Buying jewelry is such a personal experience. Because jewelry purchases are frequently so emotional, it’s critical that associates can make a personal connection with customers. It’s the associates in store who make the first connection and, with the right clienteling tools, it’s also those associates who have the power to bring customers back in the stores time and time again.
Celebrations and Occasions
Weddings are such joyous occasions, filled with love and promise. They’re also an important reason to acquire new jewelry. The bridal ecosystem extends beyond simply engagement rings and wedding bands: brides and grooms are purchasing gifts for their wedding party and day-of surprises for each other. Aside from rings, fashion jewelry for the ladies and cufflinks and watches for the gents are often-desired items for wedding parties. How can clienteling ensure that a jewelry retailer controls the largest slice of this pie? When key events such as the wedding date are recorded digitally, tasks can be created to remind associates to reach out when the big day approaches, or annually for a friendly anniversary reminder. Weddings are not the only important date that can be recorded in a clienteling solution: the arrival of a new baby, birthdays, graduations and holidays are all great occasions to commemorate with new jewelry. What’s more, the perfect gift can always be proposed when clienteling is used to record objects of desire in wishlists.
Getting to Know You
Most customers have clear preferences regarding their personal style, for example, favorite metals, stones and designers. Pierced ears or not? Metal allergies? Ring size? There are so many elements that associates need to track in order to propose relevant and appropriate items. Clienteling is the key not only to track preferences and personal data, but also to query against it at any given moment. Who was that customer looking for a semi-eternity band in rose gold last week? If the information was jotted down on a mobile device in the customer profile, it can be easily retrieved any time. Clienteling solutions can also be used to record free-form notes about clients. For a visual snapshot of a customer’s style, a digital jewelry box with an image gallery of the items she has previously purchased can be another great tool for evaluating personal style and proposing the ideal complementary items.
Selecting a piece of jewelry that will become an everyday adornment or a family heirloom can be time-consuming. It’s so important that customers do not feel rushed to make such an important decision and investment. Using clienteling software to set appointments provides wins for both the retailer and the customer; the retailer has an opportunity to steer appointments toward quieter times in the store, and the customer benefits from scheduled one-on-one time with their preferred associate. Another benefit is that the associate has the opportunity to plan ahead, reviewing the customer profile and pulling items they anticipate the customer will like based on their past purchases and preferences.
The best associates don’t stop selling just because the customer has physically left the store. Outreach tasks performed by associates have been found to result in much higher conversion rates than traditional mass marketing tactics, since the communication is highly personalized. With clienteling, reminders to perform outreach tasks can be automated based on triggers. Some great examples include outreach for birthdays and anniversaries or sending a thank you note after a significant purchase. Workflows can also be employed for multi-step tasks, for instance, to follow up two days, then two weeks and finally two months after a prospect first browses for an engagement ring. Once he makes the big purchase, that workflow can be completed and a new one started to reach out in five weeks about wedding bands. Aside from selling opportunities, clienteling can be used to automatically alert associates to service reminders, for instance, annual inspections, regular cleanings or repairs available for pickup.
A Template for Success
Outreach communications don’t need to be a lot of work. Whether it’s a formal e-mail or a quick SMS, digital clienteling templates facilitate and expedite the task for the associate while ensuring that corporate branding and tone are respected. It’s the best of both worlds: marketing can design a campaign with carefully crafted and controlled messaging, but the associates can also add a personal touch that will really make the message impactful. Inviting customers to a jewelry trunk show or other in-store special event? Telescripts can ensure that associates know all the details before picking up the phone.