HERE’S SOMETHING most of our readers don’t know: INSTORE has sister magazines covering pet stores, eye care, signage and more. It’s an eclectic mix, but the common thread is the same one that runs through everything we do — helping independent business owners run better stores. And the thing is, their best advice is often surprisingly applicable to jewelry retail. You’d just never find it unless you had a sudden urge to comparison-shop cat food or glacier sunglasses. So we’re going to start bringing it to you.
From the World of Pet Care: Choose One Sales Focus Each Month
You’re likely promoting too many things at once or not trying enough marketing trends. The result? Customers don’t know what to pay attention to, and marketing becomes harder than it needs to be. Consider the benefits of amplifying one primary revenue driver each month, says business coach Candace D’Agnolo, founder of Pet Boss Nation. This single theme should guide your emails, social posts, team conversations, and in-store merchandising.
Examples include:
- Indoor enrichment in January
- Dental care in February
- Self-wash Memberships in March
- Training tools in April
- Cat diets in May
This single focus becomes the theme for your email, social posts, team conversations and in-store merchandising. “When you simplify the plan, you amplify the results,” she writes in PETS+.
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From the World of Vision: Pass on the Card Charges
At Today’s Eyecare in Lafayette, LA, owner and optometrist Dr. Crystal Gustin kept running into one cost that made less and less sense the more she looked at it: credit-card processing fees. After years of watching those charges grow, she made a change that eased a long-standing frustration and brought surprisingly little resistance from patients – get them to pay. The practice implemented a 2.5% processing fee that is communicated clearly through signs and by staff. Patients are also offered cash/check alternatives but few actually take them. Gustin says she has found patients prefer the transparent fee policy over general price hikes. She advises choosing a processor with the lowest rate possible and a staff-friendly system. Thorough training of your team on the system and how to communicate the charge is important. Finally, be sure to keep your focus on the service you deliver. “Providing patients with excellent, compassionate and quality care will keep them coming back to you, no matter what,” she tells INVISION.
From the World of Signs: It Doesn’t Have to Be Game-Changing Content
Running out of ideas for what to post on social media? You’re not alone. “Most shops go quiet for weeks (or months) because they think every post must be groundbreaking. But that’s not the case,” writes industry consultant Paula Fargo.
Here’s her cheat sheet for when your brain is fried:
- Photo of something being installed
- Client spotlight or testimonial
- “Did you know?” tip about materials or sizing
- Before-and-after project
- Behind-the-scenes shop photo
- A question (“What’s the best sign you’ve ever seen?”)
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“It’s not about perfection. It’s about presence. Post something real, something recent and something short. Done is better than polished,” Fargo says.
Still stuck? Turn to AI. Prompt ChatGPT with: “Give me 10 simple, engaging social media post ideas for a local sign shop that doesn’t want to be boring or salesy.” You’ll have a month of content ready to go, says Fargo in a column in Signs of the Times.
Parting words of wisdom/Quote to consider: “Consistency is everything. Your brand should show up in everything you do.” — Shawna Clarke, owner of Eye Love Optical Boutique in Cazenovia, NY. The optical blends boutique luxury with warmth and caring, from its signature logo to its community ties.
