Strategically setting your cases and displays to "tell a story" and cater to the natural instincts of a customer will automatically enhance the buying experience. For example, when using platforms in your case, always put the piece you want most to sell in the back center of the case. (Click on handout to the right to listen to the Seven minute seminar.)
If a man walks into a jewelry store during any time of the year (except for early February, early May or December) odds are he is looking for a gift for a woman as a birthday or anniversary present. For many men, a jewelry store is a foreign environment. His goal is to find a suitable gift she will like, at an acceptable price he will like and get out of the store as quickly as possible.
No one likes to shop at a jewelry store that never has any new merchandise. Many stores have a constant source of new pieces arriving weekly but they do a lousy job of communicating “What’s new?” to the customer. LJCS customer solved this dilemma by using a whiteboard on an easel to convey new arrivals. Total cost is usually under $100 with the board and easel being purchased at any office supply
For most retailers the sale of estate merchandise is a very profitable category. I frequently see margins approaching 60-70% in these cases.
I think displays in these cases should be a bit different than in other parts of the store. I suggest the displays can be a bit more dated because the customer already feels he/she is looking at bargain items. It is also useful to use price tags with “was/is”
Larry Johnson is the CEO of Larry Johnson Consulting Services, a visual merchandising advisory firm based in Colleyville, Texas. His firm works with independent retailers around the world to increase profits by improving the presentation of their merchandise. The firm has consulted with scores of retail jewelry stores around the world since its inception in 2014.
Larry is the author of “The Complete Guide to Effective Jewelry Display” the most widely known book on jewelry merchandising in existence. His book was used as the primary textbook in the GIA visual merchandising classes. He has written years of monthly columns for INSTORE, Retail Jeweler and Canadian Jeweller magazines. He holds 3 US patents for display applications. He is a frequent speaker on the subject of visual merchandising at industry events around the world.
In the past, Larry served as CEO of Chippenhook and Coastal Display Group. He was a Senior VP at International Packaging and Pacific Northern. He can be reached at 817-980-2135 or LBJis@msn.com