EXPOSITION
Main rules of exposition of watches of “Luch” trademark in points of sale
General principles
1. Cleanness of products, of display materials, of showcases ( dust, fingerprint patterns ARE NOT ADMISSIBLE). Protection films from glasses and from wristlets must be removed.
2. Lighting of products: all products must be advisably lighted, all lighting equipment must be in operational conditions. A particular attention must be given to the lighting of products with strasses!
3. Optimal use of showcase place: watches must be shared on showcase uniformly, if possible to use all vertical levels.
4. Rotation of assortment: it is necessary regularly, one time in two months, to make reversion of products in frame of collections, of racks, of showcases, of separate brand-names.
THE GOODS must have the topping part in the showcase!
1. Principle of “pyramid”: general structure of exposition must fit well into triangle (watches can not be exposed by ranks, on a single line).
2. Grouping of products by collections, families(lines), logic groups.
3. Keeping of ranking in general scheme and in separate collections:
Ø Expensive and prestigious collections/models are disposed in central/upper part of the exposition;
Ø On the first plan are disposed the models on low supports;
Ø On the back plan are disposed the watches on high supports.
4. Accentuation of key models, novelties disposing them on priority positions and on special moving supports.
5. Right position of products: all watches under equal angle, optimal for looking.
6. It is recommended to set hands of watches on the time 13 hours 50 minutes 30 seconds.
7. Visually accessible disposition of products.
Expose LUCH watches in following order:
Ø Mechanical and quartz watches must be exposed separately;
Ø Case-wristlet must be exposed by case-wristlet, case with strap must be exposed by case with strap, case by case;
Ø Watches on the showcase must visually be divided on men and ladies watches. Watches unisex usually are exposed with men models;
Ø On the most outstanding place (for example on the upper rack) must be exposed most expensive watches, they are exhibited on priority places (more convenient for looking) and they have more space;
Ø Equal models of watches with different colour of dial, mode of plating, modifications case-wristlet must be exposed together;
Ø Watches must be exposed by collections. Watches making the same collection must form organic whole, it means that they must be placed nearby and if possible they must present a finished composition. Among them in the same collection are exposed also the watches of different kind and type (that are quartz and mechanical watches, on wristlet and on strap together).
If in your point of sale you have several or one watch of different collections “switch on” your style and harmoniously include these models in other collections which are the most close by their features to these models.
Exposition of models by collections is keystone of merchandising because it makes possible to give an importance to some models in the eyes of the buyer, having attached them to one or another collection, and therefore to increase use properties of the model.
On what you must direct the attention of the buyer when selling LUCH watches
1. Watches of “Luch” trademark are the watches having recommended themselves on the markets of the Republic of Belarus as accurate and reliable timepieces. The plant produces watches during more than 50 years and knows how to make it. Watch of “Luch” trademark has a time-proved quality.
2. Accuracy, reliability and durability of watches are provided by true Japanese movement Miyota. The company Miyota Co.Ltd whose movements are installed in Luch watches is included to the group Citizen (Japan). It is not only the symbol of huge volume of production, but also of quality acknowledged by all, Miyota is one of three world leaders in production of watch movements along with Japanese company Seiko and Swiss company ETA.
3. All models have back cover made by stainless steel, having a direct contact with hand’s skin and absolutely inert to the ambient environment. It is important feature of Luch watches distinguishing them from low cost watches present on the market and manufactured by low-grade alloys of aluminium and zinc
4. Watches are made in different versions of one and the same model: colour, plating, braiding of wristlet and so on. That allows the buyer to select the variant of model which befits just to him.
5. The plating of .Luch watches have increased durability.
6. In spite of as it is large assortment of men and ladies models, the company works constantly on renewal of model rank, improve it following trends in watch fashion, walks “up to date.”