RMU Design Trends: A Pictorial
by Nancy Tanker [1]
For Specialty Retail Report's 10th Anniversary issue, we asked several manufacturers of carts, kiosks and other retail merchandising units to take a look back at—and a look forward to—the design trends that impact how specialty retailers do business every day.
Entrepreneurs new to our industry might not realize just how far RMU manufacturers have come in designing attractive, functional units that allow retailers to effectively visually merchandise their products and integrate the latest technologies that help them close the sale.
Each RMU company submitted three photos to illustrate how their designs have evolved over the years. They also commented on how design trends have changed since they first started manufacturing and the trends they see shaping the future of specialty retail.
Erin Knoettgen-Nap, creative director at T L Horton Design
Location: Grapevine, TX
Website: TLHorton.com [2]
Manufacturing since: 1983
Lines: RMUs, kiosks, customer-service centers, directories
Specialty: "T L Horton Design has expertise in both custom exterior and interior RMUs and kiosks."
Trends: "When T L Horton Design first began in the industry, RMUs had very heavy enclosed canopies. With current fire codes and sightline restrictions, our most recent RMU designs often require a very open canopy and lighting structure.
"Also, in recent years we are seeing more focus on flexibility and product merchandising in design, resulting in units that are easy to reconfigure and accessorize to enhance product display. With the growing development of lifestyle centers, we have seen a growth in exterior RMU and kiosk programs, leading our company to new areas of design and engineering to account for exterior-grade materials, hard security and weatherproofing.
"Some recent trends in RMU design that we've experienced include new sizes and configurations, such as a unit that is placed next to a railing, or a small unit to fit into a tight space. Other design trends that our clients are requesting are built-in merchandising, and innovative accessory options for product display.
"The use of new materials, finishes, lighting, and more modular, flexible designs that can be used in a variety of retail spaces, are trends that will be affecting RMU design in the future."
Janet Mayer, co-owner at Merchandising Frontiers, Inc.
Location: Winterset, IA
Website: MFI4U.com [3]
Manufacturing since: 1993
Lines: Custom carts, kiosks, RMUs, valet booths, customer-service centers, commercial modular buildings, merchandisers, millwork and display fixtures for both retail and foodservice applications, for indoors or outdoors.
Specialty: "MFI's expertise is that of a truly custom manufacturer with experience in all types of units for foodservice and retail, both indoors and outdoors. We have design and fabrication expertise in all types of materials and we have expertise in health and building codes. We have won NASFM (National Association of Store Fixture Manufacturers) awards and the Ernst & Young Entrepreneur of the Year award for manufacturing. This year we completed projects for both outdoor and indoor shopping centers, multiple airports, and foodservice and retail kiosks that were designed specifically for a unique product or service."
Trends:"When we first started, carts with wagon wheels and 'finger pinching' heavy security doors were popular, and we designed with a pencil and a drafting table. Later, the wheel was removed to allow for below-counter shelving and merchandising. Heavy security doors became lightweight, user-friendly, roll-down aluminum slat or fabric panels.
"Lighting changed from incandescent to halogen and energy-efficient fluorescent. Up-to-date CAD [computer-aided design] technology allows us to create photo-realistic renderings very quickly, which in turn means we can respond faster to our customers.
"Units are becoming more architecturally unique to each location, yet functional and user-friendly, as well as modular and adaptable, to merchandise a variety of goods and services.
"In the future, MFI sees several trends, including: more value-added engineering with shorter project lead times, going 'green' and energy conservation, ergonomics and meeting the Americans with Disabilities Act accessibility standards, and distinctive designs that reflect the unique 'trade dress' or architectural styles of our clients."
Brian Sandberg, Vice President at Sand Mountain, Inc.
Location: Newport Beach, CA
Website: SandMountain.net [4]
Manufacturing since: 1994
Lines: RMUs, fixed-in-place kiosks, customer-service centers, mall marketing fixtures, the occasional electronic kiosk, and the Aalto Step Chair.
Specialty: "Although we do both indoor and outdoor units, clients tend to think of us as their first choice for outdoor units. Our firm has the largest variety of outdoor designs. Whether indoor or outdoor, we tend to be selected for mall owners' high-end malls when they want something unique, special or custom. Quite honestly, indoor units have fewer constraints—security, weather, etc.—and allow for greater design flexibility than outdoors, but without cultivating the outdoor market, we would not be where we are today."
Trends: "When we started in this business, most clients were not willing to venture too far away from what was standard or already being done. Today clients are willing and sometimes demanding that we push the envelope a bit. They want to see something different and creative that reflects the personality of their particular center.
"Budgets are more generous today, allowing for better-quality materials and sometimes more costly designs. This industry has proven it can be very lucrative, and mall owners are often willing to spend a little more to get what they want. We know that better design improves the image of the specialty leasing business and can enhance rather than detract from the aesthetic quality of the mall itself.
"I think the most noticeable issue we see lately is a desire to keep roofs simple and with a low profile and not the big architectural statements of the past. Site lines to stores and maintaining their identity seems to be important both to the stores themselves as well as mall management. It keeps everybody happy.
"The overall sizes seem to be relatively the same. Some malls need to have small units to fit narrow corridors, while others can handle larger sizes. Aesthetically, we are finally seeing a shift away from maple towards darker woods and other more diverse finishes."
Jeffrey J. Morris, President at All A Cart Manufacturing, Inc.
Location: Columbus, OH
Website: AllACart.com [5]
Manufacturing since: 1972
Lines: Pushable carts, towable carts, kiosks, computer kiosks, display/advertising units, consumer-service kiosks, trailers, step van mobile kitchens and merchandising vans, trucks, modular vending/serving/merchandising systems, portable buildings, drive up buildings/kiosks/trailers, custom/classic autos and unique motor vehicles.
Specialty: "We manufacture more units for food than any other product, both indoor and outdoor preparation and serving of a variety of foods."
Trends: "When we first started in 1972, the level of sophistication regarding design and built-in systems did not exist as it does today. Today's units are much more polished, colorful and interactive. With so many electronic and technological advances, the units we build today are more user-friendly and appealing to the consumers who frequent them.
"Our customers are not at all hesitant to request a wide variety of finishes, sizes, shapes and mechanical devices to incorporate into their kiosk designs... As various technologies continue to unfold, we will see more exciting developments in the RMU industry.
"In today's competitive marketplace, it is up to the individual merchant to display and sell their wares as effectively as possible. In order to accomplish this, I foresee a growth in niche, unique, one-of a kind type businesses that will require a custom touch regarding the design and manufacture of their units.
"Although most large retailers have a wide variety of products, only the kiosk operator has the ability to offer the one-on-one attention that most consumers are looking for. Shopping online does not compare with the personal service that is provided by the operators of RMUs.
"As we move forward, our goal will be to address each vendor's requirements and to provide them with a well-thought-out plan that will enable them to maximize their profits for years to come."
Sharon E. Loeff, Director of Sales and Design at Common Area Units
Creations at Dallas
Location: Dallas, TX (corporate) and Scottsdale, AZ (sales/design)
Website: CreationsAtDallas.com [6]
Manufacturing since: 1960
Lines: Pushcarts, interior and exterior RMUs, kiosks, directories, customer-service centers, wall merchandisers, foodservice carts and kiosks, interior fixtures and custom kiosks.
Specialty: "Creations at Dallas pioneered the production of all-metal common area units. Our metal common area units are much more durable than our competitors' products that are built in wood. They are also able to withstand the rigors of the mall environment more favorably due to the way in which we manufacture. This has also allowed us to easily transition into manufacturing other types of structures, including outdoor units for lifestyle centers."
Trends: "I have been involved in the specialty leasing industry for 26 years, so I have personally seen the evolution of the industry and the equipment during my tenure. What started as a simple wagon-wheel pushcart has evolved into a well-built, highly designed piece of merchant furniture.
"The initial pushcarts were very simple, with no storage, no lighting and they were not designed to complement the mall or to ensure the merchant could be successful on that structure. Now, Creations is designing highly functional units with sophisticated lighting, storage areas, rich finishes and innovative materials. Our units are designed so that the merchant can easily display their product, turn inventory effectively and become profitable. We also consider design elements that don't interfere with sight lines in the malls, and we build and provide merchant units that enhance the common area.
"Initially specialty leasing was confined to just the common area in enclosed centers, but now that is changing. Lifestyle centers have started to create areas specifically for outdoor carts. This has created the need for manufacturers to design and build outdoor structures. Areas within the malls that historically never had carts are now displaying beautifully merchandised units. Creations has developed rail units, which sit in front of the railings in properties with two or more levels. Smaller structures that can be moved in and out of storage easily for weekend merchants are another newer cart concept.
"Creations is always designing new structures, which ultimately look at making both the developer and merchant more successful. That means designing units that function well, can be merchandised easily for all categories of products, that are contemporary, and that highlight the design trends that are always evolving in our industry."
Annette Bourque, president of ArtFX, Inc.
Location: Dieppe, New Brunswick, Canada
Website: ArtFXCorp.com [7]
Manufacturing since: 1988
Lines: RMUs, kiosks, community-service booths, customer-service booths, custom promotional sign-holders.
Specialty: "We specialize in custom RMU designs. At ArtFX our strength is being able to provide designs that not only satisfy the business needs of our clients but also our understanding of the strong correlation between current design trends, functionality and successful retail."
Trends: "The most exciting trends in retail currently are branding and visual merchandising. Specialty retailers have discovered the synergy between the two and we are seeing simplicity and clarity in both the merchandising of RMUs and inline stores.
"Due to the tremendous growth in the industry, many specialty retailers have gone national. They are savvier and there is a much higher level of sophistication within the industry.
"Other notable trends in the industry are that units are becoming more modular, technically integrated, with more of a "custom furniture" look. Sight-line issues are also being addressed as units become more open and airy.
"Future trends will definitely be linked to increasing climate and environmental changes and rising costs of consumer goods, which will force the industry to find friendlier alternatives for manufacturing. In the highly competitive retail industry, change is constant and RMU designs will continue to evolve."
Gregory Guyette, Director of Marketing at Kiosko Inc.
Location: Chester, VT (manufacturing) and North Springfield, VT (manufacturing and sales)
Website: KioskoUSA.com [8]
Manufacturing since: 1993
Lines: Kiosks, in-line store fixtures, RMU inserts/accessories/showcases, custom graphics and retail signage.
Specialty: "Kiosko's premier strength is our capacity to design and manufacture functional, high-scale modular products for a variety of retail concepts. Our focus is making retail expansion easy, whether the client is selling gourmet coffee or consumer electronics."
Trends: "We are seeing companies and products entering the world of specialty retailing that were strictly in-line players in the past. This is largely a product of the ROI [return on investment] that is realized through kiosk and cart retailing. Other significant changes include: property-owner oversight of designs, municipalities' requirements for permitting, and the dichotomy between local merchants looking for a single fixture and the national expansion of multiple-location retailers.
"Prevalent RMU design trends include a more open-based concept, the use of diverse metals and other materials, and the inclusion of technology and interactive merchandising displays such as plasma screens and gaming systems. Demand for pre-engineered kiosks that facilitate 'speed-to-market' prompted Kiosko to develop the Express Kiosk line for 2006. Our ability to get clients in business faster is paying dividends to the retailers and the property owners.
"RMU expansion exploded with the proliferation of wireless-communication technology in the 1990s. The latest consumer electronics—cellphones, MP3s, iPods and related accessories—will drive the RMU market in the near-term. However, mounting popularity of the RMU across the spectrum of consumer goods and foodservice will result in the brisk diversification of RMU retailers as we move forward. Trends will continue to develop through innovations and market shifts that will transform the look and feel of specialty retailing in exciting new ways."
Robert Ferraro, Vice President, Operations at Creative Accessories, Inc.
Location: Las Vegas, NV
Website: CreativeAccessories.com [9]
Manufacturing since: 1994
Lines: Carts, retail/promotional kiosks, lightweight specialty theme carts, and mobile product promotion/advertising units.
Specialty: "Modern Display Solutions,' the Creative Accessories tag line, sums up the motivation for our designs. We specialize in Plexiglas designs that take the focus off the cart, directing it towards the products. Our Class 1 Laser is used to precision cut parts and custom engrave designs in Plexiglas, Laminates, and Stone. Our primary focus is on maximizing the amount of products stored/displayed, while enhancing the display method, to increase the perceived value of those products."
Trends: "The changes we've seen in RMU manufacturing include an increase in modern design styles, incorporating new materials like Plexiglas and metal surface laminates, and enhanced lighting. The carts have also become more modular, allowing each retail vendor to customize their display around a specific product line. We have focused recently on offering Cart Kits that take display customization to the next level for our clients.
"The recent trends we've seen are interactive retail displays, LCD-screen video presentations, and build-to-suit display systems. These trends are focused on creating an approachable feeling to the overall look of the cart. This allows the passing customers to interact with the product line without the need of a sales person. You still have a standard base cart, but the creative accessories give you the image that draws them in for the sale.
"We see the integration of the recent technology trends directly into the carts. Cash registers, merchant services and advertising all become part of the main cart design. Recently, we've been working on an Interactive Satellite Unit (ISU) that ties into the main cart for special product promotions or remote-sales opportunities. These units are lightweight, mobile and are intended to be placed next to the cart or in high-traffic areas. The ISU can be customized for seasonal promotions, customer lead generation, and special product promotions. Retailers in the mall can also share them on an as-needed basis. In the 'not so far future' these units could greet you at the door, answer your questions and direct you to special sales or retail locations by integrating voice-recognition software."
Source URL: http://www.specialtyretail.com/2006/spring/merchandising_marketing/rmu_design_trends