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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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Four Decades of Excellence: How Wilkerson Transformed a Jeweler's Retirement into Celebration

After 45 years serving the Milwaukee community, Treiber & Straub Jewelers owner Michael Straub faced a significant life transition. At 75, the veteran jeweler made a personal decision many business owners understand: "I think it's time. I want to enjoy my wife with my grandchildren for the next 10, 15 years." Wilkerson's expertise transformed this major business transition into an extraordinary success. Their comprehensive approach to managing the going-out-of-business sale created unprecedented customer response—with lines forming outside the store and limits on how many shoppers could enter at once due to fire safety regulations. The results exceeded all expectations. "Wilkerson did a phenomenal job," Straub enthuses. "They were there for you through the whole thing, helped you with promoting it, helping you on day-to-day business. I can't speak enough for how well they did." The partnership didn't just facilitate a business closing; it created a celebratory finale to decades of service while allowing Straub to confidently step into his well-earned retirement.

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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

Four Decades of Excellence: How Wilkerson Transformed a Jeweler's Retirement into Celebration

After 45 years serving the Milwaukee community, Treiber & Straub Jewelers owner Michael Straub faced a significant life transition. At 75, the veteran jeweler made a personal decision many business owners understand: "I think it's time. I want to enjoy my wife with my grandchildren for the next 10, 15 years." Wilkerson's expertise transformed this major business transition into an extraordinary success. Their comprehensive approach to managing the going-out-of-business sale created unprecedented customer response—with lines forming outside the store and limits on how many shoppers could enter at once due to fire safety regulations. The results exceeded all expectations. "Wilkerson did a phenomenal job," Straub enthuses. "They were there for you through the whole thing, helped you with promoting it, helping you on day-to-day business. I can't speak enough for how well they did." The partnership didn't just facilitate a business closing; it created a celebratory finale to decades of service while allowing Straub to confidently step into his well-earned retirement.

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