In 2014, the watch and jewelry sector generated sales of 5.08 billion euros in France, according to Ecostat figures. The Christmas period accounts for around 20% of the year's sales: a crucial period for players in the sector.
Managing inventory
"It's essential to be well prepared, in terms of merchandise restocking, packaging, staff planning and team training", explains Anne Gleizes, Retail Director France at Pandora. To meet this high demand, in-store inventories are determined according to a number of factors: "We use last year's sales figures, as well as their evolution throughout the year, to manage store inventories," explains Anne Gleizes. For Stéphane Ponge, manager of a Guilde des Orfèvres boutique and three Julien d'Orcel stores in Clermont-Ferrand, it's also the assortment of jewelry that needs to be worked on: "As a general rule, we increase the quantities available of the most popular models," he explains.
Adapting your workforce
The end-of-year festivities are also accompanied by an adapted management of store staff. Stéphane Ponge has brought in two extra staff in addition to the fifteen employees who work for him all year round, and has set up a system of modulated working hours: "The permanent employees work slightly fewer hours each week during the rest of the year, but are more present during periods like Christmas or Mother's Day". This difference can range from 30 hours a week in off-peak periods to 46 hours in peak periods. At Pandora, too, the workforce is being reinforced:"Each boutique will hire according to its needs," explains Anne Gleizes." We then have an in-store and online training system to further train all one-off reinforcements."
Decorate your windows
Pierre and Rita Blanchard, who opened in Pas-de-Calais on December 1 with Spanish retailer Stylazo, have one employee for the time being, but have set up special window displays for the festive season: "We have both fixed point-of-sale information and posters designed for Christmas," explains Pierre Blanchard. At Pandora, special signage has been put in place for the festive season:"Certain jewellery boxes and several compositions are highlighted as gift ideas, at different price levels", explains the retail director. New products also arrived in stores in October with a winter theme, "to invite customers to immerse themselves in the holiday spirit", continues Anne Gleizes.
Christmas is a crucial time for all jewelers. For Pierre and Rita Blanchard, this holiday season will have a special flavor. " We really wanted to be ready for the holidays," explains Rita Blanchard. And if this boutique, located in the Les Boutiques Rangeoises shopping mall in Rang-Du-Fliers, works, the couple would like to continue their development with Stylazo, as Pierre Blanchard affirms:"Our aim is to quickly open a second jewelry store on the coast, then eventually a third, or even a fourth! "
Article written by Camille Prigent
published on Friday 18 December 2015 on Les Echos de la franchise.com
