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

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Jewelers are “missing the boat,” by having an outdated view of customers as the “Ozzie and Harriet market,” Underhill says.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

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Wilkerson Testimonials | MSG Jewelers

Wilkerson Takes the Worry Out of Closing

MSG Jewelers has always treated its customers like family. When owner Mike George decided to retire and close the doors of his St. Louis, Missouri jewelry store, he selected a company to manage his going-out-of-business sale that treats its customers like family, too. That’s why he chose Wilkerson. “Wilkerson was able to do all the things that we needed,” says George. In the end, the bittersweet store closing was so much easier with Wilkerson at the helm. From marketing to pricing to inventory, Wilkerson does it all. “It’s a package deal,” says George.

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

mm

Published

on

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Jewelers are “missing the boat,” by having an outdated view of customers as the “Ozzie and Harriet market,” Underhill says.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

Advertisement

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

Advertisement

SPONSORED VIDEO

Wilkerson Testimonials | MSG Jewelers

Wilkerson Takes the Worry Out of Closing

MSG Jewelers has always treated its customers like family. When owner Mike George decided to retire and close the doors of his St. Louis, Missouri jewelry store, he selected a company to manage his going-out-of-business sale that treats its customers like family, too. That’s why he chose Wilkerson. “Wilkerson was able to do all the things that we needed,” says George. In the end, the bittersweet store closing was so much easier with Wilkerson at the helm. From marketing to pricing to inventory, Wilkerson does it all. “It’s a package deal,” says George.

Promoted Headlines

Most Popular