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How to Deliver a “WOW” Customer Experience

Part THREE: Deliver Concierge Service

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IN MY WORLD, there was never such thing as a slow season or down time. When customers were not walking in the door, you had the take the initiative to either drive traffic or make sales happen virtually. To have appointments daily, I had to make sales happen virtually and provide a concierge experience. I provided this concierge experience to all walks of life and any dollar amount. It could be a doctor who does not have the time to visit or a woman with three kids who does not want to bring the children to the store.

And let me tell you, they loved the concierge experience! Who would not love a personal shopper for all their jewelry needs?! Here are a few examples of how you can create sales and provide a personal concierge experience virtually.

  • Print out your top customer list and review their purchase history showing the images of pieces they have bought in the past. Browse your showcases to see what pieces you have in stock that could potentially match this prior purchase. Make maximum three videos for your client of the matching pieces you have in stock that you think they would love. Many times, there does not even have to be an upcoming occasion and customers will buy “just because.”
  • Review your lists of customers who have bought an engagement ring but have yet to buy the wedding band. If you have the matching band in stock, send over some videos to spark their interest. Many times, they have never seen the band and are shocked to receive this video. I have had customers show up an hour later in excitement to see the band in person!
  • Print out your customers that have an upcoming occasion such as a birthday or anniversary the following month. Look at their purchase history to see what styles they like, metal colors they typically buy, etc. Handpick a few gifts to take videos of and send one month in advance. Men love this, because as we all know, they usually wait until the last minute.

In video presentations, be sure to speak in the background as if they were in the store. The whole idea of this is to make it convenient for the client, for them to have the experience as if they were in the store and be “wowed”!

Megan Crabtree is the founder and CEO of Crabtree Consulting. Before founding Crabtree Consulting, Megan had a successful professional career in the jewelry industry, which culminated with high-level positions at several of the top firms in the retail and manufacturing sectors. Reach her at [email protected] or visit us at www.crabtreeadvisory where you can set up a live chat or a 30-minute free consultation.

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When Tom Moses decided to close one of the two Moses Jewelers stores in western Pennsylvania, it was time to call in the experts. After reviewing two candidates, Moses, a co-owner of the 72 year-old business, decided to go with Wilkerson. The sale went better than expected. Concerned about running it during the pandemic, Moses says it might have helped the sale. “People wanted to get out, so there was pent-up demand,” he says. “Folks were not traveling so there was disposable income, and we don’t recall a single client commenting to us, feeling uncomfortable. It was busy in here!” And perhaps most importantly, Wilkerson was easy to deal with, he says, and Susan, their personal Wilkerson consultant, was knowledgeable, organized and “really good.” Now, the company can focus on their remaining location — without the hassle of carrying over merchandise that either wouldn’t fit or hadn’t sold. “The decision to hire Wilkerson was a good one,” says Moses.

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