What’s the biggest mistake jewelers make?
Not looking at their store through their customers’ eyes.
Here are some questions they should ask themselves:
- Have
you updated your lighting and ensured that the
color temperature of the LEDs
makes both your customers and their jewelry look
good?
- How long has it
been since you updated the store? New
contemporary finishes, including the
floor, make a huge difference — think paint. Use
color.
- How about adding
a non-traditional case to put you and the
customer on the same level? Being
able to stand side by side with your client —
rather than on the other side of
a counter — can make for a more comfortable atmosphere.
How can jewelers make their store more attractive for
customers?
Experience is the big driver in retail today, so be sure to
have an area serving good coffee or tea; water (I wish we could have completely
recyclable plastic bottles of water!).
And don’t forget a treat — chocolates, cookies,
whatever. Give customers a reason to socialize in your store.
Additionally, you can explore adding design
options such as carved wall panels, bubble walls with color-changing LEDs, a
fixture that’s a bar with jewelry on the top, high-top tables for closing and
discussion, a semi-open diamond room.
For atmosphere, investigate lighting controls that
change color as day moves to night, enhancing the circadian rhythm — truly
great for staff and fun for customers.
What types of showcases are good for jewelry?
There are many types of showcases that are good for jewelry,
particularly diamond jewelry.
A sit-down case with side chairs (no arms, no casters, but a
back) is classic for selling engagement rings. A stand-up height case designed
for bar stools, possibly with a footrail along its base, allows the customer to
view the merchandise while either sitting or standing — works for engagement
rings and diamond merchandise.
Stand-up cases are the norm for selling jewelry. Then there
are walk-around cases for side-by-side selling where the jeweler and the
customer are standing side by side. Consider adding an extra drawer for merchandise
below the glass, so there are items that not all customers get to see. This
makes the customer who does see them feel special.
Niches on the wall above a showcase are another good display
option, because you and the customer are right there looking at them together.
US retailers are beginning to change the way they design
their stores — less of a traditional layout, more side-by-side selling options
and customer-experience features like bars, lounges, or jewelry play tables.
Materials such as reclaimed wood, flooring made from
recycled products, and environmentally friendly paint or wall-coverings are
emerging.
Living green walls are becoming popular as well.
Whatever you do, if you renovate or redo, make some change to the front to
alert customers that something is changing — we are all curious.
Article from the Rapaport Magazine - October 2017. To subscribe click here.