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Paco’s Tips: Take a Seat

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9 years ago

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How far would Paco go to put a chair in his store? “I would remove a display if it meant creating space for a chair. I’d rip out a fixture. I’d kill a mannequin.” So … pretty far.

If reading INSTORE hasn’t convinced you to put a chair in your store yet, read this quote from Paco Underhill.

Says the author of the merchandising classic WHY WE BUY: “In the majority of stores throughout the world, sales would instantly be increased by the addition of one chair. I would remove a display if it meant creating space for a chair. I’d rip out a fixture. I’d kill a mannequin. A chair says: We care. Given the chance, people will buy from people who care.”

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.

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This Third-Generation Jeweler Was Ready for Retirement. He Called Wilkerson

Retirement is never easy, especially when it means the end to a business that was founded in 1884. But for Laura and Sam Sipe, it was time to put their own needs first. They decided to close J.C. Sipe Jewelers, one of Indianapolis’ most trusted names in fine jewelry, and call Wilkerson. “Laura and I decided the conditions were right,” says Sam. Wilkerson handled every detail in their going-out-of-business sale, from marketing to manning the sales floor. “The main goal was to sell our existing inventory that’s all paid for and turn that into cash for our retirement,” says Sam. “It’s been very, very productive.” Would they recommend Wilkerson to other jewelers who want to enjoy their golden years? Absolutely! “Call Wilkerson,” says Laura. “They can help you achieve your goals so you’ll be able to move into retirement comfortably.”

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Paco’s Tips: Take a Seat

mm

Published

9 years ago

on

How far would Paco go to put a chair in his store? “I would remove a display if it meant creating space for a chair. I’d rip out a fixture. I’d kill a mannequin.” So … pretty far.

If reading INSTORE hasn’t convinced you to put a chair in your store yet, read this quote from Paco Underhill.

Says the author of the merchandising classic WHY WE BUY: “In the majority of stores throughout the world, sales would instantly be increased by the addition of one chair. I would remove a display if it meant creating space for a chair. I’d rip out a fixture. I’d kill a mannequin. A chair says: We care. Given the chance, people will buy from people who care.”

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.

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Related Topics:

click to Comment(Comment)
Advertisement

SPONSORED VIDEO

This Third-Generation Jeweler Was Ready for Retirement. He Called Wilkerson

Retirement is never easy, especially when it means the end to a business that was founded in 1884. But for Laura and Sam Sipe, it was time to put their own needs first. They decided to close J.C. Sipe Jewelers, one of Indianapolis’ most trusted names in fine jewelry, and call Wilkerson. “Laura and I decided the conditions were right,” says Sam. Wilkerson handled every detail in their going-out-of-business sale, from marketing to manning the sales floor. “The main goal was to sell our existing inventory that’s all paid for and turn that into cash for our retirement,” says Sam. “It’s been very, very productive.” Would they recommend Wilkerson to other jewelers who want to enjoy their golden years? Absolutely! “Call Wilkerson,” says Laura. “They can help you achieve your goals so you’ll be able to move into retirement comfortably.”

Promoted Headlines

Most Popular