Develop a Strategic Approach to Visual Merchandising

POP—powerful optical presence—applies to visual merchandising that compels shoppers to look at a jewelry display or piece of jewelry. Every visual display should make jewelry POP. In general, colorless diamonds and white gold jewelry POP more off a blue fixture than a white one.

A display that uses all-white props, fixtures, backgrounds, and decking doesn’t have enough contrast to create visual drama. Jewelry merchandisers must make visual statements that impact shoppers and help them recall the merchandise and the store.

Trends in merchandising design call for cleaner, less-cluttered displays to allow the merchandise to stand out. For some shoppers, overloaded displays require too much work. Group items according to collection, design, style, color material type, etc. The more cohesive the merchandise is the more compelling and harmonic the display feels to shoppers. The mind’s eye craves order. Create order through matching merchandise, not from jamming cases too full of product. Displaying complementary jewelry can be a better sales tactic than the add-on sales technique. Design groupings of jewelry to create visual POP and engage browsing shoppers.

If your budget doesn’t allow for an investment in new fixtures and props right now, then consider adding colored fabric to change the deck color of your displays. Shoppers want to experience some drama, so don’t take a stuffy approach.

Here are seven tips:

  1. Review each display case as a separate entity. Based on the location of each display, choose merchandise that best represents your store’s offerings. What do you want shoppers to first come into contact with?

  2. Develop a budget to replace props and fixtures in a timely manner. Amortize and depreciate fixtures and props as you do other equipment. Set timelines to acquire new fixtures and props routinely.

  3. Create a calendar with promotional themes, timelines, and featured products. Carefully plan what merchandise allows you to compete effectively.

  4. Audit supplier promotional programs for possible display assistance. Assistance can include point-of-purchase promotional aids, fixtures, props, and complete display cases.

  5. Think boutique environments. Create ambiance for featured brands and collections.

  6. Market your own unique motif. What sort of design, style, and merchandising should shoppers visually attach to your company, brands, collections, and jewelry? A recognizable motif is important.

  7. Develop a more professionalapproach. State objectives and measure how effectively your displays attract and engage shoppers. Observe which displays attract shoppers most often and learn from shoppers what makes those displays so appealing to them. Keep track of what merchandise sells best in each display location and configuration.

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