A checklist for getting your showcases ready for the Holiday selling season

It’s SHOWTIME!

Presented by

Larry B Johnson, Senior VP of Pacific Northern Author of “The complete guide to effective jewelry

display” Contributing Monthly Columnist- INSTORE magazine Contributing Monthly Columnist- Canadian Jeweller 1/1/14- Larry Johnson Consulting Services

#1 Step out from behind the cases and really “LOOK” at what your customers see Can you see everything clearly? Are there shadows or other impediments

to your presentation? Are things too lined up and boring? Is the showcase clean and presentable? Free checklist

Look at what you are showing!

Make your showcases look full of a great selection

Replace displays that do not enhance your image

Organize your cases to make things appealing

#2 Consider a temporary showcase space reallocation Calculate your sales per running foot of

case Determine how much space each category

should get during the Holiday season Rearrange your cases to emphasize what

you want to sell in the next 60 days Consider permanent changes

Calculate your sales/linear foot

Take total store sales excluding special orders, repairs, appraisals…$750,000

Add up the total number of linear feet of showcase space you have in your store…Like 75’

Divide sales by feet to get your avg sales /ft… $10,000/ft

#3- Highlight items in each case Think of this American Express exercise Choose the items and display them

differently Choose a few H-O-A-D items per showcase

#4- Consider moving old stock to a special place What’s gonna make this day any different? How many shots at their attention do we

get? Reduces the dreaded question…”Is this all

you have?”

#5-Reorganize into 20-40-40 BEST- The top 20% of merchandise in a

case goes on individual displays BETTER-The next 40% goes on low density

displays GOOD- The bottom 40% goes on higher

density trays

#6 Consider decorating the store but NOT inside the showcases Showcases are for selling. Avoid distractions. Never put anything shiny in the case that is NOT for

sale Use only props that are of a quality you’d find in your

customers homes Change them out from year to year. People notice!

Take pictures of the showcases and keep taking them.

Use them to remember what your cases looked like at the beginning of the month and relate that back to your sales.

#7 Turn you store monitor into a sales tool for $99/month