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Charles Duhigg will talk about “The Science Behind the Sale” at the Plumb Club and JCK Events’ June 6 breakfast.
Charles Duhigg, senior editor at The New York Times and a Pulitzer Prize winner, will speak at The Plumb Club breakfast this year.
Las Vegas--The Plumb Club and JCK Events are partnering to provide two topics relevant to jewelry retailers at this year’s Plumb Club breakfast, scheduled for June 6 during JCK Las Vegas.
The Diamond Producers Association, a sponsor of the event, will start the breakfast with its own session about the challenge of changing millennial perceptions about diamonds and its requirement of a radically new approach to communication.
The DPA’s Chief Marketing Officer Deborah Marquardt will talk about how the “Real Is Rare” platform showcases diamonds as a symbol of authentic connection and commitment, linking the stones with more emotional moments and broadening the opportunities for purchase.
RELATED CONTENT: 3 Thoughts About the New Campaign for Diamonds
Breakfast attendees also will be among the first to see the DPA’s new campaign--including advertising, social media and point-of-sale materials--that is launching in third quarter, and will receive the association’s new digital booklet about speaking effectively about diamonds to millennials.
Following the DPA’s presentation will be a speech by Charles Duhigg, a Pulitzer Prize winner, best-selling author and senior editor of The New York Times, who will talk about “The Science Behind the Sale: How to build the habits that increase sales through a more rewarding customer experience.”
During his discussion, Duhigg will talk about the mindset that is needed in order to create an experience for consumers that taps into both their habits and their impulses, providing actionable tactics to enhance the client’s experience and increase sales.
Following the presentation, attendees will be invited to The Plumb Club pavilion to meet Duhigg and receive a free copy of his bestselling book, “Smarter, Faster, Better.”
The breakfast will begin at 7:15 a.m. with the presentation starting at 8 in the South Seas Ballroom in the Mandalay Bay Convention Center.
The event is open to registered retailers only and reservations are required. RSVP at PlumbClub.com.
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