Merchandising in a jewelry store

The proper display of goods in a jewelry store is no less important than in a grocery store. Yes, the visitor here does not take the first product he sees on the shelf, but the visual merchandising can influence the choice, “compelling” the customer to choose a more expensive jewelry item or to supplement the basic purchase with related goods. Want to learn how to spot the tricks? We will tell you about the basic tricks of merchandising, the knowledge of which will help reduce the influence of external factors and make an informed decision.

How a jewelry store influences the customer through the senses

1. Sunlight. Some studies confirm that natural light in a jewelry store has such a positive effect on customers that sales increase by 10% when the area of glazing is increased!
2. Color of trim, showcases, and information signs. The right color solution increases customer activity. Red is clearly associated with a discount, orange evokes a feeling of well-being, gold and silver emphasize elitism of products.
3. Background effect. Jewelry with stones of saturated hues is placed on a light background. Products with diamonds look luxurious on black velvet, provided they are accurately illuminated.
4. Emotional advertising posters. A couple in love, happy girlfriends, a mother with a child – all these images cause a surge of endorphins. Hormones of happiness reduce critical perception and urge to please yourself by buying gold jewelry.
5. Aroma marketing. Most often, jewelry stores use citrus scents to stimulate purchase decisions and the smell of roses to make customers more compliant.
6. Music for shopping. A salon that plays instrumental melodies without words sells more. Music immerses people in a comfortable state in which they want to stay as long as possible and therefore spend more time in the store. The buyer is not distracted by the background speech and is fully immersed in the process of choosing jewelry.

Manipulations have no effect on those who know how to read them. An attentive buyer is guided only by his own, not imposed ideas about what he really needs. If you want to choose engagement rings vancouver, you should listen to your inner voice and not pay attention to tricks. This will help you choose the perfect ring and not regret your decision. So you should study our rules and be careful when choosing expensive jewelry.