What Kind of Person Is Your Store?

For jewelers who are ready for a serious store-image reality check, Fruchtman Marketing, Toledo, Ohio, offers some guidance in the form of a quiz. Ellen Fruchtman, president, offers her clients a longer version of the quiz below so jewelers can determine why they are or aren't attracting their "ideal" customers. Fruchtman created the quiz—which personifies stores—because "people [shoppers] feel connected to businesses they like and respect," she says. "If you look at your store as a person, you'll get a clearer understanding of why certain types of customers patronize your store." After answering the questions, she suggests, look around: Is your idea of your brand or image consistent with who is actually shopping in your store? Fruchtman says that for some jewelers, the quiz is truly a wake-up call. "You may think your store is upscale, but if you look around and consistently see

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