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.”

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

Retirement Made Easy with Wilkerson

The store was a landmark in Topeka, Kansas, but after 80 years in business, it was time for Briman’s Leading Jewelers to close up shop. Third generation jeweler and owner Rob Briman says the decision wasn’t easy, but the sale that followed was — all thanks to Wilkerson. Briman had decided a year prior to the summer 2020 sale that he wanted to retire. With a pandemic in full force, he had plenty of questions and concerns. “We had no real way to know if we were going to be successful or have a failure on our hands,” says Briman. “We didn’t know what to expect.” But with Wilkerson in charge, the experience was “fantastic” and now there’s plenty of time for relaxing and enjoying a more secure retirement. “I would recommend Wilkerson to any retailer considering a going-out-of-business sale,” says Briman. “They’ll help you reach your financial goal. Our experience was a tremendous success.”

Promoted Headlines

Most Popular