KC Store Fixtures Studio Division has set our sights on exceeding the expectations of every customer.
Dennis Hernandez, Director Visual Merchandising | Store Design at Relax The Back Corporation, doesn't actually hear these words each time he interacts with his support team at KC Store Fixtures Studio Division. However, he sure has come to appreciate this is exactly what the relationship with them feels like. Like many of his peers in the retail industry, Mr. Hernandez, who is responsible for more than 90 Relax The Back stores in the U.S. and Canada, needs a responsible store fixture vendor that he can rely on, all the time – whether it's updating an existing store, or rolling out an entirely new store concept. He also needs a partner that understands the importance of a consistently priced, value-oriented, store opening package, as most stores are franchise owned, and come in various footprints. Since 2014, KC Store Fixture has served in this role, and earned his complete trust.
Regarding trust, when asked to participate in this case study, Mr. Hernandez immediately agreed, knowing the value of sharing his relationship with KC Store Fixtures with others who have similar needs and responsibilities.
I know I'm not their biggest client, however, I certainly feel like I'm always the most important to them.
Dennis Hernandez, Director Visual Merchandising, Relax the Back
In addition, when asked why others looking for a new fixture vendor should consider the KC Store Fixtures Studio Division, Mr. Hernandez had this to say – "The entire team seems to truly understand our needs, and eagerly wants to help. Their in-house design department can help value-engineer our detailed drawings, and, when requested, they have always come up with brand new original design solutions that really work. It's this collaborative relationship that is such a great asset. And it's so helpful that I don't have to spell everything out. I trust the team at KC Store Fixtures, and I know they always have our best interests in mind."
In 2012 Dennis Hernandez attended GlobalShop, a retail industry trade show that combines store design, visual merchandising, retail technology and shopper marketing leaders under one roof, with a very specific goal: Find a new fixture vendor. Since his long-term vendor decided that they no longer would produce cabinets, display cases, cashwraps or any other millwork projects, Mr. Hernandez came to GlobalShop prepared, with drawings in hand, and a list of requirements and requests. Among many companies he met with was KC Store Fixtures Studio Division. He had no previous information about this organization, however, Mr. Hernandez appreciated the knowledge, enthusiasm, and eagerness to learn more about Relax the Back stores, as well as the post-show follow-up from Shelley Gummig, Vice President, Business Development and Phil Vaughan, Research & Development Manager.
During the time between a disappearing vendor, and the new relationship with KC Store Fixtures, Mr. Hernandez and his team experienced significant problems with an interim vendor, which further drove the need to find a full-service company that they could trust, and that would in effect become part of the Relax The Back store design team. It's not that Mr. Hernandez thought relationships would be problem-free, but rather he simply expected that, when a problem does occur, regardless of why or how it occurred, a trusted partner would be part of the solution.
In 2014 Mr. Hernandez awarded KC Store Fixtures Studio Division their first of many projects, which included the manufacture of already designed fixtures for existing, and new, stores. Ms. Gummig and her team were also invited to value-engineer and manufacture a new information tower kiosk, which was very well received by corporate and franchise stores throughout the country. After a two year, blemish-free track record, Mr. Hernandez's expectation of trust, in the midst of a problem, was finally put to the test. In 2016 Mr. Hernandez awarded KC Store Fixtures Studio Division with new store projects in Colorado and Arizona. The request included more than 110 individual items, from more than 20 unique product categories, including 23 wall display cases. There were two different possible profiles related to the display cases and, as the Colorado store was being set for opening, it became clear that the wrong one had been used. KC Store Fixtures was made aware of this and immediately went to work manufacturing 23 new cases with the other possible profile. Leo Galey III, Owner, and Phil Vaughan, drove the cases from Kansas City, over the weekend, to the new store in Arizona, ensuring it would open on time; then drove the remaining fixtures to Colorado to ensure it, too, would be opened on time. That "we'll fix it" attitude is one of the main reasons Mr. Hernandez knows he is part of a trusting relationship, and why he remains grateful, to this day, that KC Store Fixtures Studio Division truly has his back.
Shelley Gummig also knows the value of a trusting relationship, and had this to say about working with Mr. Hernandez and his team at Relax The Back - "The fact that Dennis has a deep understanding of retail fixtures, store design, and what he needs to present the brand, is extremely valuable. He is very responsive to our questions about functionality, materials, and budgets, which contributes greatly to the design and developmental process of his retail fixtures and helps us save time and labor, which not only benefits us, but also Relax The Back stores. Moreover, Dennis truly values our mutual partnership, and knows we always work in his company's best interest, as he does in ours. We love it when clients truly get the value of a trusting relationship, like Dennis does. It makes it so easy for us to say – Relax Dennis, we've got your back!"
Dennis truly values our mutual partnership, and knows we always work in his company's best interest, as he does in ours.
Shelley Gummig, Vice President, Business Development, KC Store Fixtures
In April 2017, Dennis and his team at Relax The Back decided it was time for a complete store design evolution, from floors and walls and lighting, to fixtures and signage - they believed existing stores no longer presented products in a modern manner in line with the way store merchandise has evolved since 2002, the last time the store design was updated.
The overall goals of the store design evolution included having a new fixture package and store presentation that is surprisingly different, unique, personalized, engaging, and repeatable. Drawings were shared with the Studio Division team who immediately went to work sourcing new materials, value-engineering the fixture package, and concentrating on ways to not only accomplish the store design goals, but to also do so without increasing the fixture package budget. Over the next 12 months drawings were adjusted; materials were approved; prototypes were built; the final fixture package, which included 11 new types of products, including video kiosks, was manufactured, shipped, and installed; and the completely evolved Relax The Back store in Newton, Massachusetts was opened, on time, and within budget.
At the national Relax The Back Convention in May 2018, franchise owners from around the country gathered to learn about new products they could begin carrying, and to see the new store design. Attendees were excited about the lighter, brighter environment made up of a cool palette of blues and grays that complimented the new modern white and brushed aluminum fixture laminates. Instantly the owners noticed how the evolved store environment encourages customer exploration of long-standing product areas, and helps guide customers to several new product category areas. Dennis summarized as follows what franchise owners from around the country shared with him during the convention.
We can really see the benefits of having customizable, adaptable, modular, and mobile fixtures that can be used throughout the store to present, and promote, new merchandise and seasonal offerings.
Dennis Hernandez
"We can really see the benefits of having customizable, adaptable, modular, and mobile fixtures that can be used throughout the store to present, and promote, new merchandise and seasonal offerings."
The new store design will be introduced in two more stores in 2018, followed by additional stores throughout the country as franchise owners decide they, too, want the benefits of a completely new and evolved store environment for their customers.
Just as franchise owners have recognized the value of the new and evolved store design, Dennis and his team at Relax The Back, and Shelley and Phil, and their team at KC Store Fixtures Studio Division, have realized the value of their evolving relationship, learning more and more about each others needs, abilities, and willingness to have each others backs. They're also continuously having discussions about ways to work, together, to create the most ideal shopping experience for everyone who visits Relax The Back stores around the country.
Relax The Back has grown from one retail store in 1984 to become the nation's largest specialty back-care retailer, offering posture and back support products, and self care solutions. With more than 90 stores in the US and Canada, Relax The Back Corporation has a proven track record of sales, customer satisfaction, and success.
Relax The Back stores offer excellent products, and well-trained, knowledgeable associates who are committed to the best in ergonomic care, and to serving customer' needs in seven product categories – sleep; office; fitness; therapy; back and lumbar supports; massage; and recliners.
The Studio Division is the design and custom fixture manufacturing division of KC Store Fixtures, serving store planning, store design, and visual merchandising teams throughout the United States.
Studio Division customers consist of regional and national retail chains, including consumer brand marketers with their own stores, store-within-a-store, or branded fixtures in a retail setting. Many customers have gift shop space within businesses that include hotels, hospitals, theme parks, and zoos. In addition, KC Store Fixtures Studio Division serves college bookstores, convenience stores, and grocery stores, as well as the temporary pop-up store segment.
For more information about KC Store Fixtures Studio Division, please contact Shelley Gummig, Vice President, Business Development, at shelley@kc-store-fixtures.com or 1.800.862.0899.