When was the last time you changed things up in your store? Is everything in the same place as it was pre-pandemic? Maybe it’s time to take a step back and make some changes.
If you consider: all of the new collections that have been bought, all of the trade shows the store buyers have attended, all of the jewelry sales reps that have visited the store over the years – and yet nothing has changed! Does this sound familiar?
We all have read about the surge in home improvement during the pandemic – so why not some store improvements? It doesn’t take a jackhammer and thousands of dollars, but a simple makeover can really freshen things.
Now more than ever people are craving in-person experiences. So, take a close look at your current store layout and displays.
Here are some ideas for creative retail display to draw attention and engage shoppers.
- Put Silver in the Spotlight – Yes, not only is silver the “in metal” that stole the show on the Fall fashion runways, but in the 2021 survey, silver was touted by retailers as the metal that outperformed all other categories in delivering the best maintained margin and turnover rate. So, don’t just put the newest silver collection over in the side case with the other silver styles. Now is the time to consider moving silver front and center. Silver offers great styles and price points to attract and engage customers of all types and ages. Especially in the days post COVID, customers are looking for something new and different.
- Share the excitement – No matter how many years in the business, you must admit that trade shows and discovering new collections is always exciting – so why not share the news? It doesn’t matter if the collection has been around for years – whether it’s a diamond, gold, or silver collection – what matters is that it’s new to your store and that is exciting. So it’s time to share the excitement and be sure that the staff is trained on the features and benefits and use the brand provided collateral to make a splash.
- You’ve got to be in it to win it – or wear it to sell it – Do you encourage your staff to wear the collections of jewelry on display? The staff are living breathing displays. Why not ask a vendor to support the sales of a collection with a spiff for wearing and selling their pieces? Or set up a contest: any salesperson who sells 3 pieces from the collection that she or he is wearing would receive a bonus or a store credit.
- Leverage Sensory Branding – Visual aesthetics aren’t always enough to pull shopper’s eyes away from their cell phones. That’s where sensory branding comes into play. Try music, a delicate room fragrance, and pop of color behind a focal point. Most of all encourage customers to touch and try on pieces. Point out the cut of the stone or how the color compliments their eyes. Yes, sight, touch, sound, smell, and taste – consider ways to engage the 5 senses.
- Tell a Story – Granted, the typical jewelry retailer does not have a large picture window to feature mannequins dressed up for a black-tie event, but you do have many ways that you can tell a story. Tell a story about where collections are made like: “made in the USA” – using E.L. Designs silver collection for example. Or “crafted in Italy” – featuring PiYaRo’s beautiful styles. Or “Balinese Treasures” highlighting styles from Samuel B? How interesting to learn where pieces are made, how they are crafted, and the unique design techniques used? Successful retailers have long used visual storytelling as a retail marketing strategy.
Visit savorsilver.com for “all things silver”.
