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Crazy Like A Retail Fox

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Crazy Like A Retail Fox

You’ve probably heard it said that the definition of insanity is doing the same thing you’ve always done and expecting different results. But do you really believe it? What are you doing differently this month to make sure your store rocks the holidays?

I was encouraged by the turnout for September’s “Ack the Deck” conference, which teamed marketing expert Jim Ackerman with sales guru Shane Decker in a two-day “boot camp” to prepare owners and salespeople for the holiday selling season. More than 60 jewelry professionals believed their fourth-quarter success was important enough to invest their time and money in this educational experience.

Likewise, I’m sure you have plans in place to ensure your holiday success. But that doesn’t mean it’s too late to add some low-effort, high-reward activities to your strategy.

For this issue’s lead story, we sought out best retail practices for last-minute efforts to improve holiday sales results for jewelers. From social media tips to creative sales spiffs to unusual marketing lures to draw your best clients, you’re sure to read something that you can implement and be successful with.

You’ll also find holiday-specific advice from our columnists, including a crunchtime checklist from David Brown, advice on raising your average repair sale from David Geller, and Shane Decker’s tips for closing the “just looking” client.

So don’t just read the magazine and then go about business as usual. Find one or more initiatives you like, implement them with your team, and see what happens. Anything else would be insane!

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Trace Shelton
Editor-in-Chief, INSTORE

[email protected]

 

Trace Shelton is the editor-in-chief of INSTORE magazine. He can be reached at [email protected].

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SPONSORED VIDEO

Wilkerson Testimonials | Zadok Master Jewelers

Stick to the Program — And Watch Your Sales Grow

When Zadok Master Jewelers in Houston, Texas, decided to move to a new location (they’d been in the same one for the 45 years they’d been in business), they called Wilkerson to run a moving sale. The results, says seventh-generation jeweler Jonathan Zadok, were “off the charts” in terms of traffic and sales. Why? They took Wilkerson’s advice and stuck to the company’s marketing program, which included sign twirlers — something Jonathan Zadok had never used before. He says a number of very wealthy customers came in because of them. “They said, ‘I loved your sign twirlers and here’s my credit card for $20,000.’ There’s no way we could have done that on our own,” says Zadok. “Without Wilkerson, the sale never, ever would have come close to what it did.”

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