Display Merchandising for Success: “You did that on purpose!”

Posted: December 20, 2023

Click to view January 2024 Southern Jewelry News.

This article was originally posted in the January 2024 edition of Southern Jewelry News.

Years ago, my wife and I attended a very interesting and thought provoking seminar by Dr. Wayne Dyer on “The power of intention.” His point, know where you are going before you embark on your journey and keep your destination in mind as you go.

What does this have to do with the displaying of jewelry? Lots, I think.

As I visit more and more stores in my consulting practice, I see the lack of intention as perhaps the most significant oversight in retailers thinking. The goal of the day appears to be to just “Get it all into the case” not to “Present it to our customers in a way that will prompt them to buy it.”

In this new year, resolve to implement “Intention” in your showcases.

Here are few steps to take to help you get on the right path.

Display for what you want the store to become. Gandhi told us to be the change we wanted to see in the world. If you want to sell 25% more this year, make your displays look like a store that does 25% more than you did last year. Remember the old career advice of dressing for the job you wanted instead of the one you have? Same idea, just in your showcase.

Set showcase sales goals. Calculate the average sales amount per running foot of showcase in your store to set your benchmark for current and future sales growth. Divide your annual merchandise sales dollars by the total number of linear feet of showcase space you have in the store. This gives you an average sales per foot number. If your goal is to grow your store sales by 25% in 2024, try deciding how best to grow this sales per foot by 25%.

Decide what you want most to sell in each case and display it so more people will see it. Identify the 3-6 items in each case you want most to sell and create a sign or other attraction that ensures everyone that looks in that case notices those items.

Ask why? When you finish displaying your merchandise, step back and ask yourself or staff member, why a particular piece or tray or category is where it is in the case. Would it look better elsewhere? Is this layout going to help or hinder my sales goal increases? Test alternative layouts until you find the right mix and then stick to it.

With practice, your cases will change from being arranged by accident to examples of premeditated thought. When you review the sales increases that will surely result, you can confess that you did it on purpose!

Good luck and let me know how it goes.