How Retailers Can Corral Customers

Five low- to no-cost ideas to get shoppers through your doorMarketing is one of the more expensive costs for any jewelry store—and when times are tough, it’s one of the first things to get trimmed from the budget. In some ways, that’s not such a bad thing. As famed retail magnate John Wanamaker once said, “Half my marketing budget is wasted—I just don’t know which half.”Unfortunately, John was probably being optimistic. Most jewelry stores are probably wasting close to 75 percent of their marketing budget, so cutting it isn’t such a tragedy—provided you don’t stop marketing altogether. If you need to cut your expenses—and let’s face it, we could all benefit from a little nip and tuck—here are some ideas:Market to Your Surrounding EnvironmentOne of the most effective ways to attract new customers is to market to shoppers and staff in your immediate vicinity. Empl

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