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Don’t Forget to Provide an Experience to Customers, Says Indiana Jeweler



Dean Brinker of Brinker's Jewelers

Dean Brinker, left, with his brother and co-owner Dirk Brinker, and son, Kyle Brinker, the store’s CFO.

Give an Experience. The most important lesson we have learned from being in the retail business is how important it is to give the customer an experience, rather than only fulfilling a need. It’s all about treating customers and employees how you want to be treated. That little extra step of free gift wrapping, offering bottled water or personally taking a customer back to the service center will go a long way. Giving the customer this experience creates loyalty and repeat customers. These are the people who will talk about you to all of their friends and family, and offer a form of advertising that is priceless! — dean brinker, Brinker’s Jewelers, Evansville, IN

This article originally appeared in the October 2016 edition of INSTORE.



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Wilkerson Helped This Jeweler to Navigate His Retirement Sale Despite a Pandemic

Hosting a going-out-of-business sale when the coronavirus pandemic hit wasn’t a part of Bob Smith’s game plan for his retirement. Smith, the owner of E.M. Smith Jewelers in Chillicothe, Ohio, says the governor closed the state mid-way through. But Smith chose Wilkerson, and Wilkerson handled it like a champ, says Smith. And when it was time for the state to reopen, the sale continued like nothing had ever happened. “I’d recommend Wilkerson,” he says. “They do business the way we do business.”

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