The Turkish Bazaar Mindset: Why It’s Time for Change
Too many jewelry vendors/manufacturers still operate with a Turkish bazaar mentality: make a product, put it on display, make the sale, and walk away. They expect retailers to handle everything from promotion to customer education, yet often provide little to no marketing support. Some brands may offer co-op budgets, but they’re often limited, covering only a portion of the costs needed to run effective campaigns. Others might provide creative assets, but these can be outdated or overly generic, failing to resonate with local audiences
While some brands go above and beyond to support their retailers, investing in fresh, localized assets and substantial co-op programs, these brands are the exception—not the rule. It’s time for brands to do more than drop off products and expect retailers to "make it work." Both brands and retailers need to take responsibility to foster a relationship that benefits them both, or they risk missing out on a more sustainable, successful future.
Mutual Respect: Supporting Success Together
Retailers are often the ones with direct access to customers. They know what resonates locally, what sparks excitement, and what buyers are actually looking for. But for these retailers to succeed in promoting a brand, they need support. Many brands offer co-op marketing programs, but these resources are only valuable when they’re actively utilized by retailers.
For brands, this means going beyond the sale by creating effective, easy-to-use marketing tools and promoting co-op support to help retailers elevate their in-store and digital presence. For retailers, it means stepping up and making the most of these tools—using them to drive traffic, boost engagement, and build a strong brand presence within their stores.
What Each Party Can Do
Brands Can:
- Offer Co-op Marketing Programs: Set aside budget and resources to support retailers’ advertising efforts. This could include social media content, local advertising funds, and point-of-sale materials.
- Provide Easy-to-Use Marketing Assets: Make high-quality images, videos, and ad templates readily available to retailers to simplify their promotional efforts.
- Conduct Regular Training and Check-ins: Educate retail partners on effective merchandising and promotion techniques, and check in regularly to assess needs and offer additional support.
- Promote Collaboration on Campaigns: Work with retailers on seasonal campaigns, sales events, and new product launches to ensure mutual visibility and engagement.
Retailers Can:
- Take Full Advantage of Co-op Resources: Actively use the marketing funds and resources offered by brands to run local ads, social media campaigns, and in-store events.
- Stay Aligned with Brand Guidelines: Ensure that promotions, displays, and messaging stay true to the brand’s image, building a cohesive experience for customers.
- Provide Customer Feedback: Share valuable insights with brands about what’s resonating with local buyers, helping brands understand customer preferences and improve future offerings.
- Track and Report Marketing Efforts: Measure the impact of campaigns funded by co-op dollars, giving brands data on what works and what doesn’t. This feedback can be essential for future co-op support.
Creating a True Partnership
With brands and retailers each doing their part, the jewelry industry can create a stronger, more collaborative marketplace. By investing in co-op programs and encouraging active participation, brands empower retailers to succeed while building lasting relationships. In turn, retailers can leverage these resources to elevate their customer experience and enhance the brand’s presence locally, creating a win-win for both parties.
