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Do You Or Don't You?

Do You Or Don’t You: Have a Customer Loyalty Program?




We include a customer appreciation card worth a certain dollar amount in our thank-you notes. — Brett Whitaker, Robison Jewelry, Fernandina Beach, FL

We send “Wowcards” to our best customers on Valentine’s Day and Christmas. — Sydney Nusinov, Charles Nusinov & Sons, Parkville, MD

We did have with a regular card company but it got too expensive to continue. So we went back to thank-you cards with a sort of Monopoly money in them with our store logo on it. — Loann Stokes, Stokes Jewelry, Stillwater, MN

Collectively spend $500, receive $50 rewards/credits. Unlimited. Never expires. Stipulation: Have to spend $100 to use the $50. People love it and it brings them back. — Doug Mitchell, UniQ Jewelry, Three Rivers, MI


Buy five watch batteries and receive sixth one free. A $7 value. My customers love it, and it gets them back in my shop over and over. — Richard Veader, Wakefield Jewelers, Wakefield, MA

We use The Edge customer loyalty program with cards by Hessler for repeat business and referrals. — WJ Smith III, Smith Jewelers, Franklin, VA

We’ve tried nearly everything here. Lately, we’ve included a $25 gift cert in our thank-you card and have had a nice response — especially from better customers who use it as the reason to get started on their next project or repair. — Ray Lantz, The Diamond Center, Claremont, CA

If they send a friend to the store who makes a purchase, I give a 5 percent discount to the customer and a 10 percent discount to the person who recommended our store. In addition I send out a 20-percent-off postcard for both birthdays and anniversaries that customers have given to me. — Jennifer Nesbitt, Goldstone Studio & AJ Kenyon Jewelers, Lawton, MI


I don’t like having separate cards and membership fobs for every place I do business, so I choose not to push one for mine on shoppers. — Jennifer Hornik, Miller’s Jewelry, Bozeman, MT


If a regular customer sends us someone new, we send them a thank-you note. — Mary Jo Chanski, Hannoush Jewelers, Rutland, VT

We do discounts and give out fun things as our way of saying “thank you for your loyalty.” — Teri Vogan, Vogan Gold & Silver Works, Colorado Springs, CO

Funny thing: We have loyal customers who come back because we offer excellent customer service and fair prices so we don’t need to offer anything more. — Hank Haan, Haan Jewelers, Byron Center, MI

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


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Wilkerson Testimonials

A Liquidation Sale during a Pandemic? Wilkerson Showed Them the Way

For 25 years, Stafford Jewelers of Cincinnati, Ohio, was THE place to go for special gifts, engagement diamonds, high-end Swiss watch brands — in other words, the crème de la crème of fine jewelry. But this summer, the Stafford family was ready to retire. So, they chose Wilkerson to help them close up shop. “One of the biggest concerns was having the sale in the middle of COVID,” says Director of Stores Michelle Randle. Wilkerson gave the Stafford team plenty of ideas as well as safety guidelines, which they closely followed. “All of the employees felt safe, the customers coming in the door felt safe and we did a lot of business,” says Randle. How much business? “The inventory flew,” she says. Translation: They sold millions and millions of dollars-worth of merchandise. Randle calls it, “an incredible experience.” Would she recommend Wilkerson to other retailers who are thinking of thinning their inventories or retiring? “Everyone got more than what they expected out of the sale. You have to hire Wilkerson. They’re amazing.”

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