‘A whole new level’
The fashion industry is a great example of how brands can help build the customer experience. Brands in this market are creating apps to better inform retail employees and help them sell their products. This type of assisted selling can be accomplished through digital catalogues, product guides, and brand history, connecting employees with brand-related expertise that translates into higher customer satisfaction and larger sales. Stores are still the heart of brands and this information-spreading strategy is a positive move for both brands and retailers.
Taking this notion one step further is the shop-in-shop retail concept, which is well-established in the fashion arena and increasingly popular in the jewellery industry. It’s a way for retailers to enhance the customer experience even more and for brands to have a greater presence.
Add emerging digital technologies into the equation and the customer experience is taken to a whole new level. Jewellery retailers must be prepared to embrace new technologies offering interactive experiences, such as in-store touchscreens and interactive kiosks that consumers can use to find exactly what they’re looking for. In fact, many clothing stores have already taken the digital leap and are reaping the benefits. A great example is Boston Proper, a U.S. women’s clothing store that has transcended the customer experience through digital technologies. In operation for more than 25 years and with 12 locations, the company dedicates one quarter of its store space to fitting and consultations. Complete with tech tables where customers can browse styles, as well as design and build outfits with the help of knowledgeable staff, the entire experience is dedicated to assisting the customer in finding exactly what she desires. Getting staff on-board with this type of digital experience is a crucial component to enhanced customer service, as they must be able to effectively and efficiently assist customers. With properly trained staff members who are technologically savvy and personable, the client experience can surpass all expectations.
Striking a balance
Through these multi-channel strategies, retailers can discover another added benefit: increased sales with less inventory. The days of buying hundreds of thousands of dollars’ worth of jewellery to fill display cases are numbered. Through digital technologies like kiosks and touchscreens, retailers can offer hundreds of options at the client’s fingertips while carrying less inventory in the store, virtually eliminating the risk of surplus products that sit on the shelf tying up capital. “Retailers need to ask themselves, ‘How can we sell products better?'” Dawar says. Embracing digital tools offers an answer, allowing retailers to give the customer exactly what he or she desires, rather than trying to find the perfect gift from a limited in-store selection.
Delivery can also be tailored to the customer’s wishes, with hand-selected pieces being shipped to the store for pick up or sent directly to the customer. It’s the perfect balance between shopping online and shopping in-store. Since more than 90 per cent of jewellery purchases still occur the old-fashioned way for the ‘touch and feel’ experience, a brick-and-mortar location with digital technologies can strike a harmonious balance.
Consumer attitudes have been forever changed by the Internet and the retail setting must revolutionize its processes to meet evolving consumer demands. Embracing and partnering with respected brands and providing digital tools for consumer use can give jewellery retailers a competitive advantage. The result can be an enhanced customer experience, increased sales, and repeat clientele.
Jeffrey Ross and Patti Moloney are a husband-and-wife duo that has used innovative thinking and technology to develop and expand their line of Dimples charms across Canada. They are also owners of Jeffrey Ross Jewellery, a retail store in Uxbridge, Ont.
