Month: September 2020

Running a major sale event is part art, part science, and part mathematics. This is true for all seasons, but even more important during a pandemic. 

The art comes from the creativity necessary to assess individual situations and craft a plan that will work best for each jeweler. The science comes from the decades of experience we have in knowing the formula that will work for sales of great magnitude. The mathematics comes from the years of collecting and comparing data from a host of stores and business situations.

Among the mistakes jewelers make is to run a sale of their own or to run discounts repeatedly in a desperate attempt to move merchandise. Discounting on a continuous basis confuses customers and makes them wary when you finally decide to run a serious merchandise reduction event. Bottom line, those mini-sales work against you every time. 

Our clients are often amazed at the art, science, and mathematics we bring to our sale events. Here is just a sampling of the comments we hear so often:

• “I never thought to run that type of advertising.”

• “How did you know the sign walkers would work so well?”

• “You told me what my financial results would be, but I really didn’t believe it.”

• “I could have never done this on my own and I’m so thankful I used your team to orchestrate my sale.”

If you are considering a major sale event, we urge you not to try it on your own. We have the expertise and experience to do it right, while protecting your brand image and reputation, and generating more cash than you could imagine. It’s all part of the art, science, and mathematics of running a major sale event.

SO PLEASE DON’T WASTE YOUR OPPORTUNITY!

Contact us today for a free, no-obligation consultation of your needs.

Sincerely,

Jeff Gordon, CEO 

Since we work with many of the finest retailers in the country, they are always very concerned about the look and feel of a major sale event in their stores. They have a coveted brand and a quality reputation to uphold, so they must maintain an impeccable image while maximizing the amount of money they put in their pocket. 

So, they often ask us about our advertising and promotion style and are very protective of the image portrayed during their sale. Since many of the sale events we orchestrate are for inventory reductions, store moving, and business transitions, we want to uphold the integrity of what we do and how we do it to support the retailer’s continuing business.

The quality of signage is a very big issue, so that’s why we want to show you two signs that each tell a very different story to your customers. The one in yellow is distasteful and smacks of low-class, while the one in blue and white says essentially the same thing, but is dignified while still being robust. 

Signage is just one of a dozen or more ways we promote a fine, upscale store. But it’s an important one and needs your attention if you are to maintain the credibility of your name and reputation in the community. It’s just one way we differentiate ourselves from the crowd, and helps you to see The Gordon Company difference in living color.

Contact us right away for a closer look at the many ways we promote your store, maximize your financial return, and maintain the dignity you deserve in the community you serve.

Sincerely,

Jeff Gordon, CEO

Traffic is down and you need cash.  A major sale event can remedy both.  But how do we deliver a sale event when social distancing is key during COVID?  In short, carefully and intelligently.

While others pondered the effects of the pandemic, we were hard at work creating an online supplement to the physical store sale that delivers what you cannot do on your own.  Our digital solution creates video sales from your customers who can now shop your sale, by appointment, safely from the comfort of their homes.

Let’s face it.  We all know that online sales have been growing for years, and have escalated faster during the COVID crisis.  Knowing this, we created a solution that augments in-store sales with online sales that takes nothing away from the customer experience.  In some cases, it may enhance the experience because of the ease of enjoying huge savings on your discounted merchandise from home.

Best of all, we can assist you with this same digital solution using geo-fencing and retargeting of customers both during and long after your sale is conducted.  We are in the business of keeping you in business, so contact us today to see how we can help you expand your online influence during COVID and into 2021.

Sincerely,

Jeff Gordon, CEO

We speak with jewelers every day so we know many are facing life-changing decisions this year. Odds are, you probably are too. The Coronavirus pandemic has forced every retail jeweler to consider a strategy for the future and to develop a plan to survive a very uncertain time. 

Retail bankruptcies have been part of the news almost weekly and the challenges retailers face with online competition have been a constant theme. We know that the pandemic has strengthened and accelerated online shopping, which is why we are incorporating ecommerce and other digital resources for our clients (more on that in a future newsletter). But there are things you can do as a brick and mortar jeweler that sole online retailers simply can’t do. Having a major sale event in your store is one of them. 

You are well-known in your community and have a local following, and this brings you market power in the region. The years – even decades – you’ve invested have had a tremendous impact on the feelings your customers have for you. That awareness, your reputation, and the loyalty of people combine to be the single greatest asset you have when you decide to run a major sale event. 

Life-changing decisions can be a huge burden. But if you step back and consider what you may need to weather the current storm, a professionally-run sale with experts in the field like The Gordon Company can make those decisions much easier, and very profitable, too.

Sincerely,

Jeff Gordon, CEO