Do You — or Don’t You: Do You Have Video Monitors Mounted in The Store?
BY INSTORE TEAM
Published in the February 2014 issue
46% YES, I DO
We play a loop of pictures of our store taken over the last 15 years. Our first store, our remodel, special events, which include lots of local people. The images are on an iPad and shared with our TV. — Kathi Main, Kevin Main Jewelry, San Luis Obispo, CA
Trunk show videos, and branded videos from Hearts On Fire, Rolex, Pandora, etc. — Dorothy Vodicka, The Gem Collection, Tallahassee, FL
We have two: one in the hospitality area, which mostly shows cooking shows, sometimes product; our second one is in the kids’ room and mostly shows kids’ movies. The pre-recorded product loops just seem too commercial and not entertaining enough. — Mark & Monika Clodius, Clodius & Co., Rockford, IL
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Loops are a great selling tool. They help the shopper who is just looking and the person waiting for a watch battery to be changed. We have several throughout the store, from a 60-inch to a picture frame size. We show how to buy a diamond, making of gold chain, diving for Akoya and Tahitian pearls, and the glamor shots of jewelry that we carry. Great to leave running in the front window even when you are closed. — Scott Kelly, Jems Jewels & Gold, North Wales, PA
We replaced two in-store Duratrans with 80-inch flat screens streaming live CAD from our designers in the back. When they are away from their desks, the screens timeout into a slideshow of completed custom items. — Jon Bumann, Chalmers Jewelers, Middleton, WI
We play images of our privately branded bridal collection right behind the engagement ring case. — J. Dennis Petimezas, Watchmakers Diamonds & Jewelry, Johnstown, PA
We have screen saver shots of our literally thousands of custom designs. We call it the ADD monitor (customer’s forget what they’re saying when a cool piece comes on!) — Beth Cevasco, Scott’s Custom Jewelers, Fairlawn, OH
54% NO, I DON’T
I don’t believe people watch them. I would rather have them looking in the cases. — Ray Hylewski, Hope Diamonds, Rocklin, CA
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Too commercial, too distracting: our gallery has a lot of visual impact already. It would be overkill. — Eve J. Alfillé, Eve J. Alfillé Gallery and Studio, Evanston, IL
It’s just another marketing gimmick. People are already subjected to too much unwanted advertising.— Mark Thomas Ruby, SunSpirit Designs, Loveland, CO
No! They detract from the actual live goods and sales presentations. I think of Walmart when I see this type of marketing. My customers appreciate the peaceful, uncomplicated aspects of my showroom. — Elizabeth Breon, Coast Jewelers, Florence, OR
Had them until five years ago. They died, and we have not replaced them. They sometimes distracted clients from looking at merchandise. — Jim Ellis, Ellis Jewelers, Frankfort, IN
PAST DO YOU/DON’T YOUS
We’ve been asking Do You/Don’t You for 10 years now, and over that decade we’ve asked members of the Brain Squad questions that run the gamut of jewelry retailing. Here’s a look back at the results of the past three years of questions. For the complete list, dating to 2004, visit instr.us/118.
| ISSUE |
TOPIC |
YES |
NO |
| Jan. 2010 |
Should local businesses work together? |
73% |
27% |
| Feb. 2010 |
Does the artisan trend have legs? |
40% |
60% |
| Mar. 2010 |
Did you change your holiday marketing from last year’s? |
64% |
36% |
| Apr. 2010 |
Are you tapping the wedding re-vows market? |
11% |
89% |
| May 2010 |
Do you give VIP customers special perks? |
39% |
61% |
| Jun. 2010 |
Do you negotiate prices? |
72% |
28% |
| Jul. 2010 |
Are you taking a vacation this summer? |
57% |
43% |
| Sept. 2010 |
Do you give year-end bonuses? |
67% |
33% |
| Nov. 2010 |
Do you say Merry Christmas? |
81% |
19% |
| Dec. 2010 |
Do you do spiffs during the holidays? |
33% |
67% |
| Jan. 2011 |
Do you send thank-you notes? |
63% |
37% |
| Feb. 2011 |
Do you have a new-hire training program? |
26% |
74% |
| Mar. 2011 |
Do you have a “brass & glass” display? |
45% |
55% |
| Apr. 2011 |
Do you track your online reputation? |
60% |
40% |
| May 2011 |
Do you have a board of advisers? |
36% |
64% |
| Jun. 2011 |
Do you charge to do an initial design? |
19% |
81% |
| Jul. 2011 |
Do you have a no-fraternizing policy? |
8% |
92% |
| Sept. 2011 |
Do you offer gift registry services? |
13% |
87% |
| Nov. 2011 |
Do you provide gift receipts? |
23% |
77% |
| Dec. 2011 |
Do you accept watch repairs? |
78% |
22% |
| Jan. 2012 |
Have you ever moved your store? |
67% |
33% |
| Feb. 2012 |
Have you bought any tech stuff recently? |
60% |
40% |
| Mar. 2012 |
Do you takes notes during the sales process? |
52% |
48% |
| Apr. 2012 |
Do you do your own taxes? |
9% |
91% |
| May 2012 |
Do you have a strategy to deal with online competition? |
49% |
51% |
| Jun. 2012 |
Do you offer free rhodium plating to customers? |
29% |
71% |
| Sept. 2012 |
Will Obamacare change your policy on healthcare? |
11% |
89% |
| Nov. 2012 |
Are you listed as a vendor for any websites? |
15% |
85% |
| Dec. 2012 |
Have you done anything to attract mobile-phone users? |
27% |
73% |
| Jan. 2013 |
Do you take part in arts and crafts markets? |
15% |
85% |
| Feb. 2013 |
Do you have rules regarding social media use by staff? |
37% |
63% |
| Mar. 2013 |
Excluding email marketing, do you invest in online ads? |
43% |
57% |
| Apr. 2013 |
Do you charge the checkout fee to credit card customers? |
3% |
97% |
| May 2013 |
Do you or don’t you sell medical jewelry? |
75% |
25% |
| Jun. 2013 |
Do you have a special diamond source? |
50% |
50% |
| July. 2013 |
Do you offer financing on engagement rings? |
59% |
41% |
| Sept. 2013 |
Have you used a government service for small businesses? |
16% |
84% |
| Nov. 2013 |
Do you amend your return polices for the holiday season? |
20% |
80% |
| Jan. 2014 |
Do you have a strategy to tap the same-sex market? |
22% |
78% |
