Archive for the ‘Store Design Tips’ Category

Invite Your Customers to Stay Awhile

When creating a store environment it’s important to design a floor plan that encourages browsing.  With proper display case placement you can lead your customer through the store to ensure that they see your entire collection. Stores that are not laid out correctly run the risk of loosing a customer’s interest and therefore a sale.

Studies show that in addition to most people being right-handed they are also right-footed.  This means that the overwhelming majority of your customers will turn instantly to the right when entering your store.  They will then continue to shop in a counter clockwise pattern.  Choose cases that compliment this natural flow.  Setting up display cases in this “first impression” area is the perfect spot to merchandise your new, engagement or more impressive baubles. Presenting the customer with a run-of-the-mill piece they’ve seen before could result in an about face and a quick exit from your store.

From there, let the case placement continue to lead them on their journey.  Do not break the flow with an awkwardly positioned museum case or other fixture.

Trice Jewelers is a store whose floor plan is essential to its overall success.  Taking advantage of its large square footage, NK newlook opted to line the perimeter of the store with display cases to encourage the counter clockwise shopping cycle.  “Islands” are strategically placed throughout the space.  These cases hold jewelry complimentary to those around it and act as an alternative shopping space when perimeter cases are blocked by other customers.  Instead of a customer loosing interested by having their flow interrupted, they are invited to pop over to another case before picking back up on their rightful path.

Over the next couple days, make a note of your customers’ shopping patterns and the length of their visit. If you don’t see a general pattern or if your customer seems “lost,” a simple redesign could be the solution.

Presentation Sells

So you’re back from JANY with a brand new collection of this season’s latest and greatest jewels and gems! In the midst of all the glitz and glamour of inhibited shopping (how could you say no to that last diamond engagement ring?), did you stop to consider how this new jewelry will fit into your current store design?

It’s important that your store environment convey the look and feel of the jewelry you sell, as store design often dictates who walks into your store.  Fabienne Moit, for example, created a vibrant and trendy store to cater to her clients looking for one-of-a-kind beach inspired jewelry. Her unique, one-of-a-kind store compliments the jewelry she designs and sells, never misleading a customer and most always enticing the customer to make a sale.

The same goes for if you’re selling $2 million diamonds: you want to make sure your cases look like a million bucks, too. Just check out Daoud’s Fine Jewelry in South Florida. With both traditional jewelry pieces and a more traditional client base, their newly redesigned look is more than successful. Customers notice the extra effort taken to create a cohesive shopping experience and continue to shop at Daoud’s year-after-year, and in this store’s case, generation-after-generation.

So as you make room for your new arrivals, consider how your jewelry fits with your overall store design. Do your jewelry collections and your store environment tell the same story? If not, check out our RTG collections to see if we have a solution for your store!

STORE PROFILE: Lamborghini Shop

Some might think that larger retailers are the only ones deserving of a professional store design, but that couldn’t be further from the truth. In fact, it is the smaller stores that often times stand to gain the most from a designer’s trained eye.

Yes, even kiosks need love, too.

Recently, the Lamborghini Shop located in Sawgrass Mills Mall in Sunrise, Florida found themselves up against stringent mall restrictions and space confinements during their kiosk design. The owners desired to create a luxury shopping experience in their 128 square foot space, as to stand out from their standard, mall-grade neighboring kiosks and challenged NK newlook to take on the project.

Partnering with Lamborghini on the design, lighting, and high end finishes, NK manufactured a kiosk that maximizes the small space to adequately house all the jewelry and watches without overcrowding the cases and effectively present important branded collateral. This successful partnership is reflected in the satisfaction of the Lamborghini team as well as with the strong sales for this dynamic brand.

STORE PROFILE: Moshe Fine Jewellery

Over the past few years designer jewelry “shop-in-shops” have become increasingly popular additions to independent jewelry stores.  Shop-in-shops have proven successful as they allow jewelry store owners to showcase designer jewelry collections in branded showcase fixtures, which are easily identifiable to shoppers and often times draw them into the store.  But while the good-looking shop-in-shops attract customers, it is the overall store design that will keep the customers in the store and increase the potential for sales.

When owner Raymond Katzeff decided to integrate a Pandora shop-in-shop into his Toronto jewelry store, Moshe Fine Jewellery, he realized that the rest of his store could afford an upgrade to meet the quality standards of his new Pandora showcases. Noting the quality, appearance and innovation of the Pandora cases, he trusted the project to NK newlook.

Barcelona showcase with LED lighting

Working with Moshe’s budget, NK newlook focused on the interior shop fixtures and chose pieces from the affordable and visually stunning Ready To Go Barcelona collection. Since Moshe’s Pandora shop-in-shop blends seamlessly into the store’s white wall interior, a mahogany finish was chosen for the show floor cases to allow them to pop while still complementing the existing dark wood wall cases.

While the Pandora shop-in-shop may act as the overall draw into the center of the store, NK newlook created an effortless flow that inspires customers to continue browsing and, most importantly, shopping as they exit the store.

Moshe Fine Jewellery
1 Promenade Circle
Thornhill, Ontario
www.moshefinejewellery.com

STORE PROFILE: Fabienne Miot

Bold colors have made a statement with this year’s fashion forward, but it is not just clothing enthusiasts who are embracing the trend. In a recent redesign of her namesake store in St. Barth’s, jewelry designer Fabienne Miot opted to set her one-of-a-kind jewelry creations against a palate of white and striking magenta.

Working with the small, 141-square foot space, NK newlook embraced her vision by creating custom display cases in white to showcase her collection of pearl and semi-precious stone jewelry. The clean-line designed cases were designed to not overwhelm the space and allow the jewelry to take center stage for customers searching for the perfect keepsake jewelry piece from the island.

The custom quality of the display cases and retail fixtures subtly communicate the designer’s commitment to the evolution of the industry and her client’s growing needs.  Just like her jewelry incorporates and follows the latest trends, so does her overall company presence, including store design. Staying relevant in today’s competitive and fast-evolving industry is important and with her new store design, Fabienne Miot has done just that.

Opening the doors to her new store in early Spring 2011, Fabienne’s welcoming and bold colors certainly drew in curious customers, but it will be her innovation and dedication to her craft and business that will keep customers coming back.

Fabienne Miot
Rue de la Republique
Gustavia, St. Barths 97133
www.saint-barths.com/fabiennemiot

8 Tips to get your store notice now

How do you get price-conscious consumers to take notice of your store? Veteran store fixture designer, Jean-Philippe, shares his expert’s eye and gives you eight tips sure to keep your store bustling with foot-traffic. Read on to find out more…

1.  Faster isn’t always better. Hasty decisions can affect your store long-term, so analyze your store’s layout with time and care.

2.  Increase circulation. The more people walking into your store, the higher the likelihood of a sale.

3. Know your customer’s profile. What’s your customer’s age range? Predominately male or female? What’s their socio-economic background? What details and   services would make them feel special? Now review your assessment, and match your store image accordingly.

4.  Be timeless. Resist fads and trends because they’ll eventually make your store look dated.

5. Lighting is key. Your merchandise might be top of the line, but poor lighting fails to lure customers and will hurt your sales.

6. Stand out from the crowd. It’s important to differentiate your store with a signature look. Creativity shouldn’t be generic.

7. Quality = Longevity. When choosing materials, remember you’ll get what you pay for. A wise initial investment on quality may save you headaches later on.

8. Consult a specialist. People call upon experts because of their background, experience, and specialized knowledge. A good professional will simply get the job done; a great professional will collect your ideas, incorporate your feedback, and create a final product that’s faithful to your vision.

Jean-Philippe has worked in the retail and manufacturing industry for over twenty years. His eye for innovative design seeks a balance between aesthetics and function. He is co-owner of NK Newlook, a store fixture manufacturing company for the retail industry. Based in Miami, Florida, their services include store planning and design; 3D rendering and animation; manufacturing; flooring; lighting; and installation. www.nknewlook.com