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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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When Sales Beat Projections, You Know Wilkerson Did Its Job

There are no crystal balls when it comes to sales projections. But when Thomasville, Georgia jeweler Fran Lewis chose Wilkerson to run the retirement/going-out-of-business sale for Lewis Jewelers and More, she was pleasantly surprised to learn that even Wilkerson could one-up its own sales numbers. “Not only did we meet our goal, but we exceeded the goal that Wilkerson had given us by about 134%,” she says. After more than 40 years in the business, Lewis says she decided a few years ago to “move towards retirement.” And she was impressed by Wilkerson’s tenure in the industry. Overall, she’d recommend the company to anyone else who may be thinking it’s time to hang up their loupe. “As a full package, they’ve done a very good job and I’d definitely recommend Wilkerson.”

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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

When Sales Beat Projections, You Know Wilkerson Did Its Job

There are no crystal balls when it comes to sales projections. But when Thomasville, Georgia jeweler Fran Lewis chose Wilkerson to run the retirement/going-out-of-business sale for Lewis Jewelers and More, she was pleasantly surprised to learn that even Wilkerson could one-up its own sales numbers. “Not only did we meet our goal, but we exceeded the goal that Wilkerson had given us by about 134%,” she says. After more than 40 years in the business, Lewis says she decided a few years ago to “move towards retirement.” And she was impressed by Wilkerson’s tenure in the industry. Overall, she’d recommend the company to anyone else who may be thinking it’s time to hang up their loupe. “As a full package, they’ve done a very good job and I’d definitely recommend Wilkerson.”

Promoted Headlines

Most Popular