May 16, 2018
A month in advance of Mother’s Day, we offered up a blog that helped jewelry store owners to prepare for the annual celebration of moms. With Father’s Day now one month away (Sunday, June 17th!), we thought that is was only right that we assist you with some ideas for how to prepare for the yearly celebration of dads. After all, men love jewelry too!
All too often, discussions of jewelry tend to revolve around rings, earrings, bracelets and anklets. These pieces are traditionally worn by women. However, we can’t forget about all of the watches, cuff links, chains and other accessories worn by men. And you can rest assure that they all make for excellent Father’s Day gifts!
What can you do to ensure that your jewelry store enjoys a boost in sales in the weeks to come before Father’s Day?
Highlight your Father’s Day sale!
Father’s Day tends to get underappreciated when compared to Mother’s Day. As Kirk Olsen points out on AdAge.com, “Father’s Day undeservedly lives in the shadow of Mother’s Day, both on the calendar and in consumer minds. When we asked 3,000 people across the U.S. about their Father’s Day plans this year, only 60% said they would celebrate Father’s Day in any way.”
By highlighting the fact that your store intends to celebrate fathers just as excitedly as it celebrated mothers, you will alert shoppers to the fact that they can depend on you for their Father’s Day shopping needs.
On Nexternal.com, Matthew suggests that you utilize your company website to promote the fact that your store is a great location for those thinking about Dad. “Consider creating a featured category called ‘Father’s Day Gift Ideas’ or ‘Top 10 Gifts for Dad’ that will help to inspire your customers,” he recommends, “Be sure to include a relevant category description and creative imagery. Some Dads are hard to buy gifts for so don’t forget to include Gift Certificates so he can pick out exactly what he wants.”
Target first-time fathers.
Many young men will be embarking on their first-ever Father’s Days next month. They most certainly deserve to be celebrated. Especially since our current generation of fathers takes on more parenting responsibilities than ever before, it would be a great idea to acknowledge them. Olsen writes that he believes “first-time fathers represent the ripest, lowest-hanging fruit for marketers.”
As a result, he encourages retailers to tap into the “First Father’s Day” approach to advertising their goods via digital media. “It’s time for a hero brand in a dad-centric category to help dads everywhere speak up, own their parenting prowess and get the Father’s Day celebrations they deserve,” says Olsen.
Host a Pre-Father’s Day celebration.
Father’s Day offers your jewelry store yet another ideal opportunity to host an in-store event. By doing so, you will entice your current customers to choose your store for their Father’s Day gift shopping over your competitors. And, as you may be aware, TK Enterprises Inc. can help you!
Our one-of-a-kind Event Marketing services put our experienced team of phone agents to work for you. They will call your current customers to invite them to your special upcoming Pre-Father’s Day celebration in order to boost their interest in all of the wonderful gifts your store has to offer.
For more information about our Event Marketing services, please don’t hesitate to call us toll-free at 1-877-622-0195. You may also email us at heidi.tke@tomkaufmann.com or fill out the form on our Contact Us page and have someone contact you!
Apr 4, 2018
Jewelry – it’s a special type of merchandise that truly belongs in a category of its own. Unlike most purchases, jewelry is often bought for particularly sentimental reasons. Commemorating romantic relationships, creating family heirlooms and celebrating milestone moments – these are all very special occasions that are often recognized by the gifting of jewelry from one loved one to another.
So, it should go without saying that jewelry purchases are generally made with a special type of care. To be specific, most consumers prefer to see and feel jewelry for themselves, trying on different pieces, looking in the mirror and mixing and matching to settle on the perfect combinations. As a result, jewelers continue to enjoy foot traffic in their brick-and-mortar store locations while many other industries lean towards boosting their online sales.
Should jewelers be concerned about the growth of online shopping?
Knowledgeable sources say no. Firstly, to reiterate an already-made point, jewelry purchases are more of the touch-and-feel variety. But secondly, e-commerce isn’t exactly taking over in the way that some people assume. Sure, online shopping is incredibly popular. And this is never more evident than during the end-of-year holiday season. However, most businesses still enjoy heavy in-store success even when their online sales are taking off.
On Forbes.com, Barbara Thau explains that brick-and-mortar stores are still the future of retail. E-commerce, she insists, will not replace the physical shopping experience. She even points out that stores are more profitable than e-commerce. The top ten retailers, says Thau, still have their physical store locations as “the meat and potatoes of their business.”
“What often gets lost amid the heady talk that retailers’ online businesses are growing faster than their stores is that bricks generate higher conversion rates —the percent of store/site visitors who make a purchase — than clicks,” elaborates Thau, “And as a general proposition, a store purchase is more profitable than an e-commerce order, as factors like shipping and handling charges, and the costs associated with increased returns, eat into margins.”
Believe it or not, millennials want to buy from you in person.
As a jeweler, you undoubtedly receive numerous visitors from young shoppers in your store. Don’t assume that because millennials are part of the online generation they’d prefer to do their shopping online rather than in your store. Thau writes that while Amazon, Facebook and Instagram are incredibly popular with youngsters, they still prefer “real life stories”. According to a number of studies, says Thau, young people enjoy real shopping experiences.
“Most global millennials (70%) prefer brick-and-mortar retail stores, according to CBRE,” reveals Thau, “And in the U.S., over 77% of Gen Z, consumers born after the mid-1990s through the early 2000s, said brick-and-mortar stores are their preferred shopping channel, according to Accenture research.”
Send out your invitations!
With research showing that shoppers both young and old still prefer real shopping to online shopping, there is no reason to fear the growing popularity of e-commerce. There is also no reason to not invite your customers back into your store for your special events and sales. This is where the TK Enterprises Inc. team can really help you!
Contact us today to ask about our Event Marketing services! Call us toll-free at 1-877-622-0195 or email us at heidi.tke@tomkaufmann.com. You may also fill out the form on our Contact Us page and have someone contact you!
Mar 21, 2018
Welcome to spring everyone! It’s certainly a beautiful time of year. Even though your neck of the woods may still be experiencing frigid temperatures, they won’t last too much longer. The spring is a great time of year for the majority of jewelry retailers because the warmer weather encourages more people to come out of their homes. In addition, that warmer weather also inspires the wearing of more jewelry. After all, without the heavy coats and scarfs, jewelry can more easily be seen!
As a result, the beginning of spring makes an ideal time for your jewelry store to host an in-store event. Inviting your customers back into your store so that they can be the first to check out your latest items is a great way to not just boost sales but grow your customer relationships. These days, consumers place a lot of emphasis on how businesses make them feel. What could be better than offering exclusive invites to customers to show them how special they are to you?
Hosting an in-store event will raise brand awareness.
It goes without saying that you don’t own the only jewelry store in town. So what separates you from your competitors? As we’ve pointed out, acknowledging your customers by reaching out to them directly will help to give them feelings of importance. Never be afraid to declare your appreciation for your customers’ support. Doing so will get the word spread about your brand in a very positive way.
“In-store events give you the opportunity to create a buzz around your brand and store, helping to raise brand awareness,” agrees Madeleine Helme on MarTechExec.com, “Get your customers excited about an upcoming event and you will see an increase in traffic to your store. This is also an effective way of attracting new customers to your store. They’re more likely to become repeat customers, too, because you’ve given them an experience they will enjoy and remember.”
An in-store event will boost your sales.
At the end of the day, isn’t that what every business owner wants? It will be near impossible to not significantly increase sales when you host an in-store event. Remember that the main objective of any social gathering is for people to have a good time. Ensure that your guests are enjoying themselves and you won’t have to put a ton of effort into pushing sales. They will come a lot easier!
“Sales and profits will also see a boost from your in-store events,” affirms Helme, “If people attending your event have an enjoyable time, then they are more likely to buy from you and are likely to spend more. Successful events are great for your brand’s reputation and word-of-mouth because people will tell their friends and post on social media about how much of a good time they had at your event.”
TK Enterprises Inc. has many years of experience making personal phone calls directly to jewelry store customers to invite them to upcoming in-store events. Get us working for you! For more information about our Event Marketing services, please don’t hesitate to call us toll-free at 1-877-622-0195. You may also email us at heidi.tke@tomkaufmann.com or fill out the form on our Contact Us page and have someone contact you!
Jan 3, 2018
Welcome to 2018! On behalf of the entire TK Enterprises Inc. staff, we’d like to wish you all a very Happy New Year! And, to be quite honest, we’d love it if we could have a hand in helping for 2018 to be your jewelry store’s most successful year yet! With the changing of the calendar, our team has renewed its commitment to helping North American jewelry store owners enjoy larger customer bases and increased sales.
By implementing some inventive advertising strategies, you can do just that! Here are three ideas:
1. Use tantalizing wording in your product descriptions.
Never let it be lost on you that jewelry purchases are nearly always very important ones for buyers. They often attribute their purchases to the need to commemorate special occasions. The way you describe your products in your marketing campaigns should speak to the uniqueness and sentimentality of the pieces. You want to go over and above the technical terms used to describe your jewelry.
“If you have several different types of items that you are going to sell, break them down into types and describe the products within each type briefly,” explains Kate McFarlin on Chron.com, “For example, you could break it down to rings, necklaces, bracelets, accessories and then go into detail from low to high on the products in these groups. Describe what makes your jewelry unique from other stores in the area and how your product differs.”
2. Offer a travel incentive.
If you really want to take things to the next level, you may wish to advertise the fact that when your customers choose your store over its competitors, there’s more in it for them than their purchases. Odenza explains that travel incentives are complimentary vacations that you can use to encourage customers to remain loyal to your store. Their website notes that they work to both incentivize customers and promote your business.
“The offer looks great on any advertisement and gives your customers a reason to talk about your business with their friends and family,” says the site, “Word of mouth is the best way to get new customers as people trust their friends and family for referrals. Imagine them sitting around and mentioning that they’re going on a complimentary vacation just because they bought something from your store. It’s a great offer, but as you might imagine, hard to start by yourself.”
3. Call your existing customers directly.
Make 2018 the year when you fully commit to strengthening the bonds you’ve already established with your store’s supporters. It’s important to never take your customers for granted. Don’t assume that they’ll return. Call them directly and invite them back. This is the concept behind TK Enterprises Inc.’s Event Marketing services. Our experienced team of phone agents will do all the calling for you!
Contact us to learn more about this one-of-a-kind service! Please don’t hesitate to call us toll-free at 1-877-622-0195. You may also email us at heidi.tke@tomkaufmann.com or fill out the form on our Contact Us page and have someone contact you!
