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HELP HOLIDAY SHOPPERS BY IMPROVING YOUR CASES!
When you go to a clothing store, you don't see all the red shirts in one place and all the blue shirts in another. WHY? Because that's not how people shop! So WHY DO YOU PUT ALL YOUR RUBIES IN ONE SPOT AND ALL AMETHYST IN ANOTHER!!? Because that is how YOU think, or because you have been doing it so long that's all you know.
Thank goodness Sally Furrer, merchandising diva, will help you fix your cases. Sally increased sales simply by moving jewelry around. She recommends you take pieces from around your store and make COLLECTIONS.
Have a few old pieces that have not sold? Put them together and give them a name, and a purpose!
Sally took blue and gold jewelry from around the store together with some salsa maracas and call it "Brazilian Beats." Hot right? She knows that the public shops by STYLE.
THIS IS ESPECIALLY TRUE NOW!THE HOLIDAYS.
Do not just put fake snow in your cases and think you are done. People want to shop fast. Have a case of BEST SELLERS. Have a display of employee top picks. Make shopping easier by arranging  cases by price point. Put prices in your cases, or at least have a PRICE range visible. I see so few jewelers do this. Many customers are to afraid to ask the price, costing you a possible sale. I believe you should at least show some prices.
SallyFurrer was Vice President of Merchandising for Robbins Brothers, and is currently a Merchandise Specialist and Business Mentor for The Edge Retail Academy. She can be reached at sally.furrer@edgeretailacademy.com
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Aleah
