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Do You Or Don't You?

Do You Or Don’t You: Co-Promote With Non-Competing Retailers

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Yes, I DO

We cross-promote with all of the other businesses in our center The best pairings have been with the dog groomer and hair salon. — Scott Lefcourt, Scottsdale Fine Jewelers, Scottsdale, AZ

As a fine-jewelry designer I have found that pairing with a higher-end boutique, upscale salon and or fine chocolatier has been very beneficial. We also have a handmade ice cream shop next-door. We give people coupons to use while they’re waiting for their items to be completed. The rave reviews prove customers love it, and the bonus is it benefits my retail community! — Denise Oros, Linnea Jewelers, La Grange, IL

The most recent was with a hot tub store. They gave away a tub; we gave away a half-carat diamond. The lead-up was four months of chances to win tickets to the event to possibly win one of the items. Great coverage and lots of marketing frequency on the radio station who co-sponsored the event. — Bill Longnecker, Longnecker Jewelry, McCook, NE

We have a tie-up with a cafe. We give our customers a free drink and snack from them, and they give a discount card to their customers. — Shahraz Kassam, Shamin Jewellers, Burnaby, British Columbia, Canada

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We did an in-store event on Dec. 30 with a champagne importer, a jewelry appraiser and an insurance agent. We had about 50 guests and a nice amount of sales. — Rex Solomon, Houston Jewelry, Houston, TX

We have a women’s fashion clothing store a couple of doors down, and our jewelry is a perfect fit for her fashions. Plus she is very savvy when it comes to marketing, and being connected to her is a good thing. — Brian McCall, Midwest Jewelers and Estate Buyers, Zionsville, IN

We’ve had the most luck with lifestyle fitness centers. The clients have disposable income and often a love of jewelry. — Jennifer Farnes, Revolution Jewelry Works, Colorado Springs, CO

NO, I DON’T

Tried it years ago, everyone wants something for nothing, including other retailers. — Jim Ellis, Ellis Jewelers, Frankfort, IN

It just seems like a kind of tacky thing to do, doesn’t it? — Idar Bergseth, Idar, Victoria, British Columbia, Canada

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Tried it once and did not work out too well. Every business wanted more and more and more about them but always forgot to mention us. — Paul Krueger, Krueger Jeweler, Fort Atkinson, WI

We’ve done it all, and the time, effort and expense we’ve expended has not been worth it. — Andrea Riso, Talisman Collection, El Dorado Hills, CA

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

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