Lost in Transition

Turning a browser into a buyer is trickier than you might think. Before you start practicing your sales pitch, think about your floor space.Getting people in the door is half the battle for any retail jeweler. But once they’re in, there’s no guarantee they’re going to spend. Consider that five out of every six customers walk out of a ­jewelry store empty-handed. You need to create a transition zone and get them in the mood.What’s a transition zone, you ask?Before you dig out the architect’s plans from your last renovation, let me stop you; you probably won’t find it labeled on a blueprint. The transition zone is the entrance to the store—the area inside the doorway in which a person literally transitions from pedestrian to shopper.But it’s not only a physical location. The transition zone also refers to the time frame in which your customers evaluate and get ready to pur

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