Self-service offer drives jewellery and watches sales at Alpha

Tina Milton

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The company’s year-on-year jewellery and watches sales have were up by 54% and 32% respectively due to an increased focus on self-service

Alpha Retail is to introduce larger self-service jewellery and watches areas to its airside tax and duty-free stores. It will work closely with suppliers to switch more under the counter products to self-service areas following the success of similar initiatives with selected brands that have, in part, prompted a year-on-year increase in jewellery and watches sales of 54% and 32% respectively.

The company's research has indicated that counter sales do not always provide the most convenient buying method for customers, particularly with the reduction of browsing time resulting from increased security measures at the airport. Alpha discovered that although between 60% and 70% of the jewellery and watches space was counter serviced, 70% of sales were coming from self-service areas.

Swarovski self-service crystal and jewellery watches were launched in store in August this year and following this success CK Jean, Guess and Adele Marie will be launch this month in selected stores at airports including Birmingham, East Midlands, Liverpool, Manchester and Newcastle.

Alpha Retail buyer Helen Boyle said: “Increasing the proportion of self-service versus counter space  means that more customers can immediately see and touch the product they want and go straight to the till without the time pressure of waiting to be served. We are pleased to be able to offer this new enhanced option to customers and we are certainly impressed with the results so far.”