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
This is one of the most important roles of a display after all. Thus it should be arranged in such a way that is interesting yet orderly so the customer will know where to look if they are searching for an item in particular.
- Can promote items that don’t sell that well
Another way in which a shop can efficiently use the power of displays is by making the most of the products that are either less appealing or less popular. Just because an item is not popular that doesn’t mean it does not have potential or is not qualitative. With the right presentation one can enhance details of products that are usually overlooked in order to make them more attractive.
- Can be used to highlight new items
Just like mentioned at the above point, displays can be used to popularize a product by drawing extra attention to it.
- Will be positioned in the focal point of the shop
By having the display positioned strategically, after entering the shop the customer will either go further inside or turn around and leave. Therefore, it should be placed in such a manner that it captures the interest of the customers as soon as they enter the shop, inviting them for further exploration.
- Has a theme and is well organized
In order to bring variety to the table it is highly recommended for one to experiment with their imagination and try out different ways in which a display can be arranged and decorated. In this manner the shop will always have diversity and customers will be pleasantly surprised by a feeling of novelty each time they enter.
- Uses lighting effectively
In the case of jewelry, lighting can be a wonderful tool to create unique effects and bring out the best features of the items.
- Uses props in order to create the mood for the theme you are aiming for
The mood of the shop is a helpful element in advertising products of different categories and displays should not be overlooked when setting the overall atmosphere. Mannequins and other decorations can easily aid the creation of such displays, bringing life to jewelry and leaving a lasting impression.
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
After the customer’s attention has been captured it is important that the display is well organized and keeps the shopper’s curiosity.
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
Because of this mistake there will be items that won’t be sold because they are brought into obscurity by lack of exposure.
- Is not positioned correctly
Another mistake shops can make when creating displays is positioning them where customers cannot see them as soon as they enter the shop. There is the rule of the focal point that should be taken into consideration when positioning a display.
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
As mentioned before, variety and novelty are elements that make shops interesting. A shopper that regularly passes the store will be fascinated to discover something new each time they enter. The fact that the displays are always changed and new items are highlighted on a regular basis will give off the vibe that the shop is successful and the owner or the employees are involved in making the shopping experience pleasurable.
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
A great deal-breaker when it comes to the general marketing of a product is not using visuals to your advantage. Bad lighting or a bad choice of color schemes can make a display be easily overlooked or not even noticed.
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.