10 Ways to Boost Impulse Buying Without Discounting

By Jennifer Heebner, Senior Associate Editor -- JCK Online, 2/1/2002 2:00:00 AM

In a recent JCK survey, 40% of jewelers said they weren't "good" at encouraging customers to make impulse purchases. The 60% who claimed to be skilled at inspiring impulse purchases offered the following suggestions:

Show new merchandise to customers as soon as it comes in, and encourage them to try pieces on.
Compare the cost of shoes and handbags to the price of the jewelry. Sophisticated women will realize the difference is minimal.
Position your watch or repair department in the rear of the store so customers coming in for repairs will pass your showcases several times.
Show custom-made pieces to customers to spark gift ideas.
Display excitement and enthusiasm—about your products, your customers, and your customers' needs.
Show add-on items and accessories for customers' purchases.
Remind customers that designer pieces truly are one of a kind—they can't simply be reordered.
Place merchandise on customers or hand them items to try on.
Encourage customers to lay away items for the holidays.
Show jewelry that complements customers' coloring, such as emeralds for redheads, and items that match what they're wearing.