In the ultra-competitive world of jewellery sales and marketing, stores are always looking for new and innovative strategies to stay one step ahead of their competitors.
One of the best steps you can take to promote your jewellery business is to nurture your customer relationships.
For many customers, buying jewellery is a significant purchase. They may be celebrating a birth, a wedding or another cherished milestone and are looking for a captivating piece to commemorate the event.
To engage these customers and stay front-of-mind with them before, during and even after the sale, it’s important to engage them at every stage of the process. Here are the steps I recommend to keep your customers interested.
Repeat sales are, after all, the lifeblood of jewellery retail – you need to keep them coming back again and again.
Create a personalised experience
One of the best ways to make shopping for jewellery a memorable experience for each customer is to personalise the process.
That doesn’t just mean engraving a ring with their name; instead, it refers to creating experiences that show customers how important their business is to you.
For a jewellery store, whether online or offline (or both), that means taking the time to understand what they like, what they’re looking for, and what kind of results they hope to achieve.
For someone searching for a unique engagement ring, for example, a custom design featuring their ideas and suggestions may resonate with them more than designer diamond engagement rings, which are more common.
Delivering a personalised experience creates a personal connection and makes the customer feel you truly ‘get’ them. It also helps cultivate greater brand loyalty, which brings us to our next point:
Cultivating trust and brand loyalty
How do you stay in your customers’ minds when there’s so much online and offline competition?
When you communicate regularly with your customers, respond quickly to their inquiries, and help them find the perfect piece, it helps create a sense of trust, which, when cultivated over time, creates greater brand loyalty.
As you continue nurturing these relationships, your happy customers will become unofficial brand ambassadors, helping to spread the word to their friends and family.
Cross-sells and upsells
Another excellent method to increase customer engagement in jewellery marketing is to leverage cross-sells and upsells.
Engaged customers tend to be more receptive to new product launches, limited edition showcases and designer trends.
An engagement ring purchase could lead to purchases for the bridal party, commemorative items and much more.
Always look for ways to add value to every sale and create a memorable experience for every customer.
Don’t neglect social media
Although few customers will buy jewellery directly through social media, it nevertheless is a powerful marketing tool, especially for generating enthusiasm and engaging with customers in a more open and conversational atmosphere.
Beautiful, high-quality images and videos, live streaming announcements and even interactive tools can be a great way to give customers an inside look at new pieces or try designing their own custom jewellery, all while creating greater brand awareness and recognition of your business.
Now more than ever, niche-based communities are on fire. Connecting with those who share similar interests, not just in terms of jewellery but also with those who love looking good, will be a focus for jewellers in the coming year.
Imagine building a community around buying the perfect engagement ring. You might get eager brides-to-be who are all too happy to show off their wishlist or nervous grooms who still need to pop the question and are browsing.
As the content creator, you could mention some of your best-selling designs, popular trends and much more to get people excited and engaged.
People are hungry for visually bite-sized content in the form of short video snippets. This approach to content creation started gaining traction in 2022 and is only forecast to grow in 2023, even though the concept of it has been around for years.
Although TikTok is the king of the hill in this regard, Facebook, Instagram and even Pinterest and YouTube are looking to unseat TikTok with their flavour of short-form videos. Brainstorm short videos your online jewellery store can create to attract your ideal customer; the possibilities are endless!
With so many options for engaging with customers, it’s worth formulating a detailed plan of action on how you plan to launch your brand and be seen in front of your target audience.
While these tips are a great starting point to increase customer engagement in jewellery marketing, it pays to work with a company that specialises in helping jewellery stores market themselves and connect with customers online.
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