CrimeDec 17, 2025
Man Pleads Not Guilty to Swallowing Fabergé PendantThe special-edition egg pendant ingested in a New Zealand jewelry store was recovered after a six-day wait.
IndependentsJul 25, 2017
Squirrel Spotting: So, Foot Traffic is Down in Your Store …
Proactively driving more people through the doors is essential to improving conversion rates, Peter Smith says. Here’s how to do it.
Peter Smith has more than 30 years of experience building wholesale and retail sales teams. He currently is president of Vibhor Gems.
If you are a retailer who uses a door counter, you have likely witnessed a decline in foot traffic in recent months and years. If you do not have a door counter (please get one), you likely have sensed (never as good as actual data) that your traffic count has been in decline for some time.
I have long argued that the easiest way to grow your business is to convert more traffic into sales. If you currently convert one in three, you are walking seven of 10 people. Shifting just one of those seven into the sales column is a 33 percent increase in business.
If you have a two of 10 conversion rate at present and you shift one into the sale column, you will have grown your business by 50 percent.
While there are many factors involved in improving conversion rates--better hiring practices, more effective training, better measurement of current and developing metrics (there’s that door counter again), and clearer communication regarding expectations and progress--the following points address the need to cultivate a culture of proactively driving more people into your stores as an essential strategic initiative.
I will add as a proviso that if you are running a bad marketing program, spending more money on it will not give it the clarity or resonance that it might be lacking. Likewise, if you are not doing an effective job converting the traffic you do have, you are probably going to continue to struggle to convert even if you are successful in creating more foot traffic.
Structured outreach could well be a game-changer in your business. It is borderline criminal to have engaged in relationships with customers over the years only to let those customers stagnate. 
Note that there is no magic number for what constitutes an active customer list. Some might suggest that two to three years is the extent to how far they might go back. My own view on that is that there ought to be
different levels: perhaps zero to six months, six to 12 months, one to two years and a two-plus-year list.
Having multiple lists (and I’m not sure why you would not do so) requires an active management, as the goalposts continually move and as customers respond, positively, negatively or not at all.
Here are my thoughts on some of the questions you may want to discuss with your team if you don’t already have an active and well-managed customer outreach program.
1. Are you strategically working your customer list?
a. How old is the list?
b. At what purchase level are you engaging your past customers?
c. How is the list apportioned across the sales team?
--Do salespeople handle their own customers?
--Where do unassigned customers go?
2. Who manages/updates the customer lists?
a. Someone must own the job of cleaning the list. How often will they do this?
b. Are there different lists, such as current customers (last 12 months), mid-level (12 to 24 months), and older (24 months and above)?
3. Does your team have a daily goal of outgoing calls and/or emails?
a. How do you ensure the calls/emails are happening?
4. Is there a schedule to prepare for the week’s calls and to review results?
a. Is the manager sitting with the employees and discussing the plan?
b. Why are certain customers being targeted that week (special occasions)?
c. Are team members accountable for results?
5. What resources are made available to the salespeople to coach the calls/emails?
a. Is the manager providing good counsel and examples/role play?
b. Are you providing the time and space to get it done in an organized way?
6. What are the consequences for a salesperson who is non-responsive?
a. Is this a requirement of the job or not?
b. What happens to salespeople who don’t take it seriously?
7. Is that outreach interesting enough to entice a customer to visit?
a. Following up on a repair job
b. A reminder about getting prongs checked/cleaning
c. A reminder of an important occasion
d. An introduction to a special event
e. An introduction to a special sale
f. An introduction to a new brand or product launch
g. An invitation to a non-selling event in store (music, book signing, etc.)
8. What is the plan when a customer is non-responsive?
a. Do they get put on a different schedule? Mailings only? Removed?
9. Are successes shared with the team?
a. Success breeds success and it ought to be celebrated.
It is possible that the declining traffic in stores will reverse itself, but I wouldn’t bet on it. Strategically working your lists will improve your foot traffic, deliver a prequalified customer and improve sales conversion. It will also let your customers know that you value their past business and wish to continue to serve them ongoing.
The old adage that we don’t get to complain about our elected officials if we didn’t bother to vote works for customer outreach too. You can’t complain about declining traffic if you are passively waiting for people to walk through your door.
Peter Smith is president of Vibhor, a public speaker and author of “Sell Something” and “Hiring Squirrels.” He spent 30 years building sales teams in retail and wholesale and he can be contacted at dublinsmith@yahoo.com, peter@vibhorgems.com, or on LinkedIn, Facebook or Twitter.
Having multiple lists (and I’m not sure why you would not do so) requires an active management, as the goalposts continually move and as customers respond, positively, negatively or not at all.
Here are my thoughts on some of the questions you may want to discuss with your team if you don’t already have an active and well-managed customer outreach program.
1. Are you strategically working your customer list?
a. How old is the list?
b. At what purchase level are you engaging your past customers?
c. How is the list apportioned across the sales team?
--Do salespeople handle their own customers?
--Where do unassigned customers go?
2. Who manages/updates the customer lists?
a. Someone must own the job of cleaning the list. How often will they do this?
b. Are there different lists, such as current customers (last 12 months), mid-level (12 to 24 months), and older (24 months and above)?
3. Does your team have a daily goal of outgoing calls and/or emails?
a. How do you ensure the calls/emails are happening?
4. Is there a schedule to prepare for the week’s calls and to review results?
a. Is the manager sitting with the employees and discussing the plan?
b. Why are certain customers being targeted that week (special occasions)?
c. Are team members accountable for results?
5. What resources are made available to the salespeople to coach the calls/emails?
a. Is the manager providing good counsel and examples/role play?
b. Are you providing the time and space to get it done in an organized way?
6. What are the consequences for a salesperson who is non-responsive?
a. Is this a requirement of the job or not?
b. What happens to salespeople who don’t take it seriously?
7. Is that outreach interesting enough to entice a customer to visit?
a. Following up on a repair job
b. A reminder about getting prongs checked/cleaning
c. A reminder of an important occasion
d. An introduction to a special event
e. An introduction to a special sale
f. An introduction to a new brand or product launch
g. An invitation to a non-selling event in store (music, book signing, etc.)
8. What is the plan when a customer is non-responsive?
a. Do they get put on a different schedule? Mailings only? Removed?
9. Are successes shared with the team?
a. Success breeds success and it ought to be celebrated.
It is possible that the declining traffic in stores will reverse itself, but I wouldn’t bet on it. Strategically working your lists will improve your foot traffic, deliver a prequalified customer and improve sales conversion. It will also let your customers know that you value their past business and wish to continue to serve them ongoing.
The old adage that we don’t get to complain about our elected officials if we didn’t bother to vote works for customer outreach too. You can’t complain about declining traffic if you are passively waiting for people to walk through your door.
Peter Smith is president of Vibhor, a public speaker and author of “Sell Something” and “Hiring Squirrels.” He spent 30 years building sales teams in retail and wholesale and he can be contacted at dublinsmith@yahoo.com, peter@vibhorgems.com, or on LinkedIn, Facebook or Twitter.
More on Independents
The Latest
EditorsDec 17, 2025
2025 Jewelry Rewind: The Best Piece of the Week PicksAssociate Editor Natalie Francisco plays favorites with Piece of the Week, selecting a standout piece of jewelry from each month of 2025.
CollectionsDec 17, 2025
Lucy Hale Stars in Jacquie Aiche’s Holiday CampaignThe “Love and Desire” campaign is inspired by the magic that follows when one’s heart leads the way, said the brand.
Brought to you by
Impacting Tomorrow TodayHow Jewelers of America’s 20 Under 40 are leading to ensure a brighter future for the jewelry industry.
GradingDec 17, 2025
SSEF Announces 2025 Scholarship WinnersTwo awardees will receive free tuition for an educational course at the Swiss lab, with flights and lodging included.
Weekly QuizDec 11, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
MajorsDec 16, 2025
Pandora’s New CEO Will Step Up EarlyBerta de Pablos-Barbier will replace Alexander Lacik at the start of January, two months earlier than expected.
AuctionsDec 16, 2025
Suzanne Belperron, JAR Shine in Sotheby’s First Auctions at New HQSotheby’s held its first two jewelry sales at the Breuer building last week, and they totaled nearly $44 million.
Brought to you by
Roseco Releases New Full-Line CatalogRoseco’s 704-page catalog showcases new lab-grown diamonds, findings, tools & more—available in print or interactive digital editions.
Events & AwardsDec 16, 2025
TJS Now Accepting Scholarship Applications for 2026Winners will receive free registration and lodging for its fourth annual event in Detroit.
ColumnistsDec 16, 2025
Beyond Unboxing: Creative Reveals to Drive Reach and EngagementHere are six ideas for making more engaging content for Instagram Reels and TikTok, courtesy of Duvall O’Steen and Jen Cullen Williams.
Events & AwardsDec 16, 2025
Diamonds Do Good Names 2026 Award RecipientsThe honorees include a notable jewelry brand, an industry veteran, and an independent retailer.
CrimeDec 15, 2025
Men Receive Life Sentences in Home Invasion Murder of Jeweler Carlos Jose Hernandez and Joshua Zuazo were sentenced to life without the possibility of parole in the 2024 murder of Hussein “Sam” Murray.
Policies & IssuesDec 15, 2025
Sara Yood Named Co-Chair of RJC Standards CommitteeYood will serve alongside Eduard Stefanescu, the sustainability manager for C.Hafner, a precious metals refiner in Germany.
AuctionsDec 12, 2025
13.54-Carat Paraíba Tourmaline Sets Records at Christie’sSet in a Tiffany & Co. necklace, it sold for $4.2 million, the highest price and price per carat paid for a Paraíba tourmaline at auction.
MajorsDec 12, 2025
David Webb Reveals Ice-Cold Holiday Window DisplayThe jeweler’s “Deep Freeze” display showcases its iconic jewelry designs frozen in a vintage icebox.
CollectionsDec 12, 2025
Piece of the Week: Oscar Heyman’s Sphene RingTake luxury gifting to new heights this holiday season with the jeweler’s showstopping 12-carat sphene ring.
Events & AwardsDec 12, 2025
IGI Jewelry Design Contest Now Accepting SubmissionsThis year's theme is “Unveiling the Depths of the Ocean.”
TrendsDec 11, 2025
Pinterest 2026 Trend Report: Brooches, Bold Gold, Cool BlueIn its annual report, Pinterest noted an increase in searches for brooches, heirloom jewelry, and ‘80s luxury.
GradingDec 11, 2025
GIA to Offer Origin Determination for 3 More GemstonesStarting Jan. 1, customers can request the service for opal, peridot, and demantoid garnet.
MajorsDec 11, 2025
Americas Gold Releases New Gold Chain CatalogThe new catalog features its most popular chains as well as new styles.
AuctionsDec 10, 2025
Francis Ford Coppola’s Watch Sells for $10.8MThe filmmaker’s personal F.P. Journe “FFC” prototype was the star of Phillips’ recent record-setting watch auction in New York.
WatchesDec 10, 2025
There’s A New Rolex Boutique in MiamiThe new location in the Design District pays homage to Miami’s Art Deco heritage and its connection to the ocean.
SurveysDec 10, 2025
Consumer Confidence Drops in November Inflations, tariffs, and politics—including the government shutdown—were among consumers’ top concerns last month.
SourcingDec 10, 2025
NAJA Announces Details for 2026 ‘Ace It’ Winter Conference“Longtime favorite” presenters, as well as first-time speakers, will lead talks and workshops at the annual event in Tucson next year.
Events & AwardsDec 10, 2025
MJSA Names 2025 Responsible Design Challenge WinnerSilas Smith of Meridian Metalworks won the challenge with his pendant that blends Australian and American landscapes.
AuctionsDec 09, 2025
‘Desert Rose’ Diamond Sells for $8.8M in Abu DhabiThe sale of the 31.68-carat, sunset-hued stone was part of Sotheby’s first series of events and auctions in Abu Dhabi.
ColumnistsDec 09, 2025
Holiday Sales Happen in December, Most Decisions Don’tMost customers who walk into your store this month have made up their minds. Your job is to validate their choice, Emmanuel Raheb writes.
