Edge Retail Academy Blog

Using Signage in Your Cases

In case signage can be a very helpful tool to communicate with your customers while they are browsing, enhance your product and most importantly, tell a story. Always assess your signage to make sure that it is consistent with your store brand and image.

Keep in mind:

  • Too much pricing or signage combined with multiple slot trays create a “mall store” look. Again, less is more.
  • Some pricing is recommended so your customer has a sense of affordability, but use sparingly, and use groupings of “starting at $495”, etc.
  • If you have unique, interesting or proprietary product you will want to highlight them with signage.

Signage Basics

  • Signage could be a designer name, a collection name, a collection tag line, visuals and images, store features and benefits, or even pricing.  Every showcase should have some kind of signage.
  • The primary sign should be at the front and in the center of the case. Other signage can be on or beside your platforms.
  • Changing out your signage seasonally is another way of keeping your showcases fresh looking.
  • Keep signs free of fingerprints or any evidence of wear and tear.
  • Never use hand made or hand written signs. Have a printer create them for you.
  • Signage should always have a holder which matches your displays. An exception would be some pricing modules.

 Tell a Story

  • Each showcase, or platform within a showcase, should be a “storyboard” in itself.
  • Jewelry should not be displayed based on their components – example: all 1 pc. Semis grouped together, and all 2 pc. Semis grouped together. They should be grouped by look and feel (design), because that is how a customer shops.
  • Group your product into collections that tell a story. For instance you could display a collection of amethyst, citrine and smoky quartz jewelry and sign it “Brazilian Beat”. Add some gemstone rough, and you have a story that is relevant and interesting to your clients.
  • A tagline gives the client more information about the grouping or Collection – ex: The Eclat Diamond Collection – “Superior Brilliance Your Eyes Can See”.
  • Add a framed bio with image for each of your designers. Sales associate need to make a designer come alive, so these are a great prompt.
  • Add framed visuals to each case – example: A romantic sepia photo of a couple embracing in your bridal case. Or, an image of a celebrity wearing large hoops with your hoop earring collection.

Positioning the Stories

  • Always work from the center out. The merchandise displayed should “flow out” from the center.
  • Assume the customer is standing in front of the case, so arrange the merchandise to face the customer. If a lighting baffle blocks the view, make sure the platforms and elements are toward the back of the case.
  • Try to balance each story so that it’s not weighted on one side or another.
  • Space items so that the eye is forced to focus on one item – or a group of items before moving onto the next group.

Curves lead the eye more effectively than hard lines, so try to incorporate curved shapes into your story.

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