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May 14th, 2018

Why We Buy – A Must Read

OK –  I have heard it for the last 25 years – Retail is about creating an experience.  Then, in 2018’s Link Magazine article with Gifts and Dec’s Nancy Wolkow, she tells us it is the most important part of success in retail right now!  But I’m are still confused about how to create an experience without spending millions of dollars on consultants and fancy buildings.

Almost 20 years ago, Paco Underhill, an environmental psychologist, showed us how to apply observations about human nature and our customers to the shopping experience.  Mr. Underhill explains how we can increase sales by altering mood and atmosphere.  You have been watching shoppers for years, let’s use that knowledge to create more sales.

One of my favorite observations that he had in the book was that when shoppers do not have room for more products, they tend to stop shopping.   In one store, he increased the shopping cart size by 20% and sales increased 15%.  Where I was working, we didn’t have money for new shopping carts but we could train our floor staff.  So we created a dedicated shelf area by the register and whenever we saw customers with product in their hand, we offered to bring it to the front for them.  This little change cost nothing, upped the retail experience, and increased sales instantly.

“Why We Buy” is a quick read and helps put you on the path to becoming a retail experience guru!

If you haven’t read it, I suggest you get it today!  If you read it 20 years ago like me, it is time to reread it.  It is well worth the time investment!

Why We Buy: The Science Of Shopping Paperback – June 2, 2000

by Paco Underhill  (Author)

Click to get it at Amazon

 

May 7th, 2018

Jewelry Display Ideas

Many buyers will come to the show, buy a ton of product, and return to the store with the same problem: Where do we put all this new stuff? There is a fine line that retailers walk between having too much inventory and not enough product. Thankfully, there are easy solutions to the space issue, even for the smallest boutiques.

Going Vertical

Merchandise jewelry on a wall above other items in your store. For example, if you have a wall taken up by a cabinet that rises to about waist-level, the wall space above can be used as an area to hang necklaces, earrings, and bracelet bars can be set on top of the cabinet. Multiple collections can be shown at once with this approach, and valuable floor space is not utilized.

Anju Jewelry display

Get Brand-specific Displays

Anju Jewelry is a great example of a brand that carries beautiful and inexpensive jewelry displays. They carry unique, free-standing boards for necklaces, small ring holders, bracelet bars, and spinners for an entire collection. Brands like Anju take the guesswork out of where to put a new line.


From Kameleon Jewelry’s Instagram

Be Creative

A unique display idea our leadership team saw at Market was setting jewelry up on faux grass. Many stores have utilized the display idea of a frame as a border with burlap or cork filling the frame, and tacking the jewelry with thumb tacks or nails. A new twist on this is using faux grass as the background. Even covering a small piece of wall with faux grass and using it as a jewelry display area is very on trend. Kameleon shows in this photo that they are keeping up with the trends and merchandising with faux greenery!