With Valentine's Day just days away and consumers estimated to spend $4.4 billion on jewelry this year, jewelers are eager to find the best way to attract new customers and increase foot traffic. Decker Diamond Jewelers in Ebensburg, Pa., found an innovative way to do both with the installation of a high-resolution color LED electronic message center manufactured by Danville, Ill.-based Watchfire Signs.
Decker Diamond Jewelers, a premier jewelry store and source for diamonds, has served the Johnstown and Altoona area for more than three decades. Within months of having a color 16mm LED sign installed, Decker Diamond Jewelers owner Dan Decker estimated the sign had attracted an additional 700 to 800 new customers.
"When we ask new customers what brought them in, the responses are interesting," Decker said. "From, 'I don't know, but where is the piece that is on the sign?' to 'I pass the store often, but something drew me in.'" Clearly, Decker stated, advertising on the Watchfire LED sign is making an impact.
Decker Diamond Jewelers has used the Watchfire sign in effective ways. During the holidays, the store posted such advertisements as "Your wife's present has arrived. Come pick it up." This approach prompted area husbands to shop on impulse for their wives, a key way to stimulate sales growth.
The LED sign had unexpected benefits as well. After a theft at the store on in November, Decker used his Watchfire sign and posts on Facebook to publicize security footage. That publicity was instrumental in helping police identify and arrest the suspects.
"People were calling, driving by and even stopping to photograph the sign," he said. Within a day, the suspects in the surveillance images had been identified.
Decker Diamond Jewelers' Watchfire LED sign has been so effective in part because of its superior image quality and reliability. Decker indicated that Watchfire's industry-best 5-year warranty, personalized customer support and Ignite Graphics Software were important factors. "The return on investment is far quicker than I expected," he added.
As Valentine's Day approaches, Decker Diamond Jewelers is prepared for strong sales, spurred by advertising on its Watchfire LED sign. Confident about the upcoming holiday, Decker described the sign as "one of our best business decisions."