Nov. 3-9
MARKETING Look for places you can ask for reviews via QR codes, such as your business cards or in-store signage. According to Bizrate, 91 percent of consumers read at least one review before making a purchasing decision.
OUTREACH According to The Knot, November and April tied in third place for months to get married. “Use reports to identify clients getting married in November, then invite them in for jewelry cleanings or special offers before their big day,” says store consultant Megan Crabtree.
WEBSITE Does your website have a wish list function? If so, include a link to those popular fashion brands you carry. If not, get busy researching options.
Nov. 10-16
MARKETING It’s no secret that men tend to wait until the last minute to purchase gifts for their loved ones. Schedule a special event for the eve of the holiday season just for them. Offer beers, free gift-wrapping and a laidback atmosphere.
CRM Preparing goodie bags for a ladies night or other end-of-year event? Put together more than you need and use the spares to appease unhappy customers or cap off a customer’s purchase experience in the future, recommends Denise Oros of Linnea Jewelers in La Grange, IL.
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Nov. 17-23
OUTREACH Start calling your best customers just to say “hi” or to let them know when your freshest holiday inventory will be landing in the store.
MARKETING Prepare a welcome offer for customers who make their first purchase in December — perhaps a voucher to get them back in the store ahead of Valentine’s Day. (Expiration dates encourage action.)
TRAFFIC Run through your customer-handling process both on the floor and at checkout and build in moments you can tell people how long they may have to wait. Remember to overestimate such times. People who wait less than they anticipated leave happier than those who wait longer than expected.
Nov. 24-30
OPERATIONS Stick up a sign that reads “Repairs Will Be Ready On __” and then update the new date daily. (Charge a premium for express service.)
DISPLAYS Ensure your hot sellers are front and center. At this time of year, shoppers are looking more for “sure things” than an experience.
CRM Credit card companies spend about $250 in marketing expenses for every new customer. Remember that as you interact with the largest number of customers you’ll see in your store all year. Pay staff $1 for every name card and address they collect and $2 for every full profile that includes birthday and anniversary data. Email addresses are a must.
