Boost sales among men buying watches for women
If your customer is a man buying a watch for a woman, chances are good
he needs some guidance. You may already have a list of questions to ask
men in search of jewelry for women, but don't forget about watches. In some
ways, the choices are less confusing than with jewelry. Still, it helps
to determine the woman's style and lifestyle when helping the man make his
choice. Here's a quick quiz offered by the Watchmakers of Switzerland Information
Center to help narrow the choices:
Which one best describes her?
When and where will the watch be worn?
A) Weekends - leisure time and sports
B) Daytime - office and business meetings
C) Evening - formal functions and special events
Under what conditions will the watch be worn?
A) Rugged wear with some exposure to the elements
B) Daily wear in a professional setting
C) Limited wear as special- occasion jewelry
The Answer Is ...
If your customer chose "A" answers more often, suggest he look
at sport watches. In particular, look for a water-resistant model with a
stainless steel bracelet that will withstand rigorous activity and various
weather conditions. If she's a sports enthusiast, think about a chronograph.
Probe a little more to find out if she's into a specific sport more
women than ever scuba dive, for example, making a diver watch an ideal gift.
If your customer chose more "B" answers, suggest a classic
watch with a traditional look. Retailers and manufacturers say most women
tend to like bracelets, and new all-steel or two-tone models are proving
extremely popular. Small square or rectangular dials with leather straps
or bracelets are also perennial favorites.
If the answers were mostly "C," you should lead your customer
to consider an elegantly refined timepiece. The natural choices in this
category are gold or platinum. For added drama, look for models featuring
mother-of-pearl dials. This past season, retailers reported styles featuring
diamond markers or bezels sold exceptionally well.
A final note from WOSIC: convey your store's return policy clearly. This
results in satisfied customers who may become repeat buyers.
For more information or free Timely Tips brochures, write to the Watchmakers
of Switzerland Information Center Inc., 201 Passaic St., Suite 103, Rochelle
Park, NJ 07662; www.fhusa.com.
by Michael Thompson Copyright © 1998 by Bond Communications.