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Megan Crabtree

This One Trick Could Immediately Improve Your Wedding Band Sales

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

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man hold wedding ring

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.

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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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SPONSORED VIDEO

Four Decades of Excellence: How Wilkerson Transformed a Jeweler's Retirement into Celebration

After 45 years serving the Milwaukee community, Treiber & Straub Jewelers owner Michael Straub faced a significant life transition. At 75, the veteran jeweler made a personal decision many business owners understand: "I think it's time. I want to enjoy my wife with my grandchildren for the next 10, 15 years." Wilkerson's expertise transformed this major business transition into an extraordinary success. Their comprehensive approach to managing the going-out-of-business sale created unprecedented customer response—with lines forming outside the store and limits on how many shoppers could enter at once due to fire safety regulations. The results exceeded all expectations. "Wilkerson did a phenomenal job," Straub enthuses. "They were there for you through the whole thing, helped you with promoting it, helping you on day-to-day business. I can't speak enough for how well they did." The partnership didn't just facilitate a business closing; it created a celebratory finale to decades of service while allowing Straub to confidently step into his well-earned retirement.

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