Columnists Bob Epstein

Bob Epstein

Time for aggressive marketing tactics

For the last century, store owners have operated on the premise borrowed from the script in “Field of Dreams”: “If you build it, they will come.” It’s all about location, right? So build your store in a traditional strip center on a busy street with good visibility and lots of parking and they will come. Or build it in a mall and they will come (or at least walk by). Or build it in a luxury lifestyle center and they will come - maybe in their BMW or Audi. The whole build it and they will come mentality is why many traditional jeweler store owners didn’t bother to maintain customer mailing lists, have anything but a rudimentary web site and scoff at Facebook.  Who needs Facebook, they will come.

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Summer Surveys: Get customer feedback now and have a more profitable holiday shopping season

A few months ago I happened to be driving down the road with my business partners when we passed a relatively new eating establishment. “Have you tried that place yet?...

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Cost effective advertising strategies

From an advertising perspective, it’s tough being an independent retail jeweler. There’s just no way to compete with the big box stores who spend millions of dollars ...

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Knowing when and how to retire

Consider the independent store owner reaching retirement age. It’s been thirty years of hard work, long hours, many weekends, most holidays, and while the business hasn...

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Happy New Year - Already?

January? February? Valentine’s Day? Most retailers just want to make it through this year’s holiday shopping season before thinking about 2014. Besides, January is ty...

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Effective direct mail marketing strategies

So you’ve made the decision to run a sale event in your store. Maybe you want to move dated or slow moving inventory. Maybe you need to increase store traffic. You migh...

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Aging inventory - Tired store

Aging inventories can burden even the most prosperous store.   Merchandise that doesn’t sell must be insured. There are also storage costs, taxes and the fact that y...

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Successful retirement sale strategies

For many store owners, 2013 will be the year they decide to retire, close or sell their store. This decision is a very emotional one, especially for store owners whose bu...

The Price is Right

In this post-recession era, there is little doubt that the average consumer remains extremely price sensitive.   While it’s important to provide great customer servi...

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