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Calendar for Jewelers: December 2015

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Attract Self-Gifters

Sure, it’s the season of giving. But your customers also won’t mind giving something to themselves. Have those impulse buys ready!

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’Tis the season of giving, to the person customers love most: themselves! Last year, 57 percent of holiday shoppers bought something for themselves, spending an average of $127, according to NRF data. These shoppers basically fall into two types: those looking to take advantage of doorbuster sales, and those making impulse buys. It’s the latter you should target. A marketing message that says something along the lines of “From us to you,” “Go ahead, reward yourself” or maybe “One for them, two for you,” always goes down well at this time of year. Play it up on your bulletins, website and in-store signs.

This article originally appeared in the November 2015 edition of INSTORE.

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5 There’s something to be said for outrageous marketing; just ask the industry’s enfant terrible, Steven Singer. But it is possible to celebrate Bathtub Party Day without beers, suds and girls in bikinis. How so? A bathtub party for your customers’ jewels! Yes, we’re thinking your ulstrasonic. Invite customers to bring in their favorite old rings for a tub. (This is the perfect week to get them in the store before the action reaches its peak.)

6 If you live for the salesfloor action, you’ll love where you are right now. Only two and a bit weeks to go until Christmas, and there’s a constant flow of customers looking to spend, spend, spend. As demanding and unreasonable as those shoppers can sometimes be, keep your spirits high and keep an eye on your profession’s noble goal: To help people find what they are looking for. And don’t forget to give yourself a pat on the back today: It’s National Salesperson’s Day.

UPCOMING EVENTS

Nov. 5-8 PawnCon 2015, Atlanta, GA

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Nov. 9-10 IWJG Show, Miami, FL

Nov. 21-22 Pier Antique Show, New York, NY

7 If there’s a sizeable Jewish community in your area, consider ways to honor and observe HANUKKAH, which starts today.

19 Another December date to add to an already crowded month: Super Saturday, the last Saturday before Christmas and on average the second- or third-busiest shopping day of the year. This year it falls a full six days before Christmas, but expect it to be as busy as ever, as customers, especially men, wake up to the realization that time is running out. Prep your employees with sure-thing gift suggestions.

21 There’s an old joke that the best way to shorten WINTER is to borrow some money due in spring. As the year’s shortest day signals chilly days ahead, remind customers of the financing options you offer. Consumer credit has never been cheaper.

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25 CHRISTMAS DAY and peace, if not for all mankind then at least — for one day — for you. If you don’t have kids, sleep in and enjoy a long, well-earned rest. If you do, it’s going to be an early start as they come bursting into your bedroom before the sun’s up, keen to swap the clay mug they made for you in art class for that $400 Xbox that Santa promised. It’s a great trade. Enjoy.

26 The day after Christmas is a lot of things — boxing day, Thank-you day and the beginning of returns week — which probably has something to do with the fact that, according to ShopperTrak, it’s regularly the seventh busiest day of the year.


S T O R E    A N N I V E R S A R I E S

Nash Jewelry owners

Greg and Mary Ann Nash.

60 Years: Nash Jewelry

West Palm Beach, FL

The tale of Nash Jewelry has a touch of Doctor Zhivago about it, with a backstory that includes war, revolution and flight from the Bolshevik army. Owner Greg Nash says that escape, via Israel, was funded by diamonds hidden in the lining of his then young grandmother’s dress. As his store marks its 60th anniversary, Nash credits its longevity to lessons passed down by his father and grandfather — always treat customers like family, and never throw anything out of the shop: there could be gold in those paper towels, tiles or dust. Given that the store has always operated from a fifth-floor office in a historical building overlooking downtown West Palm Beach, its focus on providing top customer service — and generating word-of-mouth traffic — has been crucial. “I have learned service and quality are the gold standards to a durable success in business,” says Nash.


Tanzanite is the birthstone for December

B I R T H S T O N E S

Tanzanite

Tanzanite is the new kid on the birthstone block, having been admitted to the AGL-overseen club only in 2002. With the help of a hefty marketing push from Tiffany’s (which came up with the name), this blue variety of zoisite has done well as a precious stone since its discovery in the foothills of Kilimanjaro in 1967. Connections or not, it’s hard to argue with its often stunning (and OK, yes, usually enhanced) violet-blue color.

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Wilkerson Testimonials

Having a Moving Sale? Let Wilkerson Do the Heavy Lifting

For Jim Woodard, owner of Woodard’s Diamonds & Design in Tullahoma, Tenn., when it was time for a moving sale, there was only one company to help with the event: Wilkerson. “They brought in the right team for us,” he says, remarking about the sale’s extraordinary results, including a nearly 500% monthly sales increase compared to the previous year. “I wanted to have the best in the industry. And that’s the main reason why I contacted Wilkerson.”

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Calendar

A Good Idea for Thanksgiving, and More Important Dates for November

Includes a fitting tribute to the quiz show Twenty Questions.

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2 The quiz show TWENTY QUESTIONS MADE ITS DEBUT on national television on this day 70 years ago. Mark the occasion by brainstorming 20 questions to get your customers talking. Sami Fine Jewelry in Fountain Hills, AZ, came up with a list that ranged from icebreakers like “What kind of pets do you own?” to those with a specific sale in mind: “How would you like to be a hero for under $100?”

19 Mark management expert PETER DRUCKER’S BIRTHDAY by saying no to something that you feel is vaguely important, but if you were to be brutally realistic, you don’t have time for.

28 Get in the spirit of THANKSGIVING by sending a goodie bag to your best 50 customers (be sure to include a coupon). It’s likely they provide an outsized contribution to your success.

29 It’s showtime! BLACK FRIDAY marks the traditional start of the shopping season. Spur your holiday sales with a special coupon mailed to your customer list.

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Manager's To Do

Considering Store Layout, Guilt-Easing Gift Ideas, and More Manager’s To-Do Items for November

And here’s a key scheduling tip for your holiday email marketing.

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Nov 3-9

STORE LAYOUT Look out for store fixtures that are too tall to allow shoppers to look across and take in your store. Fixtures that restrict visibility through the space kill the “spirit” of a store and the impulse to buy.

INVENTORY Investigate vendor spiffs. Your suppliers want their lines to succeed this season, so take advantage of the incentives they offer.

Video: Increase Your Jewelry Sales Through Add-Ons
Jimmy Degroot

Video: Increase Your Jewelry Sales Through Add-Ons

Video: It’s Not My Problem When You Buy a $120 Ring and Your Wife Finds Out It’s ‘Fake’
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Video: It’s Not My Problem When You Buy a $120 Ring and Your Wife Finds Out It’s ‘Fake’

Video: Things to Remember When Dealing with ‘Gonna Buy’ Jewelry Customers
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Video: Things to Remember When Dealing with ‘Gonna Buy’ Jewelry Customers

ONLINE Mobile devices are expected to drive about 70 percent of all Christmas-related retail traffic this year. Test your website and any apps to ensure the customer experience on tablets and phones is working as well as on desktops. It often doesn’t.

Nov 10-16

MARKETING Post your advertising schedule in the back room. Make sure your staff is fully aware of what promotions will run when.

SALES Find “guilt-easing” gift ideas to go with gift cards or certificates. For bigger certificate amounts, have a “real” gift — like Belgian chocolates or a bottle of wine — close at hand that you can bundle in free.

Nov 17-23

MARKETING With only four weeks to go until Christmas, step up your email campaigns to twice per week. Schedule campaigns on Thursdays or Fridays to stimulate purchases over the weekend, when conversion rates typically peak.

MERCHANDISING Impulse buys can come in many price ranges and store locations. Rethink the way you normally position these items.

STAFF Show your team how much you appreciate their efforts. Take them out for an activity or nice meal. Team-building will make it easier to get through the weeks ahead.

Nov 24-30

GOODWILL Play Santa: Sneak a little gift into every wrapped item.

OPERATIONS Starting today, hold a short staff meeting every morning, keeping everyone informed on progress. Single out a separate item each day and discuss the best way to present it. Keep the meetings short and make sure they end on an upbeat note.

TRAINING Coach your associates to steer more. Urge them to ask about the colors that spouses or partners wear, whether they prefer gold or silver, and if they favor big or small earrings. Advise them to keep the number of recommendations limited.

MANAGEMENT You should now be in full holiday-season mode. For last-minute tips and promotional ideas, go to your own INSTORE archives (or our past issues at instoremag.com/digimag).

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Calendar

Why National Bring Your Teddy Bear to Work Day Matters to Your Store, and More Important Dates for October

Don’t miss your chance to capitalize on Emotional Intelligence Awareness Month.

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1 Research estimates that 85 percent of an individual’s financial success can be attributed to their “human engineering skills” — that is, their ability to communicate and lead. During EMOTIONAL INTELLIGENCE AWARENESS MONTH, improve your ability to make others feel valued and understood. It requires good listening skills, empathy, and a commitment to inspire positive feelings.

1 At the start of CO-OP AWARENESS MONTH, weigh up the pros and cons of using co-op dollars for holiday advertising and make a decision based on your circumstances.

9 A little-appreciated fact: Teddy Bears look great in diamonds. On NATIONAL BRING YOUR TEDDY BEAR TO WORK DAY, feature a few bling-wearing teddies in your cases.

29 Today, THE INTERNET TURNS 50. If your online presence is little more than an electronic brochure for your store, sit down and map out a more aggressive online strategy.

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