Shoppers Have Short Attention Spans

Merchandise looks stale to shoppers after eight weeks on the floor. That's the verdict of a study on shopping behavior recently conducted by Wiese Research Associates, Omaha, Neb., for Meridian Advertising, Troy, Mich.* That means stores that sell fashion products must update stock frequently. To keep jewelry displays looking fresh, retail analysts offer the following tips: During holiday seasons, change the jewelry in your main visuals weekly. For example, if you deck the store all in white but incorporate red visuals (such as ruby jewelry) as focal points, change the pieces every week. During the rest of the year, change your displays every two to four weeks. You have only 20 seconds to grab someone's attention, says Liz Chatelain, president of MVI Marketing, Paso Robles, Calif. "Most consumers are bored with displays after six weeks," adds Pam Levine, p
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