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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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Wilkerson Testimonials

After 42 Years in Business, They Chose Wilkerson to Close Up Shop

After 42 years, it was time for Gina McHugh to hang up her bench tools and plan on doing something completely different. She and her husband, Mick, had a beautiful Binghamton, NY store — The Goldsmith — but in late 2019, the time felt right for retirement. They called Wilkerson. “They’d always been a part of our bridal jewelry selection,” says Gina, “and I felt really good about their quality and service. So, when we were looking for someone to work with us, Wilkerson was a natural.” With the kind of service and support Wilkerson is known for, Gina says their sales consultants made their retirement sale, “successful and quite easy.”

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