"I want to promote new products at the storefront, but I don't know what kind of sales promotion fixtures to make." For manufacturer sales planning and sales promotion managers, or those in charge of creating sales floors for retailers, the planning and production of "sales promotion fixtures (storefront fixtures)" is an important mission that influences sales. However, if you make fixtures while ignoring the environment of the sales floor and store regulations, there are not a few cases where they are not installed at the site and become wasted costs. In this article, we thoroughly explain the "effective choice/production points" that lead to installation, customer attraction, and purchasing on the sales floor, starting from basic knowledge such as the role of sales promotion fixtures and main types.
Promotional fixtures (Store fixtures/SP fixtures) are dedicated shelving units or display stands installed in retail stores to make products stand out, attract interest from shoppers, and encourage purchasing behavior.
Unlike "gondola fixtures (permanent shelves)" that simply line up general products, a feature is that they embody the product concept and brand worldview, and are equipped with mechanisms that "make you want to pick them up." Depending on the purpose and space, we mainly use the following types selectively.
Floor fixtures (Large free-standing type): Self-standing types placed directly on the floor. Highly visible, they are useful for launches that leverage the worldview of new products or seasonal campaigns.
End fixtures: Installed at the end of a shelf facing an aisle (gondola end). It is the "star of the sales floor" that is easiest to notice and promotes key products.
Tabletop POP/Counter fixtures: Small fixtures that can be placed in small spaces next to registers or on shelves. They are suitable for small items and trigger "impulse buys."
Display stands/Experience fixtures: These are fixtures premised on "actually touching and trying" products such as beauty appliances and testers. In recent years, digital fixtures incorporating monitors have also become common.
Please refer to "Digital Signage Utilization Examples | Thorough Explanation of Usage in Stores, Offices, and Commercial Facilities" for details.
Hanger fixtures (hanging): These are space-saving fixtures that hook onto the sides of shelves, etc. They are also effective for cross-merchandising.
To produce results with sales promotion fixtures, it is essential not only to enhance design but also to have the perspective of "which type and material to choose" and "how to design" according to your own products and target stores. Here, we explain four points for increasing the installation rate and leading to sales.
The most common failure is the case where "the size doesn't fit, so it cannot be placed or is not allowed to be placed in the store." For home electronics retailers, drug stores, GMS (general merchandise stores), etc., the shelf height, depth, aisle width, and even disaster prevention regulations are strictly decided for each business format and chain. First, it is important to research the size and constraints of the sales floor where you want to install, and from there work backward to examine the selection and size, such as "whether to make it a floor fixture or an end fixture" or "what the size should be."
Actual sales floors vary from large flagship stores to small stores. If you only make one size of fixture, it cannot be introduced into small stores, creating lost opportunities. Performing detailed sales floor research (field research) in advance and developing a variation of fixtures tailored to the store scale, such as S/M/L or Pine/Bamboo/Plum, is the point for widely introducing (increasing the number of installed stores) to stores nationwide.
We calculate which direction customers will be walking from (customer flow) and place catchphrases or eye-catchers (LED decorations or monitors) at the angle most likely to be seen. Design from the perspective of how the fixture functions within the overall space is essential.
Please also see the article "Cost and procedure for store interior/construction | Space creation learned from global brand store opening cases" for store building from space design.
The material of a fixture is a crucial element that directly influences the first impression customers have of the product. It is necessary to use the optimal material based not just on cost-cutting objectives, but on the product's price range, target audience, and the duration of installation at the store (life cycle), rather than simply for cost reduction.
Paper/Cardboard: For short-term campaigns. Low-cost and flexible printing/shapes are possible.
Acrylic, Steel, Wood: Used for cosmetics, high-end home appliances, etc., to project a high-end feel and for long-term permanent installation.
We explain the process from actual production to being lined up at the storefront, and the estimate of costs.
Store Research: Conduct field research on competitor product displays, shelf layout, and dimensions at the installation site.
Planning and Design: Along with expressing the product's features and worldview, we plan designs that consider functional aspects such as eye-catching power and ease of handling.
Structural design/prototyping (mockup): To verify safety and ease of assembly, we create and adjust plain white mockups, etc.
Mass Production: After finalizing specifications, we manufacture the specified quantity of fixtures through processes including printing, surface processing, assembly, and product inspection.
Delivery (logistics): We make arrangements to reduce the burden on the site, such as individual delivery, delivery with products already set in the fixtures (assembly), and including installation manuals.
Production costs vary from several thousand yen to several hundred thousand yen depending on "material," "size," "features (presence of LEDs, etc.)," and "quantity (lot size)."
Paper fixtures (short-term): For large lots, the cost per unit is often within a few thousand yen, offering excellent cost performance.
Acrylic/resin (medium to long-term): For tester stands, etc., a few thousand to several tens of thousands of yen per unit is a guideline.
Metal, woodwork, and digital fixtures (Long-term/Premium use): In some cases, these can range from tens of thousands to over 100,000 yen per unit.
(※ The specific amount fluctuates significantly depending on specifications and lot count)
We introduce three cases handled by BEEATS CO.,LTD. that achieved high results at the actual storefront.
To convey the appeal of premium beauty appliances, we produced end fixtures and experience-based sales promotion tools that embody a sophisticated brand worldview. We achieved a presence that catches the eye on the sales floor, balancing a texture that makes you want to actually pick up and try the products with ease of installation.
Total design and mass production of specialized fixtures to be installed in approximately 600 docomo shop locations nationwide. Through detailed specification design for smooth nationwide simultaneous implementation and display stands that bring out the appeal of the product, we provide a powerful, unified brand experience.
We produced a "customer attraction roulette fixture" that makes customers stop and want to participate spontaneously. Through interactive storefront fixtures that incorporated movement and playfulness, we improved the ability to attract customers to the store and their length of stay, supporting the success of the campaign.
Sales promotion fixtures are not just "shelves" for lining up products, but "entities that boost sales" that directly stimulate customers' desire to purchase. To make effective fixtures, not only superficial design is necessary, but also deep knowledge of the sales floor space of each mass retailer, reliable variation development, and material selection and structural design that embody the brand are essential.
BEEATS CO.,LTD. supports everything from the planning to the mass production of sales promotion tools that improve our customers' sales, leveraging over 40 years of retail insight, creativity, and competitiveness through our network of overseas factories that realize high quality and low cost. If you are a person in charge who "wants to increase the installation rate at the storefront" or "wants to review the production cost of fixtures," please feel free to consult with us.
Q.What are promotional fixtures?
A. These are dedicated shelving units or display stands installed in stores to effectively showcase products, attract customer interest, and boost purchasing behavior.
Q.What types of sales promotion fixtures are there?
A. Depending on the sales floor space or purpose, we selectively use "floor fixtures (self-standing)," "end fixtures (aisle ends)," "desktop POP/counter fixtures," "display stands/experience fixtures," and "hanger fixtures (hanging type)."
Q.What are the points for choosing sales promotion fixtures?
A. The most important thing is whether it conforms to "sales floor size and individual store rules." Furthermore, customer flow, embodiment of brand worldview, and material selection tailored to the purpose are keys. Developing size variations tailored to the store scale is effective for improving the installation rate.
Q.What is the market price for sales promotion fixtures?
A. Costs vary significantly based on type, material, and lot size. For paper fixtures, costs can be as low as several thousand yen per unit for large lots, while long-term metal or experience-based fixtures can range from tens of thousands to over 100,000 yen per unit.
