Califonia Closets Corporation
A Case Study in Retail Fixturing / Visual Merchandising Industry Classification

Challenge: Provide visual display fixture to enhance communication of the core purchase benefit "Simplify Your Life" of selecting a California Closet.

Background: A total of about 75 locations, some franchise and some corporate locations needed to communicate a story about how a purchase of a California Closet could simplify your life by bringing order to your clothes closet, garage, or basement. As most of the new business leads generated by the franchisees were developed from local and regional home shows, this group also need the display to be portable and easily displayed at a local home show or fair. Corporate want to bring a coordinated look to the no-corporate locations and to add unification by promoting the new corporate slogan "Simplify Your Life". The final solution needed the approval of the franchisees, as they were financially responsible for a portion of the display fixture. The solution needed to allow corporate to depict lifestyle shots to foster an association with the buyer. The message media needed the flexibility of being able to be changed easily on location but prepared in bulk to assure uniformity and volume production pricing. Furthermore the graphic designers wanted the flexibility of unrestricted graphic formats. Delivery needed to be coordinated throughout the USA and UPS shippable. Product needed to sustain the bumps and knocks of being loaded into a vehicle a few times a month for transport to and from the Home Show.

1) Dissolve units
2) Continuous video loop
3) Static postering
4) Motion displays

Satisfaction Solution: Ultimately California Closets Corporation chose to install PosterPlayer frame sized 24"x36". A key consideration for this choice was PosterPlayer allowing for flexible format presentation including both landscape and portrait designs. Additionally the clients like the portability of the unit and that they could easily make a panel themselves for each new show to personalized the message presentation for that Home Show group. The client liked the idea of only three panels each depicting a critical part of the story with the satisfaction being the new corporate slogan "Simplify Your Life".

Panel A - A lifestyle association shot of a female aged 35-50 in front of her closet in complete disarray. Copy, "Your closet at 8 am".
Panel B - A completed California Closet lifestyle shot with all garments neatly in place and the female aged 35-50, exemplifying a highly satisfied behavior and expression. Copy, "Your Closet at 3 PM"
Panel C - Text message "Simplify Your Life". Black with copy reversed in white.

The display material was selected as steel with a black powder coat painted finish to stand up to the demanding travel requirements. The color black allowed for easy touch up to the cosmetic presentation of the frame with the application of a black indelible marker. The 24" x 36" was chosen to facilitate easy setup tear down, and transportation from the store to the Home show and back. The SlipIn vane feature allowed substituting one panel out for promotional and holiday events. The graphics removed were frequently saved by stores and then reinserted at the conclusion of the promotional event. The back of the display was provided with tear drop shaped holes to allow for both landscape and portrait orientation directly out of the box. The box was constructed from 325 lb fluted cardboard to insures safe transit from Home show to retail location. Finally, the franchisees liked the price point.