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Jewelers are “missing the boat,” by having an outdated view of customers as the “Ozzie and Harriet market,” Underhill says.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

When it’s time to run a sale, whether it’s a retirement, going-out-of-business, anniversary or “we’ve got too much merchandise” sale, let Wilkerson handle the details. The Diamond Galleria did just that when they selected Wilkerson to run its liquidation sale. According to Sharon, their CPA, it was the right choice. “We could have done a going-out-of-business sale ourselves and done 30 to 40 percent of what we actually sold with Wilkerson involved,” she says. Seeing the strategies that Wilkerson puts in place for every sale was something that convinced her they had made the right move. “I would highly recommend Wilkerson to anyone considering this type of sale.”

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Jewelers are “missing the boat,” by having an outdated view of customers as the “Ozzie and Harriet market,” Underhill says.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

Maximize Every Sale with Wilkerson

When it’s time to run a sale, whether it’s a retirement, going-out-of-business, anniversary or “we’ve got too much merchandise” sale, let Wilkerson handle the details. The Diamond Galleria did just that when they selected Wilkerson to run its liquidation sale. According to Sharon, their CPA, it was the right choice. “We could have done a going-out-of-business sale ourselves and done 30 to 40 percent of what we actually sold with Wilkerson involved,” she says. Seeing the strategies that Wilkerson puts in place for every sale was something that convinced her they had made the right move. “I would highly recommend Wilkerson to anyone considering this type of sale.”

Promoted Headlines

Most Popular