After Labor Day, engagement ring sales begin to take off – and brides and grooms-to-be still prefer to make their final purchase in store. According to The Knot, December is by far the most popular month to propose, so get ready to greet a slew of couples shopping for the right ring in the months leading up.
Whether you’re showing an anxious groom the most dazzling two-carats in your inventory, or helping an informed bride find a brilliant-cut diamond like she saw on social media, your presentation can make or break the sale. The key is to provide a memorable in-store experience that centers on the couple’s relationship and the love story they’re living out.
Focus on the Meaning Behind the Purchase
To increase your closing ratio this engagement season, make your customers the heroes of your presentation. This kind of fairytale transaction, which doesn’t involve price comparisons and markdowns, takes preparation, passion and follow through to pull off. Here’s how:
- Utilize GN Diamond’s in-store selling tool to create that WOW factor all brides and grooms-to-be crave
GN’s easy to use diamond sales tools allow you to show customers a 360 degree view of the diamond, light performance analysis, Gemprint for additional customer insurance discounts and the GIA cert. This is all accessed on line via i-pad or smart phone and may be shared with loved ones with one easy link accessing all information. This actually shortens the sales presentation and gives your store a point of distinction from on-line and big box stores.
- Get the word out
Social media is a top source of inspiration for choosing ring designs and finding a seller. Of course, reaching out to your customer list to stay top-of-mind and drive referrals is always important. Millennials love GN’s new sales tools so much they have been sharing their experiences with friends and family, increasing your referrals. GN Diamond also has marketing tools that may be used on Instagram, Facebook, Pinterest, and Yelp.
- Romance the in-store presentation
Chances are the Millennial couples walking through your doors have done their online research and know what they’re looking for. They could have bought a diamond from a discount internet retailer, but that doesn’t make for a very romantic story. Create the romance by further showing the GN platform which explains the rarity of diamonds. It is sure to make them ooh and ahhh!
- Friendly follow-up
While most will enter your store ready to buy, others will visit multiple stores before making a decision. GN Diamond’s easy, unique diamond link may be emailed or texted to your customer, which also enables you to capture their cell phone information in case it was not available.
Diamond Hunt is the Perfect Tool for Millennial Shoppers
Diamond Hunt gives you an online loose diamond inventory with your own branding and markups. The user-friendly search portal makes it easy to demonstrate the rarity and quality of every diamond with high-res 360-degree views, light performance score, Gemprint ID, and more.
The GN Diamond platform personalizes the in-store shopping experience, and it’s as easy as scanning a QR code. Learn more at www.gndiamond.com, and shop over $70 million of loose diamonds certified by GIA, AGS, and EGL USA all with the Gemprint ID. Open 7 days a week with free shipping, GN representatives are available at sales@gndiamond.com or 800-724-8810.
