I soon realized that I wasn’t asking the right question. I should have been asking the question, “Which jewelry display would attract your core customer?”
In order to attract the maximum amount of people into your booth or to your website to make a sale, you need to be clear on who your core customers are.
Understanding the Core Customer:
Peter Drucker states, “The purpose of a company is to create a customer…the only profit center is the customer.” In Mr. Drucker’s book; Five Most Important Questions: Enduring Wisdom for Today’s Leader, he asks the following questions.
- What is the purpose of our business?
- Who is our customer?
- What does our customer value?
- What are our results?
- What is our plan?
Robert H. Bloom, author of The Inside Advantage: The Strategy that Unlocks the Hidden Growth in Your Business, describes the core customer as, “The ‘Who’ that is most likely to buy your product or service in the quantity required for optimal profit.”
So, in order to attract and sell to your core customer, you need to be really clear on who that core customer is.
Here are some of the answers from the original post that I opened up to a conversation on Instagram and Facebook. You can see that many of the responses helped identify each of these artist’s core customers.
Dawn M: When I look at the one on the left I wonder am I buying jewelry or display units, to me they fight. The one on the right is clean and I know what is for sale, however I would warm it up a bit with something different and colorful… maybe a vase with flowers or a colorful mat but limit it.
Erin Prais-Hintz: I think that you need to tailor your display to the style and mood of the jewelry. So I would likely shop at both of these, because I know that they would likely be communicating their design choices with the display.
Karla J: I like the look of booth shown. As long as the display with a lot looks organized like the picture here. If not it can sometimes be overwhelming if it’s a cluttered mess you have to dig through. It looks like there’s a lot of choices and stock! The display on the right with less looks very clean, high end, but can also look like there’s not a lot of supply, which could also come across as maybe the pieces are one of a kind!! Both are beautiful!
Kathy A: Definitely more! I do like the clean line look of the display with less options, but I would be more likely to shop from the display that shows more.
Gina C: I’m more attracted to the one on the left as it seems warmer and more personal to me. The other one makes me feel like I’m at a department store.
Julie K: I like a lot of jewelry options- gives me the feeling of layers and richness, plus the display is much more engaging
Jamila N: I like a hybrid of both. Nice to see many options of things like earrings or rings. But streamline the look of necklaces and bracelets. I like the rustic look of the left, more my
Debra C: I prefer the “rustic” one simply because I don’t feel posh or hip enough to shop at the other one.
Jaimie R: The one on the right screams “YOU CAN’T AFFORD ANY OF THIS! LOL!” while the one on the left is more inviting. Since people get overwhelmed with too many options (it’s science), you can still get away with several variations on a few themes. Basically, it’s like only offering a few flavors of ice cream, but several kinds of toppings. That looks like what you’ve done on the left.
Manini W: Interesting question.. I never thought about what attracted me to a display. Now that I think about it, it’s a combination of 1) the type of jewelry that’s being displayed and 2) how the jewelry is displayed. That being said, I probably prefer a “clean” display that’s not cluttered (so perhaps less jewelry?) If a display is cluttered, it can be overwhelming for me.
Tracy B: I’m a fan of the one to the right because it’s warm and cozy and not so cold.
Do you know who your core customer is?
You might be interested in reading these previous blog posts about branding and designing a tradeshow booth:
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