sure you can add to it in the future. You will eventually be buying more.