
Our
fascination with jewelry goes back hundreds of years. Jewelry made from stone,
shells, and pieces of bone has been found to date back to prehistoric
times. From its roots in found objects
to its current sophisticated metalwork, jewelry has been and will continue to
be part of our human story.
This is good
news to any jewelry business owner, as the United States continues to be the
world’s top consumer in the jewelry industry.
However, small businesses and independent sellers have to remain savvy
marketing pros in order to keep up with the growing industry. Providing an unapparelled customer experience
unique quality jewelry are the two most important factors in a jewelry businesses
success.
When it
comes to inhouse jewelry sales, the customer’s experience within a store is
paramount to their committing to a purchase.
How the products are displayed is the key to sales. The objective in jewelry display is to capture the customer’s attention while holding it long enough so
that each piece gets noticed.
The more
time a buyer spends looking at the pieces solidifies their commitment to
purchase an item. Exposing as much
inventory as possible to the customers' view, while at the same time giving
every piece utmost distinction, is the top goal of inventory display design. There
are a few principals to keep in mind when skillfully arranging the jewelry
within a display.
Keeping the
collections or designs together is an important first step in display design as
not only is it pleasing to the eye, it allows the ability to upsell additional
pieces. Once a customer finds a style
they like, it is easier for them to make decisions without becoming
overwhelmed, which could lead to loss of a sale. Grouping metals together such
as silver with silver, and gold with gold, is a good example of this tactic.
When in
doubt, think simple is better. If displays are too crowded, the customer’s eye
will tend to scan rather than focus on any one item. To avoid this issue,
create a discernable visual path throughout the display. This allows the brain and eyes to work
together, in a conscious manner versus one that is chaotic. Customers who can easily make sense out of
what they are seeing become confident in making a purchase decision.
Making a
decision to purchase a piece of jewelry is usually connected with the customers'
emotions. Creating a display that
inspires a customer to make a purchase will not only ensure sales but also
encourage repeat business. By taking
great pride in the product, and great care in the customer’s experience, a jewelry retail business can
ensure it’s continued success.