One of my earliest childhood memories of retail store design is Clifton’s Cafeteria in downtown Los Angeles. My paternal grandfather—who worked downtown as a tailor for many years—would take my brother and me to Clifton’s not just for a meal, but also to marvel at its indoor waterfall and tropical décor. To our grandfather, who was born in a remote Polish village in 1897, Clifton’s was a wonder, something he never dreamed of seeing when he was a boy.

Back then, Clifton’s showed me there’s a world of creative possibilities for designing store interiors—a career I never dreamed of when I was a boy. But the place obviously left an impression on my psyche (as did the Pantry Cafe nearby, and for the same reasons).

So I was surprised to read in the Los Angeles Times that Clifton’s still exists. And that it even has a website celebrating its history. The Times article is about the newly revised book “L.A. Bizarro: The Insider’s Guide to the Obscure, the Absurd and the Perverse in Los Angeles.” It’s a book about kitsch in L.A., where I was born and raised. The authors were interviewed at Clifton’s and write about it in the book.

The article started me thinking about whether kitsch is something you can build in to a new store’s design. Designers of kitschy places like Clifton’s and Crossroads of the World in Hollywood probably didn’t know what kitsch was, much less imagine their structures would someday be cultural icons.

My staff has access to all the latest and greatest design fixtures. It’s hard to imagine outfitting a new store without them. If we tried for a kitsch look in, say, a clothing store, we could play around with mannequin positioning, signage, window design and exterior colors. But we’d probably be too obvious and end up with a design that would be called old-school within a few years.

So, my take on kitsch is: Let it happen by accident. Get creative with your store design, layout, signs, fixtures, colors. Ask yourself it they’ll stand the test of time. But don’t try too hard. You’ll know you have a hit when people return to your store again and again—not just for the merchandise but to enjoy the vibe. Sort of like my grandfather taking me to Clifton’s whenever he had the chance.

Here’s a way to set your retail store apart from the competition: Get your own
ZIP code.

That’s what Saks Fifth Avenue did at its flagship store in New York. Saks worked with the USPS to get its special four-letter ZIP extensions: 10022-SHOE comprises its eighth-floor designer-shoe department, which Saks says is the largest in the world.

While the new postal code ads some “zip” to the store’s image, Saks also goes a few steps further by offering ” a VIP room for private shopping and a massive shoe fitting room.” That’s the kind of service you expect from a store where the ladies’ shoes start at $400 a pair.

You don’t have to be the size of a Saks to get that kind of attention. Continuing the postal theme, you could create your own stamps at stamps.com and use them on promotional mailings. They’re not that expensive and they certainly make the recipient more likely to read your message than one with a USPS stamp.

If you have a vast selection of specialty items such as, say, celebrity bobble-head dolls, claim that your merchandise “Is Not for the Levelheaded.” See if you can get a phone number like 1-800-BOBBLES. Hold a contest to see which customer is a celebrity-bobble-head look-alike.

Follow Saks’ lead in the promotion area. Set yourself apart in the community and the industry. You probably won’t get your own ZIP code, but you could get some real foot traffic by following in Saks’ footsteps.

I blogged not too long ago about how some consumers think retailers can motivate them to buy based on the sense of smell. I was somewhat skeptical.

But this Los Angeles Times article points out that our sense of scent can help trigger our sense of…shopping? Since different people have different reactions to the same scent, it’s hard to find scents that appeal to everyone.

It can be done, however. Marrying the right scent to the right product is now a $100 million-a-year industry, and it’s growing quickly. Westin Hotels, for example, has developed a “signature scent” that only greets the nose in their properties worldwide.

The founder of the Scent Marketing Institute says 85% of marketing is visual and that “…scent marketing is the last frontier.”

So I’ve rethought my position on scents. If you don’t have the big bucks to pay a Scent Marketing Institute to analyze your merchandise and layout, you certainly can experiment with scents. Candles, cologne, candy and cookie smells come to mind. How about baby powder in a toddlers’ clothing store? Salt water in a surf shop? It would be fun to try.

I’m writing this at a local Starbucks. Now please excuse me while I sip that second frappuccino I really didn’t think I wanted.

Hard to believe that the holiday shopping is already upon us. But all the Halloween displays and merchandise I saw in an upscale mall last weekend confirmed it.

As much as I’m committed to great store design, I believe all retailers can marry the best features of the virtual world with the brick-and-mortar world. This interesting article in Picture Business notes that a yearly Shop.org study finds online orders account for 31 percent of sales for retailers who have a “pick up in store” feature. And that 27 percent of those customers make additional purchases when they pick up their online orders in person.

This is a growing trend, the article says, that can benefit retailers not only at holiday time, but also year round. It’s an enormous opportunity for all retailers. If you join Shop.org, you can even get listed on their Cyber Monday web site, which lists retailers of all sizes who have buy-online, pick-up-in-store policies. It’s not cheap to join, so I recommend finding local publications or web sites that will list your store for free.

The more shoppers know that they can order from you 24/7, the more likely they’ll be to order online, then swing by for last-minute purchases regardless of holiday season. All they’ll have to worry about, the article says, is finding a parking spot. So go ahead, tell ‘em you’ll pay for parking. They’re love you even more.

Going green isn’t just a U.S. phenomenon. Nor is it just about cutting greenhouse gases emanating from cars, trucks and factories. This ethical clothing store in Glasgow, Scotland, has jumped on the bandwagon with a strong commitment to greening and beyond.

An article on The List magazine’s website notes that owner Carolyn Manson did her homework before opening Bolshie, “Glasgow’s only clothes shop dedicated to ethical, Fairtrade, organic and recycled clothing.” Fairtrade refers to her refusal to stock clothing made in sweatshops; I think you can figure out the rest.

Manson opened her shop near the University of Glasgow, but didn’t expect mostly students as her clientele. She researched demographics for the neighborhood and found that its residents range from about 18 to 80 years old. She also stays open later than other nearby shops, which has made Bolshie a gathering spot and hangout for all ages.

I have to applaud retailers like Manson who take the time to research their audience and tailor their store around a belief system such as going green. In the Internet era, it’s not too difficult to find data on the residents and businesses in a particular neighborhood.

It’s also easier to go green by using recycled materials in your store design–such as carpeting and lighting–and letting your customers know you do. We posted this article about it not too long ago. Going green can be a good thing for you and your clientele. And that’s no Bolshie.

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

SAN DIEGO, August 13, 2007 – A new type of indoor sign is grabbing attention from retailers and their customers: LetterLED signs are comprised of letters inset with bright, low-voltage light-emitting diodes (LEDs).

“LetterLED signs are bright from a distance both day and night. This increased attention helps attract customers and can boost sales,” said Jeff Grant, president of online retail design and store-fixture firm TRIO Display, which is now offering the innovative signage system.

The versatile letters and numerals are made of impact-resistant acrylic components and lighted with bright LEDs. Available at www.triodisplay.com/letterled, TRIO offers an array of designs in letters, numbers, and dollar and cent symbols. Letters are available in four vibrant colors – red, amber, blue and green.

LetterLED signs can be assembled for use as:

• Informational signs
• Directional signs
• Freestanding signs
• Wall-mounted signs
• Window signs

Assembly and installation of each sign is easy. Plastic vertical spacers hold the frame’s thin stainless-steel horizontal rods. The 5-inch-high letters and numerals snap on in seconds, as does the safe, low-voltage power connection. The AC power supply plugs into any regular power outlet. The message can be changed as quickly as it was assembled.

Letter LED signs can be mounted on the wall with screws, or suspended from the ceiling with the chain included in the LED Letter sign kit. No additional support is needed for these lightweight signs.

Retailers can order as many letters and numerals as they need to complete a specific sign. Prices for individual letters and numerals range from $23 to $28. Sign kits are $15 to $20 and power supplies are $20.

About TRIO Display
TRIO Display is a retail design and store-fixture company based in San Diego, California. 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.

I visited two businesses lately that literally turned my head around. One is a supermarket, the other is a bank branch.

Walking in the front doors of Bristol Farms, it hits you: Where are the checkout stands? Well, they’re not where you expect them. They’re way over to the left side of the market. You can barely see them. So, thanks to inspired layout, you’re exposed to the long bakery counter, the hot deli line, the indoor-outdoor café and other temptations before you even get to the dairy, meat and produce departments.

This is a great way to encourage shoppers to move them where you want them to go. Even if they don’t stop at the bakery or deli, they can’t avoid knowing that they’re there. As their website puts it, “…customer traffic flow is directed through the stylized layout to maximize customer exposure to the full range of Bristol Farms products. Finally, all merchandise is meticulously arranged by what the company calls ‘merchandising artistry.’ The produce is hand placed and shelf items are always fully stocked and neatly stacked.”

I can think of a few other markets that don’t have the checkout stands up front, such as Trader Joe’s. But Bristol Farms really has it nailed. You can see for yourself on their virtual tour. Throw in helpful, knowledgeable staff, superb lighting and wide, well-stocked shelves, and you’ve got a supermarket chain that’s super when it comes to marketing.

The bank branch is in a Washington Mutual financial center. The first thing that hits you here is: Where are the teller windows? Well, there aren’t any. In their place are freestanding pods that seem to sprout from the carpet. You can just walk right up to the teller and conduct your transactions on the pod’s large, flat surface. Everything you or the teller needs is there in well-positioned bins, cubbyholes, drawers and cabinets.

The pods are pretty far apart from each other. I asked the teller if she minded being away from her co-workers and so close to her customers. She said it took a little getting used to, but everyone seems to have adjusted. It’s sort of the “open office” concept but everyone’s standing up instead of sitting at their desks. Because customers interact with WAMU’s heralded staff, with no glass or counter separating them, the entire experience is more personalized. Which is exactly the image this large financial institution wants you to have.

It’s good to get your head turned around once in a while. It can make you think about ways to turn your retail store’s design and layout around for the better.

Here’s a lecture I’d like to attend: “World Retail Tour – Off the Beaten Path.” Retail researcher Chris Ohlinger will be talking about his 10-month global trek to find the best, most innovative retail ideas at the International Retail Design Conference, Sept. 19-27 in Atlanta.

Conference sponsor VMSD.com gives a glimpse of what Ohlinger will be discussing in this article, and I find his thoughts echo those I’ve been preaching for years. Especially when he says, “A lot of retailers don’t see their stores the same way consumers see them. Failing to identify and meet consumer expectations is very expensive. Research can help.”

Of course, Ohlinger is CEO of a Service Industry Research Systems Inc., so he has a vested interest in selling his findings. I know that such research can be expensive. I’d almost bet it’s cheaper to fly to Atlanta, stay there and attend the conference than it is to buy primary research.

Ohlinger and his son really had their eyes opened as they shopped the globe. He said the bullet train retail center in Kyoto, Japan, was one of the best uses of vertical retail spaces he’d ever seen. The Cabbages & Condoms store in Thailand exists to help stem the AIDS epidemic in that nation. It sells rural merchandise alongside condoms and other sexual products with a humorous touch. One of my staff members was in Thailand earlier this year and confirmed that the store is quite the sensation.

“The most successful retailing space today is the one that combines sound, smell, architecture, painting, the printed word, interior design, sculpture, ergonomics, theater and technological advancements to create a strong emotional experience for customers,” Ohlinger says.

That’s a good bit of research he gives away for free. If there’s any way you can make it to the conference in Atlanta, to hear his talk and learn more from the many exhibitors and panelists, do it. The experience could change your retailing world forever.

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

SAN DIEGO, August 8, 2007 – San Francisco 49ers football fans who park at Monster Stadium won’t have to go far to buy their team jerseys, hats, signed memorabilia and foam fingers. The new 49ers team store has opened right in the stadium parking lot, just in time for exhibition season.

TRIO Display of San Diego designed and outfitted the interior of the novel 2,000-square-foot store in a tent-like exo-structure.

“We didn’t have a walk-in location, and we wanted to improve the fans’ shopping experience,” said 49ers Operations Manager Scott Justice. He had seen projects TRIO designed for the New York Yankees and San Francisco Giants, and asked TRIO to work on a layout for the new 49ers store. TRIO also designed NFL team stores for the Seattle Seahawks and the Chicago Bears.

“Our design team, using plenty of gold, cardinal red, and black – the team colors – plotted an aggressive layout optimized for speed of service,” said Jeff Grant, president of the online retail design and store-fixture firm. “We included six POS stations fronted by a two-level build-out combining acrylic bins to hold impulse buys and programs.

“Slatwall anchors the wall displays. The client chose slatwall for its flexibility – ready-made slatwall accessories are available for apparel, gifts, books, jewelry, housewares and more in many different finishes. The design team chose a wood-tone Formica finish in Vosges Pear, a medium-brown that goes well with gold.”

Bumped-out columns break up the broad expanse of slatwall to create interest, Grant said. A custom video display sits at one end of the lozenge-shaped store – the monitor rests on a glassed showcase featuring video products.

To keep the floor display lively, the design team plotted a mix of gondolas, pinwheels, and nested tables (in powder-coated black) finished in the team colors. Track lighting with metal-halide bulbs spotlights (for efficiency, longevity and color rendition) feature products, while low-bay lighting does the heavy lifting with the ambient light. From start to finish, the 49ers project took just three months to complete, Grant said.

“Now fans can get pumped up for a game by buying their team items before they enter the stadium, or after the game on the way back to their vehicles,” Grant said. “The traffic flow in the store makes it easy for them to browse and buy without facing long lines.”

About TRIO Display
TRIO Display is a retail design and store-fixture company based in San Diego, California. 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.

By Jeff Grant, TRIO Display Owner, President

Since 1990 I’ve been involved in the design and construction of retail team shops, in-line stands and portable cart/kiosks for a variety of teams in both arena and stadium locations. Typically the process of creating the new shop starts with a phone call to our office from the team’s merchandising manager retail director or the concession company running the venue’s retail. In most cases the team either has a store that is under performing or is interested in creating a store for a new facility. Invariably I am asked many of the same questions by each team and the purpose of this article is to familiarize the reader with the process involved in designing and building a new team shop. Here are the most frequently asked questions:

1. Should we build a shop in our arena or just stick with souvenir stands and carts? In my experience a combination of well-placed souvenir stands and a large arena shop will maximize retail sales. In many cases the retail shops/stands in existing arenas aren’t managed by retail pros and, as a result, display and merchandising creativity is either lacking or spotty, store and lighting design is minimal and vendor partnerships are non-existent. When a retailer with experience takes control of the stores they tend to have a better appearance, committed sales help, cutting-edge product lines, and a continuous marketing program that includes player and vendor participation. The bottom line: Hire a retail pro to run the store and sales will increase. So the answer to this question is: Build the shop in conjunction with a series of in-line stands and portable carts, just make sure that whoever runs the retail operation, whether it’s the team or a private vendor, is extremely accountable for the shop’s design, appearance, sales people, product, and profitability.

2. Where should the retail shop be located? Location, location, location is a given in traditional retail planning and an arena or stadium store should take that same advice. In most cases the shops should be adjacent to the primary entryway into the arena. Catch the customer when they enter the arena and when they leave. For instance the Suns, Pistons, Kings, and Mighty Ducks follow this format. In some cases the arena shop may be a little more remote. The Seattle Sonics 3500 square foot store is over 100 feet from the main arena and in inclement weather is reached via a tunnel. With this type of location the merchandise manager simply has to work a little harder to let people know where the shop is. If possible, build the store in the most obvious spot possible and then build drama around the entry with signage and window display.

3. Is the location of the shop’s entrance and exit important? Increasingly I’m finding store lay-outs that have been planned with little thought given to game-day ingress/egress issues. The crowds on game day can be overwhelming and to maximize sales your guests must be able to enter the shop from the concourse and to exit after check out without fighting their way through incoming customers. That requires a well-thought-out traffic plan that covers both game and non-game day operations. The location of the shop and the entrance/exit controls should be determined with the help of both the retail planner and the building architect.

4. How big should the shop be? Most arena shops average about 2500 square feet although the trend is toward larger shops. The Sonics arena shop is about 3500. The Suns have one of the most successful stores in the league and the current shop has grown from 1500 to 3000 to 4500 sq. ft. The Diamondbacks stadium store is 6000 square feet and the Minneapolis Wild store is about 3500. I believe that a profitable arena shop should range from 3000-3500 square feet and a stadium store from 4500-6000. Stores in that size range will allow you enough room to handle traffic flow and feature a merchandise mix that is deep enough to create interest, excitement, and profits.

5. How much will the store cost? There are really three issues involved in costing the store out:

a) The first is construction. What are the costs of the basic systems necessary to provide walls, floor, ceiling, power, lights, heating and air conditioning, sprinklers, plumbing, glazing, etc. The “vanilla shell” that the store fits in to. These prices will vary based on local conditions and pricing, however, a good national rule of thumb is approximately $100-150 per square foot

b) The pricing on the fixtures can also vary widely depending on finish, size, complexity, etc. The basic fixtures will include several counters, wall merchandising systems, and floor display fixtures and racks. These can be purchased via catalogs as off-the-shelf fixtures at very reasonable prices or customized and provided by either local millwork suppliers or national fixture builders. Most of the teams we deal with are investing in a new arena and cannot afford to use “low end” store fixtures, The displays must tie in to the arena from both a finish stand point and a quality level, so typically the fixtures are “custom” built. That doesn’t mean that economies can’t be realized through value engineering; however, it does mean you have to be careful how the fixtures are designed so that prices can be kept in line.

Typical pricing to outfit a 3500 square foot store with good quality fixtures will range from $75$150 per square foot of shop space. The high end of that range has much to do with complexity of the design, overall quality, higher local pricing and smaller shops costing more per foot (the front counters are expensive and amortize out on larger shops).

c) The fluff can add more to costs then anything else. Video walls, sound, props, graphics, neon, signage, signed memorabilia, interactive displays, all the fun exciting, interesting things that make the store a “must stop” place to visit can impact the bottom line cost more then any of the other build-out or fixture elements. They also will do more to extend your guests’ experience and increase sales then any of the first two elements. Pricing will vary widely from vendor to vendor so any of the larger display elements should be shopped carefully. Costs can be reduced by structuring partnerships with sponsors who can provide many of the graphic and audio/video components. Without sponsors it is very easy to spend anywhere from $50,000 - $150,000 on the “fluff” portion of the shop.

Keep in mind that the regional nature of labor costs may impact all of your projections. Further, perceived team “deep pockets,” union labor and shortened time lines can be a issue and in some cases we’ve seen prices as much as 33% higher in certain regions as a result of these factors alone.

I encourage my clients to get the basic shell costs quantified very early in the game so that a reasonable budget can be given to the designer for fixtures and “fluff.” Once the shell costs are defined the designer can work with the team to define the cost/sales/fixture/fluff relationship so that a budget can be set.

How important is it to add ”high end excitement”? Frankly, I’m not convinced that extensive bells and whistles are necessary within the store. My experience has been that a well merchandised store with attractive, flexible fixtures and interesting graphics coupled with a few props and a reasonable amount of audio video is more then enough to generate interest and sales.

7. How do you get the most bang for our buck? Whether your budget is $200 per square foot or something much less, to maximize the store’s potential you should:

a. Work with experienced store designers who have built stores before. Bring them in to the process early in the game and have meetings early on between the architect, the general contractor, the owner’s representative and the merchandise managers. It’s important that the owner’s vision of the store is realized and that the budget allocation for the vision is All the players will have to be on the same page to accomplish that goal.

b. Simplify the decision making process early in the game. Numerous meetings and a tedious approvals process will slow the project down and add costs.

c. Work very closely with a millwork and fixture supplier on price, design and value engineering. Further, it may be advantageous to pull those elements out of the General Contractors scope. The contractor will add 10-15% on to the price of these items and you will save a like amount if you deal direct.

d. If you are creating an arena shop, hit your vendors and sponsors hard. The major sporting goods manufacturers have money set aside for retail support. Trade in-store vendor graphics for both merchandise and construction dollars.

e. Try to get the design process finished early in the game so that bids can get out early. The major variable in the costs involved in building the store will be the fixtures and fluff. Bidding these items carefully can take several weeks. If you have to rush the process your vendors will tend to err on the “high” side in their price quotes.

f. Have an experienced store planner/builder review the pricing on every element. They should have enough history to understand, prices, timing, quality and “apples to apples” bids.

g. Don’t select a contractor or fixture supplier based solely on price. Look for experience and check references.

8. How much will the design fee be? In most cases there are two facets to the fee. First is the store designer who actually conceptualizes the store, the displays, the colors, finishes, lighting, merchandising format, etc. Second is the architect who creates the working drawings. In most cases involving a new venue the designer simply works in concert with the existing building architect as part of a collaborative process that converts the designer’s drawings into a bidable plan set that “synchs” easily with the overall building plans. As a rule of thumb a retail designer will bill out at around $150 per hour and an architect at $125-$175. For a 3000 square foot team shop that costs $250,000 -$350,000 to build, a competent designer will charge from $25,000-$35,000 as a design fee. The architectural fees for drafting the plans will range from $20,000 to $30,000 depending on the amount of detail required by the facility and by the drawings being produced by the designer. Typically the larger the store, the higher the budget and the more “fluff” and graphics involved, the higher the designers fee will be. Further, if project management and/or quality control is passed to the designer the pricing can increase significantly. It’s important to clarify the scope of the architect and the designer very early in the game to prevent overlap and to avoid over billing.

9. How long will it take? Several years ago we helped design and build an arena shop for the Utah Jazz in four weeks because they had to get open and they were able to make decisions very quickly. Most retail planning and construction projects are a little more protracted however, as long as everyone moves forward without dragging their feet, the process should look something like this:

Week 1-2 Interview and hire a store designer Interview and hire an architect to draft the blue lines
3 Establish a budget for design and construction and set up the basic criteria for the shops look, feel and merchandise.
4-7 Create and gain approval on the shops design
8-11 Draft millwork drawings and graphics/Draft architectural blue prints
12-14 Submit plans for permits, let plans out for bid, select the contractor
15-21 Build the store shell
21-22 Install the millwork, graphics, fixtures, props
23 Merchandise the store
24 Open

Can all this happen more quickly? Of course, however, the more complicated the store, the longer it will take to design and build. To finish the store on time we suggest you set guidelines early for drawing due dates and get drawing approvals promptly so the designers and architects can move forward.

10. Will we make money? Yes, if you do everything right. I’ve been involved in store design and construction since 1981, and the elements I see that are necessary for retail success include the following:

1. The right concept: You can’t be just like everyone else. Create a special store.
2. The right owners: Interested, enthusiastic, visionary.
3. Enough money: It’s hard to be successful on a shoestring.
4. A great location: Pick a winning spot.
5. Great product: Current, innovative, exciting, different!
6. Great sales people: Enthusiastic, knowledgeable, sports oriented, team players
7. Competitive prices: You don’t need to be a discounter. Just be competitive.
8. Consistent and creative advertising and PR: Never stop promoting the store.
9. A well designed, constantly evolving shop: Start with a great design, keep the store changing.

If you follow these rules, and if your team is appreciated by the fans, (read: “Winning games.”) then, yes, your shops will make money.

One thing further: Get all the experienced help you can find. Shanghai managers from local sport shops. (Particularly chain stores with management training programs.) Hire retail operations consultants if you need help with buying and administering the stores. If you don’t have experience in retail, you may not know what you don’t know and the learning curve tends to be very steep (and expensive). Finally, and most important, strive to make your store something special. A favorite experience for your customers and an essential element in promoting your team.