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Jewelers are “missing the boat,” by having an outdated view of customers as the “Ozzie and Harriet market,” Underhill says.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

Retirement Made Easy with Wilkerson

The store was a landmark in Topeka, Kansas, but after 80 years in business, it was time for Briman’s Leading Jewelers to close up shop. Third generation jeweler and owner Rob Briman says the decision wasn’t easy, but the sale that followed was — all thanks to Wilkerson. Briman had decided a year prior to the summer 2020 sale that he wanted to retire. With a pandemic in full force, he had plenty of questions and concerns. “We had no real way to know if we were going to be successful or have a failure on our hands,” says Briman. “We didn’t know what to expect.” But with Wilkerson in charge, the experience was “fantastic” and now there’s plenty of time for relaxing and enjoying a more secure retirement. “I would recommend Wilkerson to any retailer considering a going-out-of-business sale,” says Briman. “They’ll help you reach your financial goal. Our experience was a tremendous success.”

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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.

Continue Reading
Advertisement

SPONSORED VIDEO

Wilkerson Testimonials

Retirement Made Easy with Wilkerson

The store was a landmark in Topeka, Kansas, but after 80 years in business, it was time for Briman’s Leading Jewelers to close up shop. Third generation jeweler and owner Rob Briman says the decision wasn’t easy, but the sale that followed was — all thanks to Wilkerson. Briman had decided a year prior to the summer 2020 sale that he wanted to retire. With a pandemic in full force, he had plenty of questions and concerns. “We had no real way to know if we were going to be successful or have a failure on our hands,” says Briman. “We didn’t know what to expect.” But with Wilkerson in charge, the experience was “fantastic” and now there’s plenty of time for relaxing and enjoying a more secure retirement. “I would recommend Wilkerson to any retailer considering a going-out-of-business sale,” says Briman. “They’ll help you reach your financial goal. Our experience was a tremendous success.”

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