Show-and-Tell Selling

June 1998


Show-and-Tell Selling

Displays have become more than just window dressing

Store display has entered the information age. A series of window vignettes offered to jewelers by the Swiss watch company Jaeger-LeCoultre is one example. Each window depicts one of eight steps in the process of watchmaking. Photos of artisans engaged in each stage - such as designing, creating a prototype and engraving - are displayed along with the appropriate tools and short explanations of the particular technique. In back of each display is a photo of the corresponding workshop at Jaeger-LeCoultre's factory in the Vallee de Joux. Product is shown on either side of the props.

There are other signs of the trend. Also in the watch realm, Tourneau's year-old flagship store in Manhattan features historical displays and interactive computer kiosks that answer customers' watch questions. And Only Diamonds, the new diamond jewelry store founded by ex-Sterling chief Nathan Light, has an exhibit area for displaying antique diamond-cutting equipment, along with a library stocked with jewelry books for customers to peruse.

Each of Jaeger-LeCoultre's window vignettes depicts one of eight steps in the watchmaking process.
The first showcases the design stage, the second details the making of the prototype and third looks at engraving.

Copyright © 1998 by Bond Communications.


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