One of the best tools a jeweler has in their arsenal is a customer Wish List. It not only enables targeted marketing, but couples it with customer buy-in, a huge advantage in the sales process. In “Customer ‘Wish Lists’ Prove Versatile Tools,” Joseph Dobrian of National Jeweler explores the ways that jewelers use lists to drive business.
Dobrian’s ideas on how to gather and use wish lists:
- Incorporate Wish Lists into Your Events: For example, Dobrian spoke to Ronda Daily, owner of Bremer Jewelry, Peoria, IL, who says the Wish List is part of her “Ladies Night Out” events. Women who attend the parties -- where no buying is allowed -- are encouraged to share their favorite items with the store in a dedicated Wish List.
- Sweeten the Wish List Offer: Daily sends promotional follow-up offers using the Wish Lists she collects at these events. Usually, she sends a note to the lady’s significant other, listing the top three items from her Wish List. Given the challenging economy, Daily says her offer this year included a $100 gift card toward the purchase. Another jeweler offers free wrapping and delivery.
- Offer a Range of Price Points: Consumers -- even wish fulfillers -- want choices, especially these days.
- Use Email or Online Wish Lists: June Sablan, owner of StoneWear Jewelry, Fremont, CA, uses a prepared form that includes the prospective buyers’ phone and email information and important dates. She uses a standard email to reach out to the potential buyer. Some jewelry retailers, like Kay Jewelers, have started featuring Wish Lists on their websites, allowing customers to email their list directly to a loved one.
Take The Tip:
Click here to get more Wish List ideas at the full article.
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