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

Published

8 years ago

September 22, 2016

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.

Ready to Relocate? Wilkerson Makes Your Move Seamless

When Brockhaus Jewelry decided to leave their longtime West Main Street storefront for a standalone building elsewhere in Norman, Oklahoma, owners John Brockhaus and Brad Shipman faced a familiar challenge: how to efficiently reduce inventory before the big move. Their solution? Partnering with liquidation specialists Wilkerson for a second time. "We'd already experienced Wilkerson's professionalism during a previous sale," Shipman recalls. "But their approach to our relocation event truly impressed us. They strategically prioritized our existing pieces while tactfully introducing complementary merchandise as inventory levels decreased." The carefully orchestrated sale didn't just meet targets—it shattered them. Asked if they'd endorse Wilkerson to industry colleagues planning similar transitions—whether relocating, retiring, or refreshing their space—both partners were emphatic in their approval. "The entire process was remarkably straightforward," Shipman notes. "Wilkerson delivered a well-structured program, paired us with a knowledgeable advisor, and managed every detail flawlessly from concept to completion."