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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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Wilkerson Testimonials | Zadok Master Jewelers

Stick to the Program — And Watch Your Sales Grow

When Zadok Master Jewelers in Houston, Texas, decided to move to a new location (they’d been in the same one for the 45 years they’d been in business), they called Wilkerson to run a moving sale. The results, says seventh-generation jeweler Jonathan Zadok, were “off the charts” in terms of traffic and sales. Why? They took Wilkerson’s advice and stuck to the company’s marketing program, which included sign twirlers — something Jonathan Zadok had never used before. He says a number of very wealthy customers came in because of them. “They said, ‘I loved your sign twirlers and here’s my credit card for $20,000.’ There’s no way we could have done that on our own,” says Zadok. “Without Wilkerson, the sale never, ever would have come close to what it did.”

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