(PRESS RELEASE) Anemic store traffic continues to be a major problem for jewelers.
“Store surveys along with my own personal phone calls to retailers confirm this season produced surprisingly strong sales numbers along with bigger average tickets, but store traffic remains to be an area of great concern,” says James Porte, president of Porte Marketing.
“Some jewelers made sales with their online shopping carts with an average sale of $300 but the amount of business can’t compare with in-store visits. To wit, the average jewelry sale for Amazon and Walmart is $100,” notes Porte.
The two areas that the internet can’t compete with the independent jeweler are repair and custom design services. Unfortunately, most jewelers do not promote their biggest strengths and assume that consumers know all the benefits and services that a jeweler provides.
While jewelers know how to restore the finish of a gold ring that has lost its luster, how to convert an heirloom pendant into a ring, or how to weld a broken antique chain that others said could not be fixed, the fact is the customer and prospect do not!
How many times do customers say, ‘I didn’t know you could do that!’
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As competitors close their store or retire, proactive jewelers are in an excellent position to step in and grab more of the custom design and repair pie.
Porte Marketing has created low cost Repair and Custom Design Service Events that include:
- Print materials
- Email templates
- FB posts and gifs
- Store signage
- Banner ads
- Telemarketing scripts
- Radio commercials
- TV Commercials
- Billboard Signs
For jewelers that do not have on-site repair services Porte suggests The Repair Clinic Event (One day, two days or one week) and the jeweler can bring in a bench jeweler goldsmith, watch specialists, etc. Call James for details 954-817-3911.
