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 it all into our Holiday Survival Guide. Here are five more tips for you and your business in November:
Inventory
Mix Master
“We get used to buying things from the same suppliers. Even when there are problems and you’re talking to Bitter Betty on the phone, you say, ‘Oh, they’re the only ones we deal with.’ Jewelry is fashion and it changes like clothes. Look at other [vendors]; see if you can’t get some fresh merchandise into the store.”
—Bob Phibbs, founder, The Retail Doctor
Social Media
Care to Share
“When creating content for social channels, make it shareable. Your goal is to reach not just your customer but his or her friends and family, too. The content needs to be compelling so your customer will ‘care to share.’ Include videos on your Facebook page and photos on your Twitter handle. When appropriate, use humor. As we all know, the videos that get shared the most are those that make us laugh. No reason why jewelers can’t have a sense of humor.”
—Chris O’Neill, director of digital and public relations campaigns, Capital One
Publicity
Smartphone Home
“Make store windows and showcases smartphone friendly. Mobile provides the consumer with the easiest possible way to share and shop. Put QR code and SMS gateways next to items in your windows and showcases that connect to mobile friendly pages that put your information about your jewelry in the palm of your customers’ hands. Let your customers share via Twitter, Facebook, Pinterest, or email in just a click. Also provide mobile coupons that can be redeemed in your store.”
—Casey Ford, CEO, Duratran Co. and Tappinn
Events
Rules of Engagement
“When organizing events with charitable hooks, affiliate with a group with members who love jewelry and are active and supportive of events so they come. I organized one event for a store and a charity, but then very few of the group’s members—including its board of directors—actually came. The executive director only stayed for five minutes.”
—Susan Morgan, CEO, Susan W. Morgan Public Relations
Visual Merchandising
Make Scents
“There are devices you can install near air conditioning systems that give off the scent of spring flowers or other smells to tease all the senses. By calling to mind other pleasing experiences during guests’ daily day to day, you’re giving the person viewing the piece fun visuals and positive associations.”
—Elizabeth Epp, founder, Visual Merchandising Creative Concepts
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