Birthdays, anniversaries and other regular gift-giving occasions are the low-hanging fruits of jewelry sales. For most store owners and their staff, harvesting methods for these reoccurring opportunities isn’t always bountiful. To help increase their potential yields, ASHI has created Diamonds – A Gift of Love, a 24-page catalog of the company’s top selling items.
With the launch of the company’s recent diamond jewelry catalog, a Timeline concept was developed. “Utilizing this Timeline concept in reaching out to your key customers is an integral and critical part of the Diamond Gift Marketing Program,” says Rajeev Pandya, Partner of ASHI Diamonds, LLC. “This unique gift book will encourage your clients to revisit your store and shop for their special occasion. To help you sell the Diamond Book, ASHI has put together a Timeline for you to promote your brand and remember your VIP customer’s most special days to increase your jewelry sales throughout the year.”
As with most marketing tools (print and electronic), product catalogs are best leveraged when a jewelry store has a comprehensive customer database and a sales team’s willingness and ability to gather that information and use it.
The Timeline starts with creating and maintaining a database of VIP clients’ special occasions. Store owners often struggle with their sales staff to complete a customer’s database profile. Through sale presentations, repairs or even conversations, information is routinely gathered when customers are in the store.
A limited amount of information, however, can be dedicated to memory during these exchanges. Forward-thinking retailers have created customer profile forms which can be filled out while sales associates are ringing up sales, clients are waiting for a repair or upon request during a store event or routine phone call.
These forms have contact essentials: first and last name, address, phone number, e-mail address, spouse and family information, relevant dates for family members (anniversaries, birthdays, and graduation days to name a few), and other ancillary information that can round out a customer profile in a jewelry store’s database.
The more complete an average customer’s profile in a store’s database, the better sales associates can leverage ASHI’s Timeline concept and its marketing materials – chief among them product catalogs and digital and social media support.
ASHI’s Timeline “clock” begins ticking four weeks before a gift-giving event. The customer can be contacted by phone call, e-mail or a hand-written letter letting them know the special date was remembered by the staff along with an invitation to come to the store to shop for a gift.
Three weeks out, offer another invitation to the store, this time to create a wish list. A few days later, contact the customer by e-mail or text detailing suggested jewelry items for purchase or pieces from a wish list. Be sure to include images of each item, product descriptions, and prices. Maintain contact with the customer over the next week or so regarding these items.
Regardless of a particular customer’s gift-giving date, retailers should be routinely reaching out or reminding all of their customers of their special occasions through digital methods and social media.
“We also combine this program with a digital flipbook, website banners, e-mail blasts, social media sweepstakes and high quality digital images for posting on social media,” says Rajeev. “Given how much information the average person is exposed to each day, a store owner never knows what message and its timing will make the most impact, even with a sales associate’s best outreach efforts.”
In the closing days before the gift-giving occasion, the VIP customer will have ample opportunity and information to make the best possible purchase of jewelry. “Following this Timeline will result in increased sales,” says Rajeev. “Then, on the special day send your best wishes to your client and grow your business and build your brand.”
With regards to online promotions, most of the attention on digital marketing and social Media platforms like Facebook and Instagram, ASHI is putting focus back on the basic long term relationships that small business owners have with their customers and their community that the internet cannot replicate.
Product catalogs and the Timeline concept also work well for gift-giving holidays. The early 2018 release was well received by Cody Stinger and his staff. As the store manager at Belle Jewelers in Chambersburg, PA, Cody rolled out the new Diamonds – A Gift of Love catalog in time for Valentine’s Day.
“This is one of the most successful Valentine’s Days we’ve had in years,” says Cody. “We mailed the catalog to a number of customers, many of whom came in during the lead up to Valentine’s Day with the catalog in hand and asking for specific pieces of jewelry from the catalog.”
A second-generation family jeweler, Cody’s parents have been with ASHI Diamonds since his parents opened their store in 1998. Cody and his parents have watched the diamond company progress throughout the years not just with quality jewelry designs, but marketing support as well.
ASHI Diamonds has been in business for over 34 years and services more than 1,000 independent jewelry retailers across the country. For more information about ASHI please call them at 800-622-ASHI or visit www.ashidiamonds.com.