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Selling Design: Sally Furrer September/October 2013

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Selling Designs
Sally Furrer

BY THE INDESIGN TEAM

Published in the September/October 2013 issue

HERE IS THE SCENARIO I OFTEN SEE:We go to a trade show, see a line we love, pick an assortment, put it in our showcases and do some marketing. Sales associates are excited and show the line to everyone who walks in the store. Sales are brisk and the line is off to a good start. Fast forward to one year later: Sales have dropped off, sales associates are excited by other new products, and you start to think about discontinuing the line by putting it on sale. This is a costly cycle, and there are things we can do about it:

Be committed When you bring in a new line or brand, be prepared to be committed to it. When a piece sells, reorder it without fail. You will never know the full potential of a line unless you keep the assortment strong. Also, continue to support it with marketing — not just for the launch.

Be proactive Every six months, contact the vendor to review the assortment and determine if SKUs need to be discontinued (not eligible for reorder) or stock balanced back for fresh product. If you have been filling in every week and paying your bills on time, they should be receptive. It is extremely important that the line is infused with fresh, new product. At the same time, find out if there are new displays, marketing initiatives, or collateral.

Develop a clientcentric culture It really should be all about our clients! Our role is to find the perfect piece of jewelry for them — their taste, their lifestyle. Our preferences and tastes are of little consequence. This neutrality should extend to our products and lines. There is no reason why a line cannot continue to flourish (given that it has been re-merchandised) for many years.

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THIS MONTH’S EXPERT: SALLY FURRER
Sally Furrer is a merchandising consultant with 20-plus years of jewelry industry experience. (sallyfurrerconsulting.com)

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SPONSORED VIDEO

Wilkerson Testimonials | Sollberger’s

Going Out of Business Is an Emotional Journey. Wilkerson Is There to Make It Easier.

Jaki Cowan, the owner of Sollberger’s in Ridgeland, MS, decided the time was right to close up shop. The experience, she says, was like going into the great unknown. There were so many questions about the way to handle the store’s going-out-of-business sale. Luckily for Cowan, Wilkerson made the transition easier and managed everything, from marketing to markdowns.

“They think of everything that you don’t have the time to think of,” she says of the Wilkerson team that was assigned to manage the sale. And it was a total success, with financial goals met by Christmas with another sale month left to go.

Wilkerson even had a plan to manage things while Covid-19 restrictions were still in place. This included limiting the number of shoppers, masking and taking temperatures upon entrance. “We did everything we could to make the staff and public feel as safe as possible.”

Does she recommend Wilkerson to other retailers thinking of retiring, liquidating or selling excess merchandise? Absolutely. “If you are considering going out of business, it’s obviously an emotional journey. But truly rest assured that you’re in good hands with Wilkerson.”

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Selling Design: Sally Furrer September/October 2013

Published

on

Selling Designs
Sally Furrer

BY THE INDESIGN TEAM

Published in the September/October 2013 issue

HERE IS THE SCENARIO I OFTEN SEE:We go to a trade show, see a line we love, pick an assortment, put it in our showcases and do some marketing. Sales associates are excited and show the line to everyone who walks in the store. Sales are brisk and the line is off to a good start. Fast forward to one year later: Sales have dropped off, sales associates are excited by other new products, and you start to think about discontinuing the line by putting it on sale. This is a costly cycle, and there are things we can do about it:

Be committed When you bring in a new line or brand, be prepared to be committed to it. When a piece sells, reorder it without fail. You will never know the full potential of a line unless you keep the assortment strong. Also, continue to support it with marketing — not just for the launch.

Be proactive Every six months, contact the vendor to review the assortment and determine if SKUs need to be discontinued (not eligible for reorder) or stock balanced back for fresh product. If you have been filling in every week and paying your bills on time, they should be receptive. It is extremely important that the line is infused with fresh, new product. At the same time, find out if there are new displays, marketing initiatives, or collateral.

Advertisement

Develop a clientcentric culture It really should be all about our clients! Our role is to find the perfect piece of jewelry for them — their taste, their lifestyle. Our preferences and tastes are of little consequence. This neutrality should extend to our products and lines. There is no reason why a line cannot continue to flourish (given that it has been re-merchandised) for many years.

THIS MONTH’S EXPERT: SALLY FURRER
Sally Furrer is a merchandising consultant with 20-plus years of jewelry industry experience. (sallyfurrerconsulting.com)

Advertisement

SPONSORED VIDEO

Wilkerson Testimonials | Sollberger’s

Going Out of Business Is an Emotional Journey. Wilkerson Is There to Make It Easier.

Jaki Cowan, the owner of Sollberger’s in Ridgeland, MS, decided the time was right to close up shop. The experience, she says, was like going into the great unknown. There were so many questions about the way to handle the store’s going-out-of-business sale. Luckily for Cowan, Wilkerson made the transition easier and managed everything, from marketing to markdowns.

“They think of everything that you don’t have the time to think of,” she says of the Wilkerson team that was assigned to manage the sale. And it was a total success, with financial goals met by Christmas with another sale month left to go.

Wilkerson even had a plan to manage things while Covid-19 restrictions were still in place. This included limiting the number of shoppers, masking and taking temperatures upon entrance. “We did everything we could to make the staff and public feel as safe as possible.”

Does she recommend Wilkerson to other retailers thinking of retiring, liquidating or selling excess merchandise? Absolutely. “If you are considering going out of business, it’s obviously an emotional journey. But truly rest assured that you’re in good hands with Wilkerson.”

Promoted Headlines

Most Popular