Memo to Merchandisers
Addresses integrated solutions to merchandising, marketing and sales management issues most important to jewelry companies today.
A Must See For Anyone in the Jewelry Industry
Last year I was impressed with JC Penny’s very successful viral retail campaign titled “Beware of the Doghouse.” The company has decided to bring it back again this year. The video spoof on not buying wives the right type of gifts was viewed over 14 million times last year. This humorous film by Saatchi & Saatchi suggested the best way to get out of the doghouse was throug ...... Read More
Comments (0)Use Displays to Communicate Latest Trends
Plan now to use your displays to communicate the latest trends in fashion and colors that are important to the shoppers attracted to your store. Really effective display cases can help shoppers engage in buying decisions and create a more exciting environment. In general, consumers are spending less time in stores so more effective displays are more needed today than ever before. Attractive and in ...... Read More
Comments (4)Strategically Plan Holiday Displays
What sort of plans do you have for each display case for the upcoming holidays? What items will be your lead items and what show cases will you locate the items in? What display cases tend to attract shoppers when they first enter the store? What items do you want to display in those cases? Will you put advertised items in those cases or more expensive items or present more general merchandise usi ...... Read More
Comments (2)How Often Do You Rotate Stock in Display Cases?
Rotating merchandise is an excellent means of keeping your store’s jewelry looking fresh and exciting to shoppers. When customers revisit your store and recognize the same merchandise the overall appeal of the shopping experience can become less engaging. Try changing out display cases and using different display props and display fixtures to increase interest in the store’s offering ...... Read More
Comments (0)The Right Display Techniques Will Increase Sales
Jewelry stores should be planning how their visual merchandising for the holidays will motivate shoppers. One of the most effective ways to do this is to make the store looks like it is presenting something new every day. How can this be done? Try rotating stock and changing out fixtures and props used in displays. Some stores use schematics to insure consistent positioning of merchandise within s ...... Read More
Comments (0)What Are You Planning for Black Friday?
Halloween isn’t even here yet and I’m talking about Christmas shopping? You bet I am! By now advertising campaigns have been scheduled and produced and key product promotions have been set for a long time for some stores. Yet, there are lots of other stores that are still wondering just how they should be approaching our second consecutive year of this down economy. Many stores are j ...... Read More
Comments (0)Plan to Build Buyer Confidence Now for the Holidays
Even before the economy took a downward spiral, there were signs of consumer fatigue. Today there are so many people that feel caught up in a lifestyle of emotional disillusionment and doubt. Consumers everywhere are longing for a more simplified approach to things . . . a desire to return to times when their lives just seemed to be a bit simpler and more satisfying. People are realizing th ...... Read More
Comments (0)What Are You Doing About Aged Inventory?
It’s all about the bottom line. The more merchandise the store sells the better the bottom line. Or so it seems. A couple of things can really get in the way of that philosophy delivering value to a jewelry store. One relates to higher costs and the other is diminished revenues. Higher costs come in the most obvious area . . . labor, but sneak into the equation through unsellable merchandis ...... Read More
Comments (3)Help Customers Find Their Own Meaning in Jewelry
Help your customers find their own authentic meaning to your jewelry offerings. Use an approach of learning what stimuli best motivates each jewelry shopper. Develop your marketing communications for upcoming holidays around advertising copy that provides the right stimuli to motivate value-oriented customers. Remember, value is subjective and jewelry is an emotional purchase. So build value ...... Read More
Comments (0)Give Customers Reasons to Buy in This Economy
While some sources suggest cautious optimism regarding the US economy and a potential uptick in consumer spending, the reality of this post-recession retail landscape is that many consumers have been transformed into value-oriented buyers. So it is extremely important for all jewelry sales associates, marketers and yes, merchandisers to better understand how to address this new consumer buyi ...... Read More
Comments (6)Where is Your Target Market Hanging Out?
Reaching today’s younger consumers is more challenging than ever before. Younger folks are not watching television, listening to the radio or reading newspapers like past generations. Knowing how to find younger consumers targeted for jewelry sales is of paramount importance for both brick and click jewelry retailers as well as brand marketers. Social networking has been around for g ...... Read More
Comments (2)Jewelry Videos on YouTube
There are many videos on YouTube addressing jewelry from a multitude of perspectives. When was the last time you considered using social networking to promote your jewelry company? From the videos listed below you will find that the production means really are available to anyone at any budget level. There are world famous jewelry companies and small companies and even individuals launc ...... Read More
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