When designing the layout of your jewellery store, it’s always crucial to ask yourself who you’re hoping to attract.
In modern retail, consumers come in all shapes and sizes. Preferences and tastes vary, and you must clearly understand who you’re hoping to have in your store when assessing the layout.
Does The Sentimentalist visit your store often? These customers are interested in high-quality jewellery with sentimental value – it must look timeless.
These purchases are usually carefully planned and rarely occur on impulse. You might consider these people to be ‘experienced’ jewellery consumers.
These people enjoy participating in the selection, buying and ownership experience. They may include selecting the diamond, choosing their style, or simply understanding the qualities.
Speaking generally, they are often well-informed and well-educated about jewellery, and although value is significant, price is not the determining factor.
These consumers are looking for the ‘complete service package’ and want to enjoy the entire experience.
These consumers are happy to create an ongoing relationship with a jewellery store. They will return for other services, such as cleaning and repairs, if they feel the staff's expertise warrants it.
The next consumer archetype to consider is The Gifter. These people know little about jewellery, and frankly, they often don’t even enjoy shopping!
That said, they understand jewellery constitutes a significant intimate gift usually reserved for close family members. As an additional note, they desire guidance and advice from a figure of authority.
In other words, they want to be sure they buy from a trustworthy store. If a trust-based relationship cannot be created, they will shop purely on price.
Do you encounter many Stylish Shoppers? These customers appreciate the extra flash and 'pazzazz' they get from jewellery.
They consider it an essential part of any outfit and wear it often.
These consumers wear many different kinds of jewellery and, perhaps because of that, shop at many jewellery businesses. I would describe this group as ‘optimistic’.
This group is conscious of the image they project and wants to ensure they make the correct purchase. They may purchase jewellery for others or themselves, and their products may be used to show status.
Influencers have become a prime target for major brands. This group aligns with what’s considered the ‘visible achievement’ segment.
This refers to a pattern of responses often offered by consumers who wish to be‘visible success stories’. They may have ‘made it’ in whatever field they are involved in and are confident in their abilities.
Despite success, research suggests they retain traditional home, work, and societal values. Family is important to this segment, and they emphasise providing for loved ones. While they might be able to afford the best of everything, they look for quality and value for money!
It’s always important to be mindful of the Practical Shopper. These customers are ‘low-key’ purchasers who prefer inexpensive jewellery that can be worn daily — even if they have the budget for premium products.
They are fashion and trend-conscious and wish to stand out from their parent’s generation; however, they also aim to conform to their peer group.
In other words, they are looking for jewellery that symbolises fun and freedom while remaining a part of ‘their generation’. In terms of purchasing patterns, these consumers are focused on the short-term.
The final archetype worthy of consideration is the Connected Customer. Modern consumers can inform, market, and brand your product at the push of a button.
Never before have consumers had access to so much information, and modern retailers must embrace these conditions.
Information, reviews, and opinions are all shared instantly in the digital world – sometimes while the consumer is still in the store!
The key is to focus on providing these customers with a shopping experience. It is critical to spend the time to generate a connection, whether it be with information and education or special efforts that make the customer feel rewarded for shopping with your business.
The future of retail involves removing the traditional counter barrier and replacing it with deeper interactions with customers who feel connected and in control.
This can be done in many ways, including unique experiences such as customisation, which allow consumers to create memorable experiences where they feel rewarded for merely visiting your store.
These consumers can move seamlessly from the ‘virtual’ world to the physical stores during their shopping journey.
Finding the future
It’s often been said that the future of jewellery retail is in bespoke and custom-made designs. Younger consumers are embracing handmade pieces and moving away from mass production.
While that may seem like a shift towards convention and tradition and a step away from ‘modernity’, the key to connecting with many consumers will involve a digital component, whether that be your website or social media.
There are many steps involved in designing your dream jewellery store; however, for those struggling to find somewhere to begin, it’s best to start by clearly defining who shops with your business and who you would like to attract.
Name: Gordon Simmonds
Business: Jewellery Design Solutions
Position: Founder
Location: Muirarrie, Queensland
Years in the industry: 35
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