Jewelers sometimes worry about when is the right time to run a sale. One of our current clients was in the same predicament but as you can see from the results below, they’re happy that they started a sale now. A highly successful sale can be run at any time of the year if done right.
Real-time example: We are running a 40-day sale right now that started after Mother’s Day with a multi-million dollar sales goal. In the first four days of the sale, we’ve accomplished 30% of that multi-million dollar sales goal! This is double the projected sales we expected in those four days and over 12 times greater than the sales during the same week a year ago. The average ticket price is over $1,500. Out of 744 customers who walked in the door (10% of those were new customers), 576 sales were recorded, a 77% closing ratio.
This may sound remarkable to you, and it is. But it is not unusual for our sale events because we’ve been there hundreds of times before and we know what we’re doing. We have a formula that works and we want to help more fine jewelers drive incredible traffic, remove unwanted inventory, improve cash flow, and hedge against a loss of discretionary income by customers who are now making travel plans.
As per our above example, it shows that you can have Christmas-like sales in the spring, summer, or fall seasons and thereby saving your holiday gross margin. We can help you accomplish this any month prior to the holiday season and of course the holiday season itself!
You can contact me at any time at my cell number (917) 861-9607 or click on my calendar below to schedule an appointment at your convenience.
Ira Bergman, President