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Big Survey

Many Jewelers Are Failing to Do This … and It Could Cost Them Big Time

The Big Survey asked about display practices.

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PROPS, YES. New items highlighted, no.

It was a mixed bag when we asked America’s jewelers about their display practices.

Among the results:

  • Only 33 percent display prices prominently.
  • 81 percent use props in their cases
  • Only 19 percent have a new items case.
  • Only 26 percent know their case sales per linear foot.

Display expert Larry Johnson said the results show how many retail jewelers do not appreciate the power of visual merchandising in their stores.

“The greatest evidence of that conclusion is that 81 percent of these surveyed do not feature new arrivals in their cases,” he said. “After 25 years of being an exhibitor at JCK Vegas and many IJO/RJO shows, I have heard the ‘What’s new?’ question asked of me many times more than I can count. Why would those retailers think their customer do not want answers to the same question when they ask in their store?”

Johnson says taking a professional and strategic approach to display, one that includes an understanding of human behavior and basic display principles, is one of the best ways to improve sales. “Every successful retailer in America makes visual merchandising a critical part of their focus. When our industry ignores this area, we make our jobs harder than they have to be and put our long-term continued success in greater jeopardy.”

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Johnson said it was time retailers learned to stop thinking like jewelers or retailers and started seeing their presentation from their customers’ perspectives. Make your store easy to shop. Display your merchandise to enhance, not diminish, its apparent value.

“My retail jeweler friends lament, How can people buy the crap that the chain jewelry stores at the mall are selling and at those high prices?’ The answer? Those mall stores ARE doing all these things asked in this survey. These strategies work and we either get on board with them or give our competitors a free shot at our customers.”

Over the years, INSTORE has won 80 international journalism awards for its publication and website. Contact INSTORE's editors at [email protected].

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Wilkerson Testimonials | Zadok Master Jewelers

Stick to the Program — And Watch Your Sales Grow

When Zadok Master Jewelers in Houston, Texas, decided to move to a new location (they’d been in the same one for the 45 years they’d been in business), they called Wilkerson to run a moving sale. The results, says seventh-generation jeweler Jonathan Zadok, were “off the charts” in terms of traffic and sales. Why? They took Wilkerson’s advice and stuck to the company’s marketing program, which included sign twirlers — something Jonathan Zadok had never used before. He says a number of very wealthy customers came in because of them. “They said, ‘I loved your sign twirlers and here’s my credit card for $20,000.’ There’s no way we could have done that on our own,” says Zadok. “Without Wilkerson, the sale never, ever would have come close to what it did.”

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