Ch. 18 - Sales Promotion and Personal Selling

 As long as I've been a consumer of Movado watches I have never seen a sale. The individual Retailers have they're own sales.  I would make the guess that trade sales promotion trade allowance is a big reason for this. Being that Movado no longer has their own boutiques they depend on retailers such as Zales, Kay, and other Jewelers. If i look at a product on the website i can take the product number and price to a jeweler such as these above and they would give me a price slightly more than the price they paid. With the goal being immediate sale of the product this helps because if a jeweler couldn't do this with a product consumers would just be referred to a less expensive similar replacement. Such as when I first walked in to a jeweler to buy a watch, that particular jeweler didn't carry Movado but carried Citizen. As far as product image Movado and Citizen don't quite compare. Citizen grabbed my attention with its detail and design so some might go with them if not proposed the opportunity to purchase a Movado at a lower price. The Best feature of selling this type of product is the environment they are sold in, Jewelers are required to meet many sales standards companies want to see when they're product is being sold for good sales results. Why would someone go into jewelry sales and purposely avoided looking like other well established jewelers. Clean stores, well managed displays, and good sales representatives allow for sale and profit in this business. Placing Movado in established jewelers keeps Movado from doing the hardest part themselves. The stores build relationships, complete the sales process and get referrals. Networking takes place everyday in every business. If someone works for Zales and has a friend that works in another business that the Zales worker in interested that want to network with the ability to "hook em up" and the jewelry store. Its the jewelers responsibility to establish the needs of the customer, follow the sales proposal and make the presentation. With out having to do a follow-up, with an in store purchase closing the deal is it and the goal of immediate is reached.