by Susan Lloyd.
I was wondering if it is better to group like items together (i.e. snowman earrings; fresh water pearl designs; etc.) or to spread them out?
Never sure how to display them.
I only do one show a year and that is in November.
To group or not to group items?
Great question! I like to set up my display to make shopping easy for my customers, and to help them understand what I have to offer.
So whenever possible, I try to group items by related theme, purpose, or color.
Organizing your products in some way that makes visual sense to people is a big help in making their shopping easier.
It also makes your booth feel more professionally stocked and organized.
So personally, I would display all the various snowman earrings together. However, if there were multiples of the same design I would probably put out only one or two at a time instead of showing several identical items.
And displaying all your pearl items together can be a good strategy because people may want to purchase multiple pieces to wear together – such as pearl earrings to go with a pearl bracelet. So you may make some additional sales by promoting the opportunity for people to “build their own jewelry sets” from your display.
And organizing my items by color has been a very successful display strategy for me. It enables people to zero in on the pieces that will go with their wardrobe (or the pieces that are in their gift recipient’s favorite color).
Also, when deciding how to set up my display, I think about my own shopping experiences in stores – things that made my shopping easier, and things that made it harder.
For example, the time I was trying to buy some storage containers, and discovered that instead of displaying all the storage containers in one aisle (which would have made it easy for me to choose which ones best suited my purpose), they actually had different groupings of them squirreled away in about 5 different areas of the store.
So it was much harder to make my choice since I couldn’t see them all at once (and would never have known about the other 4 places they were stashed if another customer hadn’t told me!). To me as a customer, that was a display “fail” – they made it harder instead of easier to find exactly what I wanted to buy.
One thing you can do is set up your display and ask some friends to come over and stroll through it, giving you their feedback on the “shoppability” of your setup.
Wishing you every success with your upcoming show, Susan!
Grouping and organizing
Susan and Rena,
Thank you for this very important post and Rena for your valuable comment and feed back.
I find that grouping according to color is visually very pleasing. Now I understand it is also easier for shopping.
A friend of mine says grouping according to price points work very well with her.
I am kind of confused. This goes true for my online store too. Somewhere I recently read that changing the shop section according to price points made a big impact. In fact recently I put a section – under 20 usd and I found that one key word was that in the search list!
Now shall i organize my whole shop as under 20, under 35, under 50…etc or rather earrings, bracelets necklaces.
Which is better? I am still confused. Need your feedback, my friends. Dita
by: Tracey M
The strategy you choose to display your product will depend on how you want your product to be viewed, and how your target customer shops.
Grouping by price point is a great strategy for lower priced items only, because it appeals to the customer with a budget. For example, I have a fixture of earrings that are all $10, or 2 for $15, and another fixture with pendants that are all $20. The added benefit is that the fixture needs only a sign rather than individually tagging each item which makes replenishing faster.
Grouping by categories works well regardless of price point. A category can be any visual difference, such as: product type, color, metal, type of beads, style, theme, etc.. For example, my sterling silver earrings are together on one fixture, and within that fixture I’ve grouped the pearl earrings, hoops, flowers, etc., then on a separate fixture are my copper earrings grouped in a similar fashion. Most of my customers shop this way, so most of my product is grouped this way.
Cross merchandising (displaying a mix of products together) works well for items that are made to match. I use this strategy selectively, typically for higher end pieces, as a focal display. I find it takes up more space to merchandise this way, so I also use it when I have empty spaces to fill.
My merchandising strategy is:
– Lower price items: grouped by product type then by price point.
– All other items: grouped by product type (bracelets, earrings…), then materials (e.g. silver, copper), then color.
– A select few mid to high end pieces: cross-merchandised with matching pieces.
Susan, I agree with Rena to group the snowmen together, and the pearls together.
Dita, you may find that the best strategy for merchandising your product is to use a mix of strategies. The success you’ve had with your “under 20 usd” section in your shop is a great example of this, as well as grouping by color when you’re merchandising.
Personally I would not organize my entire shop by price point UNLESS my business model was to have the best price on everything and I was trying to attract the price point shopper. Dita, I think you’ve nailed it by creating an “under 20 usd” section in your online shop, with the rest of your shop grouped by category.
Which categories to use for grouping products is a business decision that can influence how your customer perceives your product, and how they shop for it. Fortunately, it’s relatively easy to experiment with different strategies by rearranging product for a show, and while you’re there, why not ask the customers themselves by doing a mini “survey” – a great conversation starter!
Group by color
I set my jewelry up in general color groups. If a customer has a particular outfit in mind they are shopping for, it helps.
In fact, I bought a couple sets of gift boxes that fit inside each other that are various colors. One set is primary colors and the other set is ‘spring’ colors. By using the boxes in the same general cors as the jewelry it adds levels and carries out the color themes.
Sometimes I’ll also drape a scarf in that color in the area as well.