Wow customers at your next in-store event by following these 3 principles

ASA FORMER buyer for one of the largest independent chains on the West Coast, I have discovered that an in-store event is the perfect way to introduce new products to your existing customers, as well as attract new customers, the all without having to make a significant investment in inventory. That said, hosting a successful in-store event is no small feat. So I’m here to give you some tips on how to make your next in-store event the best one yet.

Timing and exclusivity are key

Plan your events around your store’s biggest shopping seasons. If you are a big wedding gate, focus on “wedding season” and “engagement seasons”, and for fashion gates, focus on big gift giving holidays like Black Friday and the Valentine’s Day. Don’t overdo the number of events you organize each year, otherwise they will lose their appeal. The more exclusive the event, the more hype and statistically more profit. On the other hand, if you run events too often, not only will your current customer base lose faith in your pricing model and the perceived value of your products, but studies show that potential customers may consider a store that handles too many sales. as “gimmicky” and their product as “poor quality”. Ouch! Focus on a few great events rather than making many smaller events mediocre.


Choose the right supplier(s)

Besides your best-selling ranges, what other suppliers have you considered? Invite lines that you don’t offer, but your customers come to ask questions or the relentless “rising” brand that knocks on your door for a meeting. This allows you to get real customer feedback and test the market without having to invest first. It also goes beyond just jewelry sellers. Consider inviting local vendors outside of the jewelry industry who can mutually benefit. For example, if you are having a wedding-centric event, you can invite a wedding photographer to take pictures. You end up with free photos from your event and they meet people who need a wedding photographer. Another great local supplier is a wedding caterer. Your guests will not only be able to sample their selections, but it will keep them busy when you need to switch between guests. Do your research on their customer reviews before inviting them to attend your event. After all, you don’t want the “wedding singer” to show up when you invite a DJ over.

Follow up with customers

Not everyone will buy during your event, but if they attended, they are prime targets for subsequent marketing efforts. Also, don’t forget the vendors who came. Many of them are from out of state, which requires leaving family and work obligations in order to help your event.

An in-store event can be great for everyone involved. Your customers receive special and unique merchandise, and sellers get additional exposure and sales for their products. Plus, it lets you and the seller see how buyers are reacting to the merchandise. Well done, everyone wins.


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