Whether we like it or not, jewelry is a part of our everyday life. Nowadays you are considered to be “horse and buggy” if you do not wear at least a jewel. Thanks to the many jewelry stores we pass by every day, this problem has been solved. On the other side, every jewelry store owner wants to make profit from selling his stuff. But in order to do that, a jewelry merchandising strategy is required. There are very good jewelry merchandising strategy and not so good ones. It depends on some important aspects which everyone should take into consideration. Therefore we managed to find at least 8 important things which could make the difference between success and failure for those interested in jewelry merchandising. Let’s see what it is all about.
The know-how of grouping jewelry
If you want to be a successful jewelry store owner, you do not want to group all your very hard to sell jewelry in one display case. Instead, you should try to integrate these unsellable pieces of jewelry in a display case along more tempting merchandise. In order to do this, you should examine carefully the design, color, style and even material usage of these problematic pieces of jewelry. This way you can increase the chances of selling off even old inventory items.
Visual is the key
We live in a world in which visual information floods us wherever we go. Therefore, in order to sell our products, we have to use it. Every jewelry display case should tell a unique story. We should evaluate which are our most attractive products or product categories. Which of our pieces of jewelry can engage clients? Once we identified our “pièce de résistance” we should make it a visual merchandise by putting it in a very glamorous and attractive display case. Every jewelry store owner should keep in mind the fact that what makes the passer-by to be a client is an exceptionally appealing visual display.
More display case space, more possible clients
One big mistake that jewelry store owners do due to the total space location or other related factors is putting too many items in one display case. Therefore, it is important to manage the space of the store in order to have more than 10 percent assigned for the display case or cases. If we have just one display case in which we put too many jewelry items, we create visual confusion. This visual confusion should be replaced with strong focal points and key areas which are intended to guide the possible client through the display case. So, the so-called “less is more” principle can be applied here.
Display cases’ space problem solved – display planograms
Before explaining how a display planogram could solve the display cases’ space problem, we should explain first what a planogram is. A planogram (plano-gram, plan-o-gram or POG) can be defined as a visual representation of a store’s products or services, often considered a visual merchandising tool. In order to organize the space of a store in a better way, a store owner should first think of some objectives and then design displays through a planogram. The display space in a jewelry store should not be a problem in accepting new in-store merchandise. A planogram could not only help gaining more space, but it is useful in organizing the new merchandise too. This could also help in reducing the time used to set up the displays.
It is not a secret the fact that a piece of jewelry can be more “charming” than another. This is because one item can have a more appealing style, design or can be made of a more attractive material. Some clients consider these kinds of products to be more expensive than they really are. This fact can do no harm to jewelry store owners. Therefore, what they have to do is find more “charming” pieces of jewelry.
Display cases’ power of attraction
What we already discussed about jewelry can easily be applied to display cases too. An appealing display case can transform the viewer in a possible client. There are at least three things one should take into consideration for creating an appealing display case. The first important thing is that the items should have more space between them. The second is the color, which combined with the items should have a powerful impact to the eye. The last but not least is a thing which we have already discussed and refers to product positioning or product grouping. A display case is considered to be successful only when, by its own power, can make one to buy a piece of jewelry. This can be done only by an appealing visual presentation.
Are jewelry fixtures important?
The answer is definitely yes. Jewelry fixtures are important, but more important is to be chosen carefully. Jewelry fixtures of different shapes, colors or textures are often used in the same display case. It is not a genius idea. Why? Because it creates an unwanted feeling of clutter and makes the display case unappealing. Instead, different jewelry fixtures should be used to create the so-called “area of interest” calling attention to the jewelry grouped within a display case. The style, color and texture of a jewelry fixture are very important aspects because can transform it into an information point for clients. Therefore, clients could recall a specific store or specific jewelry products by fixtures and how are they used.
Jewelry props – a pro or a con?
Jewelry props can be considered for certain a pro only if you know how to choose it. Many customers feel comfortable when they encounter a nice design. Therefore, every jewelry store owner should opt for natural jewelry props. Natural jewelry props can change the design of a display case, making it more appealing or even dramatic. Combining natural props with eye appealing jewelries could be the key factor in transforming a customer in a loyal one.
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