Merchandise Display

When you are setting up you should actually be guided by, “How can I set this up so that the items sell?” Secondly, you should ask, “How can I attract attention to these items?”

The display is the first sales person that greets the customer. Ideally it should communicate the whole story about the item(s) and make the items desirable.

Display is an art form and although we are not all artists, we can at least follow some basic rules that will improve our displays.

1) GENERAL

• a) Low in the front to high at the back
• b) Don’t cram stuff into the case, give it room to breathe
• c) Don’t put displays too close to the front of the case, makes them difficult to see
• d) Make sure that all tags are tucked under the item or display and not visible
• e) Everything is right side up, straight, and not twisted; earrings are hanging evenly
• f) When you finish setting up the case, walk to the front of it and take a good look to see if anything needs to be changed

2) WATCHES

• a) Watches should be grouped by three categories
  • i) Omega and Tag Heuer
  • ii) Cartier and all diamond or gold
  • iii) All other steel watches
• b) It should be easily seen that, “Here is one model and it comes all these different ways, and there is another model and all the ways you can get it.”
• c) Less is More
  • i) Leave space so the eye can lock on one thing or group of items and not get overwhelmed or confused.
  • ii) One item standing out by itself becomes important.
• d) The most expensive watch should stand out and possibly have a sign if special
• e) Watches should be checked to make sure they are right-side up

3) ROLEX WATCHES

• a) There are three cases:
  • i) Sports models
  • ii) President, twotone, and gold dress models
  • iii) Steel Datejust, Air-King, Milgaus models

4) ENGAGEMENT RINGS

• a) There are five cases:
  • i) White gold and platinum
  • ii) Antique and lab-grown
  • iii) Halo
  • iv) Non-halo
  • v) Rose and yellow gold
• b) Again group by type, (type of metal, expensive/less expensive, sets from solitaires, etc.).
• c) Make expensive rings stand out (or make the one you want to sell stand out, making it special).
• d) Just because we have a lot of rings it doesn’t mean they all have to be crammed into the case. Pulling a tray from the safe sometimes makes them special to the customer.

5) DIAMOND STUDS

• a) They should be arranged from small to large so someone can easily find the size they want and compare.
• b) Separate out lab-grown and antique onto separate displays
• c) Well-cut studs should be separate from average cut studs and displayed so they stand out.

6) NECKLACES

• a) Only one item per neck.

7) TENNIS BRACELETS

• a) Same principles as above.