Think It’s Too Early to Plan for the Holidays? Think Again.
The holiday season is the single busiest time in the retail jewelry business. More people are experiencing your brand than at any other time of the year. When a customer walks in your store, what’s their first impression?
Consider the tone you want to set for your store. How are they greeted? How are your employees dressed? What music is playing?
With increased activity, it’s easy to let some things fall through the cracks. And, it’s those “little things” that really matter. Time to think about the following:
1. Same old holiday decorations? Granted, you may say to yourself, “Is this the year I should spend more money?” Great decorations take a little creativity and not necessarily a ton of money. Make your store the place to go to look at fabulous window decorations. Google “holiday window displays” under images and let your inspiration run! Need help? Run a contest with design students from your nearby college or university to come up with some ideas.
2. Store in a cold-weather destination? Have a coat rack available so people aren’t forced to wear heavy coats while shopping. Snow on the ground? Make sure the parking lot is cleared and as bone dry as you can get it. Have complimentary scrapers/brushes at the door.
3. Have a list of suggestions ready and available for those “I have no idea” shoppers. Guys really have no clue. They need you to give them an idea. Make it clever yet informative. And include pricing.
4. Consider setting up your cases this way too. Have a case designated for lower price-points. “Gifts under $200”. It’s less intimidating for those customers who aren’t prepared to spend more — and helps with add-ons.
5. Time to get your wish lists in order. Any customer walking in the store now should be shown some pieces they may love for the holidays. Fill out those cards with the customer and ask if you can send it to their spouse, friend etc. Have customers help. Have women fill out “Dear Santa” postcards to send to their significant other. You can have these on the counter or filled out during a Ladies’ Night
6. Use layaway to your advantage. Get LAYAWAY NOW FOR THE HOLIDAYS signs around your store and in your cases.
7. Consider hiring a greeter. They can be dressed in something special — even offer to brush off the customer’s car if there’s inclement weather. If customers have never been to the store before, give them a quick tour and make them feel comfortable.
8. Hire college students to take care of your beads and charms. Your key salespeople should not be bogged down with some of these lower price-point sales.
9. Throw in freebies. Consider offering FREE shipping; FREE in-town delivery by special store “elves”. And market this benefit in the store.
10. Make jewelry the one-stop gift. Have a rack of FREE holiday cards at the counter.
11. Capitalize on holiday traffic. Make sure that you have a way to capture data — get a name, address, email (birthday and anniversary, if possible).
12. Follow up immediately after the holidays. Have your follow-up thank-you note and a possible short questionnaire to each and every new customer ready to go in January. Include an incentive to return.
13. Get them back in your store right away. Consider a pre-printed offer and bag-stuffer with an incentive for the month ahead. This can be anything from a product, to repair, to an appraisal offer.
14. Keep the staff motivated. Have a “Holiday Kick-Off Event” for your staff — discuss ideas to make this holiday successful. Get them involved in the process. Get them energized about the soon-to-be long hours. Start now and develop a fun hourly, daily or weekly incentive program to keep them motivated — and meet every morning before the store opens.
You’re the captain of the cheerleading squad. Don’t forget it.
Ready to start putting you holiday plans into action? Email suits@fruchtman.com for more ideas and tips.