Displaying jewellery is an art - how to let the product shine, while setting the scene, not too much, not too little, its a delicate line that we all want to get right. So here's five things you definitely shouldn't do with a jewellery sale.....
1. Not differentiating a product. There should always be a couple of "hero" pieces, or key pieces. Trays and trays of rings for example are dull, so there should always be some displayed in boxes separately or at a different height for example, otherwise customers just scan the trays, but don't take the merchandise in.
Height is very important in jewellery displays, if all the stock is one level, our brains are programmed to scan, and if nothing stands out, customers will think they've seen everything, when they really haven't.
You should always make a few individual pieces stand out from the rest (not necessarily the most expensive ones though)They could be the ones that are the best perceived value for example.
2. Not leaving spaces between the jewellery displays. Each display should be separated from the next, you don't want the displays to just run into each other. If you do this, then the "scanning effect" will reappear and people will simply scan over your merchandise, while you want the opposite effect.
3. Prioritise display space -ie allocate the most space to the items that make the most money and/or profit. So don't for example put tiny studs in the best location if they sell pretty much anywhere you put them and you make more profit on the pendants you sell.
Big stores are experts at this, using complex algorithms to work this out. Small shops may not have the mathematical formulas to work this out, but then since were around our stock most of the time, we just know what the top sellers are. So, make sure that you allocate the appropriate space for items, of course, you can rotate this from time to time, so the display doesn't get stale or you too set in your ways.
4. Unlit, unclean or unloved displays - enough said on this point - Its too sad! Lighting is important for almost any product, but when it comes to jewellery, its essential, vital and a must - do you get my point! Make sure the lighting is white light, you don't want the jewellery to look dirty! Make sure the background and the props are clean and selected with care.
5. Items not displayed with any care. A display should be a choreographed set of merchandise, chosen for its symbiotic qualities. Either by type, colour, designer, season, style - there are a myriad ways to select product for displays.
Well merchandised displays pretty much sell themselves, there's a reason why point of sale displays are called "silent salesmen" Its because well laid out product leads the customer to the buying decision, leaving you time to build your relationship with your customers.
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