MARKETING Spend time segmenting your email list so that you can send tailored offers that will be welcomed and opened. Segments could include fashion mavens, bridal couples, high net worth buyers, watch collectors and so on. The more relevant you can be, the more your customers will engage with your marketing.

SALES File this under the “It never hurts to ask” column. If you brought in a line after JCK that hasn’t quite taken off, hit up your brand rep for support. They will be eager to help and often have ideas about what has worked in other markets.

INVENTORY An unsettled economy makes it imperative you stay on top of your inventory. Bottom line: If it’s not enhancing your business, you shouldn’t have it. Moreover, you don’t want the stuff that customers have shown they don’t like obscuring all the good, salable merchandise as we come into the key selling period of the year.

Sep. 10-16

MARKETING Brainstorm ways to encourage customers to take advantage of “shop early” promotions and a possible layaway program for Christmas.

CUSTOMER RELATIONS Order Christmas cards this month so you’ll be able to handwrite and load them in October before it gets insanely busy. Think about including $100, $250 or $500 off coupons for your best customers.

Sep. 17-23

MANAGEMENT The long, slow days of summer can put staff in a sluggish headspace, notes Wadeana Beveridge, owner of Community Jewelry in Brandon, FL. Reignite the fire with a carefully curated list of to-dos. “Keeping on top of projects, cleaning, advertising, repairs, custom, etc. is the key to smoothly functioning,” she says.

MERCHANDISING Take time to watch how customers move through your store. Foot traffic tends to develop an organic flow, and you can take advantage of your customers’ natural instincts to strategically place cases and collections. You can also use your biggest sellers to draw customers deeper into the store and past some of your less popular items.

Sep. 24-30

MARKETING Start planning what “doorbusters” you can offer for Black Friday. Can you identify a loss leader to get traffic into your store? Can you negotiate with a particular vendor to buy a particular SKU in bulk?

FINANCES As the third quarter comes to a close, review historical numbers for Q4 to determine what your goals are and how you are going to get there. Don’t only look at sales numbers and ticket sizes but also make sure to look at your new customer count, recommends consultant Megan Crabtree.

MERCHANDISING As merchandise is retrieved from cases, the glass gets smudged. Set up a routine so your sales staff does this when they’re not working with customers. And be sure to shine the pieces that have sat in your cases all year.

The post Brainstorm “Shop Early” Promos, Study Foot Traffic and More To-Dos for September appeared first on INSTOREMAG.COM.

4 Put some of the original meaning back into Labor Day with an act that recognizes your staff’s hard work. It’s a tight labor market, and feeling underappreciated remains a top reason employees move on to a new workplace.

7 Google Turns 25 today. Its gift to you is its Local Services Ads, which connect you with people who want what you sell. If you haven’t obtained certification, start the process today at ads.google.com/local-services-ads.

15 At 50 million strong and with an average age that is 10 years younger than the general population (28 versus 37), many Hispanics are in the market for an engagement ring right now. How’s your understanding of Latin culture? Are you aware of the differences in consumer behavior between acculturated and non-acculturated Hispanics? If not, you’ve got work to do, and Hispanic Heritage Month, which starts today, is here to help you.

The post Class Reunion Month, Google Turns 25, Labor Day and More Dates to Mark in August appeared first on INSTOREMAG.COM.

25 If you’re like most jewelers, your job is twofold: part merchant, part marriage counselor. Today is a day when you can use the latter to benefit the former: It’s called Kiss And Make Up Day. Give those arguing couples a chance to bury the hatchet with a special gift from your store.

26 If you don’t normally allow dogs in the store (your bad purchases aside), make an exception today on National Dog Day. Invite owners to bring in their best friends, hold a dog fashion show and raise money for the local animal shelter.

27 Given that you are also in the old carbon extraction business, you’re more or less obliged to mark National Petroleum Day. Do your bit for energy security by organizing a carpool among neighboring retailers to get staff to work.

The post National Girlfriend Day, National Dog Day and More Dates to Celebrate Friendship and Loyalty in July appeared first on INSTOREMAG.COM.

BUYING There’s still time to sign up for the INSTORE Show, the event for independent jewelers — to be held Aug. 13-15 in Rosemont, IL. Pick up lots of great ideas for the last quarter as well as some gorgeous new product for the holidays.

DISPLAY Got a lot of loose pendants cluttering up your cases? Put them on a chain and display them together.

Aug. 7-13

HOLIDAY PREP Launch a “wow project” to add something special to every step of your sales process, from your greeting to checkout, and including the take-in of repair jobs and delivery of custom design pieces. Ask your staff for examples of the best customer experiences they’ve ever had to get you started.

SALES Practice your Four Cs speech. You’ll soon be giving it all the time. (Start booking speaking dates.)

INVENTORy Promote your lower price-point items. What’s your equivalent to Tiffany’s famous sterling spoon? Do you have signs to make your customers aware of it?

Aug. 14-20

DISPLAYS Displays in need of refreshing? Call a few suppliers and issue them a challenge: I need to redo X cases for $Y. What can you do for me? “Most display companies have some items (returns, show samples, etc.) around they will be happy to sell at a discount,” says display consultant Larry Johnson. Start with your bridal case, as the financial return on your investment is greater.

Aug. 21-27

ONLINE MARKETING The average well-maintained Google My Business listing gets five times more views than commercial listings that haven’t been claimed by their owners. If your store falls into that latter category, get busy this summer by ensuring all your information (address, hours, map pin, reviews, photos) is accurate. Google has added a function that allows you to see the total number of views for your listing, broken down to see how many are coming from Google Search vs. Maps.

GIFT CARDS Investigate what it would take to sell digital gift cards directly from your website. True, it’s the kind of gift someone buys at 3 p.m. on Dec. 24, but you need start researching now. Gift cards get more popular each year, and young consumers don’t seem to have any issue with such digital gifts.

Aug. 28-Sep. 3

DISPLAY Fall is on its way. Create some fashion (not “costume”) jewelry islands around the store and throw a small fall fashion launch party.

MARKETING Experiment with some new social media initiatives so that you’ll be polished and effective come the holiday season. Perhaps start with a Facebook Live sale if you’ve never done one, or the use of video to show off new custom design jobs — jewelry needs to be in motion to really shine.

The post Train on Price Queries, Find Your Version of Tiffany’s Spoon, and More Tasks for July appeared first on INSTOREMAG.COM.

MANAGEMENT What’s going to be your big slow season project this year? A new training program, integration of a new software program, cleaning and organizing inventory … or is it to just catch up on your vacation time? Whatever it is, draft a solid plan and get to work.

SALES Combat the summer doldrums by offering a surprise commission once a month on an item through your POS system. At the end of each month, announce the item and the winner.

Jul. 9-15

MANAGEMENT The economic outlook remains uncertain. Create a playbook to ensure you’re not paralyzed should a recession hit. It should include guidelines on how you plan to respond based on different reactions by customers and competitors to a slump. PriceWaterhouseCoopers has suggestions for such a playbook at pwc.com.

OPERATIONS Streamline your working life. Throw out all the stuff from storage under the showcases, says Ruth Mellergaard, principal at interior design firm GRID/3.

TRAINING Most jewelers now have an online channel themselves, but you still need to be able to deal effectively with “I saw it cheaper online.” Be sure your staff’s Internet defense dialog is sharp and compels the customer to stay and buy. Draw up scripts if need be.

Jul. 16-22

SECURITY The spate of home invasions targeting jewelers in the last few years has highlighted the domestic threat to people in the industry. Install an exterior-door deadbolt to a bedroom door, so if a break-in does occur, you can hide in that room with your family.

BENCH Go green out back. Install a sink trap, capture dust in floor mats or carpets and vacuum frequently with a dedicated vacuum. Use a bucket instead of letting the water run when washing items and switch to environmentally friendly alternatives such as cadmium-free solders, fluoride-free fluxes and maybe citric pickle solution. There’s money to be made or saved as well.

INVENTORY Need to light a fire under sales? Once a week, hold a flash sale on older items.

Jul. 23-29

MARKETING Create a collection of photography for future use on your social pages. Having a portfolio of images on hand makes it much quicker and easier to schedule posts.

GOODWILL Before long it will be charity season again. This year, choose a group or institution that you can partner with to design a special piece that reflects their cause — say, a pendant for a cancer ward or hospital, or a band to support the high school football team. A percentage of all sales can go to the group or a major piece can be donated to an auction.

The post Go Green in Your Shop, Flash Sale Your Old Inventory, and More Manager To-Do Items for July appeared first on INSTOREMAG.COM.

2 Today is the halfway point of the year, which is why it was chosen to host I Forgot Day, a nifty opportunity for people to make up for all the birthdays, anniversaries, new births and graduations they missed in the first six months of the year. Urge your customers to take advantage of this great second bite at the apple to make amends for their oversights.

15 “Give me liberty or give me death … by ice cream.” On National Ice Cream Day, team up with a local ice cream parlor and offer a free cup (less messy than a cone) to anyone who comes in for a summerly browse.

25 Christmas In July. Yes, it’s 91 degrees outside, the last piece of music anyone wants to hear is Silent Night, but these sales work. Do you have any old stock to move as you begin initial preparations for the winter holiday period?

The post Christmas in July, I Forgot Day, and More Big Dates in July appeared first on INSTOREMAG.COM.

6 On the 25th Anniversary of the premiere of Sex and the City, invite all the self-purchasing Carries, Samanthas and Charlottes on your database to an SATC-themed event in your store. Tie it in with a “Stacks are Back” promotion!

21 On National Daylight Appreciation Day, give some thought to how you can securely share the fiery wonder that happens when a ray of June sunlight meets a diamond.

26 Pageant Season is in full bloom across the country at high schools and social clubs. Offer to supply or sponsor the winner’s tiara. Now that’s top-of-head product placement!

The post Pride Month, Pageant Season and More Key Dates in June appeared first on INSTOREMAG.COM.

MANAGEMENT Set an ambitious store goal for Father’s Day with the promise of a day’s paid leave for everyone in August if the team achieves the goal.

MARKETING Summer is a time to experiment. The stakes are lower, and people are more open to trying new things. Could you do a piercing night, a buying or estate event, stay open later one day, or, like Barry Cole of Bere Jewelers in Pensacola, FL, hold a “60% off for 6 hours” event?

STAFF If you’re at the big shows in Vegas this week, call up your local pizzeria and order a couple of deluxe pizzas for your staff back in the store. They think you’re living it up. That may be far from the truth, but let them know you’re thinking about them.

LEARNING And while still in Vegas, take in as many educational sessions as you can with a goal to kick some life into big-ticket diamond sales. The wedding and anniversary seasons are on the way. Be sure to bring home some fresh approaches to try this year.

Jun. 6-10

MERCHANDISING Create fashion jewelry islands around the store to highlight that costume jewelry you got in for the summer months.

MANAGEMENT There’s a good chance you were exposed to some great ideas at a trade event in the last few months. Draw up a plan to implement the best of those suggestions before another year passes and you’re again sitting in a session at a trade show thinking, “Hmm, I should try that …”

MARKETING Get a jump on the summer bridal season. Look to partner with a local bridal boutique and arrange bridal fashion shows.

Jun. 13-17

TRAINING Write down one important skill that you can teach each member of your staff. By the end of next week, make sure that you’ve spent at least some time working with each staffer on that skill.

ONLINE Test your online channel. Purchase an item on your website to see how smooth and easy it is (or isn’t).

Jun. 20-24

MARKETING “The neighborhood comes alive with people,” notes Ellie Thompson, of Ellie Thompson + Co., Chicago, IL, who responds to the arrival of warmer weather by changing up her sidewalk chalkboard often and making browsers — and, increasingly important, their dogs — feel welcome.

SECURITY Do a mid-year review of threats and areas of vulnerability, including a test of your store’s motion-detection system.

Jun. 27-Jul. 1

INVENTORY Don’t leave your new goods from Vegas sitting in the vault. Get everything priced and in your cases within a day of it arriving.

The post Run an Experiment, Test Your Online Sales Channels, and More To-Dos for June appeared first on INSTOREMAG.COM.

DISPLAYS Position your best Mother’s Day (May 14) specials in a showcase just inside the front door. Offer a wide range of price points but simplify the selection process by highlighting a few classic pieces or current trends.

SALES Set up what sales trainer Shane Decker calls T.O. teams. When you see two people who work well together, schedule them together. “The success of a T.O. team — two different selling personalities or opposite genders paired together — can skyrocket,” Decker says.

STAFFING Reach out to students who were superstar team members last summer and see if they want to come back.

May 7-13

OPERATIONS Step outside your store. Through your windows, assess the visuals and displays, but mostly watch some customer-associate interactions. It’s amazing how much more you can observe without sound. Research suggests words account for less than 10 percent of communication. What kinds of things are your sales staff communicating to your customers?

TRAINING Summer is a great time to send your staff for additional training (e.g., seminars, camps, summer courses). Start reading up on some of your options.

May 14-20

BUYING Whether you’re going to JCK (Jun. 2-5) or not, dig into your POS data to discover your best and worst sellers of the past 12 months and fine-tune your open-to-buy for the second half of the year.

OPERATIONS Another down-time project: De-clutter work areas to prevent fires or accidents.

MARKETING Place “Congratulations Class of 2023” signs in your windows. See if your high school or local college has advertising options in their graduation bulletins or final editions of school newspapers.

May 21-27

OPERATIONS Summer’s on the way. Start thinking about some minor “remodel” projects you could implement over the slow season.

MARKETING Send anniversary cards, along with a special offer for diamond upgrades, to customers with anniversaries in June.

May 28-June 3

INVENTORY Ever tried a “Christmas in July” promotion? Maybe this could be the year! Or if you’ve got a lot of lower-end inventory that won’t move, what about a sidewalk sale?

DISPLAY Redo your showcases to give them a fresh summery look. Replace tired florals and other décor pieces with new props that enhance new merchandise brought in for the hot season.

The post Here Are 12 Management Tips for May appeared first on INSTOREMAG.COM.

2 National Teacher Day is a terrific goodwill opportunity. Donate a jewelry item to a teacher who has won a recent award. Alert the local paper and then set a time for that teacher or coach to come to your store to receive his or her prize.

9 On Mother’s Day, consider gifting a rose or a small flower arrangement to guests. “It’s the sentimental thought that counts,” says store consultant Megan Crabtree. “Plus, it’s also one less stop for the gifting father.”

24 On National Brother’s Day, celebrate fraternal bonds (biological or not) with a line of bracelets, pins, or cufflinks that can be given by union members, college kids, military vets or real-life brothers.

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