Designing
an Effective Display
At
10 feet or more distance, a display needs to draw the customer
closer to product viewing distance - most jewelry and other
smaller products just don't have that visual reach. Then
as the customer approaches the counter or window, the display
should frame and enhance the product but be part of the
background.
Be
willing to spend as much creative effort on your displays
as you do buying merchandise - your first impression is
often the only impression you get to make.
Product
Density
How
much product you put on display is a function of the product
class you offer and the buyer you are after. For an extreme
example, a spectacular, 5ct. ring could be exhibited in
a showcase all on its own, giving a sense that nothing else
is worthy of its company and appeal to a buyer with the
same attitude. A lesser product will look like it was left
behind in an empty cabinet!
High
end buyers, expect their choices to be distinct and special,
just like they feel about themselves. Do not crowd windows
or your display cases to catch this customer's attention
- they are looking for something that stands out
Bargain
buyers expect and accept higher densities - and lower prices.
If you do not have enough product on display, this customer
may feel all the best pieces has been picked over and nothing
worthy is left. If you are targeting this market, by all
means have lots of product in your showcases but still be
aware that each individual piece needs to be seen to be
selected or it may get lost. Individual product holders
will highlight special products in the mix. Make sure you
leave the most prominent part of the showcase - front and
center - for the featured items.
Colors
Keep
all displays consistent with the store image and decor.
Free displays from your manufacturers may sound attractive
but beware having your store turn into a mish mash that
turns off the discriminating customer.
The
background immediately behind the product should enhance
the colors in the product. For example, a white background
may enhance gold but diminishes silver. To maintain the
consistency, you can alternate display frame colors and
display beds with the display surfaces required. For example,
you might have darker frames with lighter ring caps to display
gold colored rings and then have lighter frames with darker
caps to display silver colored rings.
Use
of Materials
The
quality of the display and decor materials relate directly
to the customer's perception of product value. Display coverings
and textures are subtle to the senses yet undeniable in
their effect. A simple analogy is that you can tell a cheap
suit, even before you feel the lapels!
Showcase
Layout
Always
use focal points in your display. Generally, the middle
of your showcase is dominant and will get the most attention.
Building up the sides with risers and buildups to give height
will allow those areas to compete for attention.
Use
different levels and planes throughout the showcase to keep
the customer's eye moving. Maintain a consistent look throughout
the store yet have distinction and sufficient variety from
showcase to showcase to give customers a point of reference
in each one.
Maintenance
Scuffed,
stained and damaged displays diminish the perceived value
of the product they hold. Handle the displays with care,
replace them when they become damaged or soiled beyond cleaning.
Keep
displays current and change them often. If your store looks
the same as it did three years ago, the customer will likely
assume you have the same old products you had last time
they were in.
Branding
Include
the store name or logo at strategic places in your showcases
to remind the customer who you are. Unless you are the only
store in town, the customer may have forgotten where they
saw that spectacular piece if it was among a sea of indistinct
displays just like every other store.
Use
color and text to get the message across.
Avoid
mixing a wide range of price levels.
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