JCK 5: How to Capitalize on the Postrecession Landscape

1. Be transparent, says Ellen Fruchtman. “Show prices and fully disclose your product’s features and benefits,” she says. “Today’s customers are very jewelry-savvy. Prices are important to them, but they still want value.” 2. Be available to customers everywhere they shop—in the store, online, through direct mail, or via social media. Buyers are pressed for time and can’t always shop during store hours. While you don’t necessarily need a shopping cart on your website, according to Fruchtman, your site should offer a strong presentation of your brand, what you stand for, and the products you sell.3. Invite customers to creative, fun, non-selling events in your store or on your website, and get involved in ­community and charitable events, says Suzanne DeVries. “Even if they aren’t ready to buy now, they’ll remember you when they are,” she says. “And people lik
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