Retail jewelers are more than a storefronts and showcases—they’re places where dreams come true, memories are made, and style is personified. But the industry isn’t immune to changing consumer trends, and many jewelry stores have struggled with declining traffic in recent years. A thoughtful, well-planned jewelry strategy can help businesses adapt to these changes and keep customers coming back.
In addition to improving customer service, jewelry retailers can focus on enhancing their product selection and marketing efforts. A local audience may respond differently to specific styles of jewelry, so selecting pieces that reflect the tastes of a community can improve sales. Jewelers can also partner with local landmarks or events to promote themselves and attract new patrons.
Providing personalized service can also set independent jewelers apart from larger competitors. Employees should be instructed to greet every customer in a warm and welcoming manner, and they should ask open-ended questions to gain an understanding of each individual’s unique needs. This can help the staff recommend items and offer suggestions that are tailored to the customer’s preferences. Jewelry-related training is often important, too, as it enables employees to answer any questions with confidence and ensure that they’re familiar with all aspects of the business.
A successful jewelry business requires a robust product selection and an online presence that allows customers to browse and compare products. Having a clear inventory management system can help jewelry retailers track inventory levels, place orders, and process returns. Additionally, a jewelry-related software solution should enable retailers to create custom products and manage serial numbers and warranties.
Many large jewelry retailers are focusing on differentiating their offerings by offering exclusive collections and partnering with celebrities, designers, and other equities to boost sales. For example, Sterling Jewelers has found success with its Jane Seymour-branded line and JCPenney has introduced celebrity costume and fine jewelry collections. In addition, jewelry-related products can be branded with a variety of slogans and phrases to increase their appeal, and consumers are more likely to buy a piece that has a personal connection to them.
It’s also essential that a jeweler’s prices are fair and reasonable. In general, retailers need to cover the cost of raw materials, but they must also take into account labor costs, overhead expenses, and sales commissions. It’s important that jewelry retailers have a clear understanding of the pricing model, and they should be willing to negotiate when possible to avoid overcharging their customers. In addition, they should provide hand-sanitizer stations throughout their stores and encourage the use of these stations by customers and staff. This can help reduce the spread of germs and improve customer health, which can ultimately drive sales and boost customer satisfaction.
