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This Is a Rut You Absolutely Need to Break Out of Starting Now

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(Our November print issue includes a feature story detailing “10 Steps to Last-Minute Holiday Success.” Today we bring you an excerpt explaining one of those steps: breaking out of the event rut.)


If your events seem a bit lifeless or aren’t leading to as many sales as you’d like, you might be in a rut.

The holiday season is the perfect time to break out of it.

Mixing up your event music can go a long way to adding some spark to your events.

“Classical music is fine day to day, but for parties, it’s not going to entice you to go shopping,” says Jen Cullen Williams of Luxury Brand Group.

“Go to any store targeted toward millennials and it’s going to have music that moves. It’s got to have some energy to it.”

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For another spin on a traditional idea, turn your ladies night out wish-list event into a couples party. It can be more fun and sometimes lead to big sales right on the spot, says Karen Hollis of K Hollis Jewelers in Batavia, IL.

“It helps guys get ideas and makes them want to shop early to make sure that the item will still be here,” she says.

Hollis invites her top 100 customers and has hosted as many as 30 couples at a time.

 

 

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When Sales Beat Projections, You Know Wilkerson Did Its Job

There are no crystal balls when it comes to sales projections. But when Thomasville, Georgia jeweler Fran Lewis chose Wilkerson to run the retirement/going-out-of-business sale for Lewis Jewelers and More, she was pleasantly surprised to learn that even Wilkerson could one-up its own sales numbers. “Not only did we meet our goal, but we exceeded the goal that Wilkerson had given us by about 134%,” she says. After more than 40 years in the business, Lewis says she decided a few years ago to “move towards retirement.” And she was impressed by Wilkerson’s tenure in the industry. Overall, she’d recommend the company to anyone else who may be thinking it’s time to hang up their loupe. “As a full package, they’ve done a very good job and I’d definitely recommend Wilkerson.”

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This Is a Rut You Absolutely Need to Break Out of Starting Now

Published

on

(Our November print issue includes a feature story detailing “10 Steps to Last-Minute Holiday Success.” Today we bring you an excerpt explaining one of those steps: breaking out of the event rut.)


If your events seem a bit lifeless or aren’t leading to as many sales as you’d like, you might be in a rut.

The holiday season is the perfect time to break out of it.

Mixing up your event music can go a long way to adding some spark to your events.

“Classical music is fine day to day, but for parties, it’s not going to entice you to go shopping,” says Jen Cullen Williams of Luxury Brand Group.

Advertisement

“Go to any store targeted toward millennials and it’s going to have music that moves. It’s got to have some energy to it.”

For another spin on a traditional idea, turn your ladies night out wish-list event into a couples party. It can be more fun and sometimes lead to big sales right on the spot, says Karen Hollis of K Hollis Jewelers in Batavia, IL.

“It helps guys get ideas and makes them want to shop early to make sure that the item will still be here,” she says.

Hollis invites her top 100 customers and has hosted as many as 30 couples at a time.

 

 

Advertisement

Advertisement

SPONSORED VIDEO

When Sales Beat Projections, You Know Wilkerson Did Its Job

There are no crystal balls when it comes to sales projections. But when Thomasville, Georgia jeweler Fran Lewis chose Wilkerson to run the retirement/going-out-of-business sale for Lewis Jewelers and More, she was pleasantly surprised to learn that even Wilkerson could one-up its own sales numbers. “Not only did we meet our goal, but we exceeded the goal that Wilkerson had given us by about 134%,” she says. After more than 40 years in the business, Lewis says she decided a few years ago to “move towards retirement.” And she was impressed by Wilkerson’s tenure in the industry. Overall, she’d recommend the company to anyone else who may be thinking it’s time to hang up their loupe. “As a full package, they’ve done a very good job and I’d definitely recommend Wilkerson.”

Promoted Headlines

Most Popular