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Editor’s Note: Eileen McClelland On Selling Season

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EDITOR’S NOTE

All stores can stand to learn from those who depend on seasonal business.

BY EILEEN McCLELLAND
Published in the March 2014 issue

For this issue’s Big Story, owners and managers whose businesses depend on seasonal visitors. They deal with the same issues most of our readers face, although some of those issues are on the extreme side.

Consider the challenges:

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A winter average of one customer per day while summer visitors travel in packs, overwhelming a small staff.

An extremely small window of opportunity to get a brand message across to potential customers who are in town for a week or a weekend.

The necessity of offering inventory that is radically different from what their customers can buy back home.

Keeping the staff productive and on the payroll year round. Steve Wardle, owner of Forest Beach Designer Goldsmiths in Chatham, MA, is philosophical about it. “I take my lessons from nature; the cactus drinks up when it’s raining and holds on till the next rainy season.”

So when business slows nearly to a standstill and much of the town shuts down, he buys, makes and ships jewelry and maintains his “wee cottage” of a store, built in 1780. “I could come to work in a bathing suit and no one would know other than the UPS man,” he says. Come summer, the population swells from 6,000 to 80,000, and his preparation is rewarded as he meets new customers and welcomes back those with second homes. “We are a hometown jeweler for people from so many other towns,” he says. “They live everywhere, from Switzerland to South America, but largely our customers are Northeastern, from the six or eight states around us.”

We all have something to learn from the ideas resort jewelers have conceived to make their rollercoaster rides in retail as steady and lucrative as possible.

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EILEEN McCLELLAND
[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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Editor's Note

Editor’s Note: Eileen McClelland On Selling Season

Published

on

EDITOR’S NOTE

All stores can stand to learn from those who depend on seasonal business.

BY EILEEN McCLELLAND
Published in the March 2014 issue

For this issue’s Big Story, owners and managers whose businesses depend on seasonal visitors. They deal with the same issues most of our readers face, although some of those issues are on the extreme side.

Advertisement

Consider the challenges:

A winter average of one customer per day while summer visitors travel in packs, overwhelming a small staff.

An extremely small window of opportunity to get a brand message across to potential customers who are in town for a week or a weekend.

The necessity of offering inventory that is radically different from what their customers can buy back home.

Keeping the staff productive and on the payroll year round. Steve Wardle, owner of Forest Beach Designer Goldsmiths in Chatham, MA, is philosophical about it. “I take my lessons from nature; the cactus drinks up when it’s raining and holds on till the next rainy season.”

So when business slows nearly to a standstill and much of the town shuts down, he buys, makes and ships jewelry and maintains his “wee cottage” of a store, built in 1780. “I could come to work in a bathing suit and no one would know other than the UPS man,” he says. Come summer, the population swells from 6,000 to 80,000, and his preparation is rewarded as he meets new customers and welcomes back those with second homes. “We are a hometown jeweler for people from so many other towns,” he says. “They live everywhere, from Switzerland to South America, but largely our customers are Northeastern, from the six or eight states around us.”

Advertisement

We all have something to learn from the ideas resort jewelers have conceived to make their rollercoaster rides in retail as steady and lucrative as possible.


EILEEN McCLELLAND
[email protected]

Advertisement

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.”

Promoted Headlines

Most Popular