MANAGEMENT April is often one of the slower months. Put it to good use by blocking out time to do some planning, get ahead on designing and building your own inventory, reaching out to customers you haven’t heard from in a while, or just taking a rejuvenating break from the store.
SHOWROOM Just like at home, spring means chores. “As soon as it warms a bit, clean, clean, clean,” says Doug Schlotthauer, owner of Douglas Jeweler in Hartford, WI. “Time to clear the air, shampoo the carpets, wash the windows, spruce things up.”
MARKETING “Treat Mother’s Day like a serious shopping holiday and get the word out about your special offers,” urges Julie Terwilliger of Wexford Jewelers in Cadillac, MI, adding that such a positive approach helped her store turn the date “from it being a fairly quiet time to a decent retail opportunity.”
INVENTORY Check up on the diamond bands and the bridal options you’ve got in stock — bridal madness is ready to descend.
SECURITY Buy a Suspicious Incident Logbook for employees to record things that appear to be “not quite right.” The log can be used to write down license plate numbers, names used, time, physical description and other information that may later help police.
MANAGEMENT Step up your engagement with staff. If you don’t already, draft a schedule to meet with your sales team every week and one-on-one every month. And bring the KPIs, says Tom Williams of Floyd & Green in Aiken, SC. “Most people like to be measured. It’s how we determine success and need for improvements.”
SHOP Go through your jewelers’ bench and findings cabinet and melt or return findings that are more than one year old. Just like inventory, findings have turn and age, and if you haven’t used it in a year, you probably won’t ever, says repairs guru David Geller.
STAFF Ask employees for their summer vacation requests.
MARKETING Here’s a fun goal for the coming warmer months: Make a friend from a different generation. (Could be a youngster or a senior. Either way, they are likely to give you great insights into core markets.)
SPIFFS This Saturday, choose three of the oldest items in your inventory and have your staff wear them, show them to customers and tell them why they are so special. Pay $50 or $100 to staff members who sell one. Show season will be here soon, and you need to start getting rid of your most sales-resistant product.
RESEARCH Take part in a bridal fair to get up to speed on June wedding trends and grooms’ gifts.