Jewelry Merchandising: Optimize Displays to Attract Customers and Increase Sales

Jewelry merchandising is crucial for catching customers’ attention and driving sales in retail stores. By using planograms and optimizing visual jewelry displays, retailers can create an engaging shopping experience while maximizing display space. This article explores the benefits of planograms in jewelry retail, practical merchandising ideas, and step-by-step instructions for creating and optimizing your displays.

What Is a Planogram for Jewelry Displays?

A jewelry display planogram is a visual tool that determines the placement of jewelry (such as necklaces, rings, earrings, and bracelets) on shelves, stands, or store showcases. A planogram helps strategically organize products, highlight key items, ensure consistency, and optimize showcase space. Additionally, planograms serve as a guideline for staff, clearly showing how and where each piece of jewelry should be placed. This supports adherence to the jewelry merchandising strategy while aligning with the store’s branding and achieving marketing goals.

Benefits of Using Planograms in Jewelry Retail

• Enhanced Visual Appeal. A planogram ensures visually harmonious jewelry displays, drawing attention to key products, such as high-margin or promotional items.
• Improved Customer Experience. Organized and clear displays make it easier for customers to find desired items, increasing satisfaction.
• Standardized Displays. Planograms help retail chains maintain consistency across all stores, strengthen branding, and simplify inventory management.
• Increased Sales. Strategic placement of jewelry—such as showcasing bestsellers or creating complementary groupings—encourages impulse purchases and cross-selling.
• Efficient Use of Space. Planograms maximize shelf, stand, and showcase utilization, avoiding clutter while maintaining an elegant appearance. The more expensive the jewelry, the more space should be allocated to it.

Step-by-Step Guide to Preparing a Jewelry Store Planogram

Define Your Goals

Identify your objectives, such as focusing on new products, boosting sales of specific jewelry collections, or improving accessibility for customers.

Categorize Products

Group items by type (rings, necklaces, etc.), collection, or price range to create cohesive displays.

Measure Store Space and Equipment

Assess the display areas on shelves, stands, and showcases for precise planning.

Use Planogram Automation Software

PlanoHero simplifies the planogram creation process, helps monitor their implementation in stores, and analyzes display effectiveness. Upload your store layout, add products, and experiment with different display configurations.

Implement Planograms in Stores

Monitor and analyze their effectiveness, making adjustments as needed.

Additional Rules for Jewelry Displays

• Ease of Viewing Details. Showcases should be positioned at a comfortable viewing distance, with an average height at elbow level and a depth of around 50 cm.
• Visible Price Tags. Prices should not obscure the product but must be easy to see and readShowcase
• Zoning. Hot Zones: (top right corner and center) are ideal for promoting products. Cold Zones: (bottom left corner) are suitable for large, statement pieces or items with consistent demand.
• Material Grouping. Separate showcases for gold, silver, and gemstone jewelry allow clear segmentation by price category and attract attention to specific segments. Gold pieces are typically grouped by carat weight. Avoid mixing fine jewelry with costume jewelry in the same showcase.

Examples of Jewelry Displays

Necklace Displays

Place necklaces on tiered stands or specialized holders, with longer pieces at the back and shorter ones in front to create depth and enhance visual appeal.

Earring Displays

Use rotating stands or wall-mounted organizers to allow customers to easily view all options.

Ring Displays

Organize rings in rows within glass showcases or on soft trays for accessibility and a polished look.

Bracelet Displays

Arrange bracelets on horizontal bars or tiered shelves to maintain order and aesthetics.

Jewelry Composition Displays

Set Displays

Sets (ring, earrings, and pendant) should be placed on a single stand to create a cohesive look. Sets encourage higher sales as they appear complete and stylish when displayed together.

Exclusive Jewelry Displays

Premium pieces should be showcased in the center of a well-lit display case. Use stands of varying heights to add dimension and make the display more dynamic and noticeable.

Thematic or Holiday Displays

Create themed displays, such as wedding collections or birthstone jewelry. Experiment with compositions for Valentine’s Day or Christmas, incorporating decor that matches the occasion.

How to Analyze Sales Data Using Planogram Software

• Track sales of items placed in key planogram positions. Replace underperforming products with new or popular items.
• Identify the store’s hot zones using a PlanoHero heatmap. Analyze the areas with the highest sales.
• Conduct A/B testing. Experiment with different display configurations and evaluate their impact on sales.

Conclusion

Planograms are essential tools for optimizing jewelry merchandising, enhancing visual appeal, improving customer satisfaction, and boosting sales. Strategic product placement, proper showcase zoning, and efficient space utilization help create stylish and convenient displays that highlight the most profitable items. Specialized software like PlanoHero automates planogram creation, improving control and analysis of merchandising effectiveness in stores.