As a retailer, it’s vital to know how important correct traffic flow and space planning is for the jewelry store. It is important for store owners to look at their stores from a customer’s viewpoint. With jewelry stores having to compete against big box jewelry stores and the Internet, it’s more important than ever to examine the jewelry store’s layout and create an experience that – “WOWS” the customer and makes them want to return again and again.
Jewelry store case placement is extremely important in helping the store increase its bottom-line sales. The overall presentation of the store’s layout affects the customer’s desire to purchase jewelry during their visit. It often takes a few essential interior design changes or updates to start increasing sales.
As a jewelry store owner, the goal is to use every square foot of sales space to its best advantage. You want to choose a floor plan that fits your store’s size, shape, and matches your merchandise. As you create the layout and display options, think about these ways that you could design your store:
- Geometric, including islands
- Pullout/Side-Selling jewelry cases
Be sure to choose each design element in your store carefully. This includes choosing the color of cases, wall colors, flooring, lighting product and correct traffic flow placement. All these interior design perspectives contribute to a comfortable buying experience. When a customer enters the store it’s nice to have a special table, museum case, or a different style case for the “WOW” factor.
The store image should have the interior design elements that cause customers to feel an emotional need to buy. As you all know, giving clients the ability to use more of their five senses to look, touch and feel the jewelry are all essential to close the emotional purchase through the updated interior design elements. Create a bridal area and special placement for your brands. With subtle zones, you will encourage customers to browse and discover everything you have to offer. See image below of The Diamond Center with a curved store layout.
Review the floor plan so higher-priced jewelry is in different areas than the lesser–priced items such as fashion jewelry. Create the traffic flow so it is easy for the customers to shop and see everything.
Also, when planning your jewelry store layout, keep in mind that most customers naturally turn right as they enter a retail space. So, think carefully about what merchandise you position there.
About the Author: Leslie McGwire™ has over 35 years in business development, interior design, equipment, furniture sales and marketing services in retail and jewelry-based businesses. Leslie has won over 25 national design awards, including the prestigious Salon Today and INSTORE Jewelry Store awards. Leslie has a true passion for business, design for the jewelry and retail industries. Visit lesliemcgwire.com for more information.