Megan Crabtree

Follow These 6 Strategies to Close More Sales This Summer

Just because it’s the “slow season” doesn’t mean you can’t improve.

Published

2 weeks ago

June 4, 2024

Megan Crabtree Instore June 2024 Issue

THE SUMMER SUN might bring a lull to the jewelry industry, but it doesn’t have to mean your sales take a vacation too. While engagement season may peak in the colder months, there are plenty of ways to keep your store closing sales all summer long.

1. CULTIVATE CUSTOMER REVIEWS. Positive online reviews build trust with potential customers and improve your search engine ranking, attracting new visitors to your virtual storefront. According to a recent study, 72% of consumers consult reviews before choosing a jeweler for an engagement ring. This summer, focus on collecting positive reviews. Implement a system at checkout, such as a QR code, that allows customers to easily leave feedback while their purchase is still fresh in their minds.

2. CATCH THE “I DO” WAVE BEFORE IT BREAKS. Did you know 43% of weddings happen between September and November? While summer might be a slow time for engagements, it’s the perfect opportunity to connect with brides-to-be who are actively planning their big day. Partner with local wedding expos to showcase your wedding pieces and build relationships with excited couples.

3. CROSS-POLLINATE WITH SUMMER BUSINESSES. During the summer, people are often indulging in outdoor activities and hobbies. Partner with complementary businesses that cater to these summer pastimes. For example, collaborate with a local nursery and offer a discount on a pair of earrings for every flower arrangement purchased. These collaborations expose your brand to new audiences and create a win-win situation for both businesses.

4. FOCUS ON CLEARANCE. Every store has inventory that needs to move on. The summer months are a perfect time to create a dedicated “Summer Clearance” showcase featuring pieces you want to sell. Utilize eye-catching displays and attractive discounts to entice customers looking for a summer splurge or a thoughtful gift.

5. TALK UP CUSTOMIZATION. Nearly half of consumers value jewelry stores that offer customization services. This summer, showcase your design capabilities. Feature testimonials from past customers who embarked on a custom engagement ring journey with you. Display inspiration sketches or CAD images to visually show the design process.

6. TOUT YOUR ETHICS. Consumers are becoming increasingly conscious of ethical practices, with 27% factoring them into their decision-making. Highlight your commitment to ethical sourcing and sustainability. Opt for sustainable packaging solutions and share your efforts with your customers. Do your suppliers use recycled gold? Do you exclusively offer conflict-free diamonds? Educate your customers about these practices and demonstrate your dedication to responsible business practices.

By implementing these creative strategies, you can transform the summer months from a dry spell into a season of growth and opportunity.

When the Kids Have Their Own Careers, Wilkerson Can Help You to Retire

Alex and Gladys Rysman are the third generation to run Romm Jewelers in Brockton, Mass. And after many decades of service to the industry and their community, it was time to close the store and take advantage of some downtime. With three grown children who each had their own careers outside of the industry, they decided to call Wilkerson. Then, the Rysmans did what every jeweler should do: They called other retailers and asked about their own Wilkerson experience. “They all told us what a great experience it was and that’s what made us go with Wilkerson.” says Gladys Rysman. The results? Alex Rysman says he was impressed. “We exceeded whatever I expected to do by a large margin.”