Megan Crabtree

This One Trick Could Immediately Improve Your Wedding Band Sales

It costs you little, and it helps create clients for life.

Published

3 years ago

June 2, 2021

Megan Crabtree Instore June 2021 Issue

DID YOU KNOW that 50 percent of wedding band buyers do not buy the band from the same store that they purchased their engagement ring from?

It’s true. Maybe the in-store experience did not “wow” them. Maybe they were walking in the mall and saw the band and bought it on the spot. Or maybe after buying the engagement ring, the sales associate never got back in touch to offer the matching wedding band.

Either way, it all boils down to one question: What added value are you offering to keep your customers loyal and not lose the wedding band sale to your competitors?

Here’s one great idea that will set you up for success: Provide every engagement ring customer with an added-value envelope incentivizing them to return to your store for the wedding band. Follow these three steps to maximize your chances.

STEP 1: Determine Wedding Band Offer. Have your marketing team create a small brochure measuring around 3.74 inches by 8.22 inches. You could lay this creative out and print it yourself locally, or you can use an online service like Vistaprint to do both for you. On this brochure, provide the customer with an incentive to come back for the matching wedding band by offering a discount or an extended finance offer.

STEP 2: Brainstorm Possible Partners. Have your marketing team speak to your employees and even customers to see which local businesses they prefer within the wedding industry. It could include a florist, photographer, wedding dress shop, a restaurant with catering capabilities, a DJ, or anyone else you can think of that’s appropriate.

STEP 3: Reach Out To Local Businesses. Have your marketing team reach out to these local businesses to see if they would like to participate and offer your clients an incentive, such as a discount or a complimentary service. For example, the local photographer may offer complimentary engagement photos in hopes they will be hired for the actual wedding day. Most businesses will be thrilled to get on board and will happily provide you the creative for the brochure. Think about it from the other local businesses’ standpoint: What other better place can they spend marketing dollars to find such warm leads of customers that we know are in the market for their service or product?

Overall, this envelope not only differentiates you from your competition, but it also generates loyal customers who keep coming back.

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Megan Crabtree

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 mcrabtree@crabtreeadvisory.com or visit us at www.crabtreeadvisory.com where you can set up a live chat or a 30-minute free consultation.

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.”