We have already talked about it, and will not tire of repeating countless times: the correct demonstration of the product is as important as its qualities. The way you present your product to a potential buyer often has an even greater impact on the purchase decision than the product itself. This seemingly simple idea was well understood by people hundreds of years ago.
А. Dumas in his historical novel "Ascanio" gives a brilliant example. Bologna — Benvenuto Cellini's rival — did his best to put his competitor's work in the most negative light before Francis I:
+ Convinced Mrs. De Tamp to criticize Benvenuto and his statue in every way.
+ The king was held in darkness to make his visibility worse.
+ The statue was exhibited next to Rosso's beautiful paintings, bas-reliefs and copies of ancient works in the gallery of the Fontainebleau Palace to belittle the sculptor's work against their background.
But Cellini would not have been a genius if he had not been able to overcome any circumstances. Cellini placed a silver statue of his Jupiter with a gilded socle on a movable wooden base, inserting four balls of hard wood and a bright torch in his right hand.
When the king finally appeared with his retinue in the palace, spectacularly lit from above Jupiter gently rolled towards him. This presentation led Francis I to such an indescribable delight that he ordered that Benvenuto's money be immediately given to him for his work.
"Jupiter" by Benvenuto Cellini
So where are we going with this? Presenting is an art. Good presentation is the key to the customer's perception of your products. The lion's share of sales success depends on the right choice of equipment for the sales room. Every detail is important here.
The main criteria for the selection of equipment for retail are as follows:
1. Type, dimensions and number of constructions. Everything must match the size of your retail space to make the most of it.
2. Designation. You need to take into account the format of your retail outlet and its mode of operation. For example, you can combine specialized equipment with universal one to reduce costs when selecting equipment.
3. Compliance with safety standards: rules of operation of electrical appliances, sanitary and fire protection requirements.
4. Functionality. All shop equipment must be practical and comfortable for shop visitors and staff.
5. Design. The shop equipment must have an original, attractive appearance that matches the concept of the premises. Then it will attract people to the store and serve as a powerful means of additional advertising.
6. Features. All equipment requires care, and even more so exhibition equipment, so it makes sense to buy it from a company that can not only guarantee quality, but also provide the appropriate level of service. Quick repair and replacement, if necessary, is a critical factor in the retail sector.
7. Finally, last but not least, the criterion is the MATERIAL from which the design of the retail equipment is made. After all, the type and quality of material have a direct impact on all previous items!
We will no longer walk around the yes about: in the field of retail ball is ruled by metal. 🤘 This is the strongest, most reliable, durable, functional and practical material for both the frame and the cladding of retail equipment.
All Ustor series — LINE, FRAME and RAF — are made of metal. And considering that the interior design is now at the peak of fashion loft and Scandinavian minimalism — all trumps are again in the hands of metal.
The only thing that metal cannot do in the retail sector is to fit all design concepts. Its versatility and flexibility in application do not detract from the expediency of using other materials where appropriate.
The tree is associated with nature, naturalness, pristine. It creates a feeling of warmth and comfort. At the same time, it is one of the most capricious materials, as the wood is afraid of moisture, high temperatures, insects and more. It requires care, and in a clean, untreated form you will hardly ever meet it. Usually these are MDF, LDF and other much more practical and wear-resistant materials based on wood.
Trendy color today — light beech, a typical shade of office furniture. Slightly less common is visually heavy, dark wenge oak — a frequent representative of receptionists and administrative racks. It is perfectly combined with his light colleague — milk oak.
Glossy or matt plastic accentuates the glitter of glamour, lacchery style, futuristicity. In terms of ecology it is a complete antipode to wood. On the other hand, plastic gives you unlimited freedom in the choice of colours and shades, and does not need any additional processing, as it itself is resistant to abrasion. It is often used for various holders, frames, stands and so on.
Transparent material is indispensable in retail. But not as an independent element, but as an addition. And if the glass shelves are relatively easy to make, then it is quite a different question to make from glass retail equipment. In addition, it's not cheap.
Glass is not suitable for every niche, but a little "play" you can. Interesting visual effects are obtained, if competently selected for glass structures lighting.
An example of shelving for Spar
Yes, we are not ancient sculptors or Renaissance masters. Our products aren't made of bronze or marble. But our shop equipment is also attractive to the eye.
Which material to choose for your retail equipment is up to you, based on your budget, situation, goals, objectives and overall concept of a particular retail outlet. Usually, the best choice is a combination of different materials with metal structures. Our advice will be quite prosaic: when designing a retail space, consult with professionals.
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