The flatter the world becomes in terms of product experience, the more important it becomes to add local flourishes to the retail experience. In keeping with New Mexico tradition, the sales team at Lilly Barrack Jewelry in Albuquerque regularly smudges the store with sage. “This is a Native American tradition that clears a space of negative energy, “ explains manager Phaedra Charles Rayner. “This practice may seem quirky to outsiders, but people from all over the country come to the Southwest to experience this lifestyle, especially Lilly’s millennial customers.”
PRODUCTIVITY
On Time, Ready to Work
Stephen Ware, owner of Ware Designs in Lafayette, CA, is a big believer in the notion that a productive day starts with a productive first minute. “Get the work on the desks and benches of employees before they come to work,” he advises, adding this is about being efficient, not squeezing labor costs. “If you have good employees, then make sure without a doubt that you show you care. They are not chattel.”
CUSTOMER SERVICE
Pet Friendly Steps
If more than a few customers are still bringing their dogs to your store even as winter approaches, a tip from the One Good Thing blog: De-ice with Dawn. Why? Salt and other chemicals can hurt pets’ paws. Slipping customers and the ensuing lawsuits can hurt your wallet! A solution of one teaspoon of Dawn, one tablespoon of rubbing alcohol and a half-gallon of hot water poured on the sidewalk and doorstep will ensure it doesn’t refreeze in a hurry.
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MARKETING
Stand Out from the Robots
Our tech discovery of the month: Bonjoro, a tool that allows businesses to easily record and send individual video greetings to new customers. Medium.com quotes the CEO of tech startup Highrise as saying she uses the app to send about 30 customized welcome videos a day (time spent: 90 minutes), adding “the payoff is completely worth it.” See instr.us/10181 for more.
GIFTS
Wedding Survival Kit
Wander into Brax Jewelers in Newport Beach, CA, with a proposal on your mind and you’ll be buried under an avalanche of goodwill. “We give each person a proposal kit with a book with 101 proposal ideas, a diamond loupe to help them with their diamond search, a pamphlet with our ‘Brax Rules of Engagement,’ and catalogs from our best-selling bridal pieces,” explains owner Amy Astaraee. “We also give away a bridal box to every recently engaged bride-to-be that includes gifts like chocolates, nail polish, pearl earrings, and many other bridal survival tools.”
CUSTOMER SERVICE
Attract Competitors’ Clients
As the auto industry has discovered, after-sales services can be a lucrative field. But why limit yourself to servicing the jewelry bought only from your own store? Designs Unlimited in Rapid City, SD, offers ring-sizing and general after-the-sale support to products sold at all other stores in the local community. “Valentine’s Day is around the corner, and how better to showcase our service?” says owner Michael Goin.
