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Editor's Note

Become a Holiday Hercules By Following Our “4 Weeks to Peak Holiday Performance”

It’s beginning to look a lot like Christmas … at least, for your sake, I hope it is!

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Become a Holiday Hercules By Following Our “4 Weeks to Peak Holiday Performance”

IT’S BEGINNING to look a lot like Christmas … at least, for your sake, I hope it is!

Yes, it’s that time of year again: time to start thinking about jolly old elves dressed in red velvet (or more importantly, jolly new jewelry pieces gift-wrapped in a velvet box).

At INSTORE, we’re getting in the spirit by providing you with a big holiday advice story for the first time in several years. In the past, our annual Big Survey ran in our October issue, but we’ve received so many requests for holiday help that we’ve moved the Big Survey to our November issue. For now, in order to help you prepare for this merry season of madness, we’ve assembled a calendar of to-do items for your next four weeks in the areas of store environment, marketing, staffing/training, and inventory/display.

But that’s not all (it never is). Managing editor Eileen McClelland searched high and low for stores that offer a memorable experience appealing to the five senses, and she got so carried away that we couldn’t squeeze it all into two pages — so you’ll find the lion’s share of tips and examples in the online version of the story at instoremag.com. (This is a practice you’ll likely see more and more often from us: running extra content and stories online where we have unlimited space to work with.)

If you think reading INSTORE is a must for holiday prep, make sure you don’t miss all the important stuff appearing only at instoremag.com! Happy holiday planning!

Five Smart Tips You’ll Find Inside This Edition

  • 1. Set up a holiday schedule that puts your best people in position to do what each of them does best. (The Big Story, p. 43)
  • 2. Move your jewelry around to other areas of your store so current clients will notice and think you have new inventory. (The Big Story, p. 45)
  • 3. Serve snacks and drinks on a tray to every customer. (Sensory Experience, p. 52)
  • 4. Add Halloween spirit in the form of nail art, hair clips and maybe some extra makeup. (Ask Instore, p. 79)
  • 5. Survey your best clients on how your store is doing and offer an incentive so they’ll send it back. (Shane Decker, p. 78)

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SPONSORED VIDEO

When the Kids Have Their Own Careers, Wilkerson Can Help You to Retire

Alex and Gladys Rysman are the third generation to run Romm Jewelers in Brockton, Mass. And after many decades of service to the industry and their community, it was time to close the store and take advantage of some downtime. With three grown children who each had their own careers outside of the industry, they decided to call Wilkerson. Then, the Rysmans did what every jeweler should do: They called other retailers and asked about their own Wilkerson experience. “They all told us what a great experience it was and that’s what made us go with Wilkerson.” says Gladys Rysman. The results? Alex Rysman says he was impressed. “We exceeded whatever I expected to do by a large margin.”

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