David Geller: Expand Your Showroom for More Sales

Published

15 years ago

September 21, 2009

David S. Geller

While there’s no magic formula to determine the ratio between shop and showroom, there are some great reasons to expand your existing showroom.

[dropcap cap=H]ow big should the shop be compared to the showroom? I’ve been asked this over and over again when I visit stores. If there is a magic ratio for showroom-to-shop space, I can’t give you one — it depends, of course, on the space you have available. But as a rule, always lean on the idea of more showroom area. [/dropcap] David Geller: Expand Your Showroom for More Sales

Many stores I’ve seen need more showroom space. The showroom is small and inventory is crammed into showcases.

One jeweler told me his formula and it seems to work well. He doesn’t put more than 10 pieces per linear foot in the cases. A 6-foot showcase doesn’t have more than 60 pieces of jewelry. He told me that when he uncluttered his cases this way average dollar sale increased, and the time to sell a customer decreased.

Most stores would do better to dedicate more space to the showroom. What would happen if you enlarged your showroom?

[number color=red value=1] It would force you to redecorate a showroom that was probably old and drab looking.[/number]
[number color=red value=2] Your larger store would look more successful. You want to step away from looking like a mom-and-pop jewelry store, even if you are one. [/number]
[number color=red value=3] You’d remodel the ceiling. Office tiles in the ceiling grid look like an office. Soffits that drop down look better. [/number]
[number color=red value=4]You’d change the lighting. New lighting is a must. One store I visited had old-fashioned drop lights and they were turned off because it made the showroom hot! The only lights illuminating the jewelry were fluorescent tubes. Yuk![/number]
[number color=red value=5] You could dedicate space to a kids play area, seating for hubbies and a sit-down area to help customers with custom design, along with a refreshment area. [/number]
[number color=red value=6]You could have your shop visible to the customers through a large glass window. Being visible builds trust in the customer’s eyes. If you’re going to have it visible, jewelers should be nicely dressed. I’d suggest logo shirts, khaki pants, nice shoes, not tennis shoes.[/number]

David Geller is an author and consultant to jewelry-store owners on store management and profitability. E-mail him at dgeller@bellsouth.net.

[span class=note]This story is from the October 2009 edition of INSTORE[/span]

Looking for a Seamless Sale? Call Wilkerson

After almost 60 years in business, Breakiron Jewelers in Erie, Pennsylvania, was closing its doors. And the store’s owner, Linda Breakiron, was ready for it. She had run the store as its sole owner since the beginning of the millennium and was looking forward to a change. Of course, she called Wilkerson. Breakiron talked to other jewelers who had used Wilkerson and was satisfied with their response. “They always had positive feedback,” she recalls. With the sales, marketing and even additional inventory that Wilkerson provided, Breakiron insists she could never have accomplished her going-out-of-business sale without Wilkerson’s help. She’s now ready for the journey ahead, but looking back, she’d be sure to recommend Wilkerson. “They just made the whole process very seamless.”