BrainstormsSow Seeds of Disharmony In Your Customer’s Jewelry Box A shiny, bright new thing can make everything else look dull and in need of replacement. Published 5 months agoon June 26, 2019By INSTORE Staff Instore June 2019 Issue Share Tweet The diderot effect refers to the way a newly purchased product fails to deliver on the happiness it promised, and instead causes our other possessions to suddenly look timeworn and in need of replacement. It takes its inspiration from an essay by the enlightenment philosopher Denis Diderot, in which he laments how a new dressing gown has made his other clothes look like rags and he suddenly feels “discordant.” How to put this psychological weakness into play? In much the same way Ikea or any home goods retailer does: through suggested add-ons. (“Now that you’re ordering that new dining table, shouldn’t you consider those glasses and plates, too?) Is it manipulative? We’d argue not. It’s not your fault that stylish new fashion ring is making her 20-year old engagement ring look a little dated and in need of an upgrade.Related Topics:Featured click to Comment(Comment)Up NextHere’s an Event Idea That Could Go Viral on Social MediaDon't MissGet Rid of That Hairy Arm! INSTORE Staff Over the years, INSTORE has won 80 international journalism awards for its publication and website. Contact INSTORE's editors at firstname.lastname@example.org. Advertisement SPONSORED VIDEOWilkerson TestimonialsHaving a Moving Sale? Let Wilkerson Do the Heavy LiftingFor Jim Woodard, owner of Woodard’s Diamonds & Design in Tullahoma, Tenn., when it was time for a moving sale, there was only one company to help with the event: Wilkerson. “They brought in the right team for us,” he says, remarking about the sale’s extraordinary results, including a nearly 500% monthly sales increase compared to the previous year. “I wanted to have the best in the industry. And that’s the main reason why I contacted Wilkerson.”You may like CIBJO President Delivers Keynote Address on Traceability Standards at Jewelry Summit Here’s the Answer to October’s Gem Quiz Podcast: After Tragedy, One Young Woman Turns Her Grief Into BeautyPromoted Headlines For This Virginia Jeweler, the Future is All About CustomOvernight When It’s Time for Something New, Call WilkersonWilkerson The Jewelry Retailer’s Ultimate Marketing Guide: Part 1/5RapNet BrainstormsForget Santa — Here’s the Character You Want at Your Store’s Photo Op His heart is two sizes too small. Published 3 weeks agoon October 21, 2019By INSTORE Staff He’s misanthropic, mean-tempered, has a heart that is “two sizes too small” and is avocado green to boot. But kids can’t get enough of the Grinch. That’s what pet store The Green Spot discovered when they invited clients to bring their kids (and pets) in to take pictures with the Dr. Seuss character on Small Business Saturday. “It wasn’t until we started doing the event that we realized how much people loved the Grinch,” says Green Spot co-owner Jessica Ellis. The Grinch’s presence and special offers produced sales about 25 percent higher than the typical Saturday, Ellis reports, while The Green Spot also received a boost of attention from local TV news coverage. Getting dressed up for a Christmas event? Go green. Continue Reading BrainstormsHere’s How to Take Your Holiday Cards to The Next Level Technology makes it affordable. Published 2 months agoon September 24, 2019By INSTORE Staff Mailing a holiday season card to customers is standard practice at many businesses. To ensure their cards stood out, Optical Arts, an independent eyewear retailer in Toledo, OH, sent customized cards with a photo of the client wearing their new glasses on the front. Modern design software makes it easy, and in terms of attracting attention, a shot of a regular customer styling her best purchase of the year beats another shot of Santa. Continue Reading BrainstormsHere’s an Event Idea That Could Go Viral on Social Media Let your clients take selfies with your most spectacular jewelry. Published 3 months agoon August 20, 2019By INSTORE Staff SEVEN YEARS AGO, the Diamond Boutique (Del Mar, CA) attracted thousands of people over a weekend to try on a $1 million dollar diamond necklace (no pressure to buy). The stunt worked well back in 2012, garnering dollops of media attention. In the selfie era of 2019, a similar event could work even better. Break out your most spectacular diamond piece and invite groups of customers to come in with their selfie sticks and capture themselves in the shine of your best diamond’s glory and post to their social media pages. Who knows, maybe a buyer will be among the hordes. 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