In the age of
“retailtainment,” your store needs to provide consumers with not only product,
but a great shopping experience. One way to achieve this is by creating an
interactive sensory experience that inspires the customer to buy again and
again, and to share the experience with their friends.
In
his JA New York Winter show presentation, “Make Your Store Stand Out –
Presentation Techniques and New Trends,” Andy Macaulay, director of business development,
independent jewelers for Chippenhook, offered ideas on how your store can give
customers an interactive shopping experience break through the visual clutter
of today’s retail marketplace.
Macaulay said some
key components to thrive with sensory shopping include:
Display Based on Product Categories: Set up display windows and showcases by major merchandise classification to tell one complete and easy-to-understand story. For example, display a diamond story, a color stone story, etc. Merchandising by major classification creates visual impact and simplifies the selection process for the customer.
Use Props: Jewelry is small and props draw the
customer’s attention to the merchandise. Three-dimensional props can romance
the visual presentations of your displays by promoting seasonal or gift-giving
themes. Whenever possible, coordinate the props with your advertising and
marketing materials, creating a total branded look. Remember props should never overpower the
jewelry.
Make your store stand out by using creative, non-traditional props,
like Harry Winston did recently in Manhattan with the book
Chasing Harry Winston.
Make a Customer Feel at Home: Coffee, hot
chocolate, cookies and genuine customer service are also important methods of
displaying your unique brand. When customers buy jewelry, give them more than
your competitors – provide an enjoyable experience filled with special perks
that will entice them to come back and tell their friends.
Don’t
Underestimate Point of Gift: Remember that packaging is
your after-sale display; the P.O.G. (Point of Gift) is a key component of your branding.
When a gift from your store is opened, at a party, anniversary, or shower,
everyone in the room views the packaging. Don’t miss this opportunity: Your
packaging should be impressive, coordinated and reflect your total brand
experience.
Take The
Tip:
Jewelers of America members can take
advantage of discounts on Chippenhook merchandise displays and packaging
materials. Click here to to learn more.
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