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.
JEWELER SUCCESS STORIES
“Halfway Through the Sale, We Already Did a Year’s Worth of Volume”
Torin Bales says he was “blown away” by Wilkerson’s results after the company ran his retirement sale. “When you hire a consultant, you have to let them take control,” says the Texas retailer. After all, if you’re like most jewelers, you only retire once. Get the maximum return on your life’s investment. Turn to Wilkerson & Associates and let your new life begin!
Latest Know How Stories
- Two Ways to Keep From Discounting an Item
- Like the Tires of a Car, One Flat Salesperson Can Ruin the Experience
- Here's What You Say to Get a "Just Looker" to Try Something On
- This Crazy Experiment with Vacation Time Could Boost Your Employees' Performance
- Want to Make More Money? Leave Your Product Comfort Zone