The importance of consistently clienteling

Clienteling. Exactly what does clienteling mean in retail?

When one Googles the word it is defined as “a technique that retailers use to establish meaningful, long-term relationships with customers.” It takes on a different meaning when relating it to marketing. “Clienteling is a necessary element of finding, engaging, and building customer relationships with your core audience to encourage repeat purchases.”

While the vast majority of the population continues to buy inside a jewelry store and not online, how do you increase the odds that your customers will continue to buy from you rather than your competitor? By clienteling!

Clienteling uses all available tools such as purchase history and client data so you can personalize the shopping experience, provide superior customer service, and facilitate the sale. When in-store associates have the power to identify not only your most loyal customers but also their preferences, they are equipped to provide a more personalized and targeted service. With access to a customer’s profile, your associates may look up important notes, open offers, past purchases, and wish lists.

Effective outreach with personalized value propositions, like coming in for free jewelry cleaning and a re-check of prongs, are some forms to increase foot traffic. This instills confidence in your customers and illustrates your sincere concern to provide them with excellent service. It may also lead to much desired referrals.

Another idea is a simple change in the tone of your phone conversation - expressing excitement about new jewelry or diamonds that may have just entered your store - which may entice customers to pop in for a visit. Any type of personalized communication may increase the odds of a customer buying, and therefore enhancing and cementing your existing relationship.

The importance of consistently communicating various messages to customers about new products will increase crossselling opportunities. Often one may get discouraged by leaving so many unanswered messages or not getting the outcome you desire. However, this persistency and constant contact may lead to future sales, especially going into the summer season.

When the average cost of selling to new customers is often five times the cost of selling to existing ones, the numbers speak for themselves. As customers become clients, who then become brand advocates, in-store associates are able to better manage

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Tip: For local businesses like jewelers, consider embedding a map of your Google Business profile account rather than just displaying your address. This allows visitors to locate your store easily and builds trust in your local presence.

Embed Your Google Business Map on your Website

Include a live feed for your Google reviews or social media content to keep your website fresh and continuously updated. This simple addition gives the impression that your website is constantly updated and offers visitors a sense of your ongoing engagement.

Closed Platforms vs. OpenSource Platforms

In our industry, there are several closed platforms built by web development companies. However, if you wish to switch to a new platform altogether, such as Shopify, WordPress, or others, it’s possible to find a new website developer without completely rebuilding. Some of those open-source platforms even offer features that can be easily added anytime.

their high value repeat customers. These valuable customers are also the ones who provide the most referrals and the greatest store awareness among friends and peers in the community.

GN Diamond Makes Clienteling Easier

The GN Diamond platform makes it easier than ever to give clients the exceptional service, digital convenience, and personalized experience they desire.

One advantage of closed platforms is that they often have established connections with various product vendors. You can request to add specific collections to your website to save time. However, if you plan to showcase only a limited number of products, the existing relationships from the closed platforms may not provide much savings.

This is particularly important to remember because each business is unique, and the requirements for each website can vary greatly. For instance, while some brands carry thousands of items, you may only want to list around 100 or 200 products. So, carefully assess your needs and consider the platform that aligns best with your goals.

Since we’ve already mentioned Shopify, an e-commerce platform, learn to keep the product names, titles, and descriptions balanced on your e-commerce website. Provide valuable information that helps users make purchasing decisions, such as materials, sizes, lengths, and use case examples. Including multiple pictures per item allows customers to evaluate products effectively, so don’t forget to add them.

Final Words

Building a new website involves numerous considerations, so consulting with multiple sources and web development companies is advisable to compare options. Ensure the chosen company understands your work style and aligns with your vision. To avoid misunderstandings, clarify what is included in the fee and what is not.

GN’s Diamond Hunt seamlessly integrates with your website to showcase an extensive inventory of loose diamonds, lab created diamonds, and finished jewelry in both natural and lab with your own branding and markups. Learn more about Diamond Hunt at www.gndiamond.com. Or contact GN Diamond at 800724-8810 or sales@gndiamond. com - 24/7.

To ensure you make the right choice for your business, gather all the necessary facts, conduct thorough research, and consult with multiple web developers. If you require any assistance or feedback, our team at Jewelry Store Marketers is available to review your current website and provide helpful feedback. We specialize in helping jewelers like you build cost-effective, easy-tomaintain websites that attract new customers.

Remember, your website is your digital storefront, so make it count!

Guy Pineda, CEO of Jewelry Store Marketers, has owned an award winning digital agency for the past 15 years and has been working in the jewelry industry for close to 30 years. Jewelry Store Marketers is niche agency that helps jewelry stores get more appointments and increase sales through Local SEO, Digital Marketing, Website Development, Social Media, Videos and more. Learn more at jewelrystoremarketers.com.

Why Do We Use The Edge?

We like the customer history. It gives us information as to what the customer bought, how much they paid, what month they bought it. If it was for a birthday or for Christmas. Things that we really need to know about our customers.

And so we can recommend another piece to go with that piece. If she’s really interested in a certain stone or gold, it gives us the opportunity to suggest an additional gift, whether it be earrings, a ring, or a necklace.

The Edge has helped improve our business in so many ways. For

Stop by and see us!

Sain Jewelers