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Tale End: Inflation

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Tale End: Inflation

SOME TIME AGO, we did a battery and water-seal on a customer’s watch. I don’t recall the particulars, but something happened to displease her, so we refunded her money and sent her a letter of apology offering her 15 percent off her next purchase from our store. Sure enough, she came in recently looking to purchase a watch. When she finally made her selection, she reminded us of our letter and claimed that it offered her 20 percent off. Good thing I was able to produce a copy of the letter, 12 years later, to show her that she was entitled to 15 percent off! With customers like that, coming in once every 12 years, we’d all be out of business! — GINA WALLACH, WALLACH JEWELRY DESIGNS, LARCHMONT, NY

[span class=note]This story is from the October 2011 edition of INSTORE[/span]

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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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In the End

Tale End: Inflation

Published

on

Tale End: Inflation

SOME TIME AGO, we did a battery and water-seal on a customer’s watch. I don’t recall the particulars, but something happened to displease her, so we refunded her money and sent her a letter of apology offering her 15 percent off her next purchase from our store. Sure enough, she came in recently looking to purchase a watch. When she finally made her selection, she reminded us of our letter and claimed that it offered her 20 percent off. Good thing I was able to produce a copy of the letter, 12 years later, to show her that she was entitled to 15 percent off! With customers like that, coming in once every 12 years, we’d all be out of business! — GINA WALLACH, WALLACH JEWELRY DESIGNS, LARCHMONT, NY

[span class=note]This story is from the October 2011 edition of INSTORE[/span]

Advertisement

SPONSORED VIDEO

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.”

Promoted Headlines

Most Popular