Kicking off the second day of the educational program was a special breakfast presentation. Robert May, Executive Director of the Natural Color Diamond Industry Association (NCDIA) presented, "The Language of Color" featuring a team of retailers and experts. The panel discussed the many business opportunities that Natural Color Diamonds present in today's marketplace. Multiple displays depicting natural diamond jewelry pieces complemented the session with over 700 industry professionals in attendance.
|Thousands of jewelry retailers attended JCK Las Vegas' two full-days of educational sessions which covered topics including business strategies to assist retailers with making the most of the current economic environment, products, consumer trends, style and design and sales associate training.|
"Some of the most popular and well-attended sessions presented information on how retailers can better manage their businesses in these trying times," said Yancy Weinrich, Industry Vice President, JCK Events.
"Recognizing many of the challenges that retailers are facing today, we wanted to ensure that their time was well spent and that they were gaining the knowledge and information to provide a real business advantage."
"The basic salesmanship principles still work in today's economy," said Shane Decker of Ex-Sell-Ence, in his presentation, "Making the Most of Every Opportunity."
"The in-store sales person is the strongest connection to the customer and therefore must be well-trained, well-informed and be a master at service."
Dave Richardson of Richardson Resource Group echoed those sentiments through his "25 Greatest Sales Tips Ever!" presentation.
Mark Moeller of RF Moeller Jewelers and President of the AGS also provided a primer on recession-proofing a business.
"Price, value, service and tracking your success are the ways that a business will survive in this economy," said Moeller. "Educating consumers on price vs. value provides an excellent opportunity to showcase your experience, product knowledge, and industry association affiliations. These are differentiators from your competitors. They provide credibility in the minds of your customers and keep track of every aspect of your business including your shop. Twenty-five percent of my business's profit comes from repair and batteries and this is often the most overlooked. In good times and especially in a downturn, I can never say this enough: Service Until It Hurts!"
Social media and online marketing was another hot topic as a standing-room-only crowd heard from Gregg Towsley from WSI Quality Solutions. "Most companies have an internet presence, but many aren't successful at it. Websites, used in combination with search engine marketing and search engine optimization and social media outlets such as Twitter, You Tube and Facebook, will offer the rewards of acquiring new customers, creating brand awareness and credibility and ultimately drive sales."
The industry is moving at a rapid pace. Younger demographics, whose passion for jewelry hasn't yet been ignited, and technology and some of the adaptations and evolution of today's changing retail jewelry environment were the broader topics discussed at the panel presentation, "Adapting and Evolving Your Business in a Changing World," moderated by Matt Runci, Jewelers of America. Panelists Holly Wesche Conn, Wesche Jewelers; Ken Gassman, Jewelry Industry Research Institute; Jeff Corey, Days Jewelers and Susan Jacques from Borsheim's presented not only the trends and opportunities but shared what they currently do to keep consumers excited about purchasing jewelry.
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