January 29th to February 4th
screen Megan Crabtree, president of Crabtree Consulting, says Valentine’s Day is when low-end items shine. “Valentine’s Day is a major Hallmark holiday, and the average spend at retail has never been above $200,” she notes, adding that to make it easier for customers to buy We propose to set up a showcase to display products and prepare for the big day.
marketing Create a “bounce back” incentive flyer with a special March-only offer. Throw it in your bag with your Valentine’s Day shopping.
shop Nothing has a more direct impact on your showroom than a lighting upgrade. Bring a consultant for a day. With his or her help, you may be able to upgrade to the latest LEDs and make other changes to make your showroom shine again.InteriorsMr. Ruth Mellergaard of her design firm GRID/3 says the money saved can be quickly recouped.
screen Make sure you have a variety of Valentine’s Day merchandise in your window display. The message we want to send is that there is something for everyone.
sales training Learn how to create a ‘restoring moment’. Do you simply give the repaired item to the customer, or do you present it in a beautiful case or with accessories?
stock Get an independent valuation of your inventory. Old stocks are often not as valuable as you might think, but it’s good to know where you stand. Some consultants do so for free as part of their trial service.
screen After Valentine’s Day, adjust your content to showcase products that are more suitable for self-buyers.
strategy A lot has changed in the last few years. Ask the staff to answer one of her questions below. Why should people in your community buy from you? After you’ve been in business for a while, it’s easy to become complacent and ignore new competitors and changing markets. It’s time to try to get inside the customer’s head.
operation Dump Bucken. That’s the term for the dozens of email newsletters you subscribe to. MessageGate research estimates that up to 30% of emails are bacn. A huge inbox slows down your search and gives you a headache.
sale It’s a bite that excites the staff. Give the salesperson $1 per point for every diamond over 1 carat. Therefore, selling 1.11 carats would be $111. (Incorporate the cost into the price of the diamond).