As a jewelry retailer, you don’t sell products -- you sell emotions and memories that can last a lifetime. But does the environment in your store reflect that lofty purpose?
Over at the Brand Insight Blog, John Furgurson writes about “the ultimate, feel-good retail experience.” While the store he profiles --Powell’s Sweet Shoppe -- sells memories of the edible kind, the memories evoked by jewelry can be even sweeter.
If you’re looking to improve the customer experience at your store, it wouldn’t hurt to take a page from the Bend, OR, candy shop:
Your store should inspire stories.Furgurson writes that Powell’s is a store full of stories and that good, authentic stories are the main ingredient for retail success. Put your visual merchandising skills to work by relating your beautiful jewelry inventory to stories that trigger a customer’s imagination and stir their hearts.
Your products and services must create lasting, positive memories.As a jeweler, you’re already ahead of the game when it comes to your products. If you don’t have the service to match, customers will disconnect their happy memory from your store.
Remember the expression, “like a kid in a candy store.”For adults, jewelry can offer the same kind of fun and exciting feeling -- make sure your store capitalizes on that opportunity.
Take The Tip:
Jewelry Information Center’s “Jewelry Stories” new consumer marketing campaign emphasizes the sentimental stories and memories people connect to their jewelry. At www.jic.org, JIC members can download story-centric marketing materials, like 4-color ads and countertop cards to tie their store into the national campaign. For a limited time, Jewelers of America members can access the materials from JIC for free without a JIC membership. Visit the website for ideas to encourage your customers to tell -- and share -- the stories inspired by your store.
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