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10 TOP TIPS – Creating the perfect jewellery store

In 2017, the jewellery industry needs to offer more than just a retail space to sell products. Customers want more, and to stand out in the increasingly competitive crowd, retailers need to offer a fully immersive experience that customers will remember long after they’ve left the till point.

If you’re setting up your own jewellery business, or you’re looking for a way to give you current store a revamp, here are 10 tips from Joshua James Jewellery to upgrade your customer journey. From sales psychology to practical merchandising tips, you can turn your store into a powerful sales tool in no time.

1. CREATE AN IMPRESSIVE WINDOW DISPLAY

The shop window is your only chance to make a first impression on a passerby, but many retailers fall down when it comes to creating a truly mesmerising display. Windows that are cluttered, poorly lit or just plain boring will ensure that customers walk on by. A little creative thinking will help lure those shoppers into your store and the best way to do this is by creating your ‘story’. Tie your window displays into current events and create something that’s not just about the products. For Valentine’s Day, play around with bright colours and bold props to draw people to the store.

Although ultimately you want those customers to venture inside and buy that expensive engagement ring, you can do this by luring them through a imaginative window story. A great visual merchandising tip is to stand outside and use tape to mark out the eyeline of customers standing in front of the store, place products in the eye-line to ensure you’re still showcasing your wares, but incorporate them into your bold centrepiece. Lighting is another key aspect of a great shop window and spotlights in particular are essential for drawing the eye to focal points in the display. Above all, make sure that your window displays are clean and tidy. If customers can see half-finished displays, empty jewellery boxes, dust or dirt before they’re even in the store, chances are they won’t make the effort to venture over the threshold.

2. SHELF PSYCHOLOGY

There is a psychology to the way items are displayed in store and ‘triangular balance’ has proved to be an effective way to draw a customer’s eye. Triangular balance is the idea that your eye will always go to the centre of a triangle, therefore in order to maximise sales it’s important to place high value items in the middle, with other products arranged around it in an attractive way. This may seem like a retail ‘trick’ but it actually works as a psychological tool to ensure shoppers are focused on the items you want to sell. If they decide against the main product, you are able to then draw the eye to the attractive displays around it. Another great shelf psychology tip is to utilise the end of aisles, many major retailers use these ‘end caps’ to showcase their most profitable collections and ensure that the store layout encourages customers to walk past as many of these as possible.

3. MERCHANDISING CALENDAR

Your marketing efforts are redundant if you’re not ahead of the trends and a merchandising calendar is the best way to plan your next displays to capitalise on occasion shoppers. Your merchandising calendar won’t vary much year to year but with so many events for retailers to capitalise on, it’s important to have a strategic plan for rolling out your marketing campaigns. Valentine’s Day, Mother’s Day, Graduations and Christmas all bring great opportunities to unleash creative sales campaigns to entice people to mark the occasions with jewellery. Successful jewellery retailers are always one step ahead of the next event, putting promotions in place and arranging new displays before customers are even really contemplating the fact that they need to buy a gift.

4. CLEANLINESS

With all stores, dust and grime will put off a potential shopper. With a jewellery store, it’s even more important to ensure your products are presented in a totally clean environment. Cleanliness has an impact on the entire shopping process, as we discussed earlier the journey needs to start at the window and continue through to every corner of your store. Jewellery is an investment and customers need to feel as though they are purchasing a piece from somewhere that’s reputable and a shop that they feel comfortable in. If they see dust gathering around ring displays, or cobwebs hanging down from lights, they’re unlikely to commit to making a sale. Ensure that cabinets and shelves are dusted daily, remove any empty jewellery stands and keep windows and glass features shiny and streak-free. You only have one chance to make a good first impression and customers shouldn’t have to avoid sticky finger marks to see your latest display.

5. STRONG COLOUR BLOCKING

Colour is a powerful sales tool and should be utilised to draw people to different displays around the store. By using colour blocking to create jewellery displays you can produce a strong visual statement that customers will immediately be drawn to. The colours you choose will also have an impact on your customer’s attention and emotion when browsing the store. Bold colours such as yellow or red are great for suggesting urgency and ideal for using in sale displays. Try not to overdo the bright shades as they may overwhelm the customer, experts suggest that only 20% of the overall colour scheme should be dedicated to these prominent shades. To create a calming feel, opt for shades of blue or green to construct a tranquil display that will make customers think of holidays, relaxation and enjoyment.

6. DISTRIBUTE BEST SELLERS

It’s tempting to display your entire top selling products in one place, especially if you’ve spent time following our tips and want to create a striking display that must have triangular balance! It’s important to spread out your best selling products around the store, creating another element of shelf psychology that will entice customers to buy. Using your sales data, create a list of your most popular products and distribute these around the store in different displays. Surround these products with your ‘hidden gems’ that customers will then discover, once they’ve been drawn to the best seller.

7. ROTATION

Never let your store go stale, rotating your displays will ensure customers keep coming back to see what is on offer and what’s new in store. If you’re sticking to your merchandising calendar you should naturally update displays as a new event comes into focus, however don’t forget about the general layout of the store. If customers are used to coming in and walking straight to a display cabinet where they know they’ll find a key brand, it’s beneficial to mix it up and encourage visitors to explore more of what you offer. You don’t want your store to end up feeling like a maze, but that extra discovery time could be what you need to turn browsers into buyers.

8. PAY ATTENTION TO DETAIL

The best displays and store layouts in the world are redundant unless you’re giving customers the information that they need. Ensure that you clearly display price information, promotions and any other details that customers need to make a purchase. If jewellery only runs to a certain size or you’ve sold out of everything but the display model, chances are consumers won’t want to come back to your store if they can find it elsewhere. Clear, plain price points are the necessary balance to creative displays so ignore the temptation to leave them behind.

9. USE SHOWCASE LIGHTING

Lighting is one of the most powerful tools a jeweller can use. By knowing how to utilise lighting properly in your space, you can create a fantastic environment to enhance sales. Lighting is used to highlight and showcase merchandise and in the jewellery industry, it’s ideal for creating that luxurious glow. Showcase lighting should work with your existing lighting, acting as a spotlight that guides customers to the products. Cool, white spotlights work wonders when placed either above or below diamonds, bringing out the sparkle and clarity of the stone. Gold jewellery should be highlighted with a warmer white glow as it brings out the best of that golden hue. Ensure that there are no shadows cast across any of the displays and don’t be afraid to invest in great quality lighting, the benefits will soon start to pay for themselves.

10. OFFER A UNIQUE EXPERIENCE

In such a competitive industry, your store should stand out from the crowd for the right reasons. Start viewing your store from your customer’s eyes and start making a list of what works, and what’s falling flat. If you’re struggling to come up with creative ideas, why not utilise your staff? Ask for ideas for new displays and prop ideas to encourage your team to get involved with the overall look and feel of your store. If your customers see a visit to your shop as an experience rather than just another trip to the shops, you will start to build up repeat custom and a great brand reputation.

About Shekina Tuahene

Shekina Tuahene
Shekina is a multimedia journalist who has lived in London all her life. She is an alumnus of University of Greenwich and Brunel. Shekina loves to read, travel, socialise and listen to music. If you have any story or feature ideas, feel free to drop her a line.

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