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Editor's Note

Editor’s Note: Trace Shelton On Using Your Down Time

Use your down time strategically, and you could set yourself up for a strong fourth quarter.

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AS SUMMER HEATS UP, store traffic often cools off as your clients go on vacation. But use your down time strategically, and you could set yourself up for a strong fourth quarter. Over the next month, consider budgeting some time to:

1. Make your holiday events even better. Sure, your Ladies’ Night is always good, but what if you pulled out all the stops this year and created something that the whole town would be talking about? What would that event look like? Get with your staff, brainstorm ideas, and assign responsibilities. With several months of lead time, you could find new partners for the event, line up entertainment and craft an ad campaign.

2. Audit your inventory. When is the last time you checked the performance of different lines by price range, product category, or even particular SKUs? Is there a new look or category you could augment that could provide greater holiday success? It’s one thing to reorder fast-sellers, but it’s another thing entirely to look at the big picture and make plans that can make your holidays less stressful and more productive at the same time.

3. Spruce up your displays. You’re in the business of visual beauty, so why not apply that principle to your jewelry displays? Your props don’t have to distract from the jewelry to be interesting. You may be surprised at how many positive comments you’ll hear from customers.

Or maybe it’s time to start thinking of adding a new store location. If so, you won’t want to miss our lead story in this issue, “Multiplication Lessons” (page 24).

Whatever you do, don’t waste this valuable time. Take a big-picture look at your business. It may be the last chance you get for a while! Wishing you the very best in business,

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TRACE SHELTON
[email protected]

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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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