How to increase sales in a jewelry store?

In addition to additional sales at the jewelry store. What else to offer the buyer? How to sell more? What else can you offer a customer in a jewelry store? Let's not waste time on the introduction, let's get down to business.

We increase the purchase amount

In many techniques, trainings, books, you can find the concept of "increasing the average check." It is noteworthy that almost no money is required for its implementation. How does it work in a jewelry store?

Before increasing, the "average bill" should be calculated. This can be done simply, for example, in a month you earned 1 million rubles by selling products to 200 customers.

1 million / 200 = 5,000 rubles - this is the average monthly bill of your jewelry store.

Let's imagine that it will increase by 500 rubles and will already amount to 5,500 rubles (how exactly it will increase, we will consider further). Then the monthly revenue in the store will be 200 5500 = 1 100 000 rubles. 100 thousand rubles more. Not bad at all, right?  

So, the main rule for increasing the average check is to actively offer customers something else. There are instant methods and those that work after a while.

Four ways to increase the average bill. Every client should ALWAYS be offered:

♦ more expensive goods;

♦ more goods;

♦ related products;

♦ additional options.

How to offer a more expensive product

Having come to your store, the client will look for a product of average cost for himself. Be sure to offer more expensive jewelry, while justifying their advantages: brand awareness, style, easier care, better material ... The point is not to "sell" more expensive, but to tell and show what is present in the store a product with much better characteristics, but it costs a little more.

Tell not only about the materials, but also about the symbols and style. For example, tell us that the topaz in the jewelry is fixed with paws in the form of dragonflies, it is no coincidence that in Japan the image of a dragonfly symbolizes a warm wind and good news. A dragonfly is a friend of unmarried girls, and when she falls on her shoulder when looking at a man, it seems to suggest that this man can bring pleasure, and if on his head, then become the only one capable of giving the Garden of Eternal Life.

We sell more products

Offer sets at a better value: "chain + ring + bracelet", "earrings + pendant + chain", "necklace + bag + case", "ring + earrings".

Say that buying these items separately will cost you more, and be sure to communicate how much money is being saved. For example, if purchased separately, it will cost 15 thousand rubles, and if all at once, then 12 thousand rubles. Be sure to say that you can save 3 thousand rubles.

In this section, it will be appropriate to repeat the know-how for the sale of basic jewelry from the first letter: show the buyer three items: the most expensive, somewhat simpler, but close in cost to the first, and the third - a bestseller item (you can offer no more than 5 items at a time. items). Place jewelry offers on a triangle-shaped tray.

And experts also recommend forgetting about the traditional divisions into silver, gold, precious and semi-precious stones. This classification is acceptable to manufacturers and sellers. Buyers are more attracted to interesting combinations. For example, you can form groups of jewelry with curls, plant motifs and present it as a series of "Romantic" or pick up a block of jewelry with geometrically correct lines, step cut. Tell me which combinations will emphasize the client's dignity more profitably. With the help of the designer, compose a set of several rings, several chains. It is unlikely that the buyer himself will be able to pick it up, and, having seen it in the window, will certainly want to become the owner of this unusual beauty.

Another trick. For example, a customer has chosen a piece of jewelry for 5600 rubles. Offer him an interesting keychain for 400 rubles in order to get a round sum. You can't even imagine how many people prefer not to bother with change, but to pay exactly 6 thousand rubles. Especially if you offer it to women. Pick up a men's keychain and offer to buy it for your husband. Surely for her this will be a great opportunity to present the purchase in such a way that she thought not only of herself. 

Another effective method.

We offer related products. Guaranteed increase in sales in a jewelry store by 3-5%

If the buyer has already decided on the purchase, make a unique offer "Only now can you buy a second piece of jewelry with a 20% reduction in cost." It is clear that not everyone will agree, but someone will make a second purchase. One simple phrase can instantly increase sales. Of course, many people think that such offers annoy customers, however, if this is a means of caring for the purchased jewelry so that it looks amazing for as long as possible, then who will be offended? What else can you offer in a jewelry store besides care products?

Boxes and cases. There should be several types of them. There may be standard packages that go for free with each piece of jewelry, or there may be VIP options made of genuine leather - really cool and cool. Any jewelry in such packaging will look much more expensive. And so that there are no problems with their sale, enter the sales figure for VIP cases in the sellers' plan: if you did not sell, for example, 8 leather boxes, the salary is reduced by 5%. 

Holders for jewelry. How many times have we heard recommendations that it is not recommended to wash dishes, play sports in jewelry (rings, chains, bracelets)? So many times to count! And as a result, both mine, and sleep, and run. To comply with these recommendations, suggest small holders, especially since they are more reminiscent of souvenirs. Prepare all kinds of options: for the bathroom, for the bedroom, for the kitchen ... 

Storage and travel options . To store or take jewelry with you on a journey, and this is how jewelry is regarded, offer a chest, case, box, rack. Of course, they are not as mobile as the holders, but they hold much more.

The optimal moment to offer additional goods is when the buyer has agreed to make a purchase, but has not yet given the money !!!

We sell additional options

It also increases the average bill. What additional options can be arranged at a jewelry store? Here are some possibilities:

• home delivery. It is especially important if retail is supplemented by the work of an online store;

• customer delivery after purchase by taxi;

• extended warranty (believe me, it can be sold, offer not just to keep the tag and the check, but a whole "warranty agreement", nothing is more captivating than the paperwork);

• post-warranty service. It is similar to a service center, such as home appliances. Having bought a piece of jewelry in your jewelry store, if it breaks down, the client is very likely to turn to you, even knowing that the warranty has expired. The task is not to put him out on the street with the words "sorry, we can do nothing," but to provide help. Send him to the wizard to diagnose and identify possible solutions (diagnose for free). After inspection by the master, voice several options: order a new stone, increase the frame, scrapped it, and so on. In 80% of cases, customers will not turn to another workshop, even if the prices are 15-20% cheaper there: you honestly told about the solutions, and the diagnostics were carried out for free;

• engraving (a particularly valuable service when purchasing jewelry for memorable and special events, especially when buying wedding rings (you can immortalize the secret message of young people to each other));

• matting (tell, or rather show, that the combination of specularity and matte surface on jewelry is especially attractive, a great way for the buyer to stand out from others);

• a jewelry reference book (you can develop it yourself with interesting stories, magical properties, you can also offer it to employees to systematize knowledge, give it to customers, for example, when buying over 10 thousand rubles, offer it as an accompanying product, for example, at a price of 100-200 rubles ).

• sale of certificates (offer it when buying, suggesting that it can be a wonderful gift for a girlfriend, friend);

• fitting (a ring that looks great on your finger is much easier to buy than looking at it in the hands of a seller, and an excellent solution is to put jewelry on the sellers themselves, 70% pay attention to this and may ask “the same as yours” );

• ultrasonic cleaning of jewelry.

Jewelry is a special, elite product. For some buyers, their purchase is an “event”. And the atmosphere that corresponds to the moment and the product is especially conducive to purchases: the unique and memorable inner and outer world of a jewelry store. And if you supplement it with neuromarketing elements : images, music, smells, then the result can exceed even the most daring expectations. About further.

A special approach to design: the outer and inner world of a jewelry store. Neuromarketing : increasing the urge to buy with images, music, smells.

Let's start with something interesting. In a jewelry store, as in a usual acquaintance with a person, the effect of a first impression is triggered. It is possible to exceed customer expectations from the very beginning, for this there is a quick and effective way - the so-called wow- effect. For example, in a Japanese restaurant, visitors experience a quiet shock when, before placing an order, they simply walk up to them and silently pour tea into small cups from a 2-meter distance from the table with jewelry precision from a teapot with a long spout. Then they also leave in silence! This makes the visitors say " Wow !" By the way, the wow effect is also a great way to start word of mouth, because such "tricks" are certainly told to friends.

In a plumbing store, it will be original to show a crocodile in an aquarium, but in a jewelry store, you can release butterflies once a week, create unusual optical illusions or give customers funny photos of jewelry.

Did we manage to create a wow effect at the beginning of the article ? We hope so. Just imagine what will happen to customers in your real store!

Now about the moments before and after the effect.

The outside world of a jewelry store

In order to reproduce something inside, the buyer needs to be attracted from the outside, to make him want to enter your store. What is needed for this?

Modern classic - signboard

To attract the attention of buyers, the sign should stand out among the faceless designations such as "Jewelry Store". In addition, it is part of an advertising campaign that has a number of advantages: brightness, impressive size and lower costs compared to other outdoor advertising media.

So, a jewelry store sign should:

• look expensive (a cheap look will make you doubt the exclusivity of quality, and on the contrary, a sign made of natural stone, copper and technical innovations will show solidity, modernity of views and excellent taste of the owner). You can experiment and make a sign in the form of a ring, supplement the main part with imitation pendants, chain elements ...;

• stand out against the background of the surrounding space (do not merge with walls, vegetation, facade, otherwise it will simply not be noticed);

• communicate clearly and understandably that the store sells jewelry. According to the unanimous opinion of experts, the best option would be a combination of a name and a slogan, for example, “Rubin. Jewelry store "," Almaz. Jewelry Extra Class "," Malachite. Jewelry mega hit ”, a good option would be simply“ Diamond ”,“ Diadem ”,“ Silver Age ”. But "Juno", "Diana" and so on, it is advisable not to use - they do not give any idea about the product;

• take into account for whom the product is sold, for example, a student is unlikely to enter a chic jewelry store with a luxurious sign, although inexpensive silver jewelry may be sold there and, on the contrary, a jewelry salon selling author's works should have a sign of appropriate beauty.

Showcase. Sunlight raises status

In a jewelry store, it is recommended to create more natural light, it causes unconscious sympathy among visitors (according to the results of some studies, purchases in such conditions increase by 10%). This can be achieved by expanding the glazing area (today, not only showcases, but also walls, facades and even roofs are made transparent). Glass is considered a sign of high status. At the same time, visual appeal is achieved by toning . Of course, this is a rather costly method of attracting customers, however, according to many retailers , such an investment is quite justified. Most of the owners of jewelry stores do not save money on the exterior design, as well as on showcases - nothing attracts so much as the exclusivity of performance, unusual design and non-standard glazing.

However, it is still possible to save a little in this matter, since the price often depends on the size of the double-glazed windows (the smaller, the cheaper - you can pay $ 120 per square, or $ 400). The main thing is to choose the optimal price ratio for double-glazed windows and profiles. In most cases, toughened or laminated glass is used, there is also a more economical option - an impact-resistant film sticker on ordinary glasses ($ 15 per square meter). And, of course, the issue of the safety of the goods, especially those placed in the window, will become an additional expense item. If this is "not very good", you can limit yourself to showing only jewelry participating in promotions and supplement them with relevant information (it is recommended to update the showcase once every 1-3 months).

The inner world of a jewelry store

Opinion polls show that customers do not stay for more than 5-15 minutes in “boring” stores, and vice versa, a jewelry salon or boutique with a thoughtful design can attract the attention of a customer for at least half an hour. Shop decoration was named more important than discounts by 33% of respondents.

What is so special about a store so that a customer stays in it longer?

Space

Lighting plays the most important role to create a harmonious atmosphere of "brilliant shine". Halogen, metal halide and luminescent backlighting options used several years ago have replaced other more expensive fiber-optic systems emitting pure white light (it will cost about $ 13-15 thousand to arrange a store of 20 m2 with such lighting). However, even with the correct use of the most popular metal-halide color today , you can achieve decent results (it is recommended to supplement such lamps in closed showcases with dichromic reflectors).

When decorating a jewelry store, it is necessary to take into account the height of the location of the lamps. Don't make the lighting too bright - even in the most modern jewelry boutique, an atmosphere of intimacy should be preserved. Experts recommend keeping the space lighting evenly and putting brighter accents on the counters. The back lighting with metal halide light will give a certain airiness to the counters and the store as a whole.

You should not force the shopping area with equipment, 80-centimeter aisles, in which it is difficult for two customers to miss each other, leave an unpleasant impression about the store (about the correct distance further in the fourth commandment of neuromarketing ).

Counters

First of all, they should be practical: provide the opportunity to thoroughly examine the product of interest to the buyer and the possibility of quick access to the seller. At the same time, of course, to ensure also the safety of jewelry (shatterproof glass, alarm system and reliable locks). In the jewelry business, as a rule, they use: classic counters with glazed lids of arbitrary shape, vertical stands and glass pillar cabinets.

Equipment made of sandblasted glass with golden patterns applied to it looks original and attractive; the framing of such a counter can be made of two-component chipboard material and plastic.

The area of visual coverage is also important (it depends on the height, width and tilt of the counter). Inclined counters expand it, and narrow (up to 40 cm) completely coincide with it. Counters with smooth curves are most convenient for perception, if they are with corners, then they should be low (90 cm from the floor) so that the buyer does not have to look from the side.

What to do if there are already counters, and their replacement is extremely difficult? Here are some guidelines:

1.           Wide and low counter. The part that is farther from the buyer will be less visible, so it should not be overloaded. What is better to place there? Large items of bright colors, good lighting and contrasts. In the area that falls within the visual coverage, products that require promotion and the most popular models are placed.

2.           Tall and wide counter. A bad area will also be the part farthest from the customer + areas at the edge of the counter (especially if the counter is rectangular). It is recommended to start laying out, stepping back from the edge, then all the decorations will be captured by the eye.

In counters, as well as in the space of the store itself, lighting plays a significant role. The upper light is best perceived by the human eye, the lower one allows you to create the effect of "the world upside down", the lateral one - to highlight graceful images, and a mysterious atmosphere can be created by spot lighting, picking out individual jewelry.

It is recommended to illuminate silver with cold tones, while gold is more suitable for a warm spectrum. And, of course, one should not allow direct illumination of the products, it should be scattered - this way the depth and play of the color of the stones are better revealed.

It's no secret that well-laid out jewelry is a guarantee of good demand. The multi-stage layout is especially good for perception. However, you should not create many shelves, the buyer will pay attention only to what is at eye level.

The niches behind the counter are also not suitable for display ; there is no opportunity to view small goods in them. It is better to use this area for decoration: souvenirs, figurines, vases, flower arrangements.

The buyer reads the space of the showcase from left to right. It has hot and cold zones. So it is recommended to put especially promoted goods in the hot zone, and bright, large, with an attractive design in the cold zone.

Create variety in calculations, be creative. It is unlikely that someone will be attracted by a counter with monotonously laid out rings in boxes - a buyer who does not plan to buy a ring will most likely just walk by, but if he sees, for example, rings, and interesting combinations and unusual sets, then the probability , the fact that he is delayed increases significantly.

Mirrors

The opinion that mirrors are a win-win is not true. This is strong, magical and one might even say fabulous material, therefore, the choice and placement of mirrors should be treated with caution.

Experts advise against using mirrors in display cases and counters with small items. But they will definitely be needed to try on earrings, chains and other jewelry.

An interesting solution in the interior will be large tilted mirrors in frames, stylized antique. They may not even be combined with the equipment, but at the same time they look very impressive, and in any place.

Mirrors can help. For example, they will be very useful on one of the walls in elongated (tunnel-type) rooms, the height of "low" stores will increase the ceiling of mirrors (the same effect can be achieved with oval, elongated mirrors), and horizontal options will expand the space.

Is the quotation paper so nice to the touch? Are the chairs comfortable? Is the coffee aromatic? Why are these questions? Besides, the success of a business depends on these little things. You've probably heard of such a direction as neuromarketing , which affects the senses. By acting on an unconscious level, you can be stimulated to buy more often and pay more. This opens up new horizons for jewelry stores (and, of course, not only for them), helps to attract more customers.

10 commandments of neuromarketing (everything to do with feelings)

First. Correctly selected colors increase customer engagement. Each color has its own influence and association. 66% of the attention is paid to color. Use this opportunity to attract customers not only in the store, but also on the logo, letterheads, business cards, website, packaging. 

· White creates the feeling of purity, perfection and simplicity.

· Yellow is associated with openness and sociability, helps to accept new ideas. This color is special - it is processed by the eye first.

· Brown color gives a sense of stability.

· The green color exudes calmness and poise, it tires the eyes less than others.

· Pink color is a symbol of joy and love, from its influence you become attentive and sensitive.

· When you look at the red color, you start to act actively, it gives confidence.

· Blue has a calming effect and reduces appetite.

· Orange is the color of cheerfulness associated with feelings of well-being. It "erases" negative emotions.

· Violet - the color of mystery, has a certain magic, therefore, the most difficult to perceive

Second. Create color blocks and use background effects (for example, lay out decorations with red or black stones on a background of light colors). Create displays such as earrings and chains. Decorate them with flowers for the holidays. 

Third. The light should not blind the eyes, ideally it fits into the interior and "leads" to the desired goods. 

Fourth. The optimum ratio of the width of the passage to the height of the equipment is at least 3 to 4. One person fits freely into the passage of 80 cm, for two it is necessary 1.5-2 m 

Fifth. Use advertising posters, according to the International Marketing Association, they increase sales by 36-60%. The themes of love and joy attract people most, they contribute to the production of endorphins - "hormones of" happiness ". A poster with laughing girlfriends can increase sales by 17%. Well-chosen emotionally charged posters can increase sales fivefold! Among 30 thousand Russians, a survey was conducted on the topic of which of the 150 suggested words evoke positive and negative emotions in them. So in the first category were “home”, “aroma”, “taste”, “delicious”, “expressive”, “dictates of the times”. 

Sixth. Use original pallet layouts , for example, not just chains, but a waterfall laid out from them. This increases sales by 20-30%. 

Seventh. Pay attention to the packaging. It can consist of the following components: 

· Displays for showcases - advertising mini-showcases with stands and illumination, which complement the advertising smiling posters from paragraph 5.

· Accessories for displaying under chains, necklaces, rings, bracelets in the uniform corporate style of your store.

· Demo trays (accompany the display of the product to the client). This is an additional advertisement for your store.

· Boxes-cases with a style solution and a logo.

· Paper or plastic bags in which sellers put the goods sold to customers work very well for the store's image. On the days of Christmas, you can supplement them with a small postcard .

· Ribbons with the store's logo and corporate paper - a special chic, a distinctive feature of service in a jewelry store, emphasizing the uniqueness and originality of the corporate style. The seller simply asks if the purchased jewelry will be given and offers to wrap it in gift paper and tie it with a silk ribbon, which, of course, will be marked with the logo, name and address of the jewelry store (so that relatives and friends have an idea of where to return to shop).

Eighth. Harness the potential of aroma magic . Smells directly affect mood, evoke memories and evoke associations. 70% of people judge the quality of goods by smell, it has been proven that through smell, the nose is able to perceive even beauty and sophistication. This is the most direct and effective way to consciousness: a person has 60 million olfactory cells, and only 10 thousand taste cells, which is probably why we are very often guided not by the mind, but by the nose. 

In jewelry stores, you can try citrus, mint, coconut, fresh flowers and sandalwood scents.

The scent of rose enhances compliance, mint awakens, orange stimulates decision-making, lily of the valley relaxes, and it is better to abandon lemon altogether - it stimulates aggressiveness.

And with the help of specialists, you can create an AROMOLOGOTYPE - this is when the smell is associated with your store. This practice is successfully used by jewelry stores in the United States and Western Europe.

Ninth. Quiet music without words is what you need for a jewelry store (words make you listen attentively and distract you from shopping, also give up the radio, human speech and the endless change of rhythms is tiring and annoying). Sometimes replace the soft instrumental processing of melodies with more lively compositions (sellers usually begin to fall asleep to the endlessly monotonous, smooth rhythms). For a jewelry store, as for a platform of the middle and high price category, a 60-bar rhythm is suitable. 

Tenth. Get “talking” price tags. They should be emotional, communicating that they are ready to fulfill the needs of the target customers. For women, these will be stories of happiness, beauty, for men - symbols of success and status. Smiles on price tags increase the liking for the product by 20%. It is recommended to disclose the characteristics of the product (write, for example, about the properties of a stone or metal), price tags with a crossed out old price and a nearby reduced price work well (even if there is no discount), and comparison with other goods works great, for example : why this necklace is better chain that is sold nearby? 

In conclusion, I would like to note that only focus on the interests of the consumer turns them into buyers and allows you to get a decent long-term result. It sounds quite simple, but only what is done with pleasure works well - and this, believe me, is the most important thing in increasing sales!

We hope that our materials have helped you. Increase your sales with pleasure!