One of the things that makes a career in jewellery retail so interesting and fun (most days) is the fact that you encounter a wide array of characters. From easy-going shoppers who make small talk to customers on a mission who just want to get in and out of the store, retailers deal with various types of people on a daily basis.
As any good merchant knows, there isn’t one single solution or best practice for converting all customers. Each customer type comes with its own set of qualities and retailers have to acknowledge these distinctions and tailor their sales approach accordingly. To help, here’s a list of the most common types of customers that visit retail stores, complete with tips on how not only to approach them but also sell to them.
The well-informed shopper
Many jewellery customers will likely fall under this category. Consumers these days do a great deal of research before making buying decisions – they read product descriptions, compare prices, check online reviews – so it’s safe to assume that customers entering the store already know a whole lot about what’s on offer.
The key to connecting and selling to these shoppers is to get on their radar while they’re still in their research phase. Don’t wait until they’re standing in front of the counter to commence engaging them as it might be too late – well-informed shoppers have most likely made up their minds by that point!
Instead, increase the visibility of your store before customers even arrive. Promote through online and mobile channels and really work those consumer review websites.
Make sure customers can obtain information about your store, products and services whether they’re on their phone or on a computer. When they land on your site, make a good impression by offering compelling content and providing great user experiences.
Increasing both the frequency and quality of your presence in social media is also very important. Ensure your social media accounts are active and if you have profiles on review sites such as Yelp or TripAdvisor, see to it that they’re updated and spruced up regularly. Got negative reviews? Address them immediately so you can either explain your side of the story or, better yet, turn them into positive reviews.
When well-informed customers visit your store, the best way to approach them is to first acknowledge their expertise and listen to what they have to say. Ask questions to see if you can offer information they haven’t yet considered or uncovered in their research. Another approach is to provide information in a way that makes them feel like they are getting insider knowledge or exclusive access.
It’s important to focus on value rather than just price and product features. The customer already has that information – they did their homework before arriving at your store, remember? For example, if you’re selling something that can be found in other stores, highlight the things that only you can offer. Do you have a better a guarantee or have more superior customer support? Let your customers know why your store is best.
The showroomer
Showroomers are people who visit stores to try on or view products in person but have no intention of buying at your store. They prefer online shopping, thinking it always offers a better price, but they still wish to touch and feel the product.
You can usually spot them when you see customers using price comparison apps or scanning your products while browsing in-store. Many large retailers deal with showroomers by matching their competitors’ prices but price matching isn’t always feasible for small to medium retailers with tight margins.
To convert showroomers, shift their focus from price to value. You can, for example, emphasise the fact that customers can take the product home immediately instead of ordering it online and waiting for it to be delivered days later.
Or you can bring the attention of showroomers to any in-store offers, loyalty programs or benefits that are only available through the business. The key is to position your store and products as individual and aspirational. You also need to exert more effort on branding and avoid commoditising your products.
Promote the things that make you unique and the emotions or thoughts that the business evokes in the minds of customers. Identify these things and use them as selling points.
The wanderer
Customers who are “just looking” should always be acknowledged first then left alone. If someone tells you they’re just browsing, respond positively to make sure they feel welcome. One good tactic is to quickly mention that there are some new arrivals or items on sale and that you’d be happy to show these items if required.
You can say something like, “If you need anything, I’m more than happy to help,” or, “By the way, everything on the shelf over there is on sale.”
Other than that, it’s best to let wanderers be until they ask for help.
The 'on a mission' buyer
These are customers who already know what they want and intend to get it and get out of the store as quickly as possible. Often these can be male shoppers who are purchasing gifts.
The best thing you can do is not get in their way. If they have questions, give them straight-up answers and don’t try to up-sell. This customer will up-sell themselves when handled correctly and needs to feel as if it is their decision, not yours.
Make the shopping process simple and convenient for customers on a mission – eliminate any barriers such as long checkout lines to facilitate a rapid sale.
If there is someone waiting to pay ahead of them, open another counter or offer to ring them up on the spot with a handy point of sale (POS) system.
This shopper’s mission is to spend money now, so help them in any way you can.
The confused or indecive shopper
When customers have trouble making a decision it can be because they don’t have enough information or because they have too much. Address this by asking questions to establish their specific needs and then educate them on what they need to know.
Ask what they are specifically seeking. Are they having trouble understanding product features? When it comes to jewellery, sometimes industry jargon can be confusing so ensure any terminology is clearly explained. What do they know and not know about your products or services?
If they’re comparing products, take a less ‘sales-y’ approach on the items that they’re considering. Provide the pros and cons, tailoring answers to their needs so they can make an informed decision.
Your main goal should be to help and educate. You don’t want to prod the customer to make a decision that isn’t right for them, so be upfront about the suitability of your products.
Your customer will appreciate honesty and learn to trust you – and, as we all know, trust is so much better for building long- term relationships.
The bargain-hunter
It can be tricky to deal with bargain- hunters, especially if the sole driver of their purchasing decision is price.
One thing you can try is making them feel that they’re getting a good deal. Sell them on value not price, emphasising why purchasing from you will actually save them money in the long run – perhaps you have higher-quality products, meaning they won’t need to re-buy in the future; maybe you offer a better guarantee than your (cheaper) competitors.
If that doesn’t work then aim to capture the customer’s contact details so you can inform them of upcoming sales or promotions. After all, this customer loves a bargain so you need to be able to notify them when a sale is on.
The chatty customer
These customers love to talk and tell stories. While you love their enthusiasm, they can sometimes hinder you from doing your job or taking care of other shoppers.
When the chatty customer visits your store, take some time to listen and express a genuine interest in what they’re saying but know where to draw the line.
Once someone becomes overly talkative to the point where they’re holding up other customers, politely redirect them back to the product or remind them that you need to get back to work. One tip, according to Nicole Reyhle from RetailMinded.com, is for sales staff to look customers in the eye, smile and say, “I would love to talk to you more about this but I see someone else who needs my help. I will come back to you shortly.”
Consumers really do come in all shapes and sizes but with a little understanding of some key characteristics, salespeople will be in a far stronger position to seal the deal.