Keep Your Best Customers Close
Coleman Clark, president, B.C. Clark Jewelers, Oklahoma City, OK, shows how
This holiday season, B.C. Clark Jewelers is focusing on its top customers. Coleman Clark, president and great grandson of founder B.C. Clark,
says that while local business has held up, the retailer can't afford
to ignore the current economic challenges.
The Oklahoma City-based store, founded in 1892, has relied on personalized customer service and good product to get it through the good and bad times. The three-store independent is Oklahoma's oldest jewelry store and the oldest retail store in the state under the same name and ownership.
This season the store is thriving by nurturing relationships and building traffic in the following ways:
Gift Certificates to Top Customers: Clark says the store has sent out a gift certificate to the top 5% of its customers the past few years. This year, they expanded that to include the top 10% of customers.
- Personal Contact with Clients: The store is focused on unit sales and encouraging sales associates to call their best customers and get them in the store.
- Image Promotions: The store isn't cutting back on advertising and will focus more on cultivating its brand image and the connection the 116-year-old business—with all its history—has with people's emotions.
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