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Brainstorms

Brand Founder Stamps Cellphone Number on Inside of Products

This could be a great way to show clients how much you care.

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RALPH ANDERL, the founder of high-end eyeglass brand IC! Berlin, stamps his cell phone number on the inside of every frame his company makes to allow any customer to get in direct contact over an issue with their glasses. Every business owner claims to stand by their products, but it’s rare for one to make him or herself so available. True, a customer may not want your phone number inside his fiancée’s engagement ring, but could you do something similar — put your mobile number on all receipts or anywhere else to allow the customer to get in touch immediately?

Over the years, INSTORE has won 76 international journalism awards for its publication and website. Contact INSTORE's editors at editor@instoremag.com.

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Brainstorms

Here’s How to Get the Most Out of Employee ‘Collisions’ In Your Store

Three ideas to boost the likelihood of serendipitous encounters.

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Tony Hsieh, the entrepreneur who found fame and even greater fortune with his shoe company Zappos, is a big believer in “collisions” — serendipitous encounters where workers randomly run into each other and share ideas. He told Entrepreneur magazine he’d even shut down a bridge linking his office’s parking garage to force workers to walk through a common area before they could get to their offices to encourage such collisions. Your staff may not be large, but could you shake things up to spark similar innovation? Occasionally get a bench jeweler out on the sales floor, insist sales staff take turns having lunch with other employees they don’t normally spend much time with, ask a new employee to review your procedures after their first two weeks, force yourself to strike up a conversation with that interesting-looking stranger at the Las Vegas show sandwich bar?

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Brainstorms

Why Alliteration Could Jazz Up Your Jingle

When you need a phrase to stick in the mind, try this trick of sound.

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“Alliterate or die!” That was a poster a former colleague saw pasted to a newsroom wall. Alliteration’s power to make words stick owes itself to the repetition of sounds. It’s something a lot of jewelers already know, hence “Wine Wednesdays” at Erik Runyan Jewelers in Vancouver, WA, or “Free Cleaning Friday” and “Saturday Style” at Fakier Jewelers in Houma, LA. Manic Mondays, Too Good to be True Tuesdays, Fried Food Fridays … once you get started using alliteration to jazz up your work week, it’s really hard to stop.

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Brainstorms

Want a Golden Opportunity? Sponsor a 14K Run

Sponsoring a 14K run will conjure thoughts of jewelry.

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OUT FOR A run the other day (and struggling through the 5K barrier), we had a brainwave — a 14K run is the perfect sponsorship opportunity for a jeweler. It’s precisely one-third of a marathon, but better still, say “14K,” and people immediately think of jewelry. Running season is just around the corner. Go for the gold!

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