Retail Details: James & Sons Fine Jewelry’s John Sunderland

Diamonds are this guy’s best friend. Let him pour you some Kool-Aid. 1 What one advertisement or promotion elicited the most response, and why did it work?For Christmas 2010, we sent out 15,000 holiday catalogs with free gift cards inside—10,000 to existing customers and 5,000 to new customers. Customers could receive discounts of $50 off $250 or more, $100 off $750 or more, and $500 off $3,000 or more in purchases. This drove in about $120,000 worth of business. Compared to Christmas 2009, sales were up 22 percent. When we provided the gift cards up front, people didn’t ask for a price break at the point of sale, and the average discount worked out to be only 8 percent. That’s not a bad concession in this economy. Plus, these gift cards made it very easy to track how our marketing dollars were working last year. Next Christmas, we’ll send out at least 20,000, with the cards go

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