Anderson Brothers Jewelers
Lubbock, TX
GOING OUT OF BUSINESS SALE EVENT
Established in 1923, Anderson Brothers Jewelers in Lubbock was one of West Texas’ oldest and finest stores. But after nearly 100 years in existence, the owners decided it was finally time to retire. Knowing the quality reputation of The Gordon Company, they called on the firm to run their extensive sale events.
The Gordon Company Strategy
The Gordon Company devised an out-of-the-box strategy to first run an anniversary sale from November 30th through December 24th. The goal was to custom-design two different sales strategies in order to capitalize on the reputation that had been built up for Anderson’s over the decades. The first was this anniversary sale, which was then followed in February with a Retirement/Going Out of Business Sale. The results of the anniversary sale were outstanding:
- Total sales were 2.28 times greater than the previous year during the same time frame, which was during a prior successful Christmas season.
- Customer foot traffic totaled 1,123 people in those 25 days.
“Our first week of the sale was one of the biggest in our 100-year history. Public response was tremendous.“ – Todo Fields, Co-owner
Next, the GOB/Retirement Sale
The main sales event was next. The Gordon Company started it on February 1st and ran it through April 23rd, 82 days in total. Results were as follows:
- Total sales were 3.77 times greater than the previous year during the same time frame.
- Customer foot traffic totaled 3,331 in those 82 days.
- 18% of the sales were from new customers.
- 27% of clients came in through The Gordon Company’s successful TV campaigns, and 24% responded to the direct mail campaigns.
Combined Sales Results
Financial results for the combined Anniversary and GOB Sales were outstanding:
- Total sales were 3.37 times previous year sales and 174% more than our original projections.
- Customer foot traffic totaled 3,657 at this destination store with an average retail sales ticket of $1,566.
“Sometimes you think what you do doesn’t matter, but then something like this sale reminds you that it really does.“ –Todo Fields, Co-owner
