It can be difficult in the current economic environment to think beyond dollars and cents. But as a professional jewelry business, you need to recognize that your reputation – particularly when it comes to social, ethical and environmental issues – has become more important than ever. The 2009 BBMG Conscious Consumer Report: Redefining Value in a New Economy found that three out of four U.S. consumers (77%) say they “can make a positive difference by purchasing products from socially or environmentally responsible companies.” Another 72% say they have avoided buying from companies whose practices they disagree with.
Those numbers would be striking enough on their own, but these consumers and their opinions don’t live in a bubble. They’re actively encouraging others to buy or not to buy, by posting reviews and sharing their thoughts on products and companies on blogs, message boards and social networking sites.
Your business should be taking the following steps to protect and promote your reputation:
- Stay Informed: Your business doesn’t operate in a vacuum, so even if you don’t have time to comb every information source, get into the habit of scanning the news daily. The more informed you are about the world around you (from the local to the global), the better off you’ll be.
- Extra Tip: Remember to have perspective. More negative or controversial news can get greater attention. While it’s important to be aware of these stories and how they can influence attitudes, you also need to balance what you hear externally with what you are living in your business, day to day.
- Brush Up On Policies: You and your staff must be up to speed on issues such as conflict diamonds, Burma rubies and responsible gold. Jewelers of America members can access current guidance documents on these and other topics by signing in to the “Members Only” section at www.jewelers.org.
- Extra Tip: Have in-store written policy statements available. Jewelers of America provides its members with sample statements to ease this process.
- Promote Your Experience: Your years in the business and professional achievements should be proudly displayed on your website, in your marketing materials and when you interact with customers.
- Promote Your Community Involvement: Even the big-box retailers have begun to realize that connecting with communities is the key to success. Chances are your business already has the kind of relationships with local community that the big guys can only dream of.
- Tout Your Professionalism: Whether you’re a member of Jewelers of America, the Responsible Jewellery Council or other trade associations, your involvement in trade groups gives you an added level of authority that leads to greater consumer trust.
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