4 Extra Holiday Survival Tips for Retailers in October



JCK’s 2012 Holiday Survival Guide is chock-full of tips from experts in marketing, social media, publicity, sales, and other critical areas of operations to get your business in shape for seasonal success.

Our editors were so inundated with advice for retailers that we couldn’t fit them all into the October issue. Here are four more that you and your business shouldn’t miss:

EVENTS

Security First

“Making sure you have some sort of—or enough—security in place sounds obvious, but many don’t think about hiring a second person to man the door or navigate traffic coming into and out of the store. Last year, during Fashion’s Night Out, in Manhattan things got a little insane because a lot of retailers were not prepared for having a party in their store.”

—Maya Kalman, CEO–creative director, SWANK Productions

PUBLICITY

Press On

“Retailers should start reaching out to the press early fall with holiday-related story ideas. Remember to think creatively rather than asking for a free ad. For example, pitch your store as the expert resource on the most popular and most unique jewelry gift ideas for holiday, a top-selling collection for a holiday gift guide, or the human-interest angle of a charity-related store affiliation.”

—Carrie Soucy, president, Miamore Communications

VISUAL MERCHANDISING

Real Simple

“If the product is not a major part of or the star of the display, that’s a miss. When you see a window that’s too cluttered or busy, and there aren’t enough places for the eye to rest, the message gets lost. Displays get the product in the customer’s eye and paying attention to them can only help shoppers see products in new ways that aren’t evident through showcases or in packaging.”

—Alison Embrey Medina, executive editor, Display and Design Ideas

SOCIAL MEDIA

Grading the Make

“Social media can be a very useful tool, especially when it includes an element of trust. When it comes to diamond, gemstone, and pearl jewelry, linking a product shot or description with a grading report from a trusted lab like GIA can help build consumer confidence this holiday season. We’ve made this even easier with a new service, the GIA Diamond eReport, which delivers GIA grading results completely online.”

—Stephen Morisseau, public relations director, GIA