Columnists George Prout

George Prout

Applied Marketing 101: A credit program that competes with the malls

For the past year, I’ve been investigating a new way of offering credit in retail jewelry stores that potentially represents an enormous breakthrough. The implications from the data we’ve been collecting in test stores are staggering, particularly in the Bridal sector. Just imagine how much your sales and profitability could increase if almost anyone who entered your store could obtain financing. For any student of jewelry retailing, universal access to credit represents the Holy Grail, and it looks like we have actually found it!

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Applied Marketing 101: The view from Hong Kong

The Boeing 777 is a long-range, wide-body, twin-engine jet airliner manufactured by Boeing Commercial Airplanes.  As Boeing’s first fly-by-wire airliner, it has comput...

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Applied Marketing 101: Probability and the primate brain

Nearly everything in life, as well as in business, can be represented by mathematical models. Even if you’re uncomfortable with math, your brain still creates models fo...

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The Sword of Damocles

Of the many Greek and Roman political philosophers whose writings provided the foundation for modern-day democracy, Marcus Tullius Cicero, who lived during the time of Ju...

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Applied Marketing 101: An empirical approach to December reorders

In the late 1800s, an economist named Vilfredo Pareto undertook a ground breaking study of the distribution of wealth in Italian society. He found, unsurprisingly, that e...

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Applied Marketing 101: In search of an effective private label credit program

How important is access to credit in the average consumer’s jewelry purchasing decision? If you study the data, you will discover that about half of all the jewelry bou...

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Applied Marketing 101: The Chocolates are coming!

One of my favorite aspects of my job at Gems One is directing our global product development team. In this role, it’s my task to try to guess what consumers will be ask...

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Applied Marketing 101: A foolproof method for increasing your bridal business

In times like these, the only sure path to sales and profits in the retail jewelry business is Bridal, so I emphatically urge you to focus your efforts on growing that po...

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Applied Marketing 101: How Neurophysiology impacts advertising effectiveness

In recent years, marketing practitioners have been making great strides in understanding how the brain receives, stores, and reacts to advertising messages. I’m fascina...

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