Do you know how crucial the first five seconds of a customer’s perception is? One study suggests that businesses have about 5-7 seconds to make a first impression when a customer walks through their door. With this in mind, it is highly important that you focus on making the customer journey in your store a positive experience from the outset.
As experts in creating a retail environment that sells for our customers, we’re perfectly placed to highlight our top tips to help you manage your customers’ perceptions…
Tip 1: Create a welcoming environment
To stand out on the high street you will need a welcoming display and shop interior – if your shop is dull then it won’t entice people in. There are a number of ways that you can change the way your store is presented. Let’s start with lighting – the ambience and tone of your store is incredibly important; you need to make customers feel at ease when they enter.
The tone of your lighting can also influence shoppers throughout different seasons. For example, in winter if you use a warm light, it will entice shoppers in from the cold. Our sister company Parify have developed ActivWhite technology which allows you to change the colour output of your lighting from a Smartphone app – this can also help to showcase your collections to their best ability.
Tip 2: Invest in your staff
After all, they are the face of your store! Staff behaviour and customer service is obviously the upmost important aspect of creating a welcoming environment. As a store owner or manager, you should think about staff training, not only for the products you are selling, but how to communicate and adhere to your company’s values. Excellent, knowledgeable customer service will increase customer satisfaction and leave them with a positive perception of the store.
Tip 3: Consider the quality of your display cabinets
As a jeweller, it’s your responsibility to ensure that your collections are being displayed to the best of their ability. And this can only be achieved by using high quality cabinets and display counters. After all, who is going to buy a £5000 engagement ring if an outdated display cabinet makes it look cheap?
By creating an aesthetically pleasing display, you can create a great perception of your store and the jewellery collections within it. All of our cabinets are fused with state-of-the-art Parify LED lighting combined with ActivWhite technology. This allows fine jewellery and diamonds to sparkle and shine from all angles.
Tip 4: Stay consistent with your packaging and branding
How a product is packaged or branded during purchasing can significantly affect a customer’s perception of the shop and potentially the sale. It is important that as a jewellery store, especially if you are an independent jewellery shop looking to open a second or third store, that your branding is consistent.
One way to incorporate a brand in your store is through lightboxes – these can be utilised to display graphics and logos. As they’re illuminated, they’re also very eye-catching. Check out Parify’s Litebox here which can be integrated with all Progressive Display products!
Let us help.
Here at Progressive Display, we can help you to manage your customer’s perceptions – whether you require a single branded podium, counter or wall unit, through to a complete shop refit if it’s time for a refresh.
Why not have a look at our products to see how our bespoke display solutions can help you.