Jewelry merchandising. Display of jewelry in the store Silver showcase in the rules of display

At the same time, it is important to adhere to certain principles for laying out jewelry.

1. The principle of matching the type of display to the format of the store and the cost of products
The closer the store format is to the mass market, the greater the percentage of the total demonstration area will be occupied by the mass display: 80% of the tablet display of mass-produced goods and 20% of the composite display in the departments of expensive goods with precious stones. This ratio is recommended for mass sales stores. And vice versa, 80% composition display and 20% tablet display (wedding rings, chains, bracelets) characterize the exposition of a luxury salon offering high value products. In brand stores and designer boutiques, there is 100% compositional display, since each product is unique in its own way and requires a special presentation.

The principle is simple: the more expensive, unique, exclusive products you demonstrate, the more effective the use of compositional layout will be. Conversely, the presence of a tablet display visually signals to the buyer that the store offers goods at affordable prices.

What is the role of such a strict adherence to the law of compliance with the format? It is clear to the buyer at a glance what kind of store is in front of him. Thus, a stream of target buyers is formed. In addition, when applying this law, the buyer can easily find out in which place of the trading floor there are cheap consumer goods, and where expensive exclusive products are presented.

2. The space of any showcase is read by the buyer from left to right (in Arab countries, on the contrary, from right to left - be careful when analyzing the layout in exotic countries!)
In the "hot" zones - the center and the upper right corner - you should display specially promoted product groups. In the "coldest" zone of the showcase - the lower left corner - you need to put the goods priority demand, products that attract attention with their design, large according to the size of the goods, information plates.

Rice. 1. Location in the "hot" zone of specially promoted goods (trade residues as a "soloist". The rest of the space is occupied by a flatbed display

Rice. 2. The location of the "soloist" in the "cool" zone, in the "hot" zone - a tablet with a specially promoted group of goods. The rest of the space is a tablet layout

3. The law of division of exposition areas

Each product group in the showcase should have clearly defined boundaries surrounded by free space (emptiness).

Excessive amount of goods in the shop window makes it impossible to allocate free space for demonstrating product groups expressively and separately, and the desire to show everything at once destroys the clarity of the layout. It is important to strike a balance between exposure and emptiness, remembering that crowded windows are the most unpleasant sight that we can present to the buyer. The look is simply lost in the visual chaos! Emptiness is a tool with which we can calm and focus the eyes of the buyer. Please note that high jewelry fashion salons are very actively using this: the more expensive the item, the greater the percentage of emptiness left around it. And we see showcases that feature only a few, if not one, unique product that feels like a queen on a throne in the showcase!

4. The most effective layout is simple
Simple decisions are perceived by the human subconscious as the most correct. Remember the phrase "Everything ingenious is simple"? This rule also works when creating a layout.
The layout should be clear, simple, with a clearly identified central semantic element, so that the viewer can understand which product is the main one here. It is important that the seller can easily get into the depth of the showcase, and the buyer can clearly see all the corners of the showcase. Products should not overlap each other, it is important to observe the principle of readability of each decoration.

5. The more expensive the product, the higher it is placed in its product group
The most expensive products are placed, as mentioned earlier, in the semantic center of the showcase, above other products, for this they use additional coasters and podiums, sometimes even in a contrasting color. In vertical showcases and niches, expensive products are placed at eye level. They form the image of the store, as they are in the areas of the most active perception.

6. All jewelry is exhibited on display equipment
The point of using demonstration equipment is to show all the highlights of the jewel as advantageously as possible. Raising the product on the equipment, we emphasize its value, we attach special importance to it. That is why the display of jewelry at the bottom of the counter or shelf is absolutely unacceptable!

The place of information plates is the lower left corner of the showcase or showcase area.
The decorative filling of the showcase should not be too complicated, one, maximum two decorative elements are enough to perform the function of an impulse attraction of attention.

INTERNATIONAL BUSINESS CENTER "6 KARAT"
REPRESENTS
"SPECIAL TECHNIQUES FOR LAYING JEWELERY"

1. Basic principles and advantages of high-quality jewelry display.

2. Types of layout and principles of working with it:

- compositional; - tablet; - mixed.

3. Basic principles of calculation. Designing the layout - the algorithm of work.

Thanks to the attractive appearance of the showcase, customers pay attention to the product range and go inside with a desire to purchase something.

And since jewelry is not an essential item, there is a very fierce struggle for customers here. Often the purchase of jewelry occurs precisely according to the principle “I like it, I want to go inside.” As a result, it is a beautiful wrapper (showcase) that allows you to increase the profit of the store.

In an attempt to save money and entrust window dressing to the seller instead of an experienced merchandiser, you can achieve the exact opposite goal. But let's get down to business.

Main criteria

Window dressing of a jewelry store should be done according to the rule - do not overload it with products! If you place a small number of rings and earrings, each of them will be perceived as something unique.

Such an installation is given more attention, purely psychologically, it seems that an object that is exhibited in splendid isolation is more valuable.

Abroad, the range of showcases of jewelry stores changes weekly. In fact, this is not even done in order to completely replace the range of goods, but to draw attention to the very fact of renewal.

In order for the showcase to attract and sell, making it out, you should follow a number of rules. The right showcase is different:

1. ideal color scheme;
2. thoughtful lighting, which is relevant at any time of the day;
3. laying out jewelry according to all the rules of composition.

Now in more detail about the rules of composition, there are only three types of installations:

• "3-5-8" - large decorations, medium and small items at once are placed on the showcase;
• ladder - all items are placed at different heights;
• row - decorations are arranged in a straight line.

At the same time, the most expensive and valuable jewelry is located in the center, minor objects may be located slightly below eye level. There is enough free space between them, you should not save space!

Closed showcase

Expensive jewelry stores usually use a closed type of shop windows so that visitors inside are protected from prying eyes. In this case, it is important to pay enough attention to the back of the display case, which is upholstered with velvet of a suitable color scheme. Additionally, spotlights are installed.

Unity of style is what you need to achieve when laying out goods. If classic earrings and jewelry are laid out, then the design of the showcase should match the style - a simple decor and no bright signs.

In psychology, it is believed that the abundance of flowers causes subconscious anxiety in a person. So in the selection of colors for a jewelry showcase, you need to use the 80/20 principle - i.e. 80% of products are subject to one color, and the remaining 20% ​​should be selected according to the principle of contrast, which together will look very harmonious.

Useful material :

Jewelry looks especially good when framed with natural stones, flowers, etc. But do not abuse it, the abundance of decor distracts attention from the decorations themselves. Each product should look attractive, all the overflows and brilliance of precious metals should be visible on it.

Illumination will help jewelry look advantageous: soft, identical to daylight, which does not blind customers. Bright light from lamps will not help sell, on the contrary, this is an unsuccessful decision.

No direct focus on the jewelry itself, gems can start to fade under such light! Lamps are installed in such a way that the light falls from above and slightly to the side, and the shadows from the products fall back.

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Organization of acceptance of jewelry goods in terms of quantity and quality

The procedure and terms for acceptance, as well as the rules for its documentation are defined in the instructions ""On the procedure for accepting industrial and technical products and consumer goods by quantity"", "On the procedure for accepting industrial and technical products and consumer goods by quality "". These instructions apply only in cases where it is provided for in the sales (delivery) contract and when a different acceptance procedure is not established by standards, specifications or other mandatory rules.

When accepting jewelry, attention is paid to the general requirements for them: appearance, shape, size, quality of mounting, soldering and finishing, serviceability of locks, pins and hinged joints, correct fastening of jewelry inserts, integrity of the stone, clarity of marks. precious metals.

In addition, they pay attention to the specific features characteristic of a particular group of jewelry, for example: when accepting table setting items - engraving, clarity of the pattern, quality of the enamel coating, chasing; when accepting amber products - for the quality of surface treatment, the selection of beads by size and tone, the correctness of their shape, the strength of setting amber products on a metal or wooden frame;

Appropriate inventory and tools are used for quality acceptance of goods: for jewelry goods - technical scales and gram and milligram weights for them, 4-, 6- and 10-fold magnifiers, a caratometer, ring gauge, caliper, millimeter ruler, suede or flannel cloth;

When accepting, they use the current GOSTs, industry standards, specifications, technical descriptions and other regulatory and technical documentation (NTD).

The room in which quality acceptance is carried out should be sufficiently lit by daylight, and in the evening - artificial. The desktop should be smooth or covered with linoleum.

In the sale of jewelry, one of the key roles is played by their correct presentation in the window. This is an expensive product, a luxury item that is bought as a gift for significant dates or solemn events. Therefore, a spectacular appearance of the goods and a beautifully designed showcase are of great importance.

So, let's look at the basic rules for displaying jewelry in a store:

1) The store should have good lighting so that the buyer can see the jewelry well. The light should be diffused and cold, not dazzle the eyes of visitors, and at the same time illuminate the shop window well.

2) Since the jewelry is small, it is important that the buyer can see it.

3) In order not to mislead the buyer, it is necessary to place jewelry with precious and non-precious stones on different shelves. The same rule applies to products made of gold, silver and platinum. Each layout must have a plate with the name of the stone, metal and jewelry sample. Costume jewelry should be located separately from products made of precious metals.

4) Price tags should not cover the product itself. You can remove them so they don't get in the way. In this case, a price tag should be placed next to each decoration.

5) It is important to choose the right stands and presentations for jewelry, given their size. High stands should be placed at the back of the counter, while lower and flat ones should be placed closer to the customer. This will provide a good overview of all products.

6) Jewelry should look bright and spectacular. To do this, it is best to use a contrasting substrate in black or any dark color.
7) Chains should be divided into groups depending on the length and type of weaving.

8) The rings must be placed on the plates in size within each group. Rings with large stones should be placed on separate presentations.

9) Novelties and kits should be placed on separate stands. The presentation of the set should be in the form of a triangle: a tall item (chain, necklace) should be in the center of the composition and slightly in depth, smaller and lower elements (earrings, rings, brooches, bracelets) on the sides and closer to the buyer.

10) And, of course, every successful jewelry store should have a mirror so that customers can try on the piece they like.

Jewelry, as a rule, is beautiful and self-sufficient in itself. However, in the techniques of selling jewelry, the display of jewelry plays a significant role. Properly selected position of decorations and the general appearance of the "picture" - the contents of the stand attract the eye, attract attention. This helps to attract a potential buyer and is the first step to successful sales.

Of course, not only beautifully arranged goods affect the choice. An important role in the choice of jewelry is played by the quality of the product. The reliability of the elements of the composition and many other factors. Including competent, professional presentation of information about precious jewelry.

How to properly display jewelry

Let's look at the example of displaying jewelry on the stands of the Golden Fashion trademark. We constantly take part in exhibitions and sales of jewelry products. And a large part of the work is to effectively present new collections and individual models of jewelry. The photo shows several examples of laying out jewelry made of gold and silver.

Rings, rings and pendants assembled into a single composition (collection) can be made of gold or silver. Have inclusions of elements of precious and semi-precious stones.

On a separate tier there are decorations - brooches, pendants, etc., made in an elegant, thin "monogram" style. Jewelry items are grouped into the collection not only on this basis, but also on the basis of the precious metal used in jewelry - gold 585.

Compositions of chains, earrings, clones and brooches demonstrate well the harmony and mutual compatibility. Evaluating the decorations located on this stand, you can immediately imagine a picture - how the products will be combined. It is convenient and practical for the buyer.

Tiered above are gold and silver earrings with semi-precious stones. The lighting of the booth is not very bright, but sufficient to allow you to fully explore the aesthetic qualities of the jewelry. To see the "play" of light on the edges of stones and on the elements of earrings.

Explore the range of jewelry in our retail store "Golden Fashion"

The retail online store "Zolotaya Moda" presents more than 7,500 jewelry made of precious metals - gold and silver. All products have a quality guarantee. We carefully form the assortment list of jewelry offered for sale. Our store currently offers decorations in categories.

Jewelery is very delicate and does not tolerate careless attitude - elegantly and correctly presented products play a decisive role in the buyer's desire to purchase jewelry. Jewelry belongs to the category of luxury items and is purchased quite rarely, most often in connection with some significant events in life. Therefore, the style of the store, and the design of the showcase, and the display of goods must correspond to the form and content: nothing bright, flashy, noisy, that distracts attention.

A potential buyer should be able to slowly examine the product from all sides. The most rational solution in this case is. By correctly laying out jewelry on it, the seller provides the buyer with the maximum information that is required to make a decision.

What principles to follow?

1.Conformity

In this case, this principle works 100%. Since jewelry in jewelry stores is represented by budget models of mass demand and exclusive ones, it is necessary to determine the ratio of these groups of goods and start from this when laying out products. For the budget line of products, special frills are not needed, the display is made on tablets. For exclusive jewelry, a compositional layout is required so that the client can appreciate the proposed item. If it will be usedstand for ringsto demonstrate products in all their glory, the buyer will be able to focus on this particular product. Also, if a client needs earrings, it makes no sense for him to consider other jewelry - a specialstand for earringswill allow you to examine the product in detail and push you to buy.

The correct layout of goods on tablets or special stands will form a certain image of the store:tablets will show the mass consumer the variety and availability of the products offered;special coasters will indicate the exclusivity and value of the goods.

2. Showcase hot zone

As a rule, it turns out to be the upper right corner of the display case. Here it is necessary to place the promoted group of goods. In the lower left part, you can lay out designer products that already attract attention with their appearance.

3. Rational division of display area

First: in no case should you make “assorted” jewelry by mixing chains, earrings, rings. Second: you need to find a balance of free space and the number of decorations, which should not be too much. This applies to shop windows and product display on tablets. If, for example, an expensive chain or necklace is placed on a separatestand for chains, then such questions do not arise, there is enough free space around for the best acquaintance with the model.

But in any case, there should not be an excessive supply and an abundance of products in which a potential client will simply be confused.

4. Ease of laying out

Everything is done simply and clearly. You should not fantasize and get carried away with design solutions: elegantstand for braceletspresent the product in the best possible way.

5. Optimum product display height

The showcase itself should not have a height of less than 0.9 m or more than 1.6 m. The visitor to the showroom should not bend or stretch to view the product. Expensive jewelry should be placed higher, on special podiums or stands.

6. Demonstration equipment

The use of tablets and stands for jewelry will help to present them in the most favorable way, emphasizing the sophistication of the jewelry. There should be no distracting details - jewelry in itself attracts attention. The use of decorative elements should be kept to a minimum. Equipment and promotional materials are also just a side element: everything focuses on decorations.