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Paco’s Tips: Is your store stuck in the 1950s?




SMART Show keynote speaker Paco Underhill reminds us that staying relevant may require us to adjust how we think.

In one important way, it may well be, contends Paco Underhill, author of Why We Buy and What Women Want.

Jewelers are “missing the boat,” by having an outdated view of customers as the “Ozzie and Harriet market,” Underhill says.

“Less than 25 percent of American households have a mother, a father and dependent children,” Underhill reminds us. “Whether it’s someone on their fifth marriage, whether it’s a gay couple, or a 50-year-old with his 25-year-old trophy girlfriend, all of those situations exist out there and should be applicable to the customer base.”

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.

This excerpt is from a story by Eileen McClelland in the March, 2011, edition of INSTORE.




Wilkerson Testimonials

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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