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Paco’s Tips: Drunken Sailor Mode

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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.

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Wilkerson Helped This Jeweler to Navigate His Retirement Sale Despite a Pandemic

Hosting a going-out-of-business sale when the coronavirus pandemic hit wasn’t a part of Bob Smith’s game plan for his retirement. Smith, the owner of E.M. Smith Jewelers in Chillicothe, Ohio, says the governor closed the state mid-way through. But Smith chose Wilkerson, and Wilkerson handled it like a champ, says Smith. And when it was time for the state to reopen, the sale continued like nothing had ever happened. “I’d recommend Wilkerson,” he says. “They do business the way we do business.”

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