One of the most aesthetically pleasing things a jewelry shop has to offer the eyes of a curious customer is the jewelry display. By far, the most attractive elements of a jewelry shop are the exhibited items that lure and fascinate with either intricateness or simplicity. In any kind of shop, displays have the role of capturing the shopper’s eye and directing their attention to what the producer is looking to advertise most. In addition to the marketing role of displays, they also have the role of setting the general mood to the entire shop.
Just like in any other marketing techniques there are a few factors that make the difference between a good and bad display. Before discussing the things that should be definitely avoided, let’s look into the major and most important features that are required for professionally made displays.
A well-made display:
- Draws attention
- Can promote items that don’t sell that well
- Can be used to highlight new items
- Will be positioned in the focal point of the shop
- Has a theme and is well organized
- Uses lighting effectively
- Uses props in order to create the mood for the theme you are aiming for
On the flip side of the situation there are a few major mistakes one can make when organizing a display. In this case, a poorly made display will be something like this:
- Draws attention, but doesn’t hold interest
It should be elaborated enough to keep the interest, but not too cluttered or chaotic in order to give off a sloppy impression and take the attention away from the product itself. This way the shopper will lose interest fast because they will be confused and overwhelmed with too many visual elements.
- Does not put extra emphasis on products the shop is trying to sell most
- Is not positioned correctly
Making the viewer look where you want them to can make a significant difference when we intend to highlight a certain product over others. Regarding sales or special offers, it is essential that these displays are placed in the forefront or even in the shop-window if the shop has one.
- Is monotonous, always looking the same
On the other hand, if the displays are always the same it might give the impression that there is nothing new in the shop and the products aren’t really selling either. A sterile and monotonous atmosphere might give off an orderly air, but regarding the owner it will also suggest a slight indifference and overall a lack of concern towards your business.
- Does not use visual marketing elements
The best way of making the most out of visuals is combining them with a theme, be it as simple as a seasonal ‘summer’ or ‘winter’ collection, or be it a complex and stunning ‘Alice in Wonderland’ exhibit, telling a story and sending a message will always be to the shop’s advantage.