Connect with us

Paco’s Tips: Drunken Sailor Mode

mm

Published

on

The perfectly merchandised jewelry store, say marketing and display experts, should allow people to escape, to forget themselves and their financial considerations.

The perfectly merchandised jewelry store, say marketing and display experts, should allow people to escape, to forget themselves and their financial considerations. It should be cleaner, simpler and less stressful than what’s outside. It should relax customers and break down their critical filters, to fall into what retailing guru and SMART Show keynote speaker Paco Underhill calls “drunken sailor mode” when it comes to opening their wallets.

Get more actionable advice from the world’s leading retail environment expert at The SMART Show. Paco Underhill’s must-see keynote session takes place on Saturday, April 18, at 8:30 a.m., and is sponsored by Synchrony Financial.

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.”

Promoted Headlines

Most Popular

Columns

Paco’s Tips: Drunken Sailor Mode

mm

Published

on

The perfectly merchandised jewelry store, say marketing and display experts, should allow people to escape, to forget themselves and their financial considerations.

The perfectly merchandised jewelry store, say marketing and display experts, should allow people to escape, to forget themselves and their financial considerations. It should be cleaner, simpler and less stressful than what’s outside. It should relax customers and break down their critical filters, to fall into what retailing guru and SMART Show keynote speaker Paco Underhill calls “drunken sailor mode” when it comes to opening their wallets.

Get more actionable advice from the world’s leading retail environment expert at The SMART Show. Paco Underhill’s must-see keynote session takes place on Saturday, April 18, at 8:30 a.m., and is sponsored by Synchrony Financial.

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.”

Promoted Headlines

Most Popular