One answer captured nearly 40% of the vote.
For Big Survey 2017, we asked this question: "What do you think has been the biggest change in the way jewelry is sold inside a store environment in the past 10 years?"
Nearly 40 percent of readers said that the biggest change in the way jewelry is sold inside a store environment in the past 10 years is the premium that customers place on receiving an “experience.” If you were to look at photos and features from INSTORE’s “America’s Coolest Stores” over the same time frame, you would see that notion confirmed, as stores are searching the world for the latest inspirations and materials to wow clients.
SEE MORE BIG SURVEY 2017 STORIES
It’s not surprising to see an increase in custom demand voted as second-biggest change, followed by an increased use of technology and more informed customers (which seem to go hand-in-hand).
Below are the full results. Look out for all the results of the 2017 Big Survey in the October edition of INSTORE.
Increased importance of creating a customer “experience”
More informed consumers
Increased use of technology like iPads
Increased price transparency
More self-directed buying (play and try on)
Side-by- side selling
More event-based selling (trunk shows, etc.)
This article originally appeared in the October 2017 edition of INSTORE.
Something Big Is Missing From Gene the Jeweler's Business
Several somethings, actually. And as in many other cases, the issue is not so much about what the fictional jeweler is doing. It's what he's not doing.
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