Making jewelry visible is one thing. Making it understandable and shoppable is another.
Tommy Brown is retail and visual manager for the Saint Louis Zoo. He strongly recommends departmentalizing merchandise so customers can quickly grasp where to find what they want. “If you have necklaces, put them in the area that is for necklaces,” he says. “Don’t mix in rings and keychains. It makes it hard for the guest to understand.”
Brown’s comparison: Think like a grocery store.
Bread isn’t merchandised with fish, but tea and coffee make sense together. All products have logical adjacencies.
Price should be just as obvious. Without a visible price, shoppers often assume an item costs more than they want to spend. |
