Q: What was your best store promotion?
“For a number of years we’ve held a VIP event and an 11-Hour Sale usually scheduled after Thanksgiving Day and before early December. The VIP event is like a customer appreciation event in that we cater to our top customers with an invite-only party. The two events run over three days from Thursday to Saturday. On the Thursday of the scheduled weekend we close the store all day and open our doors for the evening event. We want it to be an exclusive event with special pricing, swag bags, serving drinks and hors d’oeuvres, and even have some giveaways for added fun. Although it’s a VIP event, if people walk in during the event, of course they’re welcome. On Friday we host our 11-Hour sales event. This day is open to the public and has been heavily advertised throughout all forms of media. Friday is an easy set up considering we spent the entire day prior posting signs in cases, individually marking jewelry down, and preparing for the VIP event. As a surprise to the public and our customers we extend the event through Saturday for any last minute sales or customers who may have missed our event. We don’t advertise the Saturday portion of the two-day event until Saturday morning through different forms of social media, and always honor the discounts that day. After 10-plus years, the event has gotten bigger and better. People ask about and anticipate the event. Some may not buy over the course of the three days, but for those we add items to wish lists or plant seeds for future sales.”