H.Samuel Meadowhall

Me and Luke took a trip out to Meadowhall to gather research into jewellers. After Luke had contacting the H.Samuel head office and were able to go in and take some photographs of the store.

These cabinates are covering most of the wall space in the store, they are complelty glass from which is great for visibility but there is just so much choice, We understand that the stock is of a small size but maybe having a few stand out pieces to focus the display around would help customers to make a choice. Also there is no unity in the display, some are in boxes, stands, cusions, shelves, boxes and there are a few boxes shoved at the bottome of the display cambinate.

The jewellery on display here are conntained in there boxes where they are not being shown to their potential, if anything, its being hidden, the box lids are covering half the view and they are stopping the light from getting into the boxes. The layout of this display simply dosnt work in promoting products.

Within this cabinate there was potential for something a bit more special. These boxes could be used to display a statement piece or a particualr offer at the moment rather than displaying 20+ differnt items in exactly the same way. But the illustrations behind worked quite well with the clear stands but this is only slightly more sucessful in displaying the products than the rest.

These cabinates contain all the gifts that H.Samuel offer, and as you can see they are very crowded and crammed, and by having mirrors behind them, they are only making us see double of what is already there, no wonder its so over whelming. We understand that they want to show all their stock avaliability but they are making it almost impossible for a customer to decide on a gift from these displays. Again having a few pieces to focus on would make it seem much more realxed and easier to look through. Having one ot two pieces from each brand of gift on show and then provide a small catelogue to look through if the customer wants more choice.

These floor cabinates aso contain quite a lot of stock that is all displayed in the same generic way. But the big problem for me here is this big metal divider between the glass that, as you can see, obstructs the customer from seeing all the products with ease.

The P.O.S material around the shop seems very out of place, at the moment they have all the mothers day seasonal P.O.S and the 'half price sale' which is designed in a bright purple with lighter gradients. This design isn't coherent with the perminant identity of the dark plum purple and silver. These seasonal P.O.S designs basically clash and make the whole store seem tacky.

The layout of the store is quite convential of a jewellers, but they have said that they are wanting to be more friendly and approachable, with the cabinates set out in this way its less inviting for people who are a less confident in choosing a gift. walking into the shop you are faced with this block of cabinates where a member of staff stands behind the whole time. there is a clear devided between staff and customer here that adds more pressure onto the customer and less likely to be able to choose something. The staff should make it more comfortable and relaxed and get rid of these physical barriers.