The most critical errors in the showcase of jewelery
The presentation in the windows must be defined by a specific strategy
Many jewelers tend unfortunately underestimate either and ignore some basic rules on the windows and the overall presentation of the valuable products, leading in many cases to “pay” these mistakes losing customers and reducing sales them. A very interesting presentation of these errors occurring in many industry professionals around the world, and solutions for overcoming them and correct them presented by Larry Johnson of Larry Johnson Consulting in the context of a targeted seminar held on the opening day of the 2014 American Gem Society Conclave.
In his presentation, k.Tzonson shared with his listeners, the most common mistakes people make jewelery with their windows and then showed them how they can correct their faults and resolve these problems, understanding of course first, the right of the window approach techniques and the showcase, but also giving new ideas presenting their valuable products.
To receive most of what it can offer you a showcase jewelery, you must first decide what message you want to send out the store to its customers, but also to watch all the new changes in the field, new trends, and how you can fixations in your storefront.
The density of the exhibits on display and windows should match the quality and value of exposed products
The ten most common mistakes people make jewelers focus on:
1. Presentation in the windows without any strategy without a specific aim of the owner.
For this it is essential to ‘presentation’ samples from the valuable products have a store, rather than placing all or almost all of the instruments on display mannequin. We simply place the jewelry on display but to present them in such a way as to guide prospective customers in the markets they want or are thinking of doing.
Try something new, innovative, dispose a file of exhibits at times, to know what and when you experienced, and not repeated. A good tip is to photograph every window at the beginning of each month and the use of sales data in order to take appropriate decisions based on all data. What sells? What needs to improve? What price levels are the most popular? Which categories do not attract customers? These are some very critical questions that are then answered promptly and regularly.
2. Ignorance of the actual sales and earnings per storefront and proportional management of the situation.
Start by defining sales and profit per square centimeter of the window, using the total sales of goods and the total surface area of your window. The goal is to have a store that has been allocated space in agreement with respect to which way we want to move the store, in terms of both sales and the prospect of profits.
3. Use of inappropriate or misplaced luminaires.
LED lights are typically constitute the most appropriate solution for the windows of jewelery, according to Johnson. It is important to avoid using fakes or poor quality LED, because very soon you will find that the investment that you wanted to do did not yield good results. Insist in luminaires with at least five years warranty and obtain from your suppliers customer references in relation to how satisfied they were from these fixtures. Then visit their store to see how the lighting and how rewarding it is the aesthetic result. Regarding the position of the lighting in the windows, important detail is not far from the floor over 2.5 meters and aimed properly.
Evaluate what materials can highlight your products
4. Do not use home monitors that help sales.
Customers nowadays are now used to seeing screens anywhere you go. In large malls, multiplexes, clothing shops, cafes and restaurants. Thus, it is important for retailers to use a new instrument display their products in their store, inviting customers to choose and buy. It is advisable in such a video to showcase the particular jewelry or objects have, those products that we want to promote in terms of their values, the services we provide in the store, local events (that can inspire a client to obtain a jewelry to wear), dumb interesting facts related to the jewelery (eg an event or an exhibition in a museum), or even photos of customers who have purchased from the store.
5. Do not use labeling as a way of selling.
Different labels can help sellers to remember critical outlets and attract customers. For example, a label on some jewelry that is handmade or that is decorated with jewel “X” carat can be a catalyst to help attract customers and to sell and help the seller, but the store owner to have greater influence on how the vendor will conduct the sale.
Markings on prices is an option that should be done by the owner of the store and depends on the style you want to give the jeweler. That is, if the customer wants to “walk through” the showcases at the prices posted or on the same exhibits.
6. Incorrect density on display in relation to the exhibits.
The density of the exhibits on display and windows should match the quality and value of exposed products. Mr. Johnson advises rule “20-40-40” for sixty days. Take the top 20% of goods (based on the price they want to sell the store, etc.) to a class, and expose them to a specific display case or showcase. Then, take the middle 40% and these products are placed on the shelves at 3-5 pieces. The most “cheap” your tracks corresponding to the other 40%, may be exposed to discs 7,9,12 or more exhibits, if necessary. In this way, the store is presented diversified exposure of its products, making it more interesting.
It is good to present in a way our products so that our potential customers to guide the markets wanting or thinking to do.
7. Use of inappropriate displays and packaging suppliers.
“The free does not mean that is the best idea,” says Johnson, referring to displays and display materials that offer their products suppliers and manufacturers. Evaluate what materials can highlight your products. The colors and sizes of stands that often accompany your supplier products, match the style and the store’s colors? What adds to the store to make the sales process easier?
There are plenty of window approach techniques and the showcase, so that nothing is left to “random”.
8. Not putting the specific goods in any showcase for direct sale.
A good idea is to apply the concept of “object-key” in order to attract customers’ attention to a particular product. It should be placed at the point in the window where we exhibit products in relation to their average value will be 20% higher value. Another good idea is to place two product keys to showcase products which are 40% more expensive for customers who want to spend even more money.
Finally, a good idea is the “gift suggestions”, a highly successful strategy. We choose a number of impressive gift ideas for special occasions and for special customers. In this case, we include products every price level and around the store.
The colors and sizes of the Showcase is important to match the style and store colors
9. Branch organization from a supplier.
The customer does not care whose manufacturer-supplier is the jewel that is interested in buying. Thus, it is not wise to confuse showcasing the manufacturer’s brand. So it is much better and more efficient to organize our store based on our own needs, the store’s style, its colors, its materials, rather than what will our “impose” our supplier.
The top of the goods (based on the value you want the store to sell etc.) is good to be exposed to a particular cabinet or showcase
10. “Hiding” the good things among all the bad things.
According to the Johnson, although some goods even in our showcase after 12 months, there is a 90% chance to remain there even for 5 years! So unpopular products should be withdrawn and are not exposed to such a long time, because “bury” for what other new products placed beside them. The Johnson advises the withdrawal of those products are not sold for 12 months from the windows and placing them in the vault store for some time.