Few sports are more techie and equipment oriented than biking. In the endless race to shave off a few grams and increase performance, exotic metals are used to make feather-light frames and hydraulic braking systems typically found in automobiles are employed to produce negative-g stops. Creating a bike store that speaks to this clientele in terms of selection is formidable—trying to accommodate both the two subspecies, the fat-tire aficionados (mountain bike) and the skinny tire crew (road), makes it even tougher.

When Jenson USA, a bicycle retailer in Southern California, contacted TRIO Display to design their new store in Corona, the design team knew they were facing a tough merchandising challenge. “The specs called for something close to 200 full bikes along with all the accessories, a full service tech area, seating for customers—in a 6000-square-foot facility,” said TRIO Store Designer Bill Mondigo. While Jenson included unicycles in the mix, finding rack space for that many bikes gave the conceptualization process a certain Tetris-like quality.

“Obviously fitting all the product in without making the aisles too crowded was the biggest hurdle,” said Bill. “Luckily, Jenson sent in a complete inventory list and a list of fixture needs. From that, we built a merchandising plan-o-gram to include with the retail store design.”

Part of the reason Jenson sought out TRIO to design the new store was they wanted to depart from the typical bike store format. “The aim is to entice the customer, to make it a destination,” said Jenson’s Director of Retail, Rudi Eddy. “Skate shops and surf shops do this very well, but you won’t find it in the typical bike shop. We want to build a long-term relationship with our clients.”� Rudi had first discovered TRIO Display through reading The Budget Guide to Retail Store Planning and Design penned by TRIO Head Designer, Jeff Grant. He liked what he saw and contacted Jeff through the TRIO website.

The design calls for the soffit over the front counter to be rendered in the shape of a bike wheel while the same themeing is carried into the floor fixtures, which resemble sprockets. Huge action shot banner graphics energize what might otherwise be a rather an uninspired vista of cranks, tires, and handlebars. The TRIO design team used a two-material floor treatment—heavy-duty vinyl aisles and carpet islands—to segregate the product from the traffic. To fill-out the bike-shop-as-destination concept, a small customer lounge with chairs, books, and monitors running bike videos was sketched in.

The new Jenson USA location will be rolled out later this year.

Contact: Jeff Grant
800-454-4844
858-539-7550

SAN DIEGO, Feb. 26, 2007 – Merchandise that seems to float. Store shelves that are barely visible. Signs and posters that appear to hover.

Those are the looks retailers can achieve with AirSystem, a visually striking, versatile display and signage system available exclusively from TRIO Display at www.triodisplay.com/airsystem.

“The contradiction between a delicate, low-profile appearance and the ability to bear surprisingly heavy loads is what makes this display system so unique and fascinating,” said Jeff Grant, president of TRIO Display.

“AirSystem provides solutions to a wide range of retail display challenges. It provides elegant, upscale ways to promote and display merchandise and signs without impeding the customer’s ability to clearly see the store interior.”

Priced from $108 to $360, AirSystem is available in the following configurations:

Banner Display: Set of three; includes hardware for ceiling-to-floor display of banners up to 19 feet high by 3 feet wide (banners not included)
Poster Display: includes wall mounting for posters up to 13 feet high by 22.5 inches wide; supports up to 55 pounds (posters not included)
Shelving Display: includes cable and connectors for mounting three shelves (not included; clear acrylic shelves available); configure up to 87 inches tall by 36-5/8 inches wide; maximum weight load 110 pounds
Sign Display: ceiling-mounted assembly for signs up to 18 inches high and up to 17 pounds
Vignette Display: includes wall-mounted assembly for one vertical unit (shelves not included; clear acrylic shelves available); five-shelf capacity; each unit 60 inches tall; maximum shelf dimension 8 inches by 4 inches by 3/8-inch thick; maximum weight load 55 pounds
For complete descriptions and photos of AirSystem products available exclusively from TRIO Display, visit www.triodisplay.com/airsystem.

About Trio Display
Trio Display is a retail design and production company based in San Diego. Trio specializes in planning and outfitting retail spaces that “look good and sell goods.” Trio delivers effective, intelligent design that builds a relationship between brand and customer. Trio clients include many professional sports-team stores, the Ronald W. Reagan Presidential Library and Museum Bookstore, and the RMS Titanic exhibit store. To order from the Trio catalog, visit www.triodisplay.com/catalog or call 800-454-4844.

About Jeff Grant
With more than 20 years’ experience designing and outfitting successful retail spaces, Trio Display president and chief designer Jeff Grant works with 1,000-plus merchants annually designing stores, supplying retail fixtures and displays, and dispensing advice, ideas and suggestions. He can be contacted at jeff@triodisplay.com

Trio Display ATTN: PR 955 Turquoise Street San Diego, CA 92109

I’m always interested in success stories. And I’m delighted when someone I know has one to tell.

I recently visited chiropractor David Klein. We’ve been in business in the same neighborhood for years but only had a nodding acquaintance. Turns out he’s a Web-savvy marketer. He’s been very low-key about it, relying on word of mouth, his San Diego Chiropractic website and pay-per-click to attract patients. Type in “La Jolla chiropractor” on Google or Yahoo and you’ll see his practice consistently pop up at or near the top of the sponsored and organic results.

David really does make his patients his first priority. His site even tells you how to reach him in an emergency if you are in San Diego. He encourages prospective patients to email their questions to him. (Try that with your M.D.) He schedules consultations for new patients in the same time block every day, then treats existing patients in the next time block.

He’s so concerned about his office being a warm, inviting place, he’s held back on marketing any products to patients–even though 40 to 50 of them pass through his lobby every day. He sells special pillows, nasal aids and other items to patients who need them.

I suggested a way he can offer those products to everyone who comes through the lobby: set up a computer kiosk that offers them exclusively. Patients could browse the PC in the kiosk at their leisure, without feeling pressured (no pun intended) into buying.

David also asked for a few ideas on how to increase customer comfort levels. I suggested he conceal rows of patient files by placing them in closed cabinets to reduce the look of clutter. Also, he could add cushions to the rather hard waiting-room chairs, and replace a water-stained ceiling vent that detracts from the warm feeling the office otherwise conveys.

David and his staff have been in the space so long, it’s hard for them to step back and notice any elements that upset the balance in this otherwise very soothing office. Sometimes it helps to ask an objective designer type to give an opinion.

I also told David to emphasize the three main traits that set him apart from the competition:

- Only the second chiropractor in the world to teach chiropractic at a medical school (UC San Diego)

- Nearly 100% success rate treating neurological conditions

- Only practice in the county with a $28,000 computerized, gentle adjusting machine

All three are mentioned on his site and in printed materials in the lobby. But you have to strain to see them. And strain, as anyone who visits a chiropractor knows, is not a good thing.

David has a good thing going. The next time I need help with my occasionally aching back, I’ll give him a call.

I met with Summit Electric Supply last week at their headquarters in Albuquerque, New Mexico, followed by a visit to one of their stores in Phoenix, Arizona. Summit is a full-service wholesale distributor of a full range of electrical material including distribution equipment, motor controls, lamps and lighting, conduit and fittings, wire and cable, tools, automation, datacom and more.

They have 20 locations and plan to add more. Summit management wants their stores to be more than just a standard contractors’ supply house and they’re already doing a good job of it. The upgrades we’ll suggest include new colors, floor finishes, ceiling treatments, lighting, counter layout, fixtures, video and graphics.

What Summit already brings to their stores is a commitment to customer comfort that electrified me (sorry, couldn’t resist). The new stores will feature a business lounge with free Wi-Fi, phones, fax, copy machine and comfortable seating. In addition, Summit provides free popcorn, coffee, tea, soft drinks and ice by the bucket-load.

Not only do their customers enjoy the business center as a usable attraction, but the counter area also has become a mini Starbucks with “electricians” gathering each morning to share experiences. What a great way to build community and brand loyalty.

Summit really makes their customers feel at home. I challenge you to come up with ways of doing the same in your retail outlet. Let me know you what you’re doing to keep your clientele inside the front door. I’ll share your great ideas in upcoming blogs.

Contact: Jeff Grant
800-454-4844
858-539-7550

SAN DIEGO, Feb. 19, 2007 – One of the Web’s largest selections of affordable indoor neon signs designed exclusively for retail store display windows is now available from Trio Display at www.triodisplay.com/neon.

“With prices ranging from about $299 to just over $350, we’re making it easy for every retailer to attract customers with neon,” said Jeff Grant, president of retail design and production firm Trio Display.

“Restaurants, hair and nail salons, locksmiths and flower shops are just a few of the businesses that can benefit from the creative neon signs in our online catalog. These signs can quickly pay for themselves by bringing in even one extra sale a day. If your store has an average sale of $50, that’s $18,250 a year in extra sales.”

More than 1,000 indoor neon signs are available, Grant said. Each is easy to hang and no permits are typically required. Sizes range from approximately 24 inches to 32 inches wide by 13 inches to 31inches tall

“All our signs can be seen at night from hundreds of feet away, making them ideal for attracting motorists and passersby,” Grant said. Custom signs also are available through Trio Display’s design department, he said.

All signs are mounted on an unbreakable black or clear Lexan backing, and have top and bottom protective sides. Each comes with a 110-volt U.L.-listed transformer that plugs into a standard outlet. Also included are hanging hardware and chain, a 6-foot power cord with standard transformers, a 1-year warranty on electrical components and a 1-year warranty on standard transformers.

Retailers can browse the signs alphabetically at www.triodisplay.com/neon. A small sampling of categories includes:

Automotive
Espresso/Cappuccino/Open
Fast Tax Refunds
Fax and Copies/Open
Florist
Food Mart
Frozen Smoothies
Karaoke
Japanese food
Keys
Locksmith
Lunch Special
Mailbox Rental
Massage Therapy
Mattress
Nails/Walk-ins Welcome
Notary
Open 7 days
Pizza
Travel Agency
UPS

About Trio Display
Trio Display is a retail design and production company based in San Diego. Trio specializes in planning and outfitting retail spaces that “look good and sell goods.” Trio delivers effective, intelligent design that builds a relationship between brand and customer. Trio clients include many professional sports-team stores, the Ronald W. Reagan Presidential Library and Museum Bookstore, and the RMS Titanic exhibit store. To order from the Trio catalog, visit www.triodisplay.com/catalog or call 800-454-4844.

About Jeff Grant
With more than 20 years’ experience designing and outfitting successful retail spaces, Trio Display president and chief designer Jeff Grant works with 1,000-plus merchants annually designing stores, supplying retail fixtures and displays, and dispensing advice, ideas and suggestions. He can be contacted at jeff@triodisplay.com

Trio Display ATTN: PR 955 Turquoise Street San Diego, CA 92109

By now your business probably has a website with all the usual stuff: photos of your store and products, a list of services, online ordering capability, contact information, etc.

But it probably lacks the one item that could do you the most good: a review section. As this article in Business Week points out, letting your customers honestly critique your business can be a good thing.

If you use eBay at all, you know how important reviews are, whether you’re buying or selling. If you get slammed on eBay, you can take steps to prevent it from happening again. If you get lots of praise, it tells everyone that doing business with you is a positive experience.

As the Business Week story emphasizes, “…customers, especially the younger and more Net-savvy, want to be heard, and they also want to hear what others like them think.” Even big chains like Macy’s are getting into the act, with the CEO frequently checking the 350 or more reviews the site receives daily.

Feedback like this is priceless. In this age of online social networking, the article says, “…63% of shoppers are more likely to purchase from a site if it has ratings and reviews.”

OK, I admit our site doesn’t have a review section yet. But we’re working on it. In the meantime, do what it says below and contact me. I’m listening to my clientele. You should be, too.

Contact: Jeff Grant
800-454-4844
858-539-7550

SAN DIEGO, Feb. 15, 2007 – A stylish selection of affordably priced solid-maple clothing racks and accessories is available exclusively from TRIO Display at www.triodisplay.com/woodracks.

Priced from $200 to $750, the designer-styled racks are made of solid, durable maple with a clear-coat finish. Easily assembled, most racks come with a blank signboard, POP holder and casters. Standard racks come with one waterfall and one straight-out that are independently adjustable.

“These versatile racks keep any clothing retail space from becoming stale,” said Jeff Grant, president of TRIO Display. “And the accessories for these fixtures expand the displaying versatility even more.

“By using matching wall accessories, retailers can achieve a continuity that looks great and focuses the consumer on the products they’re selling, not on a mismatched array of fixtures. Adding a variety of rack heights to a clothing section keeps customers moving into the space and exposes them to more product.”

Available racks include:

Tower Wooden Clothing Rack: a versatile 60-inch-tall rack that can accommodate two levels of hanging garments; two waterfalls included
Offset Four-Way Wooden Clothing Rack: allows merchandise to be face out on all four sides, increasing the visibility of the apparel
Hangbar Wooden Clothing Rack: an ideal solution for merchandising a large amount of apparel in a small amount of floor space; also great for special promotions or trade shows
For complete descriptions and photos of wood clothing racks from TRIO Display, visit www.triodisplay.com/woodracks.

About Trio Display

Trio Display is a retail design and production company based in San Diego. Trio specializes in planning and outfitting retail spaces that “look good and sell goods.” Trio delivers effective, intelligent design that builds a relationship between brand and customer. Trio clients include many professional sports-team stores, the Ronald W. Reagan Presidential Library and Museum Bookstore, and the RMS Titanic exhibit store. To order from the Trio catalog, visit www.triodisplay.com/catalog or call 800-454-4844.

About Jeff Grant

With more than 20 years’ experience designing and outfitting successful retail spaces, Trio Display president and chief designer Jeff Grant works with 1,000-plus merchants annually designing stores, supplying retail fixtures and displays, and dispensing advice, ideas and suggestions. He can be contacted at jeff@triodisplay.com

Trio Display ATTN: PR 955 Turquoise Street San Diego, CA 92109

To read the Los Angeles Times article “Bookshops’ latest sad plot twist,” you’d think it’s the final chapter for neighborhood bookstores (Feb. 2, free registration may be required).

It isn’t until you get to the end of the article that you learn the new owner of a landmark San Francisco bookstore knows how to resuscitate it. He’s turning it into a resource for the neighborhood, with a rejuvenated website, more in-store events and a 21st century outlook to make the place “inescapable and irresistible.”

I’m a voracious book reader. I buy a lot of books online. But I love shopping at independent bookstores like Upstart Crow in San Diego, with its cozy nooks, pastry/coffee bar and great bayside location; funky Acres of Books in Long Beach, Calif., stacked so high with used books you wonder why the ancient shelves don’t topple under the weight; and Elliott Bay Book Company in Seattle, a warm, inviting place downtown with wood floors, multiple levels and, of course, the obligatory coffee shop. Elliott Bay even has a web page devoted to the differences between themselves and the big guys.

Places like these compete against the Barnes & Nobles and Borders of the world by sticking to the formula the San Francisco owner embraces. They’re not corporate cookie-cutter stores and survive through personalized service, community involvement, good selection and distinct design. Most of them have websites, too, which helps them stay in touch with customers and vice versa.

The article quotes the editor of Wired magazine: “Since bookstores can’t compete on choice, many once-cherished stores are going to be road kill.” By bringing their shops into the 21st century, I hope savvy bookstore owners will prove them wrong.

Hard to believe, but I got great service on a Saturday afternoon in a Home Depot. Well, actually, in a Home Depot EXPO Design Center. Spending a half-hour in there was a lesson in how good, consistent employee training pays off, along with intelligent store design.

My wife and I were looking for some kitchen upgrades. But we browsed the wide aisles first, where top-selling merchandise was at eye level and all prices clearly visible. Not a single sales associate failed to stop and ask if we needed any help. Those who did help us were either very knowledgeable about particular products or, if they weren’t, immediately went to find someone who could answer our questions.

And none of this “How are you guys today?” or “Have a great afternoon” chatter. We were treated seriously. The staff really listened. They explained their products and services with calm professionalism. It just felt good to be in their presence.

We left with their business cards, samples of counter tiles and wood flooring, and sales sheets that clearly outline what we can expect from EXPO installers. We’ll be back for sure.

Funny how a division of Home Depot–a chain not usually renowned for great service–takes a completely different approach in their EXPO stores. Sure, the EXPO customers aren’t necessarily like the do-it-yourselfers Home Depot caters to.

Maybe Home Depot should let some employees observe their EXPO counterparts for a day or two to see what they can learn. Maybe you and your employees should visit an EXPO store, too. You’ll get a good lesson in customer relations, all for free.

Andrea and Wayne Qualkinbush’s innovative kids toy/party store outgrew its location within a year of opening, and they found a new space. Now they needed someone to take the space and transform it into an exciting environment that would thrill both kids and their parents. They found the TRIO Display website through a search engine, filled out the Ten Questions form online, and a design partnership was born.

“Not only are we selling the party, we’re selling the gifts that go with it,” said Andrea. “We’re capitalizing on all aspects of the party experience.” The space had to serve the dual purposes of retailing and partying. Top that with the fact Kaboodles is selling to the toughest customers in the world—kids—and you have a very tall design order.

“It took awhile to settle on a floor design,” said Bill Mondigo, TRIO Display Store Designer. “We went through four or five iterations before finally settling on a neutral background with a confetti style paint job. We used wild colors—the design is energetic.”

The space had to serve the dual purposes of retailing and partying.

The innovative design included a custom “party room” in the center of the store. The party room has a raised stage—to elevate the birthday boy/girl, of course, but also to prevent the unwanted sharing of gifts with the guests. Dressing rooms allow the kids to change clothes if need be, while there is a “parental zone” outside the party room where the mothers and fathers can socialize while overseeing their charges. The party room isn’t just defined by walls—“We went heavier with the red, yellow, and blue in the room to distinguish it from the rest of the store,” said Andrea.

The New Bren, North Carolina, location will open in Spring 2007, and already there’s considerable interest. “We left the windows uncovered while we’re building the new location,” said Andrea, “ and we already have parties booked for it.”