Wholesale Fashion Jewelry & Accessories Blog

Ideas for Jewelry & Accessory Businesses
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    HAVE YOU COME UP with a new promotional strategy to bring customers into your store? If so, you are like many others who are searching for new techniques to lure buyers in their direction.  As Candace Corlett, WSL Strategic Retail said, “Shoppers have developed an immunity to the traditional sales messages.” 

So…if you are going to come out ahead in the new retail environment, the experts say, you have to get smart.  You’ve got to get creative.  You’ve got to find new ways of doing business. You’ve got to forget about what worked yesterday.  This in NOW.

Price discounts still work, but they work better when they’ve been revamped into a new concept.  Target, for example, partnered with Procter and Gamble to offer a $5 gift card to shoppers who buy a certain amount of certain products.  In the long run it doesn’t save money for the shoppers — who invariably use the gift to buy something for themselves – but it makes sales without loss for the retailers.  Sort of a win-win proposition!

                                      Giveaway Charms

GIFT-WITH-PURCHASE is another hot way of attracting customers.  CVS pharmacy uses delightful little charms as gifts – charms like stars, little sunglasses, mini-lipsticks, and high heeled shoes.  Accessory retailers might want to make use of the idea themselves!  Other gift- with-purchase ideas include things like adding a necklace chain to the original buy. This is clever, because it not induces the customer to buy in the first place, but — once her or she receives the chain — it is a short step toward buying a pendant to make the chain work double duty!

Assuring that your product assortment is relevant to the customer is another way of helping boost sales,  Wal-Mart is one of many stores working this technique with beauty products.  The firm says it is putting new emphasis on “restoring thousands of products to our assortment and adding new lines.”  The new formula is the “right mix of new and innovative products.” 

  ­­–Fashion accessory retailers might want to rethink their present product assortment against a general profile of their customers, adding new products that zero in on their more specific, present-moment buying habits.

FINDING THE KIND OF TIMELY, TRENDY PRODUCTS TO FIT YOUR CUSTOMERS TASTE IS NOT AS HARD AS IT MAY SEEM.  JUST LOOK HERE:

 

 

                                       Special Events

HOSTING SPECIAL EVENTS to drive customers into the store is another successful idea in today’s economy.  You might want to teach customers how to buy and wear jewelry in the new “pile them on” atmosphere.  Showing how to tie scarves in numerous different ways is always a good idea.  Hiring an astrologer to give brief horoscopes to customers is fun and will surely draw people to your store.  Adding even more power to a special event is the addition of refreshments:  iced tea or lemonade or hot cider, along with cookies.  Who ever passes up free goodies?

Improving the look and feel of your store has never been more important to buyers.  Today’s customer wants to be entranced with an interior, to be drawn to special products, to be romanced by color and sound.  Paint can do wonders in this direction, for very little cost.  Just add bright, very today colors:  If you aren’t sure how to start, stop by your local Benjamin Moore or other top paint store.  They’ll be glad to help you.  In fact, if you agree to post a smart sign saying the paint is by them, they’ll often send by a color specialist to work up a palette with you!

TIE-INS WITH OTHER RETAILERS can work wonders for sales.  Find a boutique that will be willing to show off your accessories in their window displays, posting a notice of where the great pieces can be purchased, will almost guarantee a rash of new, enthusiastic buyers heading your way.  This is rarely a hard sell; after all, the accessories will dramatically improve the looks of their clothing, as well!

Reading off the tie-in idea is the establishment of new relationships with other retailers, relationships that can benefit you all. If you don’t already have a retail association in your town thinks about getting one started.

Associations can plan and carry out great one day multi-store events, with special sales and entertainments.  They can help retailers share the cost of Halloween parties and Christmas decorations.  One might plan a fashion show.  Another might set up Teen Specials, complete with rock music.  The possibilities are really endless.  Get together.  Talk.  Share ideas.  Then get moving toward better sales!

PERHAPS THE KEY INGREDIENT TO ALL PROMOTIONAL SUCCESS IS KNOWING WHAT THE CUSTOMER WANTS, GETTING IT, THEN COMMUNICATING THAT YOU HAVE IT.  HERE ARE SOME PRODUCTS THAT PROMISE “GOOD FORTUNE” IN THAT ARENA:

 

Comments (0) Posted by Mary McGarry on Thursday, October 28th, 2010


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