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The Importance of Clienteling

GN Diamond shares some key points on the importance of persistency and consistency in clienteling.




(PRESS RELEASE) Clienteling is a crucial strategy for businesses, particularly in industries like jewelry where in-store shopping is prevalent. It involves more than just catering to clients; it’s about using all available tools and data to personalize the shopping experience, provide superior customer service, and facilitate sales. Here are some key points on the importance of persistency and consistency in clienteling and how to convert customers into clients and clients into brand advocates:

  • Personalization: By utilizing purchase history and client data, you can personalize the shopping experience. In-store associates who can identify loyal customers and their preferences are better equipped to provide tailored service. Access to a customer’s profile, including past purchases and wish lists, allows associates to offer a more personalized experience.
  • Effective Outreach: Don’t focus solely on sales in your communications. Instead, provide personalized value propositions. Personalized messages increase the likelihood of a customer making a purchase and enhance your relationship with them.
  • Consistent Communication: Consistently communicate various messages to customers about new products and offerings. This increases cross-selling opportunities and keeps your brand top of mind. Even if some messages go unanswered, persistence and constant contact can lead to future sales, especially during the holiday season.
  • In-Store Services: Encourage customers to visit your store for additional services, such as checking prongs and cleaning jewelry. This not only enhances the customer experience but can also lead to referrals.
  • Cost Savings: The cost of selling to existing customers is often much lower than acquiring new ones. As customers become clients and eventually brand advocates, they provide valuable referrals and raise awareness of your store among their friends and peers.
  • Brand Advocacy: Brand advocates are your most loyal customers who actively promote your brand. They play a crucial role in building your store’s reputation and expanding your customer base.
  • Technology Solutions: Utilize technology and platforms like GN Diamond to make clienteling easier. These tools help provide exceptional service, digital convenience, and a personalized shopping experience. GN’s Diamond Hunt, for example, integrates with your website to showcase your inventory with your branding and markups, making the shopping experience seamless and personalized.

In conclusion, clienteling is a powerful strategy for building long-term customer relationships, increasing sales, and creating brand advocates. By consistently providing exceptional service, personalizing the shopping experience, and using technology to your advantage, you can ensure that your customers keep coming back to your store and become loyal clients who, in turn, promote your brand to their networks.



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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