Let It Flow - The Importance of Communication in Retail Build Out

Tim Matey, Retail Consultant
F.C. Dadson, Inc.

Ever have this happen to you: your boss gives you a new project to work on. This has never been done before in the company and Mr. Boss gives you little direction and zero constraints. You’re let out on your own to come up with a solution. That’s a pretty exciting feeling, isn’t it? Finally, you’re able to “stretch your legs” and show your boss what you can do.

But the story doesn’t end there. Now, it’s time to present your work. After a knock-out presentation, Mr. Boss begins to explain why your solution won’t work. Maybe it’s too expensive or takes too long to implement. If only you had the budget and timeline information in the beginning, right? Now that “pretty exciting” feeling starts to give way to feeling pretty frustrated. All that time for essentially nothing.

With all the hands involved in a retail build out project, effective communication is incredibly important to the success of the job. Not only do all the pieces of information (i.e., budget, timelines, etc.) need to be shared upfront, but everyone needs to be kept up to speed on new developments.

One of the best ways to start everyone on the same page is to develop and communicate the goals for the project right away at the beginning and make sure everyone knows about and understands them. While each goal may not pertain to all team members, they’ll have access to all the pieces and they can take and use what they need. They’ll also be able to see how their work fits into the project puzzle and could end up with an even better sense of what they need to accomplish.

Once the project begins, the focus starts to switch from getting everyone on the same page to keeping everyone on track. Scheduling regular meetings with the project team will help keep everybody in the loop. Everyone can recap what they’ve been working on and where they are at. The team can also discuss any challenges that are coming up; and with all the decision-makers involved, action can be decided upon and taken quickly to solve the problem. Sending out meeting recaps is also helpful, serving as a reference to team members about what was discussed.

Throughout the entire process, it’s important for team members to ask for clarification if they need it. Designers have their own language. Construction professionals do too. It’s all too easy for industry “insiders” to communicate in terms that an “outsider” won’t understand. Speaking the same language is important, but asking questions when you have them is even more so. If there’s any doubt, ask. Assuming can only lead to problems in the long-run.

A great design and a stellar construction team can only go so far without effective communication. It begins by vocalizing project goals upfront and getting everyone on the same page. It continues with regular meetings to keep the project moving and everyone on track. Hiccups are bound to happen, but asking questions to avoid confusion can help to alleviate the big ones. Keep the lines of communication open and let it flow. Your project’s success depends on it.

Tim Matey is a Retail Consultant for F.C. Dadson, Inc., a nationwide fixture management company. The company offers space/floor planning and conceptual design, graphics, POP displays, trade show exhibits, turn-key fixture design and manufacturing along with nationwide installation. 

To learn more about F.C. Dadson, Inc., click here. You can reach their national sales consultants at (800) 728-0338 or visit them on the web at: www.fcdadson.com.