MEDIA |
OCTOBER 2022
Holiday Sales Tips
Rick Arnemann
This will be the season of Yin and Yang
We have been faced with some unique challenges over the last few years. The surprise for many has been how well the jewelry industry did through most of the pandemic. While it wasn’t great for everyone, those who make changes to adapt to the new normal did very well.
1. Get Your Marketing In Order
Create a marketing plan and setup a spreadsheet with all relevant dates and action steps. This calendar of events should include the start dates on actions such as the creation of print materials, social post creation and posting dates, eblast strategy & scheduling, your engagement strategy for social platforms and special events. 47% of shoppers said they like to participate in store events.
Black Label/Kelly Waters
Platinum finish sterling with simulated
diamonds & ruby pendant
MSRP $180
800.647.7017
2. Use Three Or More Marketing Channels
By using an omni channels approach for your marketing your sell through rate will see a 287% greater return over a single channel. And be consistent with your massaging across all channels. Just maintaining continuity across all channels will increase your revenue over a single channel strategy by 33%.
3. Personalize Your Communications
Personalized customer content has shown to increase the spend of a shopper. Almost half of US consumers have purchased something more expensive than originally planned because their customer experience was personalized. Personalized invitations for a private event take extra work, but can pay off, especially around the holidays.
4. Mail Delivers
Because of the issues related to print materials, many marketers have abandoned print which makes for far less clutter in your target’s mailbox. The advantage to you is the consumer will spend more time with your catalog, direct mailer, or postcard than they would have in the past. It has also shown that these materials (particularly catalogs) stay in the house longer, on average 20 plus days, making your brand more relevant and visible.
5. Let's Talk Radio
Some stores rely on this medium almost exclusively. While it is never good to focus on only one medium, radio , can be very effective as part of an omni channel strategy. If you are using radio, it is recommended that you use a female voice. Women respond more favorably to female voices by 14% and men respond more favorably by 5%.
6. Check Your Website
It only takes 50 milliseconds for a user to form an opinion of your website, and 94% of first impressions are design related. 83% of visitors expect your site to load in three seconds. That same amount wants a seamless experience on all devices. If potential customers find your website lacking, they will judge you and move right on to the competition.
7. Gift Guides That Work
Emails that feature gift guides generate 48% higher sales compared to other promotional emails. An online gift guide is the perfect way to attract purchases from early-season shoppers, inspire last-minute shoppers, highlight, boost organic SEO, and convert browsers into customers. Your format could be as simple as a blog post, or more elaborate, like a landing page or flip book catalog.
8. Google Your Business
Searches for “jewelry” climb in early November, peaking right before Christmas, from Dec. 12 to 25. “jewelry near me,” “jewelry store,” and “jewelry stores” are top related queries. Make sure that your Google My Business listing is active. When a user searches for your business name in Google Maps, your location will be displayed, along with your address, contact number, photos, and reviews. Aimed at reaching your local community, you can include updates (like an event or sale), and you can reach potential customers on all their devices. Most importantly – it’s free.
Phillip Gavriel
Sterling popcorn cuff with
18k gold & blue topaz
MSRP $400
800.622.0960
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