Columnists

Squirrel Spotting: Not Head-Counting Is a Head Scratcher

ColumnistsJun 20, 2023

Squirrel Spotting: Not Head-Counting Is a Head Scratcher

Peter Smith can’t understand why retailers don’t want to know when people are coming into their store and if they are buying.

National Jeweler columnist and jewelry sales expert Peter Smith
Peter Smith is an industry consultant, speaker, sales trainer, and author. He can be reached via email at TheRetailSmiths@gmail.com.
One of the great advantages of not being young is I realize how little I know, and I’m all for it.

There’s rarely a day that passes when I don’t find myself contemplating the greatest wonders of the world, like retail.

I wonder about the practice of trying to be all things to all people, or about the ninth wonder of the world, otherwise known as hiring salespeople.

I wonder why any retailer on any planet, known or unknown, would ever not reorder their bestsellers. Yes, I mean the very products that bring us to our own little promised land of sales and profitability.

And since I first arrived in this complex and wonderous world many decades ago, I’ve wondered why any retailer, again on any planet, would not install visitor traffic counters in their stores. 

What could retailers not like about having the data on how many people visit their stores on a given day?

What’s not to love about knowing the time patterns of store traffic to better manage staff schedules and to hire appropriately? 

Or, are you still hiring everyone to work every hour you are open? Hmm … 

 Related stories will be right here … 

Where is the lack of appeal in knowing what your conversion rate is, meaning the number of sales you convert from your total visitors on a daily, weekly, monthly, and annual basis?

Is there simply no value in knowing how your conversion rates compared to the same period the previous year?

Perhaps you’ve concluded that knowing such information is not relevant because your staff, the UPS driver, and the FedEx guy all use the front door and skew the visitor counts. Did they use a different door last year?

Perhaps it’s just prohibitively expensive, and having that crazy good information just isn’t worth the cost?

I called my friend, Mark Ryski, CEO of HeadCount, and you just might be surprised at how very affordable the camera and installation costs are.

And the monthly costs to operate thereafter? It wouldn’t keep you in Starbucks for two weeks.

In “Remarkable Retail,” Steven Dennis wrote, “Historically, many retailers have been intuition-rich and data-poor. Or even if a decent amount of data was compiled, it was hard to work with or was ignored. For the merchant princes, more times than not, their mantra was ‘In gut we trust.’” 

So, why is it that retailers aren’t rushing to install visitor traffic counters immediately? 

Dang if I know. I’m not young enough!

Happy retailing, and always great to hear from you at TheRetailSmiths@gmail.com.

The Latest

Diamonds Direct Atlanta store
MajorsJul 26, 2024
Diamonds Direct Opens Store in Atlanta

It’s the Signet-owned banner’s first location in Georgia.

Bea Bongiasca’s Double Loop Earrings
TrendsJul 26, 2024
Piece of the Week: Bea Bongiasca’s ‘Double Loop’ Earrings

Commemorate “brat summer” with these green hoops.

Stock image of Providence, Rhode Island, skyline
EditorsJul 26, 2024
Out & About: A Dispatch from the Nation’s Smallest State

Editor-in-Chief Michelle Graff returns from Rhode Island with thoughts about in-store shopping and a trends report.

Untitled design.jpg
Brought to you by
The End of an Era? Lab-Grown Diamonds' Journey Towards Price Stability

As the demand for lab-grown diamond jewelry may still be increasing, the most notable change we are likely to see is price stabilization.

Supplier BulletinJul 25, 2024
Meet Gemology’s Next Generation Microscope: GIA® Gemolite® NXT Professional Edition

Sponsored by Gemological Institute of America

Weekly QuizJul 25, 2024
This Week’s Quiz
Test your jewelry news knowledge by answering these questions.
Take the Quiz
Amazon package outside door
TechnologyJul 25, 2024
Amazon, BBB Sue Website Allegedly Peddling Fake Reviews

They claim ReviewServiceUSA.com was selling both positive and negative reviews of products and businesses.

De Beers’ Venetia diamond mine
SourcingJul 25, 2024
De Beers’ H1 Revenue Falls 21% in ‘Weak’ Market

Lab-grown diamond sales in the United States and ongoing economic challenges in China are impacting natural diamond demand.

1872 x 1052 Gemolite.jpg
Brought to you by
Meet Gemology’s Next Generation Microscope: GIA® Gemolite® NXT Professional Edition

GIA®’s most advanced microscope has new features to optimize greater precision and comfort.

IndependentsJul 25, 2024
Store Designer Ruth Mellergaard Dies

A longtime member of IJO, she’s remembered for her passion for design, learning, and environmentalism.

Pomellato Malachite Pom Pom Dot bracelet
FinancialsJul 25, 2024
Boucheron, Pomellato Post Double-Digit Growth in Q2

The gains come amid a tough time for parent company Kering, which saw sales slide 11 percent in the first half of the year.

Shane Co. and the Kids in Need foundation logo
MajorsJul 25, 2024
Shane Co. Partners With Kids In Need Foundation to Donate 7,200 Backpacks

The fine jewelry retailer filled backpacks with back-to-school essentials for students in 13 states.

Bulgari high jewelry campaign
FinancialsJul 24, 2024
LVMH’s First-Half Jewelry, Watch Sales Dip 5%

Tiffany & Co. is focusing on its “iconic” collections while the company has made changes at the top at TAG Heuer and Hublot.

Chaumet Paris 2024 Olympics medals
MajorsJul 24, 2024
See Chaumet’s Paris Olympic Medals Inspired by its High Jewelry

The Parisian brand is the first jewelry company in the history of the Olympic and Paralympic Games to design the medals.

Jewelers Mutual and Union Life and Casualty logos
MajorsJul 24, 2024
Jewelers Mutual Acquires Pawnbroker Insurance Provider

Union Life & Casualty will join JM Insurance Agency Partners, expanding the provider’s pawnbroker coverage.

Bradlei Smith
MajorsJul 24, 2024
Ben Bridge Announces 2024 Lonia Tate Scholarship Winner

Los Angeles-based Bradlei Smith was selected for this year’s award.

De Beers rough diamond display
SourcingJul 23, 2024
De Beers’ Production Drops 15% in Q2

The company also reported the $150 million sale of an iron ore royalty right, part of its ongoing effort to divest “non-core” assets.

Long’s Jewelers giveaway promo
IndependentsJul 23, 2024
Long’s Jewelers Is Giving Away a Luxury Cape Cod Vacation

The giveaway is part of the New England jeweler’s summer bridal event.

Sophia Moreno-Bunge of Isa Isa modeling Guzema’s Hidden Beauty collection
CollectionsJul 23, 2024
Guzema Debuts ‘Flower Power’ Campaign

The ad features three celebrity florists creating floral sculptures while wearing jewelry by Guzema.

Tresia Shituula, Monkgogi Moshaga, Mohamed Samu
Policies & IssuesJul 23, 2024
Diamonds Do Good Announces Its 2024 Entrepreneurship Grant Winners

The grant provided a total of $100,000 to support 13 entrepreneurs from diamond communities in Africa and India.

Ghazi “Gus” Michel Osta
CrimeJul 22, 2024
Florida Jeweler Shot, Killed Following Argument With Customer

Ghazi Michel Osta, or “Gus,” was killed Friday by an 83-year-old man said to be a frequent customer at his store, Volusia Gold & Diamond.

Elyssa Jenkins-Perez and Effie Marinos
Policies & IssuesJul 22, 2024
JVC’s Elyssa Jenkins-Pérez Joins RJC

The organization also announced Effie Marinos as its new specialist advisor for technical standards, as well as four other appointments.

Karen Rentmeesters
SourcingJul 22, 2024
AWDC Names Karen Rentmeesters as CEO

Rentmeesters has served as interim CEO since April following former CEO Ari Epstein’s resignation.

Brian and Jessie Mann
IndependentsJul 19, 2024
Longtime D.C. Jeweler Brian Mann Dies at 70

Mann, whose family’s jewelry store was located inside the Pentagon, is remembered for being a thoughtful champion of the industry.

Tudor store in Denver
IndependentsJul 19, 2024
The 1916 Company Opens New Tudor Boutique

The 500-square-foot boutique is located in Denver’s Cherry Creek Shopping Center.

Messika’s So Move Max Necklace
CollectionsJul 19, 2024
Piece of the Week: Messika’s ‘So Move Max’ Necklace

Dance all night long with the “So Move Max” set’s necklace.

Julien Tornare and Antoine Pin
WatchesJul 18, 2024
TAG Heuer, Hublot Will Have New CEOs

Luxury giant LVMH is reshuffling the leadership in its watches division.

Etsy billboard rendering in NYC
MajorsJul 18, 2024
New Etsy Campaign Prioritizes Creators Amid Backlash

Sellers and shoppers have spoken out against a rise in mass-produced merchandise on the platform meant to highlight handmade goods.

×

This site uses cookies to give you the best online experience. By continuing to use & browse this site, we assume you agree to our Privacy Policy