Tap Into the Enduring Power of Bridal

An engagement ring can be a gateway for a lifetime of purchases, if a jeweler takes advantage of the opportunity. That’s a fact we shared last week, when we discussed ideas for staying connected with engagement ring customers. Today, we share more key messages from The Knot’s Miriam Alexander, who presented numerous facts and figures during her JCK Show presentation, “Understanding Consumer Behavioral Shifts.”

In addition to noting the importance of bridal as a “gateway,” Alexander shared the following takeaways:

• Trends Change, but the need for a “connection statement endures”: In other words, young customers still see the importance of an engagement ring and its enduring power, but they may not want the style and look (or even the materials) that older generations opted for.
• Bride’s window shop: According to The Knot survey, many women begin looking at rings before they’re engaged. If you want them to remember your store and return, make them feel comfortable.
• Local retailers can win: Survey respondents also said they were more comfortable dealing with local retailers, who they said provide better service and had higher trust levels. Is your business doing enough to leverage that personal, community connection?