Don't confuse display and merchandising

Many people use the terms display and merchandising interchangeably. But actually they are two very different concepts, and although there may be overlap in some areas, it is best to be clear on which of the two you are doing. Display and merchandising are both the artful presentation of product for the purpose of enticing the customer. Both should be visually clear, tell a story or have a theme.

The big difference is the accessibility and upkeep issues. Display is just that: a lovely pretty picture to look at. Merchandising is for the product you sell and need to have frequent and regular access to. Confusing which of these two things you are doing is a problem.

Be clear on your goal: are you creating a visual enticement, or is this the product you are actually going to be selling? In many cases, the answer is both. That is fine, as long as the presentation is easy to access and restock. You can make your displays as elaborate as your imagination can dream up, but not your merchandising.

1. Make a strong group

Strong merchandising starts with ordering. Bring in a strong collection to start, and be sure to allow for back up. Do not start with an order that will look piecey or seem picked over too soon. To maximize sales, reorder before your merchandising starts to have gaps.

2. Statement pieces

When ordering bring in statement pieces. These items may not be the fastest sellers, but they will create interest and sales in the entire collection.

3. Color and shape

Nothing unifies product visually and pulls it together like color and shapes. Group similar colors together for strongest presentation.

4. Use props sparingly

When appropriate, use props to visually unify product or convey a theme. Make sure the props do not get in the way of the product or hinder sales. Remember, simpler is better.

5. Lighting

Make sure there is ample lighting for your jewelry. Halogen lights are particularly good with jewelry, but adequate lighting is essential.

6. Clear presentation

Merchandising that is visually clean and clear is most effective. The customer may want a charming or artistic display, but when they are searching for a specific item, they want the product organized and clear.

7. Encourage multiple sales

Merchandise your jewelry to encourage multiple sales by grouping sets or related merchandise together. And if the look is appropriate, layer the jewelry to show the customer multiple options - just remember to keep it easily accessible.

8. Accessibility

Jewelry must be accessible to the customer and easily accessible to your staff. Merchandising that is too elaborate or visually complex is not effective for sales.

9. Restocking ease

Be sure to have back stock and restocking systems in place. Make systems that are quick and easy to refill your presentation. Nothing is as unappealing as a half picked over rack, or a presentation that looks piece-y.

10. Signage

Signage is important to tell the customer what they need to know to make their buying decisions. Prices, materials, designer information and any other information should be visible or readily available.