Is too much choice bad for jewellers?

The answer largely comes down to understanding the psychology of shopping – that is, how consumers make purchasing decisions.

Jeweller’s March issue investigates how the brain makes choices and why customers choose one store or piece of jewellery over another. More isn’t always better but jewellers who are able to work with customers to sort through large product selections are poised for success.

This month’s issue, which has now been mailed, also features an exclusive 10-page report on Australia and New Zealand’s three buying groups. The biennial report provides a comprehensive overview on the state of each group, including member and store counts as well as how they’re adapting to a fast-changing retail environment.

Ever considered what your customers will look like in 2020? According to Ryan Estis, it’s an important question as retailers wishing to remain relevant must understand how customers are changing and anticipate their future needs.

There’s a whole lot more in Australia and New Zealand’s #1 jewellery industry magazine, including an article on how to avoid the ‘hell zone’ and what retailers can learn from the cat that sits on the hot stove lid. See below for more details.

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JEWELLER'S  MARCH ISSUE

FEATURES JEWELLERY CHOICE: HOW MUCH IS TOO MUCH? Consumers have more options to choose from than ever before so why do they choose one store or piece of jewellery over another? ANGELA TUFVESSON looks into the psychology of shopping. Read more.     AUSTRALIAN BUYING GROUPS REPORT 2016 Like all businesses, Australia’s three jewellery buying groups are adapting to a fast-changing retail environment. EMILY MOBBS investigates how they’re working to remain relevant. Read more.     THE BEST WAY TO LOSE YOUR SALE When consumers are about to make a purchase they will tell you, but not with words. They will send loud non-verbal signals, and BARBARA CROWHURST says the key is knowing how to read them. Read more.

Business Features WHAT WILL YOUR CUSTOMERS LOOK LIKE IN 2020? What do your customers look like today? Have you considered what they might look like in 2020? To connect with a new generation of shoppers, retailers must first understand them. RYAN ESTIS reports. Read more.     HOW TO AVOID HEARING 'NO, I'M JUST LOOKING' Shoppers can be nervous and negative when approached by staff. BOB PHIBBS recommends using a prop when greeting customers to break down this resistance. Read more.     FEAR, A CAT AND A COLD STOVE LID Fear holds us back and yet fear exists in all aspects of life. KARYN GREENSTREET reveals how to recognise fears, acknowledge them and harness them to achieve your best potential. Read more.     YOUR RETAIL STATISTICS ARE HIDING THE TRUTH The retail industry is a master of using statistics to show that things are going well but statistics can only plaster over so many cracks. GRAHAM JONES reports. Read more.     TURNING WEB VISITORS INTO SALES Attracting visitors to websites is only part of the challenge for it is what businesses do with those visitors that will determine long-term profitability. DAVID BROWN reports on how to increase web conversions. Read more.

THE MONTHLY REGULARS SOAPBOX: WHY I ONLY USE RECYCLED MATERIALS TANYA COELHO shines the spotlight on unethical practices. Read more.       MY BENCH: BRETT STEWART While their artisan skills and creations are often awe-inspiring, bench jewellers are generally hidden away in the backrooms creating fine jewellery... that is until now. Read more.     DOWN UNDER GEMSTONES: THE AUSSIE DIAMOND Australia currently ranks as the world’s third-largest producer of diamonds by weight and is estimated to supply 20 million carats this year, mostly from the underground operation at the Argyle mine. MEGAN AUSTIN reports. Read more.

READ IT ALL IN JEWELLER'S MARCH ISSUE. OUT NOW! Did you need full access to read all the stories? From only 26c a day you can access 10 years' worth of content in Jeweller's Business Library. Click here to subscribe.