Rolling out a new look across a national or regional chain presents a unique set of challenges. How do you ensure the customer experience in your Ohio store feels exactly the same as the one in California? The answer lies in the details—specifically, in your fixtures. They are the most tangible expression of your brand in a physical space. A well-executed program ensures every location is instantly recognizable and functions flawlessly. This guide is for leaders who understand that great Retail Fixture design is about more than just aesthetics; it’s about creating a scalable system that delivers consistency, durability, and a powerful brand statement, every single time.

Key Takeaways

• Treat Fixtures as Strategic Assets: View your fixtures as more than just product holders. They are essential tools that guide customer flow, communicate your brand story, and directly impact sales and the overall shopping experience.
• Balance Brand Identity with Practical Performance: The best fixtures look like a natural extension of your brand while being durable enough for daily use. A successful program finds the perfect mix of aesthetics, longevity, and versatility to support your team and delight customers.
• Build an Adaptable Retail Environment: The retail landscape is always changing, and your store should be able to keep up. Prioritize flexible, modular systems that allow you to easily reconfigure layouts for new promotions and integrate technology to create a more dynamic experience.

What Are Retail Fixtures?

Think of retail fixtures as the essential furniture of your store. They are the shelves, racks, tables, and displays that hold and showcase your products. But they’re much more than just functional hardware. The right fixtures are the silent salespeople of your retail environment, working around the clock to organize merchandise, tell your brand’s story, and make your products look their absolute best. From simple shelving units to complex, custom-built displays, fixtures provide the structural backbone for your entire visual merchandising strategy, turning an empty space into a dynamic shopping destination.

When chosen thoughtfully, fixtures create an intuitive and welcoming atmosphere that makes shopping feel effortless. They are a fundamental part of what we do to build successful retail spaces for national brands and growing chains. They guide customers through your store, draw attention to key products, and ultimately help turn browsers into buyers. Without them, a store is just a room full of boxes. With them, it becomes a curated experience that reflects your brand’s identity and makes a lasting impression on every person who walks through the door. A well-designed fixture program ensures consistency across all your locations, reinforcing your brand image at every touchpoint.

Common Types of Retail Fixtures

Every retail space has different needs, but most stores rely on a core set of fixture types to build an effective layout. You can see many of these in action in our work with leading retailers.

Here are some of the most popular types:

• Gondola Shelving: These freestanding shelves are the workhorses of retail, maximizing floor space with incredible versatility.
• Display Racks: Perfect for apparel, racks keep clothing organized and easy for customers to browse.
• Retail Counters: Serving as the point of sale, counters are also prime real estate for last-minute impulse buys.
• Display Cases: These protect and highlight high-value items like jewelry and electronics, adding a sense of prestige.
• Gridwall & Slatwall: These flexible wall panels use hooks, shelves, and bins that can be rearranged easily as your inventory changes.

How Fixtures Shape the Customer Experience

You have just a few seconds to capture a shopper's attention, and your fixtures play a massive role in making that first impression count. They actively shape the customer journey by creating a natural flow, guiding people through your store and toward key displays. This strategic guidance prevents shoppers from feeling overwhelmed and makes discovering products feel intuitive and enjoyable.

Effective fixtures also build perceived value. A product displayed on a clean, custom stand simply feels more desirable. This is where strategic design and engineering make all the difference. By creating an engaging in-store experience, you do more than sell a product—you build a connection. A positive, memorable shopping trip encourages repeat visits and fosters brand loyalty long after the purchase is made.

The Anatomy of an Effective Retail Fixture

A great retail fixture does more than just hold merchandise; it’s a silent salesperson, a brand ambassador, and a crucial part of your store’s architecture. When you get the formula right, your fixtures work together to create an environment that not only looks fantastic but also functions flawlessly. Thinking through the anatomy of your fixtures from the start is the key to building a retail space that guides customers, highlights products, and ultimately drives sales.

Effective fixtures are a thoughtful blend of four key elements: brand alignment, adaptability, durability, and strategic placement. Each component plays a vital role in the overall success of your store design. When your fixtures reflect your brand’s identity, they create a cohesive and memorable experience. When they’re versatile, you can easily adapt to new inventory and promotions. By choosing durable materials, you ensure your investment lasts. And with smart placement, you can create an intuitive flow that makes shopping a pleasure. Mastering these elements is fundamental to developing a successful custom fixture program that you can scale across all your locations. You can see some great examples of this in our work with other national retailers.

Align Fixtures with Your Brand Aesthetic

Your fixtures are one of the most tangible expressions of your brand in a physical space. They should feel like a natural extension of your identity, using the same visual language as your products, website, and marketing materials. Creating an engaging in-store experience starts with choosing retail fixtures that align with your brand’s look and feel. For a minimalist, high-tech brand, that might mean sleek metal and glass displays. For a brand focused on natural, organic products, it could be fixtures made from reclaimed wood and warm, earthy materials. This consistency is what builds a strong, recognizable brand identity that customers connect with. Our design and engineering process always begins with understanding your unique brand aesthetic to ensure every fixture tells your story.

Prioritize Versatility and Adaptability

The retail world moves fast. Seasons change, trends shift, and promotions come and go. Your fixtures need to be able to keep up. That’s why there’s a major trend toward modular and portable fixtures; in fact, recent reports show that nearly 52% of global retailers have adopted flexible fixture systems. Instead of being locked into a single, static layout, versatile fixtures give you the freedom to reconfigure your space for seasonal campaigns, new product launches, or simply to refresh the customer experience. This adaptability not only keeps your store looking fresh but also saves you the time and expense of a complete overhaul every time you want to make a change.

Plan for Durability and Maintenance

While aesthetics are important, your fixtures also have to be workhorses. They need to withstand daily customer interaction, the weight of your products, and the general wear and tear of a busy retail environment. When you’re planning your fixtures, it’s important to consider their longevity. How long do you need a display to last? A temporary cardboard POP display for a weekend sale has very different requirements than a permanent steel wall bay that needs to last for years. Investing in the right materials from the outset ensures your fixtures remain safe, attractive, and functional, protecting your investment and reflecting the quality of your brand. It’s a core part of our commitment to complete quality control.

Optimize Your Space with Strategic Placement

You can have the most beautiful fixtures in the world, but if they’re in the wrong spot, they won’t be effective. One of the most common mistakes retailers make is improperly positioning their store fixtures, which can create dead zones, block sightlines, and disrupt the customer journey. Your store layout is key to enhancing the shopping experience and guiding sales. Strategic placement creates a natural flow, drawing customers deeper into the store and toward key product displays. Think about using lower fixtures in the center of the floor to keep the space feeling open and taller units along the perimeter to maximize merchandising space without creating clutter. Thoughtful project management ensures every fixture is placed for maximum impact.

How Retail Fixtures Influence Shopper Behavior

Your store’s fixtures are much more than just functional furniture; they are silent salespeople working around the clock. They have a direct and powerful influence on how customers perceive your brand, find your products, and ultimately, decide to make a purchase. The right fixtures can transform a standard shopping trip into a seamless and engaging brand experience, guiding customers from the front door to the checkout counter without them even realizing it. A thoughtful fixture strategy considers every touchpoint, ensuring that each display, shelf, and rack contributes to a cohesive and compelling story about your brand and products.

Think of your fixtures as the stagehands of your retail theater. They set the scene, direct the spotlight, and make your products the star of the show. From the moment a shopper walks in, your displays begin to communicate. They can create a sense of luxury, signal a great deal, or highlight a new arrival. By understanding how fixtures shape the customer journey, you can strategically design an environment that not only looks great but also performs exceptionally well. This means creating a space that encourages exploration, simplifies the decision-making process, and drives sales by making the shopping experience itself enjoyable and intuitive.

Grab Attention and Improve Product Visibility

You have a window of just a few seconds to capture a shopper's attention. Your fixtures are the first tool you have to make that moment count. A visually appealing display acts as a magnet, drawing the eye and inviting customers to come closer. It’s not just about looking good; it’s about strategic presentation. The goal is to make your products pop. Through thoughtful design and engineering, fixtures can use height, color, and lighting to spotlight key items and make them impossible to ignore. When a display is clean, well-lit, and uncluttered, it tells the customer that the products on it are worth a look.

Encourage Product Interaction

Once you have a customer’s attention, the next step is to encourage them to interact with the product. The best fixtures make this feel natural and inviting. They present merchandise in a way that says, "Go ahead, pick me up." This could mean a display at the perfect height for easy reach or a custom-built unit that allows shoppers to test a product's features. When customers can easily touch, feel, and experience an item, it builds their confidence and brings them one step closer to a purchase. Your fixture portfolio should showcase how you can remove the barriers between the shopper and the sale, making interaction an effortless part of the experience.

Guide Customer Flow and Engagement

Fixtures are the building blocks of your store's layout, creating the pathways that guide shoppers on their journey. When placed strategically, they create an intuitive flow that exposes customers to a wide range of products without feeling forced or confusing. A well-planned layout prevents bottlenecks and dead ends, ensuring a smooth and pleasant experience. This is where expert project management becomes critical. By mapping out the customer journey, you can use fixtures to create discovery zones, lead shoppers toward high-value areas, and ultimately design a path that logically and comfortably ends at the checkout.

Find the Right Balance Between Form and Function

The most effective retail fixtures do two things at once: they capture your brand's unique style and serve a practical purpose. It’s easy to get caught up in creating a beautiful display, but if it’s difficult for customers to shop or for your staff to restock, it isn’t working. On the other hand, purely functional fixtures can feel uninspired and fail to create the memorable experience that builds brand loyalty. The sweet spot is where form and function meet.

This is where thoughtful design and engineering become critical. The goal is to develop fixtures that are not only visually stunning but also durable, versatile, and capable of guiding the customer journey. When you strike this balance, your fixtures stop being simple product holders and become powerful tools that enhance your store's atmosphere and support your sales goals. From material selection to structural integrity, every decision should serve both the aesthetic vision and the practical demands of a busy retail environment. This holistic approach ensures your investment looks great and performs flawlessly for years to come.

Where Style Meets Practicality

Your fixtures are the silent salespeople of your store, so they need to be dressed for success. While their primary job is to hold merchandise, their design is what initially attracts customers and invites them to engage. The key is to find materials and designs that are visually appealing, durable, and versatile enough to adapt to changing promotions. A fixture should be more than just a pretty face; it needs to be a workhorse that can withstand constant interaction from both shoppers and staff. When planning your fixtures, think about how they will look and perform not just on opening day, but a year from now. Seeing examples of successful projects can help you visualize how high-quality materials and smart design come together in a real-world setting.

Use Technology to Enhance the Shopping Experience

Technology is no longer confined to e-commerce; it's making its way into the physical store through smart fixtures. Retailers and manufacturers are making significant investments in design innovation, including IoT-enabled shelving, RFID-integrated displays, and data-collecting endcaps. These advancements allow you to create a more dynamic and interactive shopping experience. Imagine a display that provides additional product information on a screen when a customer picks up an item, or an endcap that gathers data on which promotions are getting the most attention. Integrating technology into your fixtures can help you better understand customer behavior and create memorable moments that bridge the gap between digital and physical retail. You can explore these possibilities through a partner that specializes in custom design and prototyping.

Choose Sustainable Materials and Practices

Today’s consumers are increasingly drawn to brands that prioritize sustainability, and your fixture choices are a tangible way to demonstrate your commitment. Opting for eco-friendly materials or modular designs isn't just good for the planet—it's good for business. Sustainable fixtures can enhance your brand image and appeal to a growing segment of conscious consumers. Furthermore, trends are shifting toward modular and portable fixtures that can be reconfigured for new campaigns or store layouts, reducing waste and long-term costs. When you begin your next project, ask your manufacturing partner about their sustainable material options and production processes. Choosing durable, adaptable, and responsibly sourced fixtures is a forward-thinking strategy that pays off for your brand and your bottom line.

What's New in Retail Fixture Design?

The world of retail is constantly changing, and your store fixtures need to keep pace. Gone are the days when a shelf was just a shelf. Today, fixtures are a core part of your brand's story and the customer experience. They need to be more than just functional; they must be flexible, engaging, and aligned with your brand’s values. The most successful retailers are thinking about their fixtures as dynamic tools that can adapt to new products, seasonal campaigns, and shifting shopper expectations.

Thinking this way allows you to create a more immersive and responsive environment. When your fixtures can change with your strategy, you can test new layouts, highlight promotions, and keep your store feeling fresh without a complete overhaul. The latest trends focus on creating these adaptable, experience-driven spaces. From modular systems that can be reconfigured on the fly to smart displays that interact with customers, modern fixture design is all about building a smarter, more engaging retail world. Let’s look at a few key trends that are shaping the future of retail interiors.

Modular and Flexible Solutions

Static store layouts are becoming a thing of the past. Retailers now need the ability to adapt quickly to seasonal promotions, new inventory, and evolving marketing campaigns. This is where modular fixtures come in. These systems are designed for easy reconfiguration, allowing you to transform your space with minimal effort. Think of them as building blocks for your store, giving you the freedom to create new arrangements whenever you need to. In fact, a recent report found that nearly 52% of global retailers have already implemented modular systems to make their layouts more dynamic and improve how they connect with customers. This approach lets you keep your environment fresh and exciting, encouraging repeat visits.

Smart Fixtures and Interactive Displays

Technology is no longer separate from the shopping experience—it’s woven directly into it. Smart fixtures and interactive displays are turning passive browsing into active engagement. These fixtures might include touchscreens that provide detailed product information, sensors that track which items are picked up most often, or digital signage that can be updated instantly. As one industry analysis notes, "interactive displays are becoming a cornerstone of modern retail environments." They not only capture a customer's attention but also provide you with invaluable data on shopping behaviors, helping you understand what truly resonates with your audience and refine your in-store strategy.

Use Lighting as a Key Design Element

Lighting has moved far beyond its purely functional role and is now a critical design element in its own right. The right lighting strategy can completely change the atmosphere of your store, guide customers on a specific path, and make your products pop. Retailers are using everything from integrated LED strips in shelving to dramatic statement pieces that act as focal points. This trend is about creating a mood that reflects your brand identity. As design experts point out, statement lighting serves both a practical and an aesthetic purpose, creating a unique ambiance that draws people in and enhances the entire shopping journey.

Adopt Eco-Friendly Approaches

Sustainability is more than just a buzzword; it's a core value for a growing number of consumers and, therefore, a smart business practice. This shift is clearly reflected in fixture design, with retailers and manufacturers making significant investments in sustainable materials and processes. This can mean using reclaimed wood, recycled metals, or other eco-friendly materials in your displays. It also involves designing fixtures that are built to last, reducing waste over the long term. This commitment to the environment resonates with shoppers and can strengthen your brand’s reputation. The industry is taking this seriously, with over $820 million invested in sustainable design innovation and materials in the last year alone.

How to Handle Common Fixture Implementation Challenges

Even with a perfect design, bringing your retail fixtures to life across multiple locations comes with its own set of hurdles. From surprise costs to shipping delays, a lot can happen between the factory floor and your showroom. The key isn't to expect a flawless rollout—it's to anticipate the common challenges and have a solid plan to address them. A successful implementation hinges on more than just great aesthetics; it requires careful financial oversight, meticulous logistical coordination, and a keen awareness of what your customers want now—and what they might want next.

For national retailers and regional chains, these challenges are magnified. A small hiccup in one store can become a systemic problem across dozens or even hundreds of locations. This is where proactive planning becomes your most valuable asset. Instead of reacting to problems as they arise, a strategic approach allows you to build contingencies into your timeline and budget. It means asking the right questions from the start: What is the total cost of ownership, not just the sticker price? How will we ensure consistent installation quality across different states or regions? Are our new fixtures flexible enough to adapt to next year's trends?

By tackling these questions head-on, you can turn potential headaches into manageable tasks. This section will walk you through how to handle the three most critical aspects of fixture implementation: managing your budget, planning for logistics, and adapting to shopper habits. With the right strategy, you can ensure your fixture program is a win for your brand and your bottom line.

Manage Your Budget Effectively

Keeping your project on budget goes far beyond the initial price tag of the fixtures. True cost control involves a mix of thorough research, sticking to your essential needs, carefully monitoring logistics, and maintaining a bit of flexibility. Before you commit, make sure you understand the total cost of ownership. A cheaper fixture might seem like a deal, but it could come with higher shipping fees or require more complex installation. A partner with transparent project management and customer service can help you see the full picture. It’s also wise to build a small contingency fund—around 5-10% of your total budget—to handle any unexpected issues without derailing your entire project.

Plan for Logistics and Installation

Your fixtures aren't doing their job until they are correctly installed in your store. For a multi-location rollout, this is a massive undertaking that demands a detailed plan, clear communication, and an experienced team. Managing a successful rollout means coordinating everything from shipping schedules to on-site assembly. To avoid common retail fixture installation mistakes, ensure your installation team has clear documentation, including precise measurements and placement guides. Working with a provider that manages the entire logistics, transportation, and distribution process is one of the most effective ways to ensure your fixtures arrive on time and are installed correctly, letting your store teams focus on what they do best: serving customers.

Adapt to Shifting Shopper Habits

Today’s shoppers want new and engaging experiences, and your store environment needs to evolve with them. This is why flexible fixture systems are becoming so popular. In fact, a recent report found that nearly 52% of global retailers have already adopted modular fixtures that support easy store reconfigurations and seasonal promotions. This adaptability allows you to refresh your layout, highlight new products, or create pop-up displays without a complete overhaul. Investing in smart design and engineering from the start gives you the versatility to test new ideas and keep your retail space feeling fresh and relevant for years to come.

Measure the Impact of Your Retail Fixtures

Your new fixtures are installed, and your stores look incredible. But how do you know they’re actually working? Measuring the impact of your retail fixtures is about more than just aesthetics; it’s about understanding how your investment translates into tangible business results. When you’re rolling out a new design across dozens or even hundreds of locations, having solid data proves the concept and helps you refine your approach for even better outcomes. It connects the dots between a well-designed space and a healthy bottom line, giving you the confidence to scale your vision.

Think of it as a continuous feedback loop. By tracking performance, you can see what resonates with your customers and what doesn’t. Maybe a particular endcap display is a huge hit, or perhaps a new shelving system makes it easier for shoppers to find what they need. This information is gold, allowing you to make informed decisions for future projects and ensuring every fixture program is more successful than the last. With a clear view of the ROI, you can confidently invest in creating retail environments that not only look great but also drive sales and strengthen your brand. Our comprehensive services are designed to support you from initial concept to post-installation analysis, ensuring your fixtures perform as expected.

Key Metrics to Track

The most direct way to measure success is by looking at your sales data. After a new fixture rollout, compare sales figures for specific products or categories against the previous period. Are you seeing a lift? Effective visual merchandising can dramatically increase sales, so keep an eye on metrics like sales per square foot and conversion rates. Point-of-sale (POS) displays are especially powerful and can be tracked directly to see their impact. Since you only have a few seconds to grab a customer's attention, your fixtures need to work hard. Tracking these numbers will tell you if they’re hitting the mark.

Analyze Customer Feedback and Behavior

Numbers tell part of the story, but observing how people move through your space tells the rest. Watch how shoppers interact with your new displays. Are they stopping to look? Are they touching the products? Shoppers often decide whether to buy something in under 90 seconds, largely based on visual appeal, so these initial interactions are critical. You can also gather direct feedback by training store associates to ask customers what they think of the new layout. This qualitative insight helps you understand the "why" behind your sales data and refine your design approach for future projects.

Best Practices for a Winning Fixture Strategy

Putting together a successful retail environment is about more than just choosing fixtures you like. It requires a clear strategy that connects your brand, your products, and your customers' experience. When your fixtures are part of a cohesive plan, they do more than just hold merchandise—they guide shoppers, highlight key items, and make your store a place people want to return to. This strategic approach ensures every dollar you invest in your physical space is working to support your business goals. By focusing on a few core best practices, you can build a fixture strategy that creates a memorable brand experience and drives sales.

Start with a Strong Store Layout

Think of your store layout as the foundation of the entire shopping experience. A well-planned layout guides customers on a natural path, making it easy and enjoyable for them to explore your products. When fixtures are placed without a clear plan, they can create frustrating bottlenecks, block sightlines, and disrupt the customer journey. The goal is to use thoughtful design to create a seamless flow that encourages discovery. Mapping out the customer journey from the entrance to the checkout ensures every element has a purpose and contributes to a positive, intuitive shopping environment that feels effortless to move through.

Make the Most of Your Prime Retail Space

Your retail floor is valuable real estate, and a static layout can quickly become stale. Successful retailers use flexible fixture systems that adapt to changing seasons, promotions, and product assortments. This adaptability allows you to reconfigure your space with minimal effort, keeping the environment fresh and engaging for repeat customers. By choosing modular or movable displays, you can easily create new arrangements that highlight what’s important right now. This approach ensures you can maximize your prime retail space effectively, turning your floor into a dynamic asset that supports your sales goals and merchandising strategies.

Create Focal Points with Statement Pieces

Every store needs a "wow" moment. Focal points are strategic, eye-catching displays that draw customers in and make a strong impression. These can be anything from a custom-designed cash wrap to an interactive display that tells your brand’s story. They serve as visual anchors, breaking up the monotony of standard shelving and creating memorable experiences. These statement pieces do more than just showcase products; they capture attention and strengthen your brand identity, making them a critical part of a winning fixture strategy. They give shoppers a reason to pause, engage, and remember your store long after they've left.

What's Next for Retail Fixture Design?

The world of retail is constantly changing, and your fixtures need to keep up. Staying aware of new trends isn't just about looking modern—it's about creating a store that connects with customers, operates efficiently, and is ready for whatever comes next. The most successful brands are already thinking about how their physical spaces can work harder for them, blending technology, flexibility, and customer-centric design into every display.

How New Technologies Are Changing the Game

Technology is no longer just for your website; it’s becoming a core part of the in-store experience. Retailers are making major investments in design innovation, and for good reason. We’re seeing a rise in smart fixtures, from IoT-enabled shelving that tracks inventory to interactive displays that let customers explore product features on a screen. These aren't just gimmicks. They create a more engaging and immersive shopping trip. Imagine a customer picking up a running shoe and a nearby screen automatically playing a video about its unique features. This level of interaction captures attention and provides valuable information right at the point of decision.

Get Ready for the Future of Retail

The future of retail is flexible. Gone are the days of static, permanent store layouts; today, it’s all about modular and portable fixtures that allow you to adapt your space on the fly. Whether you’re setting up for a seasonal promotion, testing a new store-within-a-store concept, or simply refreshing your layout, adaptable fixtures give you the freedom to change. This agility is crucial for creating a seamless experience that aligns your physical store with your dynamic online presence. As brick-and-mortar retail continues to evolve, having a flexible foundation allows you to respond quickly to new trends and shifting customer habits without a complete overhaul.

Related Articles

• Visual Merchandising Basics – What to Know as a Retailer
• Best Ways to Enhance Customer Experience in Retail
• How Branded Displays Influence Customer Decisions & Boost Sales
• Refreshing Retail to Revamp the In-Store Experience

Frequently Asked Questions

What's the very first step I should take when planning a new fixture program? Before you even think about materials or styles, start with your brand and your customer. Get crystal clear on the story you want your store to tell and the journey you want your customers to take. Think about your brand's personality—is it sleek and modern, or warm and rustic? A solid plan for your store layout and a deep understanding of your brand aesthetic are the foundation. Once you have that, you can begin working with a design partner to bring that vision to life.

How do I decide between custom fixtures and standard, off-the-shelf options? This really comes down to your brand's goals. Off-the-shelf fixtures can be a quick solution, but they often lack a distinct personality. If your goal is to create a truly unique and memorable shopping experience that sets you apart, custom is the way to go. Custom fixtures allow you to perfectly match your brand's aesthetic, solve specific merchandising challenges, and build a cohesive look that can be scaled consistently across all your locations, which is especially important for multi-location chains.

We're rolling out fixtures to over 100 stores. What's the biggest mistake to avoid? The most common pitfall for large-scale rollouts is underestimating the logistics. It's not just about getting the fixtures from point A to point B. You need a detailed plan for warehousing, delivery schedules, and professional installation at every single location. A single delay or installation error can have a ripple effect. Working with a partner who manages the entire process, from manufacturing to final installation, is the best way to ensure consistency and avoid overwhelming your store teams.

How can I make my fixtures feel fresh and new without a complete redesign every year? The key is to invest in versatility from the start. Opt for modular systems or flexible fixtures that can be easily reconfigured. This allows you to change your layout for seasonal promotions, new product launches, or just to refresh the customer experience without starting from scratch. You can also use strategic elements like updated lighting, new signage, or temporary POP displays to create a sense of newness around your core, durable fixtures.

How do I know if my new fixtures are actually successful? While a great-looking store is a win, the real measure of success is in the numbers and in your customers' behavior. Start by tracking sales per square foot and conversion rates before and after the rollout. But don't stop there. Watch how people move through the space. Are they interacting with the new displays? Are they discovering products more easily? Combining this observational feedback with your sales data will give you a complete picture of your return on investment.