Displaying Merchandise

The main criteria customers use to buy watches and jewelry is looks.

No matter how good a deal we give, if the customer doesn’t like the look they won’t buy.

The display-section’s job is to make our merchandise look the best it can in order to give sales the best chance of selling the merchandise. Displays should catch the eye or attention of the customer and draw them in so that they take a closer look at the merchandise. Colors, design, placement are all factors in making the piece look the best it can.

The right stone mounted in the right ring makes a huge difference. A new dial or different color dial can also make a huge difference. Items that aren’t selling one way can be switch around and made more noticeable and then sold.

Regular steaming of merchandise should be practiced by the display-section and anyone else connected with sales must insist this gets done. Doing a few pieces a day keeps this in. Quartz watches should be set and reset to the correct time so that dead batteries are easily detected.

If the displays are dirty or worn, the customer’s attention can be drawn to the display instead of the merchandise. An otherwise nice display when dirty, communicates a lot of things to the customer, none of which say “buy me”.

The display-section has a vested interest to ensure items are put out and put away with great care as a scratch can blow a sale and cause pieces to be special ordered leaving the scratched one to become old merchandise.

Display and all employees for that matter, should daily walk the front of the cases and ask, “Does this merchandise look the best it could?” If it doesn’t, do something. Remember we are a sales organization. Bad display blows sales and there goes our income. Good display causes sales, secures our jobs and keeps the income flowing.