Jeweller - April 2022

BUSINESS
Strategy
How to improve and create
great retail displays
Tiffany & Co.
First impressions are undeniably lasting and in the retail business it can determine whether a customer
enters or walks away from your store. Let KIZER AND BENDER share their knowledge to help you sell more.
If there are lessons learned from the
pandemic, it’s that retailers are highly
resilient.
We know you never have enough time to do
everything you want on your sales floor and
that customers expect constant change to
keep coming back. Fortunately, there are
great resources available to help with visual
merchandising- the part of your store that
interests shoppers.
Studies have revealed that humans lose
interest somewhere around eight seconds.
Blame it on technology! For in-store
displays, customers lose interest in about
five seconds – this is why the approach of
‘this display is good enough for now’ just
doesn’t cut it anymore.
For in-store displays, customers lose
interest in about five seconds – this is why
the approach of ‘this display is good enough
for now’ just doesn’t cut it anymore.
So what’s a retailer to do?
Elements of a great display
We started our careers in the retail
industry; department stores to be specific,
and back when they were not-to-bemissed
examples of quality retailing. The
experience taught us that displays take
time and preparation to build a themed
experience each month, and an action
plan is necessary to make it happen.
Great displays don’t just happen. Sure,
sometimes you get lucky, but organising
promotions every month can be
exhausting.
Consider these ideas when planning your
displays.
Theme: Choose a theme for each month
of the year. Some months may have more
than one theme. Do it one at a time.
Consider your overall theme and what it
takes to achieve what you are aiming for.
Remember that the store is always the
story, not a single display. Carry elements
of the theme throughout the sales floor to
create a unified story.
Platform: These are fixtures needed to
create displays on your sales floor and
windows. For example, what platform do
you need for your ‘speed bump’ display?
List each piece needed, taking into
account what you already have and what
you may need to purchase.
Props: Little touches incorporated to a
display adds character. Think texture:
baskets, smooth woods, glass, metal,
even different fabrications. Inexpensive
Plexiglas risers are ideal for elevating
featured products. Consider using big
props, such as decorated Christmas trees
during the holidays or decorative trim
throughout the store.
Product: Choose items to be displayed
in advance so you can focus on telling
a complete story. While you are already
purchasing products seasonally, look for
other items to be merchandised on endfeatures
and other areas to carry out the
theme. You can swap or add products from
the floor, as needed.
Great displays
don’t just
happen. Sure,
sometimes
you get lucky,
but doing it
every month is
exhausting.
Display Techniques: Always consider
the right technique to make products
stand out. We know that products
arranged vertically is always better than
products distributed horizontally. Vertical
merchandising causes shoppers to see
more of the displays because they look
up, down and forward on displays.
Cross-merchandising or placing items
together that complement one another
is another effective technique. It entices
shoppers to purchase more products easily,
plus they are exposed to items they have not
previously considered.
Each display also needs a Focal Point, that
spot where a customer’s eyes fixate at a
display. Is the shopper drawn to a product
you are promoting? When there is no focal
point customers may be confused about
where to look and simply move on.
If the fixture itself is the focal point then it’s
time to change it.
Negative space: Empty areas of the display
or white space that frames the product. Your
store is an explosion of colours; let your key
displays breathe a little.
Colour: is a powerful choice when searching
for theme ideas. We are naturally drawn to
color, but it’s also important to keep in mind
that colours can have an effect on shoppers:
• Red is aggressive and makes some
people anxious and can actually speed up
metabolism
• Pink is happy, romantic, light-hearted
and soothing
58 | April 2022