Columnists George Prout

George Prout

Applied Marketing 101: Strategies for competing with the Majors for Bridal Sales (part 1)

Applied Marketing 101: Strategies for competing with the Majors for Bridal Sales (part 1)

Like it or not, you are in direct competition with the Major Chains and Department Stores for engagement ring sales. If growing the bridal component of your business is an important objective, then the extent to which you’ll accomplish your goal will be dependent on the development of an effective strategy. In this article and the next, we will consider how to build that strategy.

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Applied Marketing 101: How to offer credit like the chain stores

Applied Marketing 101: How to offer credit like the chain stores

Gems One’s Gemstar kiosk credit program delivers strong results

Last May, I wrote about the impending launch of a multi-lender consumer financing program aimed at provid...

Applied Marketing 101 - The view from Vicenza

As I write this, I am returning to America from the Vicenzaoro Show on a Delta 767 bound for Kennedy airport. The Winter Vicenza Show is the annual starting point for sty...

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Applied Marketing 101: The disappearance of the big spenders

As I write this, it’s the evening of December 22, and I’m on a train from New York City bound for home, several hours away. I spend the first 22 or so days of Decembe...

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Applied Marketing 101: 2013: The incipient arrival of the digital natives

As the nineteenth century drew to a close, scientists could reflect with satisfaction that they had discovered pretty much all of the mysteries of the physical world: ele...

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Applied Marketing 101: Using value and price to drive traffic (Part 2)

Last month, we examined the current state of the art in retail pricing strategies from a conceptual standpoint. Now, let’s take a pragmatic look at the question of how ...

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Applied Marketing 101: Using value and price to drive traffic (Part 1)

Anyone engaged in retail understands that in today’s environment, it’s hard to drive traffic without providing your target audience with a sense that you’re offerin...

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Applied Marketing 101: The view from England

As a student of history, it has always seemed a bit surprising to me that American society has enjoyed such extraordinary tranquility, given the fact that our country was...

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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 ...

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Belle Étoile launches 2014 Summer/Fall Collection

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Henderson Designs partners with Luca Lorenzini for fun, modern line

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