Watch stores turn to 'interactive retailing'

First published: 28-10-2009

In order to preserve the safety of their display items, many businesses are taking to protecting them while also demonstrating them to a greater degree via interactive retailing.

Mickey Minagorri, an expert in jewellery and marketing from the Artco Group, told the National Jeweler Network that such methods mean that more options are given to the customer, therefore converting into more sales.

He explained: "A lot of brands are using touch screens, so you can take watches and change the colour of the face, the colour of the band, so you can build your own watch and you're not married to one style."

Another method demonstrated by the magazine is one which harnesses glassless displays that allow the customer to look more closely at a watch, though if a person's fingers get too close to the merchandise a motion detector realises and drags the watch down into a compartment underneath.

A major watch heist - the biggest in the history of Singapore - was carried out by Jerry Ee last Christmas, with the man receiving nine years in jail for taking 392 designer watches worth well over £3.5 million, according to the Straits Times.

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