Archive for May, 2010

First in or you won’t win

Wednesday, May 26th, 2010

Okay, I get it. It took ten years to believe smoking is bad for your health. If only people listened when the argument first was published their longs would have had ten more years to improve themselves from the day of that notice.Attention those who believe that the social network phenomenon ¬†will be a thing of the past. Remember when there was no such thing as a bar code on product? Where you one of those who said this concept will never stick! I don’t think you were because you would be out of business and in another industry by now.I have been saying that there is a golden opportunity to create distance between you and your competition as well as spike sales and have a great PR story to rally around. Social Networks are a door to meet your customer, one on one, and hear what they have to say for free when focus groups would cost you hundreds of dollars per person.Read what was released today regarding the Twitter, google and Facebook websites

With the internet the one thing you cannot overcome is time. Ranking, placement, and exposure is dictated by who was first. It is no easy task to play catch up should your competition beat you to the punch.

Our firm has created a division, Net Prospector consisting of Internet experts who are promoting your business, creating excitement, showing retailers that their vendors are partners and participating in driving their category business. A national reunion with your customer base is only a twitter away, so let us help you make the event a profitable one.

retailer turn to social media to meet their customers

Friday, May 21st, 2010

Comment to: Retail Design Diva Blog

As the man said ” you ain’t seen nothing yet” when it comes for Retailers using the social networks to promote their business.

Beyond the obvious as to why Retailers can always use the promotion from satisfied customers about their store, there is opportunity for the vendors as well.

Vendors can now assist the retailer even with private label product by polling customers as to their likes and dislikes. I believe that next seasons goods will be created by the vendors and retailers downloading their actual customers. Our Store Design Firm has created a division called NetProspector which helps the retailers and vendors find their demographics and talk to them one on one. Twitter and Facebook reach an ever increasing potential customer base and one good virus could make your months sales.

Jerry Birnbach F.I.S.P.


NetProspector on Twitter

A simple twist to a better rate of sales

Tuesday, May 18th, 2010

From Fixtures Close Up Blog


Firstly, I do take exception to the term “Jerry rig” followed by “Jerry built” however, I have become use to it.

The concept of presenting product to the flow of traffic is a sound merchandising idea. With the 45 degree angle, the product takes on a new viewing vista to the customer coming down the aisle.

The problem here is that the product needs to face in one direction because of the dynamics of the package are such that if you alternate the direction, you reduce the actual dimension of available loading space as you go back. That is not good, because the capacity is the most critical issue with product presentation. You can see from the photo that the product went back only two rows and stops. The other consideration is that if the right product is shopped and removed, there is no longer a visual image showing to the other direction.

This design is a left hand, right hand solution meaning it is intended to fit in either side of the aisle but only showing product in one direction. The proof is that the right side of the display in the photo is blocked visually by another product shelf therefore, the 45 degree view serves no purpose in stopping traffic.

The direction of traffic usually puts the direction from the front of the store going back as the primary direction to show the goods on a 45 degree angle.

I agree the pricing could have been handled better by the store, that is why it is to the vendors best interest to design the unit with minimal store participation. Assuming the store would load the product into the unit correctly apparently was too much of an assumption. Lastly, the store and the vendor better figure out why an entire bin of product is empty? That did not happen in one days worth of sales. In today’s difficult retail environment, this void of product is costing both partners dearly in lost sales which cannot be made up easily.

Form Follows Function, so what was this metal adapter developed for?

Thursday, May 13th, 2010

Fixtures Close UpComment on todays Fixtures Close Up Blog:So here is my guess as to the reason behind the adapter design.Waterfall is traditionally a method to allow the item behind the forward item to be viewed partially so the customer knows there is either another design, color or size behind the front item. But in this case the color band indicates the second and third item are the same product sku, and size could not be a reason.The individual hook allow the product in back to be removed without having to remove the front item. A peghook requires the front items removed to get the back product unless a hook is provided on the package instead of a conventional punched hole.Price tag holders, a very nice feature, allow for different price points to be conveyed to the consumer. Why repeat it in this case is proof that the current item was not the original intention for the design.The length of the actual hook is not long so the intent was to hold one to a few of the same item per hook, otherwise the length would have been longer.My guess is that the item is flat, multiple sized, or same item multiple color. Product also has a price variation based on size or color or product spec.One could take the position that this is a good way to fill space, but a retailer would not agree with fudging a visual presentation for the sake of filling in void space.