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How a Shot of Wheat Grass Might Lead to a Sale

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A study in the Journal of Marketing has found that when customers do something environmentally conscious, like tote around a reusable bag, they are much more likely to treat themselves to junk food. The researchers tied this behavior to the “licensing effect”, where people allow themselves to do something “bad” after doing something they consider responsible and good. Tote bags probably won’t work for a jeweler, but how about inviting your customers in for a wheat-grass tasting? Anyone putting themselves through that sort of deprivation would be bound to snap up a piece of fashion jewelry.


This article originally appeared in the April 2017 edition of INSTORE.

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Wilkerson Testimonials

If It’s Time to Consolidate, It’s Time to Call Wilkerson

When Tom Moses decided to close one of the two Moses Jewelers stores in western Pennsylvania, it was time to call in the experts. After reviewing two candidates, Moses, a co-owner of the 72 year-old business, decided to go with Wilkerson. The sale went better than expected. Concerned about running it during the pandemic, Moses says it might have helped the sale. “People wanted to get out, so there was pent-up demand,” he says. “Folks were not traveling so there was disposable income, and we don’t recall a single client commenting to us, feeling uncomfortable. It was busy in here!” And perhaps most importantly, Wilkerson was easy to deal with, he says, and Susan, their personal Wilkerson consultant, was knowledgeable, organized and “really good.” Now, the company can focus on their remaining location — without the hassle of carrying over merchandise that either wouldn’t fit or hadn’t sold. “The decision to hire Wilkerson was a good one,” says Moses.

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Brainstorms

How a Shot of Wheat Grass Might Lead to a Sale

mm

Published

on

A study in the Journal of Marketing has found that when customers do something environmentally conscious, like tote around a reusable bag, they are much more likely to treat themselves to junk food. The researchers tied this behavior to the “licensing effect”, where people allow themselves to do something “bad” after doing something they consider responsible and good. Tote bags probably won’t work for a jeweler, but how about inviting your customers in for a wheat-grass tasting? Anyone putting themselves through that sort of deprivation would be bound to snap up a piece of fashion jewelry.


This article originally appeared in the April 2017 edition of INSTORE.

Advertisement

SPONSORED VIDEO

Wilkerson Testimonials

If It’s Time to Consolidate, It’s Time to Call Wilkerson

When Tom Moses decided to close one of the two Moses Jewelers stores in western Pennsylvania, it was time to call in the experts. After reviewing two candidates, Moses, a co-owner of the 72 year-old business, decided to go with Wilkerson. The sale went better than expected. Concerned about running it during the pandemic, Moses says it might have helped the sale. “People wanted to get out, so there was pent-up demand,” he says. “Folks were not traveling so there was disposable income, and we don’t recall a single client commenting to us, feeling uncomfortable. It was busy in here!” And perhaps most importantly, Wilkerson was easy to deal with, he says, and Susan, their personal Wilkerson consultant, was knowledgeable, organized and “really good.” Now, the company can focus on their remaining location — without the hassle of carrying over merchandise that either wouldn’t fit or hadn’t sold. “The decision to hire Wilkerson was a good one,” says Moses.

Promoted Headlines

Most Popular