Selling jewelry and other high-cost items can be a challenge, especially if these items make up only a small percentage of your store's total sales. However, the reward for each sale is also higher, so it's a valuable use of your time to work on a strategy for increasing the number of jewelry purchases.
Consider these retail display tips to boost shopper engagement with your jewelry counter.
Choose displays that fit your brand
Retail jewelry displays come in a variety of shapes, sizes, colors and materials, so it's important to choose a style that suits your store brand. This is especially vital if your store does not solely sell jewelry products. Understanding how your jewelry section integrates with your brand is vital to the creation of a cohesive brand space.
For example, if your brand values environmental responsibility, consider displaying your jewelry merchandise on our burlap displays. If you're going for a more premium feel, our rustic wood jewelry displays may be a better fit. Consider all of your options before deciding on a look and feel for this section of your shop.
Make it easy to browse
More often than not, shoppers don't make jewelry purchases impulsively. As retail expert Bob Phibbs explained, the "always be closing" method of sales doesn't easily apply to jewelry. Instead, Phibbs recommended a more guided approach. By giving shoppers time to browse, your sales representatives can gently prod for more information regarding shopper preferences.
To make browsing easier, Phibbs suggested raising your jewelry display cases so that shoppers don't have to stoop to browse. Phibbs said that a counter height of 42 inches is ideal for comfortable browsing. Remember, luxury purchases take time – and no one wants to spend an hour stooping over a counter.
Rotate your merchandise seasonally
It's great to see customers return again and again, but these loyal shoppers can form habits that cause them to miss new merchandise. For example, if shoppers stop in regularly to view shirts and pants, they may never go near the jewelry counter. Occasionally shifting these areas of your store can help customers make new discoveries. For instance, FitSmallBusiness reported that an angular store layout is better for boutique stores. If you've relied on a loop layout for years, consider trying something new.
Play with height and depth
As you try new display arrangements, evaluate how height and depth factor into the equation. Consider placing a tall bust next to a short earring display to add visual interest. If everything is at the same height, the whole display may seem flat and uninteresting. Leverage multiple display types, shapes and textures to keep things interesting and engage shoppers as they pass by.
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