Chalfen of London is trialling a new digital strategy that it hopes will help jewellers profit from Black Friday after admitting the event is “yet to find its feet” among independents.
The company has held discussions with a number of its retailers in the run up to today’s sales bonanza and come up with a solution that will enable it to measure the results once the weekend is over.
Chalfen has produced a template for the sale of simple studs and pendants that is completely customised for each stockist.
The prices for three weights of pendants and earrings have been worked out to offer a real 45% discount for the end customer while still leaving a margin for the retailer.
“Chalfen has supplied each retailer with a JPEG of their promotion, a MailChimp template with all relevant links their own social pages and website plus individual nice photographs to post pre-formated for each social networks’ needs,” explained director Howard Levine.
Mr Levine said the brand intends to review the results once the sales offer has ended to help it plan for next year.
“After Black Friday we will view the results and after talking to each individual stockist we will decide together how to grow Black Friday even larger for next year,” he said.