Manager’s To-Do List: May 2012
BY THE INSTORE TEAM
Published in the May2012 issue
Week 1 APR.30-MAY 5
MERCHANDISING Create a Mother’s Day-themed display. Showcase similar pieces to those celebrity moms have been photographed wearing.
Week 2 MAY 7-12
STAFF Salespeople are pleasers, says sales trainer Shane Decker, so instant recognition is a higher motivator than money. Make an extra effort to identify successes this week.
SHOP Address your take-in procedure. Does it protect you against claims of loss? Be sure to photocopy items like broken chains or charm bracelets to avoid disputes. Only rush jobs when necessary.
MERCHANDISING Reel in the tax rebates: Create a display of jewelry options that fall into the $100 to $500 range and promote it. That’s close to the sweet spot for “fine” fashion jewelry, says industry analyst Ken Gassman.
Week 3 MAY 14-19
MARKETING According to Hallmark, August has snatched June’s mantle as the most popular month for weddings. Still, June is likely to remain No. 1 for anniversaries for some time to come. Offer diamond upgrades to customers with anniversaries in the sixth month.
FINANCES Maybe your fixed costs aren’t as fixed as you think. Analyze every contract — from the company that supplies the water cooler to your neighborhood banker — and look for places where you can get a cost reduction. Lease coming up? Keep an eye on traffic. It’s a good figure to wield in negotiations with your landlord.
STAFF Get your staff involved in selections for Vegas. Dole out the catalogs.
Week 4 MAY 21-26
ADVERTISING Graduation season is rapidly approaching. Place “Congratulations Class of 2012” signs in your windows. See if your high school or local college has advertising options in their graduation bulletins or final editions of school newspapers.
INVENTORY Pre-Vegas sales begin in earnest. Advertise that you’re clearing space for the new season’s latest designs.
STRATEGY Develop a checklist of questions to use to sell additional jewelry to brides: Will the bridesmaids be wearing jewelry? Will the groomsmen need tie pins or cufflinks?
Week 5 MAY 27-JUNE 2
DISPLAYS With summer on the way, Larry Johnson says redo the props in your showcases to give a fresh look. Throw away those seashells in the pearl case and replace them with props that show your customer all the places in town where she can wear those beautiful pearls!
SLOW TIME Use the slow Memorial Day weekend to make final preparations for the Vegas shows, summer events and wedding season.