Jewelry displays use video and graphics to draw traffic
'Multimedia" is the use of more than one medium combining
text, sound and video, for example to enliven a presentation. But
it's usually associated more with the art world or your office computer
than your sales floor.
Steven Kaufman wanted to change that. The president of Displays for Jewelry
Inc. in Jacksonville, FL, has a background incorporating information technology
into retail merchandising, so he was surprised when he first encountered
the field of jewelry display. "The jewelry industry tends to be conservative
when it comes to display a new idea has always just meant a
new color!" Kaufman says. "Many jewelers think of fixturing and
marketing as a complete expense item. They don't put the same thought and
effort into display as they do into jewelry design."
So Kaufman invented and patented jewelry display systems with small LCD
screens set into them to play full-motion video or to post text messages
alongside jewelry. The GFX Graphics System for video is hooked up to a VCR
that fits under the counter, while the PPS Price Point System for messaging
can be maintained from a central computer to make changes in multiple units
simultaneously. Kaufman says he can customize the displays according to
how a store wants to use them by adding headphones or speakers so
customers can listen to an educational video, for instance.
The displays have gotten the most attention so far from stores in high-traffic
locations such as malls. "These displays have the ability to draw attention
and pull traffic, particularly if [the jewelry store] is not the destination,"
he says. Manufacturers, especially watch companies, have been interested
in installing the displays in retailers' stores with promotional videos,
while retailers say they'd like to use them to educate consumers on such
topics as branded diamond cuts, the value of Gemological Institute of America
certificates or platinum.
The displays also complement live salespeople, Kaufman says. "A
study in Advertising Age confirmed the further you get away from
somebody making a purchasing decision, the harder it is to influence them,"
he says. "The biggest influence is at the counter." He hopes the
displays will generate interest and excitement about products and educate
customers about their benefits.
- Displays for Jewelry Inc., Jacksonville, FL; (904) 632-1331.
by Stacey King
Copyright © 1999 by Bond Communications.