Connect with us

Columns

Crazy Like A Retail Fox

Published

on

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!

Advertisement

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].

Advertisement

SPONSORED VIDEO

Wilkerson Testimonials

If It’s Time to Consolidate, It’s Time to Call Wilkerson

When Tom Moses decided to close one of the two Moses Jewelers stores in western Pennsylvania, it was time to call in the experts. After reviewing two candidates, Moses, a co-owner of the 72 year-old business, decided to go with Wilkerson. The sale went better than expected. Concerned about running it during the pandemic, Moses says it might have helped the sale. “People wanted to get out, so there was pent-up demand,” he says. “Folks were not traveling so there was disposable income, and we don’t recall a single client commenting to us, feeling uncomfortable. It was busy in here!” And perhaps most importantly, Wilkerson was easy to deal with, he says, and Susan, their personal Wilkerson consultant, was knowledgeable, organized and “really good.” Now, the company can focus on their remaining location — without the hassle of carrying over merchandise that either wouldn’t fit or hadn’t sold. “The decision to hire Wilkerson was a good one,” says Moses.

Promoted Headlines

Advertisement

Advertisement

Advertisement

Subscribe


BULLETINS

INSTORE helps you become a better jeweler
with the biggest daily news headlines and useful tips.
(Mailed 5x per week.)

Facebook

Latest Comments

Most Popular