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Best of the Best: Doing The Guy Thing

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Want to hold a Christmas sale event for men that won’t make them want to turn around and run right out the door? Day’s Jewelers has the answer.

[h3]Day’s Jewelers[/h3]

Best of the Best Logo[dropcap cap=F]or six hours one day each December, Day’s — a six-store chain based in Maine and New Hampshire — stages a event designed especially for the “kings of last-minute shopping.” And, they go all out to make the men feel right at home.[/dropcap]

[componentheading]THE IDEA[/componentheading]

As the chain’s home store is based in Waterville, ME, and is located near many rural communities, the managers went so far as to roll in a John Deere tractor with a 54-inch plow attached. Other guy-friendly features included a big-screen television replaying classic football games, as well as a beef carving station for hungry visitors.

[componentheading]THE EXECUTION[/componentheading]

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As customers entered, they were all welcomed by Day’s managers and given tours of the store — showing off the company’s jewelry-manufacturing facilities, as well as introducing the company’s customer-friendly service programs. Then, after being given free rein to peruse the store’s showcases, the men were randomly approached by staff members holding decks of cards. The game? Twenty-one. The winners received free gifts of jewelry.

[componentheading]THE REWARDS[/componentheading]

Best of the Best: Doing the Guy ThingRuss Wheeler, manager of Day’s store in Waterville (population: 15,605) originated the idea five years ago. His goal was to create a low-pressure atmosphere in surroundings that men could relate to. And the figures show that his plan has succeeded. After five years, Day’s Jeweler’s “Men’s Night” has evolved into an affair that generates more than $250,000 annually for the company.

Principal owners Jeff and Kathy Corey, VP of Finance Mark Ford, and Portland, ME store manager Jim Corey, and their creative team of managers have helped build the event into exciting experience that creates valuable relationships with male customers.

Recently, the company opened a 10,500 square-foot store in growing Manchester, NH. The grand opening featured an ice sculpture, appearances by Miss and Mrs. Maine, fabulous food, along with plenty of give-aways and drawings being held every 15 minutes. The sales floor looked like New York City at lunchtime!

[span class=note]This story is from the March 2004 edition of INSTORE[/span]

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Wilkerson Testimonials | Zadok Master Jewelers

Stick to the Program — And Watch Your Sales Grow

When Zadok Master Jewelers in Houston, Texas, decided to move to a new location (they’d been in the same one for the 45 years they’d been in business), they called Wilkerson to run a moving sale. The results, says seventh-generation jeweler Jonathan Zadok, were “off the charts” in terms of traffic and sales. Why? They took Wilkerson’s advice and stuck to the company’s marketing program, which included sign twirlers — something Jonathan Zadok had never used before. He says a number of very wealthy customers came in because of them. “They said, ‘I loved your sign twirlers and here’s my credit card for $20,000.’ There’s no way we could have done that on our own,” says Zadok. “Without Wilkerson, the sale never, ever would have come close to what it did.”

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Best of The Best

Best of the Best: Doing The Guy Thing

Published

on

Want to hold a Christmas sale event for men that won’t make them want to turn around and run right out the door? Day’s Jewelers has the answer.

[h3]Day’s Jewelers[/h3]

Best of the Best Logo[dropcap cap=F]or six hours one day each December, Day’s — a six-store chain based in Maine and New Hampshire — stages a event designed especially for the “kings of last-minute shopping.” And, they go all out to make the men feel right at home.[/dropcap]

[componentheading]THE IDEA[/componentheading]

As the chain’s home store is based in Waterville, ME, and is located near many rural communities, the managers went so far as to roll in a John Deere tractor with a 54-inch plow attached. Other guy-friendly features included a big-screen television replaying classic football games, as well as a beef carving station for hungry visitors.

Advertisement

[componentheading]THE EXECUTION[/componentheading]

As customers entered, they were all welcomed by Day’s managers and given tours of the store — showing off the company’s jewelry-manufacturing facilities, as well as introducing the company’s customer-friendly service programs. Then, after being given free rein to peruse the store’s showcases, the men were randomly approached by staff members holding decks of cards. The game? Twenty-one. The winners received free gifts of jewelry.

[componentheading]THE REWARDS[/componentheading]

Best of the Best: Doing the Guy ThingRuss Wheeler, manager of Day’s store in Waterville (population: 15,605) originated the idea five years ago. His goal was to create a low-pressure atmosphere in surroundings that men could relate to. And the figures show that his plan has succeeded. After five years, Day’s Jeweler’s “Men’s Night” has evolved into an affair that generates more than $250,000 annually for the company.

Principal owners Jeff and Kathy Corey, VP of Finance Mark Ford, and Portland, ME store manager Jim Corey, and their creative team of managers have helped build the event into exciting experience that creates valuable relationships with male customers.

Recently, the company opened a 10,500 square-foot store in growing Manchester, NH. The grand opening featured an ice sculpture, appearances by Miss and Mrs. Maine, fabulous food, along with plenty of give-aways and drawings being held every 15 minutes. The sales floor looked like New York City at lunchtime!

Advertisement

[span class=note]This story is from the March 2004 edition of INSTORE[/span]

Advertisement

SPONSORED VIDEO

Wilkerson Testimonials | Zadok Master Jewelers

Stick to the Program — And Watch Your Sales Grow

When Zadok Master Jewelers in Houston, Texas, decided to move to a new location (they’d been in the same one for the 45 years they’d been in business), they called Wilkerson to run a moving sale. The results, says seventh-generation jeweler Jonathan Zadok, were “off the charts” in terms of traffic and sales. Why? They took Wilkerson’s advice and stuck to the company’s marketing program, which included sign twirlers — something Jonathan Zadok had never used before. He says a number of very wealthy customers came in because of them. “They said, ‘I loved your sign twirlers and here’s my credit card for $20,000.’ There’s no way we could have done that on our own,” says Zadok. “Without Wilkerson, the sale never, ever would have come close to what it did.”

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Most Popular