Shoppability refers to a jewelry merchandiser’s ability to create a retail environment that translates consumer demand into jewelry purchases. Ultimately, shoppability is about turning shoppers into buyers. Shopper behavior must be tracked, recorded and analyzed so merchandisers can incrementally improve the store’s ability to engage shoppers while eliminating purchase obstacles. There are critical customer touch points in merchandising jewelry which include the store entrance, display windows and display cases.

Shoppers are most compelled by selection. How does your store visually present each category of jewelry? How are product displays presented in a harmonious manner? What design elements do you tend to start with when begin to plan visual merchandising displays?

How do you create boutique presentations within your store to differentiate assorted displays of jewelry? How does your store provide a jewelry shopping experience to push the concept of being a one stop shopping destination? How does the store convey and sell the message of the store as a destination location for jewelry?

How does your store create excitement and engage loyal repeat customers and first time shoppers from the time they enter the store until they exit? How would your customers describe your store as a place where they can discover new and exciting merchandise every time they enter the store?

Planning is the key component of merchandising. Consider the very limited amount of total space that is actually used in retail jewelry stores for product display. Too often stores respond by putting too much merchandise in displays. Overstocked displays make it too difficult for shoppers to see individual products. There are often too much visual stimuli in overstocked displays for shoppers to comprehend. That’s why so many shoppers will just pass by an overstocked display.

JCK