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Trace Shelton, editor-in-chief of INSTORE Magazine, and Shane O’Neill of INSTORE Marketing Services and Fruchtman Marketing got together to talk digital marketing. They covered everything from how digital media relates to traditional media, paid search vs. organic search and budgeting. They addressed viewer questions ranging from social media messaging to how often to post (and on which media), website construction, advertising on Yelp, Amazon and eBay, and much more.

O’Neill is vice-president of Fruchtman Marketing, an advertising, public relations, media planning, direct marketing and social media agency that specializes in the jewelry industry. Most recently, Fruchtman Marketing has teamed with INSTORE to bring jewelry retailers INSTORE Marketing Services, which combines the in-house capabilities, expertise and connections at INSTORE with the singular experience and know-how of Fruchtman to offer project-based and a la carte marketing services.


Webinar Replay: How to Adapt Your Business Approach for the Digital Age

Trace Shelton is the editor-in-chief of INSTORE magazine. He can be reached at [email protected].

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Wilkerson Testimonials | Sollberger’s

Going Out of Business Is an Emotional Journey. Wilkerson Is There to Make It Easier.

Jaki Cowan, the owner of Sollberger’s in Ridgeland, MS, decided the time was right to close up shop. The experience, she says, was like going into the great unknown. There were so many questions about the way to handle the store’s going-out-of-business sale. Luckily for Cowan, Wilkerson made the transition easier and managed everything, from marketing to markdowns.

“They think of everything that you don’t have the time to think of,” she says of the Wilkerson team that was assigned to manage the sale. And it was a total success, with financial goals met by Christmas with another sale month left to go.

Wilkerson even had a plan to manage things while Covid-19 restrictions were still in place. This included limiting the number of shoppers, masking and taking temperatures upon entrance. “We did everything we could to make the staff and public feel as safe as possible.”

Does she recommend Wilkerson to other retailers thinking of retiring, liquidating or selling excess merchandise? Absolutely. “If you are considering going out of business, it’s obviously an emotional journey. But truly rest assured that you’re in good hands with Wilkerson.”

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