Columns How to Change Your Website From a Soulless Catalog Into a Place People Want to Buy From Hint: Don’t scrimp on photoshoots. Published 5 months ago on May 15, 2020 By Kathleen Cutler Instore May 2020 Issue Share Tweet FOR THE PAST nine years, I’ve gotten to sit behind the scenes of dozens of jewelry brands and read through their email communications with clients. My goal is to help retailers like you sell more jewelry through modern channels: with words, chat, and images. The No. 1 most frequently asked question I see from clients in dozens of emails each day is: “Do you have a photo of this piece being worn?” Sponsored Webinars CLIENTBOOK PRESENTS: Do It Now! Drive Your Fourth-Quarter Sales to Record-Setting Levels with Clienteling Sponsored Webinars Podium Presents: 5 Crucial Customer Experience Improvements to Make as You Reopen Sponsored Webinars Selling Against the Internet & Maximizing Sales See, when you have just your pieces photographed for the web alone on a white background, it’s like your website is nothing more than a parts catalog. But think about how clothing catalogs show how the latest fashions look on a human body. So how can you be better prepared and make more sales? Schedule photo shoots at least quarterly, so you can capture lifestyle images of your jewelry being worn. And here’s a tip: You don’t have to hire models, just use your store staff, hire a hair and makeup person, and have a photographer come in for a few hours. The bonus: You’ll not only get hundreds of photos, but you’ll also build trust with the people who shop with you as they recognize the faces on your website as real people they see in your store. Need an even quicker version of this? Advertisement When you get a new style into your store, grab a staff member, find some good lighting and shoot a short video of them talking about the the piece or collection. Post it to your Instagram Stories, share it with your colleagues and post it on your website. In this omnichannel environment, it is so important to make sure that your website works just as hard as your sales staff when it comes to selling jewelry. I recently had a client who sold two engagement rings to people who had already been in the shop that day. They had been working with the sales staff in-store and then went home and completed the engagement ring purchase online. If you aren’t consistently updating your website with new photos and pieces, you are missing out on the No. 1 question I see asked behind the scenes. Then, you’ll be ready when a client asks, “How does this look on?” How can you commit to turning your website from a soulless catalog into a place where people feel welcome? Related Topics: digital marketingFeaturedMarketingwebsites click to Comment(Comment) Up Next 7 Display Ideas to Add Contrast and Make Your Jewelry Pop Don't Miss Call A Diamond A ‘Rock’? Here’s Why You Should Kathleen Cutler Kathleen Cutler, profit expert for high-end jewelry brands, focuses on helping jewelers understand how to convince younger, affluent audiences to buy, combining modern tech with retro-style relationship building. Kathleen has a degree from GIA and has coached 100-plus jewelers. Reach her at [email protected] Continue Reading Advertisement SPONSORED VIDEO Wilkerson Testimonials A Liquidation Sale during a Pandemic? Wilkerson Showed Them the Way For 25 years, Stafford Jewelers of Cincinnati, Ohio, was THE place to go for special gifts, engagement diamonds, high-end Swiss watch brands — in other words, the crème de la crème of fine jewelry. But this summer, the Stafford family was ready to retire. So, they chose Wilkerson to help them close up shop. “One of the biggest concerns was having the sale in the middle of COVID,” says Director of Stores Michelle Randle. Wilkerson gave the Stafford team plenty of ideas as well as safety guidelines, which they closely followed. “All of the employees felt safe, the customers coming in the door felt safe and we did a lot of business,” says Randle. How much business? “The inventory flew,” she says. Translation: They sold millions and millions of dollars-worth of merchandise. Randle calls it, “an incredible experience.” Would she recommend Wilkerson to other retailers who are thinking of thinning their inventories or retiring? “Everyone got more than what they expected out of the sale. You have to hire Wilkerson. They’re amazing.” You may like Can’t Embrace Tech? Better Do It Now How To Keep Website Visitors On Your Site? 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