Think Like A Customer To Avoid Jewelry Retail Mistakes
A jewelry store is supposed to be a place where dreams come true and customers find the perfect piece of adornment. But when jewelry retailers make certain mistakes, those dreams aren’t going to be good experiences and customers will go somewhere else to find the jewelry that makes them feel good.
First Impressions Make A Difference
A grimy, dilapidated store has an immediate negative effect before anyone has even spoken to you. Who wants to peer through smudged glass at poorly lit merchandise? Any customers coming to an established jewelry store that smells like a back alley are going to be expecting back alley prices. Sales staff that are not in sight, or are ignoring you while they text, add to the not-welcomed feeling. Even websites have a “first impression” factor that should not be ignored.
Ask for customer feedback and look at online reviews of your store and site. Take some pictures of your sales floor from the customer’s point of view and analyze the impressions that are currently being made. Then make a list of what can be improved:
- Cleaning schedule
- Lighting changes
- Store layout
- Display techniques
- Staff training
Interactions Change A Lot
Even a less-than-impressive jewelry store atmosphere can be overcome if the staff is friendly, knowledgeable, and helpful. Nobody likes to be pushed into a purchase by a salesperson desperate to meet an arbitrary number of transactions. Nobody likes to be dismissed as unworthy of attention because they don’t look like they can afford anything. Staff training must emphasize the value of listening to the customer’s explanations of what they are looking for without interruption, letting customers browse and ask questions until they are confident about a purchase, and respecting price point requests.
Social media can be an asset or a liability depending on the way it is handled. Jewelers have a business that is perfect for the visual, emotional interactions of Facebook, for instance, but without staff responsible for handling it, online interactions can turn into a nightmare.
Competent Services Are Convincing
With ChainDrive’s software for Jewelry Retailers, customers can be offered custom orders, product creation, appraisal, repairs, and more. These services are able to be competently provided and the result is satisfaction. Satisfied customers come back because they have found a jewelry retailer who can offer the products and the services that make their dreams of finding the perfect piece of adornment come true.