Look Book

36 www.thejewelrybook.com When retailer Andy Koehn christened the name of one of Nick Failla's in-store events Kiss & Tell, the move was equal parts marketing and mercantilism. The moniker was intriguing enough to lure in shop- pers curious about jewelry store kisses, while the actual event was a low-cost and employee-driven way of moving merchandise. "Kiss & Tell has helped with cash fl ow, for sure," says Koehn, the owner of Koehn & Koehn Jewelers in West Bend, Wis., who has held events in the sleepy retail jewelry month of September. Retail consultant and Collected Concepts President Nick Failla created the one-day event for indepen- dents to offer values to shoppers, cleanse dated stock, and free up funds for future buys. "The goal is to target customers who are sitting dormant in your database and ones who would purchase again if motivated," he explains. Dialing for Dates The only advertising that fuels the event's success is staffers making appointments by phone for six weeks prior. Invitations should be verbally extended in a confi dent and enthusiastic manner that relays the salesperson's own eagerness to share the deal. To avoid error, write down instructions. "Some of the associates were hesitant to call but we used a good script to get customers excited," explains Paul Reiniger, president of Reiniger Jewelers in Swansea and Waterloo, Ill. Follow up with phone-call confi rmations three days out. Further incentivize staffers by posting a bulletin board of appointments, and offer spiffs for each step—from making calls to hosting appointments. In Failla's experience, phone calls are more effective than traditional advertising. A Midwest salesperson whose store was planning a Kiss & Tell reluctantly made her calls. But when Failla phoned her on the day of the event asking how it was going, she delivered a bittersweet reply. "Fine, darn you," she playfully quipped, with the sound of a bustling store audible in the background. A word of caution: calls are often best received from a regular staffer. Koehn enlisted outside help one year; the temp was dynamic, but her success rate for appointments was low because clients didn't know her. "It became more of a telemarketing call," he notes. Concessions as Kisses When it comes to granting kisses — the coy euphe- mism for value-adds or discounts — that is left to the discretion of the owner. Extra service or warranties can also be used as incentives, particularly on branded goods with strict policies about markdowns. Store owners who conduct the event say discounts vary depending on the age of items. Kisses can start at 10 percent off for newly acquired goods or store staples to almost half off seasoned styles. Ideal scenarios involve multiple sales. "I've told clients to pick out multiple items for birth- days and anniversaries to get a better deal," explains Ken Branham, co-owner of Branham's Jewelry in East Tawas and West Branch, Mich. "I've moved a lot of aged inventory this way." For more information on Kiss & Tell, reach Failla at 586-354-3600 or online at collectedconcepts.com. Jennifer Heebner is an award-winning journalist who has been covering fi ne jewelry for nearly 20 years. She travels to major jewelry shows around the world to stay current with designs and follows international fashion week trends to interpret how jewelry and clothes work together for seasons ahead. She works in New York City, serves in the Women's Jewelry Association, has seen golden pearl farming fi rsthand in the Philippines, took part in a Brazilian Carnival in Rio de Janeiro, loves dogs, and likes to think she knows how to samba. Kiss and Sell When inventory gets a 'kiss' in an employee-driven in-store event, customers tell others. K I S S & T E L L R E TA I L N E W S By Jennifer Heebner

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