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“Welcome October With Pumpkin Spice & Everything Nice!” ~ Author Unknown
I am cautiously optimistic about sales for the 2017 holiday season. Many retailers that I have spoken with over the past several months have seen an uptick in business, especially in custom orders and design, and I feel an overall industry group-think that maybe the “worst of times” is finally behind us.
If you have a good balance of stock, a seasonal calendar filled with customer events, and a sales staff that’s committed to making your cash register ring, you’re off to a good start towards the selling season. But you still have time to use the month of October to take those plans a step further, and incorporate some of these tools, services and programs that can help make the 2017 holiday season one of your best ever.
Do you offer your customers the chance to create a holiday wish list? If not, you should! Wish lists are a great way to create customer engagement, build relationships, and provide stress free gift giving opportunities.
Create some examples, with a checklist, either in print to use as handouts or bag stuffers in your store, or as a digital marketing piece to be sent out via e-mail or available from your website or Facebook page. Make sure your list covers suggested items in various price ranges, and remind your customers that a gift of jewelry always makes a great stocking stuffer!
Since colored gemstones, gold and anything stackable are all in high demand, your customers will love any of the amazing styles available from Nina Nguyen’s wide selection of bangles. Nina’s bangles are both beautiful and budget friendly, with styles available in silver and gold, and priced to sell.
Customers looking for an interesting piece are sure to love the unique, hand hammered, cross hatch texture finish available exclusively on a selection of Nina’s bangles. Your clients will love it when you explain to them that Nina designed and cut the hammer to create the texture herself! Customers who appreciate a well-finished piece will enjoy knowing that the texture and finish can only be applied by hand with the hammer, because the hammer cuts through the metal on the bangle to create the sparkle.
As an added bonus, they’ll love it when you show them the new hinge feature that was added in 2016, and has been a big hit with Nina’s bangle-loving clients!
I’m a big believer that events drive sales, and we all know it’s difficult to have a successful event without getting your customers through the doors. Your relationship with your customers is a two-way street. It’s important that you reach out to your customers from time to time to let them know that they are valued, and you are excited about welcoming them into your store to preview new items and participate in store events. But not every store has the manpower or the time to handle telephone outreach for special events. If your store needs some help in this area, I recommend you call my friend Heidi Kaufmann at TK Enterprises Inc.
TK Enterprises, Inc. offers one-of-a-kind Retail Event Marketing services that put a friendly and very experienced team of phone agents to work for you. On behalf of your jewelry store, the TK Enterprises team will call your customers to offer them exclusive invites to your upcoming in-store events. This is a proven marketing strategy that grows customer relationships and boosts sales! For more information about the TK Enterprises Retail Event Marketing services, call Heidi toll-free at 877-622-0195 or e-mail her at heidi.tke@tomkaufmann.com.
The busy holiday season can sometimes expose weaknesses in your operating systems, including CRM and POS software. While I wouldn’t recommend undertaking a change in either of these systems so close to the holidays, the increased activity during the holiday season gives you a great opportunity to monitor your existing software, and decide if it is meeting and exceeding your needs. If you are unhappy with the way your systems performed through the heavy sales cycle, then I encourage you to reach out to my friend Craig Carnavale at Jewelry Computer Systems. JCS has been providing software technologies to jewelers for over 30 years, and is one of the first to offer Omni-channel payment acceptance, which includes the ability to transact integrated EMV credit & debit cards.
JCS also recently unveiled its recurring payments capability, which allows jewelers to safely transact both card and ACH transactions securely. Whether it’s a one-time payment or scheduled recurring payment, this PCI compliant payment solution from JCS is perfect for jewelers who offer layaways or in-store financing. Interested? Contact Craig at 630-969-1116 or visit www.JCSSoft.com.
And last, but not least, what would an October SJG Smart Business report column from me be without me asking if you are involved with Small Business Saturday®? American Express founded Small Business Saturday in 2010 to help businesses with their most pressing need – getting more customers. Small Business Saturday happens every year on the Saturday after Thanksgiving and encourages people to shop locally within their communities and to support the small businesses that help write the American story.
This year, Small Business Saturday will take place on Saturday, November 25th, and I’ve got a plan to help you get set for #ShopSmall Success! At a time when an increasing number of consumers are opting to shop online – and are spreading their holiday shopping spending over a longer period of time than they did traditionally – many still prioritize visiting brick and mortar small businesses on Small Business Saturday. According to a survey, among U.S. consumers who went out and shopped in-store, total reported spending reached an estimated $15.4 billion at independent retailers and restaurants in 2016.
Start your most successful holiday season with my “Top 10 Tips for Shop Small Success!” It’s my holiday gift, free for you to use, online now at https://SouthernJewelersGuild.com.
And for more information on Small Business Saturday, head to the Shop Small website at www.shopsmall.americanexpress.com.
Have questions about the Southern Jewelers Guild or want more information about membership? I’m here to help! E-mail me at Ann@SouthernJewelersGuild.com or call 504-615-1191.
Ann Glynn is President and CEO of Southern Jewelers Guild, an organization dedicated to helping jewelers, vendors and industry-related tradespeople identify their target market, create and grow a client base, pair you with vendor partners who provide tools to help you succeed, and work with you to make sure you are operating at optimal performance.
