Connect with us

Manager's To Do

Get in Shape For Engagement Ring Sales And More Manager’s To-Do Items

Check your data, check your inventory, check your marketing plans … the would-be grooms are coming.

mm

Published

on

Mary Jo Chanski

Aug. 30-Sep. 5

CRM May to October are the most popular wedding months. Run a report of customers whose weddings fall within this period, says store consultant Megan Crabtree. “Distribute a list to your team to reach out and be sure to offer a complimentary ring cleaning prior to the big day.” It’s the kind of follow-up that makes lifetime customers.

DISPLAYS Labor Day (Sept. 7) is the unofficial end of summer. Change your window display as your market’s thoughts turn to engagements and bridal season. Get your large loose diamonds out of the vault and mount them individually so they can shine in their full glory.

Sep. 6-12

MARKETING Make contact with other small businesses in your market to see if they are interested in some reciprocal social media action via Pinterest. You could have boards such as Bridal Stores We Love, Florists That Inspire Us and Bakers Who Know Our Weakness.

SALES Search out superior cut diamonds, possibly giving thought to your own store brand. Such diamonds are easier to sell, and often provide a better margin. “If you know how to sell cut — as opposed to talking about clarity and color — you can get a superior price and learn how to compete against the Internet,” says David Brown, president of The Edge Retail Academy.

Sep. 13-19

SALES If you hand over POS-printed receipts with wedding purchases, experiment this season with handwritten sales slips. It’s a personal touch that allows people to know exactly what they have purchased (note the size, color and clarity) while romancing the product.

Sep. 20-26

MARKETING A typical couple in the market for an engagement ring will visit multiple stores and look at dozens of rings. It can get confusing remembering which was which. After the customer leaves, don’t be shy about texting or emailing them a picture or video of the ring they loved the most. Not only will they look at it over and over, but there’s a good chance your competition isn’t doing this.

Advertisement

TRAINING Have morning meeting games to see how well the sales team knows your wedding inventory. For example, if a customer is coming in today looking for a semi-mount that is under $2,000 retail with no diamonds on the side, who can find this the quickest?

Sep. 27-Oct. 3

Security Holiday season means more people in the store, more distraction, and more opportunities for thieves. In addition to going over the basics with staff (one customer at a time, never leave a case unlocked, etc.) and procedures when items go missing (store shutdown?), take time to explore some of the recent advances in case technology, such as auto relocking of doors and drawers, smash-proof glass, access control systems, and the latest RFID tags.

REFRESHMENTS Here’s an employee favorite: The annual cookie- and coffee-testing session. What edible goodies will you be offering customers this year?

Over the years, INSTORE has won 80 international journalism awards for its publication and website. Contact INSTORE's editors at [email protected].

Continue Reading
Advertisement

SPONSORED VIDEO

Wilkerson Testimonials

Downsizing? Wilkerson Is Here to Help

Orin Mazzoni, Jr., the owner of Orin Jewelers in Garden City and Northville, Michigan, decided it was time to downsize. With two locations and an eye on the future, Mazzoni asked Wilkerson to take the lead on closing the Garden City store. Mazzoni met Wilkerson’s Rick Hayes some years back, he says, and once he made up his mind to consolidate, he and Hayes “set up a timeline” for the sale. Despite the pandemic, Mazzoni says the everything went smoothly. “Many days, we had lines of people waiting to get in,” he says, adding that Wilkerson’s professionalism made it all worthwhile. “Whenever you do an event like this, you think, ‘I’ve been doing this my whole life. Do I really need to pay someone to do it for me?’ But then I realized, these guys are the pros and we need to move forward with them.”

Promoted Headlines

Advertisement

Advertisement

Advertisement

Subscribe


BULLETINS

INSTORE helps you become a better jeweler
with the biggest daily news headlines and useful tips.
(Mailed 5x per week.)

Facebook

Latest Comments

Most Popular