Q&A: Goodman Bros to Present Ear-Piercing Option for Retailers at NAJ Summit
31 Aug 2021
By participating in the NAJ Summit 2021 within the Suppliers’ Showcase, Goodman Bros – The Service Brand Company, will have the opportunity to present independent retailers with its ear-piercing solution – the Inverness Piercing System – that’s already proving effective at boosting footfall and making speedy returns on investment.
Here, we speak to Philip Goodman, Director of Goodman Bros, and Rebecca Thorn, Inverness Brand and Training Manager, to find out why now is the ideal time for retailers to try something new.
To find out more about the Suppliers’ Showcase at the NAJ Summit 2021 or to enquire about attending with your business, please contact garry.lane@naj.co.uk.
Book NAJ Summit 2021 Tickets
Replay NAJ Live Webinar Previewing the Summit
What has changed at Goodman Bros over the last 18 months since we last saw you at a trade event?
Since the pandemic, service and cleaning have become more important than ever! This in turn makes add-on sales more straightforward, creating a very profitable, much needed revenue boost. As the Service Brand Company this is where we at Goodman Bros come in. We are proud to have developed tailored and personalised products for our retail partners. This development brings those little touch points that make the consumer want the actual in store experience. We manage the entire process for them to ensure this is not only an easy solution, but one that will go a long way in retaining the loyalty of their customers.
For example, with Connoisseurs Jewellery Care Essentials, we offer partners the ability to personalise our renowned jewellery cleaners, the Diamond Dazzle Stik, Beauty Wipes and more.
New for 2021, we also offer bespoke polishing cloths with no set-up fees. From only £1.99 per unit, jewellers can have their bespoke cloths sent with replenishment orders as they require. We will be showcasing these opportunities at the NAJ Summit, and we will of course be showcasing our Inverness Piercing System - the safest, most sterile piercing system on the market.
What success have your existing customers noticed with the Inverness Piercing System?
Our customers are seeing great success with ear-piercing in a short amount of time, making it a fast R.O.I. One of our latest examples of such a customer is Allum and Sidaway, who introduced Inverness to their Dorchester store before the pandemic. After seeing the success, they rolled it out to their other stores: Gillingham, Salisbury, and Ringwood over the last few months. The retailer was taking around 20 appointments per week across its stores, and this has helped to drive footfall and open-up new sales opportunities.
Similarly, Inverness customer Matthew Stephens in Limerick, was interviewed by Professional Jeweller in November 2020 and said: “We probably pierced about 25 ears the first week that we opened and now we average between 80 -100 customers a week at an average spend of €50.00. Our target is to scale up to be piercing 150 - 200 customers a week within the coming months and I think the way things are going, we are on track to do it.”
Why do you think piercing is a good option for retailers right now who are still struggling to return to 'normal'?
First and foremost, ear-piercing is a service that can only be offered in store. By offering this service, the retailer can benefit from increased footfall and build a loyal customer base. It offers prime opportunities to capture spontaneous purchases at the same time as being a service that drives incremental visits. This is a service that is never going away, in fact the demand is only getting stronger. Consumers are looking for this service in a trusted environment and one that gives them a more luxurious and professional experience.
Ear-piercing is one of the most talked about trends of 2020/2021. From the basic lobe piercing to a full curated ear and the demand for this service is all year round.
The curated ear continues to be a big trend, do you think retailers should be tapping into this more?
Gorgeous ‘earscapes’ and curated ears are showing up on the red carpet, fashion platforms and all-over social media. The curated ear showcases unique style and inspires fresh new looks. By offering this service, the retailer is helping their customers express their individuality. Due to these difficult times, retailers are diversifying their offering to ensure they have what the consumer is looking for.
How have you changed in-house to help retailers through this challenging time for the High Street?
Understanding that it is an anxious time for many retailers, Goodman Bros has developed a full 360-degree support package on all the brands we carry. A dedicated team is available to set up and launch services and provide ongoing support for the future. We support the retailer on all levels, from social media advertising to multiple training sessions to ensure they see the expected numbers and have fully competent piercers.
What are some common misconceptions about your offering?
With the bespoke cleaning cloth from Connoisseurs there is always a misconception that this service must come with high MOQ. This is simply not the case; we work with each store to find the correct number required. With the Inverness Piercing System there is often a concern regarding the logistics around setting up piercing in store. The biggest concerns lie around the acquisition of council licences, insurance policies required and where to fit it in store. We are here to facilitate the entire process from start to finish to ensure a smooth, seamless entry into the world of ear-piercing.
What are your predictions for the Christmas sales period and what is your outlook for the next 6 months?
Should things continue progressing as they have been, we predict that the UK will have a fabulous Christmas period. Consumers will be looking for celebration and joy. It will be a time for spoiling and forgetting the problems of the past 18 months. Most have not been away on holidays and as such there is more disposable income available to really have a Christmas to remember. We believe that 2022 will start off and continue to track well into the first half of the year.
Book NAJ Summit 2021 Tickets
Replay NAJ Live Webinar Previewing the Summit
Source: The NAJ