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Prime Numbers: Happy Returns

Here are a few numbers that show how returns affect the jewelry industry as a whole.

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Compared to online retailers, some of whom see as much as half of everything they sell come back, brick-and-mortar stores have it pretty easy when it comes to returns, even more so jewelers, who have some of the lowest return rates of any retail category. Still, unless you have a watertight no-return policy, they are sure to be a part of your business life. Here are a few numbers that show how they affect the industry as a whole.

Sources: INSTORE Big Surveys, INSTORE Brain Squad, National Retail Federation, LoyaltyOne

Over the years, INSTORE has won 80 international journalism awards for its publication and website. Contact INSTORE's editors at [email protected].

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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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