Valentine’s Day is next month, which means it’s time to prepare your special events and promotions. Below, courtesy of the JCK Retail Panel, are 15 tips and ideas to help your customers honor their valentines.
1. Team up Collaborate with noncompeting stores (e.g., flower shop, candy store) and offer a special package if customers visit any of the participating stores, or offer gift cards for local restaurants.
2. Commit yourself Remember that right-hand rings—whether diamond, colored gemstone, moissanite, or pearl—can also be used as engagement or commitment rings.
3. Run promos Consider a “Perfect Proposal Contest” (start in January and announce winners on Valentine’s Day), “Love Yourself” for self-purchasers, a “Customer Appreciation Sale,” or ones that include gift-giving ideas.
4. Be bubbly Invite customers to a champagne brunch or hold martini or wine-and-cheese parties.
5. Get gifted Offer a romantic present—candles, teddy bears, chocolates, etc.—with a purchase of $200 or more, or a package that includes a fresh or gold-dipped rose, a promotional gift, and candy.
6. Money talks Send customers a $25 gift check or offer $100 off for a minimum purchase of $500.
7. Freebies! Offer complimentary items or services such as delivery, gift wrapping, shipping, or jewelry cleaner.
8. Bloom with roses Give one to customers as they enter your store or a dozen long stems with any purchase made in the first two weeks of February. Alternatively, carry gold-plated versions.
9. A man’s world Promote cufflinks and make window displays attractive to men.
10. Make it special Hold a designer trunk show or highlight custom jewelry offerings.
11. It’s a draw Hold a drawing for a trip to a resort, a one-of-a-kind designer jewelry item, or have one every hour for a free gift.
12. Be Generation Next Capture future customers—the teenage market—with trendy, inexpensive jewelry; carry non-jewelry items such as jeweled picture frames, music boxes, or musical clocks; present special Valentine’s Day gifts for $250 and under.
13. Don’t be subtle Create wish lists for your customers and call or send e-mails to their spouses or partners with wish list attached; give customers diamond-shape magnets—and suggest they use it to attach a note about buying a jewelry gift; have “hint” cards that customers can fill out and leave in strategic places.
14. Pamper them For special clients, offer appointments at their place of business. For engagement-ring purchasers, offer dinner at a fine restaurant or a free limo ride. Offer to hold weddings on-site.
15. Who needs couples? Hold a “Singles Night” and make it a benefit for the American Heart Association.
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