With the silly season behind us now is the perfect opportunity to try something new to reach out to those new customers. The busiest time of the year for most jewellery stores is now over and with that is an expected drop in sales, but how is your jewellery store going to stay on top of the rest?

Facebook and Twitter are an almost guarantee to get your stores name out to the world, if you haven’t already signed up your store for a Facebook or Twitter account I would strongly recommend getting on it as sending out a single tweet or Facebook post can reach countless potential customers every day.

Utilising Facebook and Twitter ensures you will reach your target audience, after all they wouldn’t be liking your Facebook page if they didn’t have an interest in jewellery, right? Social media is a great way to bring in new potential shoppers with it but only if you ensure what you post is relevant content. Post and talk about your plans for the store, or special events and pricing that are going on for those post-Christmas shoppers. Ask questions, find out what your customers want and make sure that you start a conversation with your target audience, your customers know what they want in a store and all you have to do is be prepared to listen.

Gone are the days of solely relying on flyers and newspaper advertisements, free and personally targets tweets or Facebook posts can ensure that your store is noticed and remembered.

Now there will be many jewellers out there that have been around for many years and have worked hard to build up a strong customer base, so how do you ensure that your customer base keeps on returning? Grab their attention with a personal approach, give your valued customers the VIP treatment.

SMS messaging campaigns can allow you to target specific customers based on their spending habits or expected needs, it gives you control of who you send those special advertisements to and guarantees your customer will know about it. After you work out who you want to send the SMS message to you need to decide what you are going to say, after all SMS messages are brief but you want it to still be effective. Look at who you are sending the message to if your customers habits are necklaces don’t send them a message about engagement rings. You know your customers so take the time to plan and get your SMS campaign right! Whether you use your SMS campaign to message your whole customer base or just the lucky VIP customers it is sure to plant the thought of your store back into your customers head.

Make 2016 your year change your store perceptions on making a sale, utilise media messaging and make it known that you’re the jewellery store that your customers should be shopping at. Give them no reason to doubt that your store is going to provide them with a fresh and vibrant shopping experience from start to finish.

Try Something New in 2016 - Jewelry Store Marketing

It's the 18th of December and I received a call from a client "What did you put in that text message?" he asked. A little worried that something had happened I checked to make sure the message was as specified.

"For that perfect last minute Xmas gift, [client's name] are offering 20-60% off all jewellery! Instore or phone [clients number] "

"Yes" he replied. "What time did it go out?"

"We'll, we've been in-undated by phone calls and made $7000 of sales already!" he replied.

He went on to say how that their store had organised a big VIP sales night the week before that involved a radio campaign, flyers, social media and a lot of staff time. The event was a flop, and generated only $5000 in sales. Within three hours of one simple text message being sent to just a small number of their client base, they had achieved more than the VIP sales night. Not to mention the fact that this campaign took no staff time and a fraction of the cost to run.

I couldn't answer that. What I could predict is that he would do it again. And sure enough his next question was "Can we run another for our entire client base now. And can we also run a campaign in the second week of January, to get customers instore after Christmas?".

And with a smile I hung up the phone, thinking to myself 'That's the fourth call this week from a client trying SMS for the first time, and astounded by the results.'

It's so wonderful to see our clients doing well. And so many times jewellers using Swim just can't believe the result they are achieving with a simple text message campaign. For such a small marketing investment it seems only common sense to incorporate text messaging as part of the marketing mix for any jewellery store.

As far back as four years ago we started reporting on clients receiving a 34% increase in sales after running an SMS campaign that simply read:

"Happy new year 3 FREE ring cleans till end January with thanks [clients name]".

The text message campaigns are driving traffic back into the store and ensuring the store is top of mind for their clients. With smart phones usage as high as it is, it only makes sense to connect with shoppers in this way.

Stores are also using text messaging for improving the customer experience within the store. Swim stores are text messaging a copy of the receipt, so the customer can have it on hand at any time. They are also text messaging to let the customer know that their job is ready to be collected and sending congratulation messages on their birthday and anniversary.

These ways of connecting with the customer build the relationship with the customer and make their experience special - just what all customers want, when purchasing jewellery.

Sales of $7000 in just three hours from one simple text message - How did they do it?

It's Christmas time and we all know that the public will be bombarded with 'buy this' messages. There's discounts, offers, new products... anything that will make people spend money.

As a jewelry store, you need a piece of this pie. So how do you get through?

One option is to sell without actually selling. You can do this through information, and addressing four things for the customer: solving their headaches and obstacles or addressing their aspirations and desires.

So let's think of a few examples of what your customers headaches, obstacles, aspirations and desires could be at Christmas?

Headaches: dislike shopping at Christmas, don't know what to buy, feel overwhelmed, shops are busy, difficult finding a car park

Obstacles: don't have the time, leave to last minute, money is a concern

Desires: Having that amazing, happy feeling that you get when you give a gift that someone just loves

What other examples can you think of? What are YOUR clients headaches, obstacles, aspirations and desires. Feel free to share your ideas with others in the comments section below.

Addressing these four areas in a format that does not feel like selling is a great way to build the trust of your customers. What does your store offer your clients that addresses these needs?

Wish List
Do you have a wishlist program? If so you can tell your customers spouse 'Hi, we realise how hard it is to pick the perfect gift. Your wife during the year picked these items on her wish list. We do have items x,y,z in stock in her size and can gift wrap and deliver it for you without any branding on the mail packaging so it is a great surprise'.

Vouchers as an Experience
Does your store offer gift vouchers? Rather than just say 'we offer gift vouchers', address their headaches and desires. Approach the voucher like a day spa or massage service would and talk about the experience and how the loved one will feel. You can add to the experience by selling the voucher with a one-on-one private session with your jeweller, cad designer or if you don't have these services, your head salesperson for a personal shopper experience. Also mention you can provide a gift wrapped or boxed voucher that you can also delivery by post to the customer if they cannot come to the store.

Using Celebrity
Another option is a shop like a celebrity offer where they you treat the client as you would a celebrity. Detail the experience in depth such as champagne on arrival, private viewing room etc. Make it all about the experience and how wonderful it will feel to give such a special, once off, memorable gift. This you can package as a premium and offer with a voucher over a certain value.

Remodelling
If your store custom makes, highlight this service, in particular the ability to remodel existing jewelry. Remodelling is a great way to address your customers headaches, obstacles, desires and aspirations. The customer can feel great, knowing they are creating a one off piece, using material they already own (helping the hip pocket and the environment) and creating something that is special to them. This service works well for your store, as it generates great word of mouth and can lead to add-on sales and up-selling. (I'll be detailing a blog on just this topic in the coming days, so watch this space.)

Your Message
How you deliver the message is also important. Your customers are busy. One message will be easily overlooked, too many messages will just be annoying.

A simple way to get their attention is by creating a plan where you deliver your message, over different means, at different times leading up to Christmas.

Plan
An example plan could look something like

8 weeks before Christmas send a direct mail letter. Direct mail letters when personal are extremely effective. Particularly if you are highlighting the wishlist, as you can incorporate pictures and details of the items.

7 weeks before Christmas repeat the message on your social media platforms

6 weeks before Christmas send an email to your customers. Making the message personal is the key here, just like the direct mail letter. Software allows you to automate this process, while making your emails and letters look personal.

In all your correspondence you can use the same message and be sure to include your opening times, cut-off dates for Internet orders (if applicable), gift wrapping services and refund policy.

As a final message to those clients who are in the last minute basket, sent an sms and email three days before Christmas with a simple message saying you gift wrap and offer refunds and state your opening hours. Include any message that will help that last minute shopper to know they can simply walk in, buy, have the item wrapped, a card included and be on their way in an instant. If parking is an issue in your area, how could you offer VIP parking to VIP members? Could you offer a delivery service for high priced gifts?

Remember, you can sell without selling. Be a guide for your customers and help them to solve their problems. Think outside the box of just products and look at what else you could offer at Christmas to help your customers to find, purchase and pick up that perfect gift.

Lastly
And one final tip, be sure to collect customer data over the holiday trading, to make next years Christmas trading even better than this year.

About the Author Raeleen Kaesehagen is the founder and CEO of Swim jewelry software, the leading web based retail management point of sale system for retail and manufacturing diamond jewelry stores worldwide.

Making sales this Christmas in your retail jewelry store, without trying to 'sell' to your customers

Going to the Hong Kong Jewelry Show in September?

Want to have all your Swim jewelry software questions answered while you are there?

Great news, Sonia the Swim expert from Diamond Services International will be at the show to answer all your questions.

You can book a time with Sonia now. Simply click here to see available times and book your spot.

Upcoming trade show - Hong Kong - Book a time today to see Swim Jewelry Software expert, Sonia

Are you about to launch or have you recently opened a retail jewellery store?

Do you have many operational and general questions and not quite sure how to get them answered. Finding your time poor and getting stuck in all the 'other things' and not able to work on the business to market and promote it? Feeling a little overwhelmed?

Swim and the Nationwide Buying Group have formed a partnership to help new Startups achieve success with a Startup Knowledge Exchange program.

The program gives new business owners and young retailers the opportunity to learn from others first hand who are already successfully managing a jewellery related business or who have a wealth of knowledge in business. Acting as a knowledge exchange the new business person gains access to a panel of experienced jewellery retailers and business people, answering questions and providing mentorship.

The Knowledge Exchange is a free program and has been created to help ensure the success of new businesses to the retail jewellery industry, and help them pave a way long into the future.

The program is open to anyone who is about to launch a business or has opened a jewellery retail business within the last 12 months and who has not owned a jewellery store before. The program continues for the first two years of trading.

The Startup Knowledge Exchange is accepting applications now. To apply or learn more, go to http://swimjewellerysoftwareknowledgeexchange.instapage.com/

*Program available for Australia and New Zealand Jewellery Stores. More countries will be available shortly.

Free Mentorship for Jewellery Startups and Young Retailers

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