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Bobby Wilkerson: It’s OK to Admit Your Market Sensitivity

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Closing out goods is not a threat to your brand identity. It’s an admission to your customers that you’re hurting too. And that’s OK.

 

[dropcap cap=I]t didn’t take much to make lots of money in the past few years. You could throw cash at the stock market without tracking trends. Real estate prices seemed destined to rise forever. [/dropcap]

Now, we find ourselves facing a challenging time along with our counterparts in almost all areas of commerce. The issues are both obvious and obscure. The jewelry industry will continue to perform on two levels: the very modest end of the market and the very highest end. It’s the middle market that will be reactionary and cautious.

Depending on whom you listen to, we’re either in for a soft landing or an unprecedented crash.

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Perhaps the true answer lies in the middle, as most true answers do.

The uncertainty is in the price of gas and oil, the stock market’s ability to recover and the willingness of consumers to accept personal debt as a way of life.

Wealthier baby boomers — just over 30 percent of all Americans — are still expected to fuel recordbreaking demand for jewelry and other luxury items in the next decade. Further, Generation X-ers who had accumulated wealth from the stock market (and held on to some of it) could also generate notable demand for jewelry. Events that spur jewelry sales won’t stop. People will still get engaged, married, have anniversaries, birthdays. And even in a recession, people continue to give gifts.

This is a good time for reflection. Jewelers have an opportunity to begin the process of moving out inventory that has not turned. But, to do this, retail jewelers have to be realistic that closing out goods is not a threat to your brand identity — rather an admission that you want customers to take advantage of outrageous pricing during a time when they will appreciate every effort you make toward them.

Show the customer your vulnerability and sensitivity to the marketplace by reducing the cost of goods and sharing in the pain of the current conditions.

As strange as this sounds, now is the time to tell the customer, “We’re in this together.”

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[smalltext]Bobby Wilkerson is president of Wilkerson and Associates, a jewelry marketing event company. Contact him at [email protected][/smalltext]

 

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Wilkerson Testimonials | Zadok Master Jewelers

Stick to the Program — And Watch Your Sales Grow

When Zadok Master Jewelers in Houston, Texas, decided to move to a new location (they’d been in the same one for the 45 years they’d been in business), they called Wilkerson to run a moving sale. The results, says seventh-generation jeweler Jonathan Zadok, were “off the charts” in terms of traffic and sales. Why? They took Wilkerson’s advice and stuck to the company’s marketing program, which included sign twirlers — something Jonathan Zadok had never used before. He says a number of very wealthy customers came in because of them. “They said, ‘I loved your sign twirlers and here’s my credit card for $20,000.’ There’s no way we could have done that on our own,” says Zadok. “Without Wilkerson, the sale never, ever would have come close to what it did.”

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Commentary: The Business

Bobby Wilkerson: It’s OK to Admit Your Market Sensitivity

Published

on

Closing out goods is not a threat to your brand identity. It’s an admission to your customers that you’re hurting too. And that’s OK.

 

[dropcap cap=I]t didn’t take much to make lots of money in the past few years. You could throw cash at the stock market without tracking trends. Real estate prices seemed destined to rise forever. [/dropcap]

Now, we find ourselves facing a challenging time along with our counterparts in almost all areas of commerce. The issues are both obvious and obscure. The jewelry industry will continue to perform on two levels: the very modest end of the market and the very highest end. It’s the middle market that will be reactionary and cautious.

Advertisement

Depending on whom you listen to, we’re either in for a soft landing or an unprecedented crash.

Perhaps the true answer lies in the middle, as most true answers do.

The uncertainty is in the price of gas and oil, the stock market’s ability to recover and the willingness of consumers to accept personal debt as a way of life.

Wealthier baby boomers — just over 30 percent of all Americans — are still expected to fuel recordbreaking demand for jewelry and other luxury items in the next decade. Further, Generation X-ers who had accumulated wealth from the stock market (and held on to some of it) could also generate notable demand for jewelry. Events that spur jewelry sales won’t stop. People will still get engaged, married, have anniversaries, birthdays. And even in a recession, people continue to give gifts.

This is a good time for reflection. Jewelers have an opportunity to begin the process of moving out inventory that has not turned. But, to do this, retail jewelers have to be realistic that closing out goods is not a threat to your brand identity — rather an admission that you want customers to take advantage of outrageous pricing during a time when they will appreciate every effort you make toward them.

Show the customer your vulnerability and sensitivity to the marketplace by reducing the cost of goods and sharing in the pain of the current conditions.

Advertisement

As strange as this sounds, now is the time to tell the customer, “We’re in this together.”

[smalltext]Bobby Wilkerson is president of Wilkerson and Associates, a jewelry marketing event company. Contact him at [email protected][/smalltext]

 

Advertisement

SPONSORED VIDEO

Wilkerson Testimonials | Zadok Master Jewelers

Stick to the Program — And Watch Your Sales Grow

When Zadok Master Jewelers in Houston, Texas, decided to move to a new location (they’d been in the same one for the 45 years they’d been in business), they called Wilkerson to run a moving sale. The results, says seventh-generation jeweler Jonathan Zadok, were “off the charts” in terms of traffic and sales. Why? They took Wilkerson’s advice and stuck to the company’s marketing program, which included sign twirlers — something Jonathan Zadok had never used before. He says a number of very wealthy customers came in because of them. “They said, ‘I loved your sign twirlers and here’s my credit card for $20,000.’ There’s no way we could have done that on our own,” says Zadok. “Without Wilkerson, the sale never, ever would have come close to what it did.”

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