Connect with us

Brainstorms

Hoist Your Trunk and Hit the Road

When your customers won’t come to you, there’s only one thing to do.

mm

Published

on

The coronavirus outbreak basically killed trunk shows, either as a result of official edict or customer wariness about attending in-store events. But if your customers won’t or can’t visit you, that doesn’t mean you can’t still load up a trunk and go visit them, especially high-end customers who you know love jewelry or are collectors of a certain brand. “A personal trunk show – imagine that,” says Ellen Fruchtman, head of Fruchtman Marketing, suggesting you reach out to your best clients with such an offer. “Ship the product to their door. Tell them to have fun, try it all on, no strings attached. Make it easy for them to ship back or arrange a time for drop-off delivery and pickup.” Adds Fruchtman: “Once someone has something in their hands, they are more likely to buy.”

Advertisement

SPONSORED VIDEO

Moving Up — Not Out — with Wilkerson

Trish Parks has always wanted to be in the jewelry business and that passion has fueled her success. The original Corinth Jewelers opened in the Mississippi town of the same name in 2007. This year, Parks moved her business from its original strip mall location to a 10,000-square foot standalone store. To make room for fresh, new merchandise, she asked Wilkerson to organize a moving sale. “What I remember most about the sale is the outpouring excitement and appreciation from our customers,” says Parks. Would she recommend Wilkerson to other jewelers? “I would recommend Wilkerson because they came in, did what they were supposed to and made us all comfortable. And we met our goals.”

Promoted Headlines

Most Popular