5 Tips for Designing Impressive Retail Store Displays

If we look to the food prep industry for inspiration, we’ll find a time-tested maxim that “presentation is everything.”   Chefs know better than anyone that if the dish is not visually appealing, the potential customer will likely not even get to the tasting part.  The whole concept of visual branding speaks to our need for appealing aesthetic and enticing visual presentation before we commit to purchasing decisions.   Since RMSe leads the retail world in constructing and installing retail store displays and fixtures, we’ve assembled a list of 5 great tips for getting the most out of your retail environment.


1. Choose a Theme

First of all, you don’t just start throwing colors and designs into a big pot and see what comes out.  The design and layout of your retail store should reflect your product line and the overall brand of your company.   Decide what aspects of your merchandise can be reflected in the visual presentation of your in-store displays.   Apple has made their store a flat, linear grey environment that has the same look and feel of a Macbook.  Your retail store displays should tell a story about your brand, products, and ideally your customer base as well.

2.  Stimulate All the Senses

It’s not just color and geometric shape that creates an enticing and memorable shopping environment.  There is a smell that a new store produces and the frequent shopper knows this scent well.  Keep it fresh and inviting.   Lighting is an important mood setter and you should take great pains to shape the environment with the proper lighting rather than just blasting a cold fluorescent wash over the whole room.  The music should play well with the mood of the store and not drown out the conversation of sales associates.

3.  Keep the Signage Fresh

In today’s saturated marketplace, the typical consumer has learned to edit out the constant barrage of marketing signage and graphic sales pitches.   If you want to catch your customer’s eye and retain their attention, you’ll have to keep your signage and call-outs fresh and updated on a frequent basis.  No one wants to read something a second time.  If a returning customer finds nothing new in your store displays, it’s likely they’ll assume they’ve seen all the merchandise you have to offer as well.   Roll out your messaging more frequently than you roll out new product.

4.  Use Window Displays to Encourage Visits

Once a customer is inside the store, they are immersed in the ambience and story of the brand but it’s actually getting them to come inside that stumps many retailers.  The front lines of your store displays are the windows that face the foot traffic.   It’s important to balance the line of enticing shoppers with a glimpse of your best new products but not revealing everything in the store, otherwise they’ll opt out of coming inside because they’ve already seen all you have to offer.   Keep the messaging and calls to action on your window displays direct and enticing.

5.  Rule of Three

No, this isn’t an adage drawn from old wives’ tales or superstitious charms, there is a studied and observable consistency in the human response to patterns of three.  Remember if you decide on a particular message or image, replicate it thrice throughout the store in varied and subtle ways.


RMSe is the premier retail construction and store fixture installation service in North American and we’re all about giving you the tips and tricks that make retailers successful.  Check back often for more information and advice.   If you’re looking for a more thorough consultation, don’t hesitate to give us a call.

The Heart of Retail Merchandising

We’ve helped thousands of retailers in varied industries improve their in-store design and structure and over the years a few core principles have emerged.   Here is our assessment of how retail merchandising services can better serve the customer and in doing so increase their bottom line.

Strive for Engagement

Consumers are an active group and prefer to interact with products and services rather than just passively observe them through the glass.   If you can entice a customer into a product demo or in some way get the product in their physical grasp, it is far more likely for them to create a mental and emotional bond with the merchandise.  This kind of attachment is part of the sales funnel and a trained retail staff can lead a potential buyer along a path of bonding with the product and treating it as his/her own before money is ever exchanged.   This kind of conversion optimization in retail merchandising is important and powerful so find creative ways to get your customers to engage directly with your product line.

Keep it Simple

We’ve all been in retail environments that are so overwhelming, it’s nearly impossible to determine where to look or walk.   This kind of overkill can create a paralysis that ultimately ends in the shopper making a bee-line for the exit just to escape the madness.  Let’s not drive them away, shall we?   No matter how creative you get with your retail store displays and merchandising tactics, remember to keep it simple and clean to ensure maximum attention and clarity for your buyers.

Communicate Everywhere

Without breaking the second rule of keeping things concise and simple, remember that you can’t tell your shoppers everything you want them to know in a conversation with sales associates.  The signage in the store is important for communicating your brand message, your product value, and the reasons why someone should buy.   Make sure your advertising is informative and not just a sales push.  Buyers want to be informed and the information they’re looking for comes from the whole environment from signs and hang tags to visual cues on the walls.

Retail merchandising is both an art and science that requires you to balance the design with the statistics to create the best approach to marketing and sales.

Store Layout Tips for Your Next Retail Construction

When a business decides to redesign its retail space, much thought goes into the visual presentation of the brand and products.  Store displays and fixtures often come to mind along with signage and promotional kiosks.  All of this is valuable and important to the design of the retail construction space but few elements of the design are as important or influential on the consumer as the actual layout or arrangement of the store.  Studies show that consumers are directly impacted by a poor product arrangement or crowded check-out service and these simple slips in design can cost you a sale.

Here are some tips for getting the most out of your retail store arrangement.


Create a layout that suits your niche.

Supermarkets arrange their aisles in a grid system to encourage shoppers to travel up and down the rows and come in contact with more merchandise, while department stores often create a more open layout to promote the impulse purchases.  Perhaps your retail store space should group the products or kiosks in the center with a  large circle navigating the outside perimeter.  This kind of geometric design focuses the attention of the whole store into the center where the merchandise sits center stage.


Promote clear visibility and ample personal shopping space.

Low product shelves allow customers to see the rest of the store as well as your sales personnel.  This also reduces your risk of inventory loss as customer actions are clearly visible.  Tall shelving creates a sense of enclosure and isolation rather than promoting the appeal of a bustling, busy marketplace with friendly assistance.  A consumer behavior expert named Paco Underhill discovered that consumers will avoid an item or aisle if there isn’t enough space to avoid bumping into other shoppers, even if they’re interested in the products.


It’s all about the entrance.

While the internal structure of your retail construction may be sensational, if you fail to capture a consumer’s attention as they walk by or as soon as they walk in the store, you’re missing the biggest bite of the apple.   It’s important to have an eye-catching storefront with visible merchandise to entice shoppers to stop in, but keep in mind that the first 15 feet of the retail space is considered the “decompression zone” where a consumer switches mindset and rarely notices visual displays in this area of the store.


Keeping a few of these design tips in mind when fashioning your retail construction layout will ensure that you attain maximum impact on your shoppers.

The Power of Retail Store Design to Define Your Brand

After a German court ruled last month that the computer retail giant Apple Inc. could file a trademark on their retail store design, a new precedent was set in the world of retail construction.  It’s no secret that a large portion of brand identity comes from the customer’s experience in the physical space of the retail store, but Apple has taken their iconic layout and in-store aesthetic to heart, claiming that the store design is part of their visual branding and can’t be copied by their competition.

What Apple has always understood about its customer base is that people are loyal to brands that capture a certain feeling and aesthetic.  Consumers learn to associate themselves with the look and feel of the brand’s overall simplistic style and unique individuality.  If other stores were able to look like an Apple Store, the visual effect of walking into one of Apple’s retail outlets would have less of a unique impact.

Let’s take Apple’s lead here and consider your retail store design.  It won’t be anything like the Mac giant but it should certainly be signature to you and your brand.  Your consumers don’t just bond with a logo and color scheme in your catalogs.  They expect that same consistent aesthetic whenever they interact with your brand, whether that be in the store, on the web, opening a package, or on the phone with a representative.  Apple’s sleek grey surfaces and straight lines mimic their laptop computers and their consumers connect the two in mind.   When you see the store, you think of the computer.  When you use the computer, you imagine the store.  They are synonymous.

In the world of retail store design, the goal is to make your store layout and customization reflect the brand of your merchandise and consumer base.  From the placement of new merchandise in the front to the sleek shaping of colorful kiosks that promote a specific product, the brand identity you form in the retail store will translate into future sales and consumer loyalty.


RMSe Launches Powerful New Website

Newark, Ohio, September 11, 2012 – New website furthers RMSe’s status as the cutting edge leader in retail project management, construction and fixture installation.

After 17 years of rebuilding businesses from the ground up, RMSe has effectively done the same with their website. Centered on a more user friendly interface, the digital marketing team at WOW!brands Agency, has given RMSe a home on the Internet worthy of their already impeccable reputation.

RMSe Executive Vice President Jim Fulk is more than pleased with his company’s new online presence, “We are ecstatic with our new website. It accurately reflects who we are and what we offer our clients. In our third year as a partner with WOW!brands, we continue to be impressed with their unique designs and tailored solutions.”

At the core of RMSe’s business is their ability to connect with clients, going above and beyond to give them what they want. Whether RMSe is remodeling a store, installing a custom fixture or engaging in a full scale roll out or retro fit campaign; their main concern has always been relationship with their clients. The new website continues that client commitment with a clean, efficient, and client oriented design. Sitting atop a custom Content Management System (CMS), the new site design boasts sharp graphics, a new client login section, custom video gallery, integrated social media plugins, an integrated Worpress blog for News and PR and a custom Employment Application and Resume Management Center.

Andrew Catapano, CEO of WOW!brands, shares RMSe’s enthusiasm for the new website and continued partnership, “It is a privilege to continue as the Agency of Record for RMSe. Throughout our three (3) year relationship, it has been great to grow together and see the RMSe brand evolve into what it stands for today.”

Brent Dewey, President at RMSe believes their new website represents a new era for the company, “We see this website as a reflection that our company is operating at a whole new level. The functionality, the design, the user experience; everything about this site will help us better attract and connect to clients.”

To see the new website and learn more about RMSe, visit www.rmse.com.


About RMSe:
RMSe is a prominent professional retail installation company founded in 1994. They are the specialists in new store set ups, re-merchandising, store re-locations, heavy fixture installations, remodels and resets. RMSe leads the industry in state of the art technology for implementing projects and monitoring the scope and progress of each program. RMSe is capable of performing and completing any type of project within the industry and warrants all quality assurance with a guarantee of satisfactory completion. To learn more about RMSe, visit their website at www.rmse.com.

About WOW!brands, Inc.:
WOW!brands is based in the Short North Arts District of Columbus, Ohio. The Columbus, Ohio digital marketing design company is the complete solution to incorporating, building, and marketing business, offering a full complement of web design and development services, branding and logo design, full marketing solutions including search engine optimization (SEO), e-Marketing campaigns, social network marketing, and print marketing. To learn more about how WOW!brands, Inc. and their impeccable
resources in digital and media marketing can enhance your business, visit their website at www.wowbrandsfamily.com.

Press Contact:

Sara Bullock
WOW!brands Agency
431 w 3rd Avenue
Columbus, OH 43201
614-725-5345 x 2515

Excel Dryer Partners with RMSe

Chances are most people have had the opportunity to use an XLERATOR hand dryer, which blasts an exhilarating jet of high-pressure air, completely drying hands three times faster than conventional dryers. Apart from being the only hand dryer to be MADE in the USA Certified™, XLERATOR hand dryers use 80% less energy and deliver a 95% cost savings versus paper towels. An exciting experience combined with proven savings has many businesses and retail locations eager to make the switch.

In the past Excel customers were forced to work with local installation vendors, manage all contacts, delivery, deadlines, and invoices, and still not be assured of proper installation. To streamline the process, XLERATOR partnered with RMSe to take over all installations at a reduced cost to the customer.

The leader in industrial fixture installation, RMSE leverages its national buying power to lower material costs and reduce installation fees, as well as manage every aspect of the process from delivery to invoicing. In short, customers now receive a great money-saving hand dryer installed by efficient, cost-effective installation experts.

“Our strategic partnership with RMSe is an industry first,” said William Gagnon, vice president of marketing and key accounts, Excel Dryer

“We’re able to provide customers with a fast and cost-effective way to install XLERATOR hand dryers – while ensuring that each dryer is installed properly and operating at peak performance. This partnership provides our customers with a single contact and turnkey solution for retrofitting restrooms with the latest in green restroom technology,” said Gagnon.

“Tackling a large scale renovation project with a tight deadline can pose many logistics challenges. At RMSe, we first develop an efficient plan, and we hire the best project managers and contractors to carry it out. Speed, efficiency and quality are the inevitable results of what we do,” says Brent Dewey, president and CEO of RMSe.

With RMSe’s streamlined process, XLERATOR customers can typically expect a national hand dryer retrofit to be complete in less than two weeks.

RMSe employs 2,000 certified, licensed and bonded technicians in all 50 states, so customers can be sure that each installation is done properly and affordably.


Media Contact:
Sara Smith
Marketing Director

NEWARK, Ohio (February 15, 2012) – RMSe, the recognized leader in retail construction, fixture installation and project management industry, is proud to announce that it will jointly sponsor a booth with Red Roof®, a leader in the economy lodging sector, at the 20th Annual GlobalShop tradeshow.

RMSe is currently completing 1,200 property improvement projects at 143 Red Roof properties throughout the United States. To celebrate the new partnership, guests visiting the RMSe/Red Roof exhibit at Booth 4207 will be invited to register to win a Samsung Galaxy Tablet, courtesy of RMSe and Red Roof Inn.

Visitors to the RMSe/Red Roof booth will also get to enjoy a one of kind “walk-in and around” fully constructed preview of Red Roof’s spectacular redesigned, NextGen® contemporary and guest focused interior. The NextGen room satisfies travelers’ desires, mimicking many traditional comforts of home, including enhanced technology and electronics amenities.

“RMSe is incredibly proud to use our presence at GlobalShop to showcase not only our unparalleled services, but our strategic partnership with such a well-recognized brand as Red Roof,” says Jim Fulk, RMSe’s Executive Vice President.

The 20th Annual GlobalShop will be held February 29 through March 2, 2012, in Las Vegas, Nevada. Billed as the world’s largest annual tradeshow and conference dedicated to retail design and fixtures as well as visual merchandising, GlobalShop is viewed by industry leaders as the ideal opportunity for introducing new products and innovations designed to enhance the retail experience for today’s consumer.


Online PR News – 10-February-2012 – NEWARK, OHIO (Feb. 10, 2012) Soon, West Point Cadets and Sheppard Air Force personnel will be walking down the aisles of renovated retail establishments on base courtesy of the expertise of rmse. Courtesy of the partnership between the military and RMS – recognized as a leader in retail construction, retail fixture installation and project management – at least 75,000 square feet of retail space at West Point and 60,000 square feet at Sheppard AFB will be given an innovative “face lift.”

Plans are in the works to begin the cutting-edge renovations to brighten up each base’s retail atmosphere. Aspects of the renovations include installing new floor gondolas, product displays and customized graphics.

Tim Sullivan, RMSe’s Senior Vice President of Sales, is profoundly involved and dedicated to the development and completion of both projects: “Projects of this magnitude and complexity demand an integrated partnership between the client and the builder. RMSe values the partnerships it creates with its clients, and maintaining open lines of communication is one of the best ways to show how much we care,” says Sullivan.

Read the Full Press Release… RMSe and Our Military

RMSe Gives New Look to 1,750 RadioShack Stores in Record Time

Online PR News – 01-October-2011 –NEWARK, OHIO (September 30, 2011) – RMSe, a leader in the retail construction, store fixture installation and project management industries, recently completed the interior refresh of 1,750 Radio Shack stores nationwide at breakneck speed, completing the entire project in less than 30 days.

An important aspect of the remakes involved updating each store’s interior including brighter walls, flooring and new fixture installation. New counter tops and display cases transform and accentuate the re-energized feel now abundant in each renovated store, exemplifying the forward-thinking philosophy of project management team at RMSe.

The efficiency with which RMEs completed the renovations also proved to be cost-effective for Radio Shack because stores were able to resume normal business hours in an expedient manner, retaining customer loyalty without missing a beat.

“Truthfully, our state of the Client Relationship Management system (CRM) and custom android powered mobile application, released to the field earlier this month, made all the difference. All field personnel are capable of providing our clients with ‘real time’ updates on every project, task and milestone. Problems can be solved in minutes (not days/weeks) and completion pictures and sign off documents can be uploaded and approved in seconds. Design, developed, deployed and supported by the enterprise team at WOW!brands, Inc., we truly have a state of the art system,” says Jim Fulk, Executive Vice President of Sales at RMSe.

Read Full Press Release… RMSe and RadioShack