JA seminar stresses importance of visual merchandising

March 12, 2008

New York—A retail jewelry store's visual presentation—from the showcases and displays that attract and keep a customer's attention, to the way the brand presents itself through colors, texture and space—is a key aspect to transforming a store's image and increasing sales.

That was the message behind the "Merging Traditional Visual Merchandising With Today's New Concepts" seminar presented by Chippenhook Director of Marketing Andy Macauley at the recent JA New York Winter Show 2008 Education Program.

To assess one's store from a visual merchandising standpoint, a retailer needs to survey the competition, Macauley said. Scoping out other retailers within a 30-mile radius, the retailer needs to find out what the competition is not doing and try to fill that void in their own store.

In terms of displays, retailers should maximize space and attempt to set themselves apart through aspects such as color, signage and use of props during special times of the year—all things that will stop the eye.

One particular draw for customers coming in to an independent jeweler is often a custom jewelry business. If this is a service that is available, retailers should reinforce it on signage, complete with the company name.

Another focus point of the presentation was taking advantage of everything a retailer can get from its jewelry and watch brands, from co-op advertising opportunities and displays to LCD screens that play the companies' ads.

Brand names are important for customers to see within the displays because they often serve as a strong drawing point. The brands have done a large part of the job in getting their name out there, so a customer's recognition of the name can definitely be a point-of-sale.

It's crucial to note, however, that the retailer should also have their name prominently displayed within the picture too, on all pieces of co-op advertising.

Macauley said retailers should try and co-op everything they can, and if they find something that works for them, to keep doing it.

Macauley also offered simple tips that all retailers can take advantage of, including:

Have sales associates wear white gloves. White gloves prevent oils and dirt from transferring to displays and keep thumbprints off jewelry.

Use counter pads. Counter pads help to show off the merchandise as the expensive product it is.

Use polishing cloths. In addition to cleaning off the merchandise, a cloth can also give the sales associate a chance to read the price tag in a discreet way.

Use counter mirrors. The point at which the customer tries on the jewelry is when the feeling of ownership begins to kick in.

Macauley emphasized that retailers need to keep customers involved, and that the selling process shouldn't be about showing and telling. Retailers can keep customers involved through private in-store parties and events, through an updated Web site, complete with product offerings and articles, and by having sitting areas that make it easier for the customer and sales associate to relate to each other, minus the barrier of the counter.

Last, through packaging, retailers have a final opportunity to continue the dialogue about their store. As customers tout the store's packaging and recipients unwrap it before others, this "point of gift" or "POG" as Chippenhook calls it, is an additional form of word-of-mouth advertising.