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Jewelers are “missing the boat,” by having an outdated view of customers as the “Ozzie and Harriet market,” Underhill says.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

Stick to the Program — And Watch Your Sales Grow

When Zadok Master Jewelers in Houston, Texas, decided to move to a new location (they’d been in the same one for the 45 years they’d been in business), they called Wilkerson to run a moving sale. The results, says seventh-generation jeweler Jonathan Zadok, were “off the charts” in terms of traffic and sales. Why? They took Wilkerson’s advice and stuck to the company’s marketing program, which included sign twirlers — something Jonathan Zadok had never used before. He says a number of very wealthy customers came in because of them. “They said, ‘I loved your sign twirlers and here’s my credit card for $20,000.’ There’s no way we could have done that on our own,” says Zadok. “Without Wilkerson, the sale never, ever would have come close to what it did.”

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Jewelers are “missing the boat,” by having an outdated view of customers as the “Ozzie and Harriet market,” Underhill says.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

Stick to the Program — And Watch Your Sales Grow

When Zadok Master Jewelers in Houston, Texas, decided to move to a new location (they’d been in the same one for the 45 years they’d been in business), they called Wilkerson to run a moving sale. The results, says seventh-generation jeweler Jonathan Zadok, were “off the charts” in terms of traffic and sales. Why? They took Wilkerson’s advice and stuck to the company’s marketing program, which included sign twirlers — something Jonathan Zadok had never used before. He says a number of very wealthy customers came in because of them. “They said, ‘I loved your sign twirlers and here’s my credit card for $20,000.’ There’s no way we could have done that on our own,” says Zadok. “Without Wilkerson, the sale never, ever would have come close to what it did.”

Promoted Headlines

Most Popular