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Editor’s Note: Trace Shelton On Putting It All Together

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Last-minute efforts can tip the holiday sales scales.

BY TRACE SHELTON

Your store won’t have the “it factor” this holiday season unless you dot your Is and cross your Ts. By now, your inventory and marketing strategies should be in place, but taking care of all the little things is what will really put your fourth quarter results over the top.

That’s where our lead story comes in. This holiday “how-to” provides last-minute tips and advice on merchandising, events, human resources, digital marketing, display, and even maintaining your personal well-being during the biggest jewelry shopping season of the year. From choosing the right scent to connecting with top customers, from semi-custom gift ideas to social media pointers, this one’s got everything you need to fire on all cylinders over the next couple of months.

If that’s not enough to prepare you for the holidays — and really, can you ever be too prepared? — check out our “Prime Numbers” section on Thanksgiving weekend shopping trends, Shane Decker’s column on making holiday selling fun, “Ask INSTORE” on holiday signage advice, and “New Arrivals” on the ring styles you absolutely have to have in your showcases this December.

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But none of these ideas means a thing by itself; you’ve got to put them into action. So take this knowledge and mix well with elbow grease. After all, only you and your team can make “it” happen. And when you do, “it” will begin to look a lot like (a profitable) Christmas!

This article originally appeared in the November 2014 edition of INSTORE.

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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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Editor's Note

Editor’s Note: Trace Shelton On Putting It All Together

Published

on

Last-minute efforts can tip the holiday sales scales.

BY TRACE SHELTON

Your store won’t have the “it factor” this holiday season unless you dot your Is and cross your Ts. By now, your inventory and marketing strategies should be in place, but taking care of all the little things is what will really put your fourth quarter results over the top.

That’s where our lead story comes in. This holiday “how-to” provides last-minute tips and advice on merchandising, events, human resources, digital marketing, display, and even maintaining your personal well-being during the biggest jewelry shopping season of the year. From choosing the right scent to connecting with top customers, from semi-custom gift ideas to social media pointers, this one’s got everything you need to fire on all cylinders over the next couple of months.

Advertisement

If that’s not enough to prepare you for the holidays — and really, can you ever be too prepared? — check out our “Prime Numbers” section on Thanksgiving weekend shopping trends, Shane Decker’s column on making holiday selling fun, “Ask INSTORE” on holiday signage advice, and “New Arrivals” on the ring styles you absolutely have to have in your showcases this December.

But none of these ideas means a thing by itself; you’ve got to put them into action. So take this knowledge and mix well with elbow grease. After all, only you and your team can make “it” happen. And when you do, “it” will begin to look a lot like (a profitable) Christmas!

This article originally appeared in the November 2014 edition of INSTORE.

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

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