Connect with us

Editor's Note

Here’s Why You Should Be Experimenting Like Crazy in Your Business

You can’t grow your business unless you step outside the box to try something new.

Published

on

“The definition of insanity is doing the same thing over and over and expecting new results.” I’ve heard this said so many times, it’s almost cliché (you probably have, too). But that makes it no less true.

If you’re an INSTORE reader, you’ve probably tried out an idea or two from our magazine in your store over the years — maybe even more than a few. So you’re not an “insane” retailer. But you should definitely continue to experiment. In fact, the top companies in the world strive to run thousands of experiments each year. FAST COMPANY reports that Google and Procter & Gamble run more than 7,000 experiments per year each and Amazon nearly 2,000. Amazon chief Jeff Bezos has said, “Our success at Amazon is a function of how many experiments we do per year, per month, per week, per day.”

With that in mind, our lead story, appropriately entitled “Go Big or Go Home,” suggests 20 experiments you can try to spur business to new heights (and another dozen ideas available online at instoremag.com).

Here at SmartWork Media, we don’t just preach it — we practice it. After all, we’ve recently launched INVISION for eyecare providers, and followed that up last year with Pets+ for pet store owners. We’ve even run successful experiments, like INDESIGN and the SMART Jewelry Show, from which we later decided to move on.

There’s no shame in choosing not to continue an experiment. But there is danger in not experimenting at all. To quote another (true) cliché, “If you’re not moving forward, you’re moving backward.”

And who knows: your next “insane” experiment just may be the one that makes 2018 your best year yet!

Advertisement

More Than Five Smart Tips You’ll Find Inside This Edition

  • 1. Consider partnering with a local nail salon to promote your bridal selection via discount giveaways. (Manager’s To-Do List, p. 26)
  • 2. Cut the hours you are open to the public so that busy work gets done behind closed doors. (The Big Story, p. 38)
  • 3. Direct mail a wealthy neighborhood every two weeks for three months. (The Big Story, p. 38)
  • 4. Create a selfie booth, mural wall or backdrop for “Instagrammable” ring selfies. (Wisdom from the Road, p. 48)
  • 5. Incorporate a great review, Facebook post or Instagram photo into all emails to clients. (Angie Ash, p. 62)
  • 6. Look at your store as if you’re seeing it for the first time. Brightening up the appearance could give your staff renewed energy and enthusiasm.
  • 7. Have fun with your branding and logo. Think out of the box.
  • 8. Ask yourself: What kind of jewelry or accessory brand can you add to your store that will generate traffic and lead to impulse purchases?

Advertisement

SPONSORED VIDEO

This Third-Generation Jeweler Was Ready for Retirement. He Called Wilkerson

Retirement is never easy, especially when it means the end to a business that was founded in 1884. But for Laura and Sam Sipe, it was time to put their own needs first. They decided to close J.C. Sipe Jewelers, one of Indianapolis’ most trusted names in fine jewelry, and call Wilkerson. “Laura and I decided the conditions were right,” says Sam. Wilkerson handled every detail in their going-out-of-business sale, from marketing to manning the sales floor. “The main goal was to sell our existing inventory that’s all paid for and turn that into cash for our retirement,” says Sam. “It’s been very, very productive.” Would they recommend Wilkerson to other jewelers who want to enjoy their golden years? Absolutely! “Call Wilkerson,” says Laura. “They can help you achieve your goals so you’ll be able to move into retirement comfortably.”

Promoted Headlines

Most Popular