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GN Diamond Releases Clienteling Part II

The importance of persistency and consistency and how to convert your customers to clients and your clients to brand advocates.




(PRESS RELEASE) The vast majority of the population (91%) continue to buy inside a jewelry store and not online. So how do you increase the odds that your customers will continue to buy from you rather than your competitor? By Clienteling which means more than just catering to clients.

Clienteling uses all available tools such as purchase history and client data so you can personalize the shopping experience, provide superior customer service and facilitate the sale. When in-store associates have the power to identify not only your most loyal customers but also their preferences, they are equipped to provide a more personalized and targeted service. With access to a customer’s profile, your associates may look up important notes, open offers, past purchases, and wish lists.

Effective outreach with personalized value propositions that doesn’t focus on sales is also likely to increase the average transaction size. Personalized communications increase the odds of a customer buying, and therefore enhancing your relationship. The importance of consistently communicating various messages to customers about new products will increase cross-selling opportunities. Often one may get discouraged by leaving so many unanswered messages or not getting the outcome you desire. However, this persistency and constant contact may lead to future sales especially going into the holiday season. Creating the opportunity for a customer to come into your store and check their prongs, get their jewelry cleaned may lead to a referral as well.
When the average cost of selling to new customers is often five times the cost of selling to existing ones, the numbers speak for themselves. As customers become clients, who then become brand advocates, in-store associates are able to better manage their high value repeat customers. These valuable customers are also the ones who provide the most referrals and the greatest store awareness among friends and piers in the community.

GN Diamond Makes Clienteling Easier
The GN Diamond platform makes it easier than ever to give clients the exceptional service, digital convenience, and personalized experience they desire. GN’s Diamond Hunt seamlessly integrates with your website to showcase your entire inventory with your own branding and markups.

Learn more about Diamond Hunt here. Or contact GN Diamond at 800-724-8810 or 24/7.




When There’s No Succession Plan, Call Wilkerson

Bob Wesley, owner of Robert C. Wesley Jewelers in Scottsdale, Ariz., was a third-generation jeweler. When it was time to enjoy life on the other side of the counter, he weighed his options. His lease was nearing renewal time and with no succession plan, he decided it was time to call Wilkerson. There was plenty of inventory to sell and at first, says Wesley, he thought he might try to manage a sale himself. But he’s glad he didn’t. “There’s no way I could have done this as well as Wilkerson,” he says. Wilkerson took responsibility for the entire event, with every detail — from advertising to accounting — done, dusted and managed by the Wilkerson team. “It’s the complete package,” he says of the Wilkerson method of helping jewelers to easily go on to the next phase of their lives. “There’s no way any retailer can duplicate what they’ve done.”

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