Back to Business Means Back to Basics



Buyer confidence is on the rise, and customers are slowly but surely starting to reach into their wallets again. But don’t get overeager and go blowing your open-to-buy budget. Instead, take a cue from your cautious consumers.  For more than a year, the common refrain from clients has been “not right now,” notes industry analyst Ken Gassman. Well, now’s the time to give those customers a call. Be proactive and give them a good reason to stop by the store: Maybe it’s for maintenance or to introduce new jewelry items that match their database profiles.  Start bringing your marketing and promotions budgets back to pre-recession levels—but do it slowly. Plan in-store events, but also think about tailoring them to smaller, more targeted customer groups (by age, precious-metal preferences, popular designers). Consider reaching out to younger customers by carrying inven
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