MAKE IT HAPPEN |
August 2023
Pre-Season Checklist: Top 10 Must Do's!
Andrea Lucille Pooler
Have you started your preparations and planning for the holiday season? If you have not, THIS is the time when you need to pause, make a checklist, and plan accordingly.
When I had a jewelry retail location, I lived off action item lists and milestone charts. The combination of the two kept me on task and on a timeline to ensure I was prepared for the holiday season. A milestone chart is an excellent tool if you are a visual person, as you can see everything you need to complete by the due date you have chosen.
1. ASSESS YOUR CURRENT INVENTORY AND DETERMINE YOUR TOP SELLERS.
Make your inventory software do the heavy lifting. Generate/customize your reports to identify popular items, restocking needs, and turn-over rates. Use your software’s forecasting capabilities to plan your inventory needs. Include a variety of price points to suit your customer base.
2. AUDIT YOUR WEBSITE.
Do you need to refresh the homepage? Update product photos or descriptions? Is your website mobile-friendly? Is your check-out process seamless? An outdated website will not show your brand in the best light possible.
Michou
Sterling silver ring with citrine
& opal. One of a kind.
MSRP $695
530.525.3320
3. CREATE YOUR MARKETING STRATEGY AND PLAN YOUR SOCIAL MEDIA CALENDARS.
Ensure your digital and in-store marketing themes and promotions are synced and cohesive. If you plan a holiday event in your retail store, promote it with in-store flyers, on your website, and across social media channels. Use tech to streamline tasks using email marketing software, social media tools such as AI writing apps, and postscheduling software.
4. COLLABORATE WITH OTHER LOCAL BUSINESSES, HOLIDAY EVENTS, OR ASSOCIATIONS.
Now is the time to reach out to your community. Work with your town/city leaders to create events that will benefit you and your colleagues’ businesses.
5. VISUAL MERCHANDISING IS A MUST!
If your displays are not organized, then your customers will have a hard time focusing on the product. Take the time to assess your store’s visual appearance. Do your displays look old? Are your designers or collections organized and show off the jewelry in the best possible view? Are your top sellers featured in a high-traffic location? Are you creating a holiday themed window display? Make sure all your visual items are on brand, including your boxes, bags, tissue paper etc., and that you have ordered the quantities you will need.
6. YOUR TEAM IS YOUR MOST IMPORTANT ASSET.
Assess your staffing and training needs. Do you need to hire additional seasonal staff? Make sure your team knows the products, designers, and collections you are selling. Now is the time to provide additional training, not on Black Friday. If you are planning promotions or discounts, be sure your team is aware.
Jewelry Innovations
Serinium® beveled with maple
baseball bat wood inlay
MSRP $663
800.872.6840
7. CUSTOMER ENGAGEMENT NEEDS TO BE CONTINUOUSLY NURTURED.
Host special in-store events featuring a designer or trunk show, holiday theme event, or exclusive discounts for your loyal customers. Use your customer relationship management software (CRM) to send targeted emails, SMS, or invites to your special events.
8. REVIEW YOUR SECURITY PROCEDURES.
Is your team following the standard operating procedures (SOP). It is always a good idea to review the practices and retrain, if necessary, before the holiday rush.
Amali Jewelry
Hand-woven earrings in 18k yellow gold and turquoise stones
MSRP $1,045
9. REVIEW YOUR SHIPPING AND RETURN SOPS.
Is the process smooth and efficient? Use tech tools to make this a quick procedure. Do you have your deadlines set for holiday shipping? How are you communicating that to your customers? It needs to be clearly stated online and in-store.
10. WHAT HAPPENS AFTER THE SALE?
Are you following up with your VIP customers? Are you reaching out for feedback and customer reviews? Do you provide sizing, alternations, or other options to ensure your customers will return again and again?
Cheers, and have a great holiday season.
More From The Jewelers Collective
Press Releases
