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Webinar: How to Get Your Millennial Prospects to Buy (Again and Again)

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Kathleen Cutler, CEO of Kathleen Cutler Strategy and INSTORE columnist, joined INSTORE editor-in-chief Trace Shelton to talk about how to convert millennial shoppers into buyers, especially online. Rather than focus on pouring more money into driving traffic, Kathleen suggests figuring out how to convert the traffic you’re already getting by treating your online space as a showroom with you as salesperson, rather than considering it as a standalone catalog that will supposedly convince people to buy through pictures and prices alone.

Throughout the interview, Kathleen and Trace discussed how to identify millennial clients who are ready to buy high-end jewelry, common mistakes that jewelers make that’s costing them millennial business, and three steps to convert modern shoppers from browsers into buyers for life. Kathleen doesn’t just give broad-stroke theory; she suggests specific actions to take along with possible scripts for converting online browsers into buyers.


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Retirement Made Easy with Wilkerson

The store was a landmark in Topeka, Kansas, but after 80 years in business, it was time for Briman’s Leading Jewelers to close up shop. Third generation jeweler and owner Rob Briman says the decision wasn’t easy, but the sale that followed was — all thanks to Wilkerson. Briman had decided a year prior to the summer 2020 sale that he wanted to retire. With a pandemic in full force, he had plenty of questions and concerns. “We had no real way to know if we were going to be successful or have a failure on our hands,” says Briman. “We didn’t know what to expect.” But with Wilkerson in charge, the experience was “fantastic” and now there’s plenty of time for relaxing and enjoying a more secure retirement. “I would recommend Wilkerson to any retailer considering a going-out-of-business sale,” says Briman. “They’ll help you reach your financial goal. Our experience was a tremendous success.”

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