Jeweller - February 2019

ecoming a customer or client. It can be the determining factor between a lead
and a conversion.
Not only are CTAs important for business, customers want and expect them. CTAs
and sales funnels go hand in hand. The calls to action serve as transitions between
the phases of the buyer’s journey. They instruct the user on what to do next,
prompting them to take immediate action.
A US e-commerce giant is one such example. It cleverly used eye-catching signs
depicting how one should wear its apparel, as well as matching outfits from
brands displayed in its brick-and-mortar outlets. Supplementing these were ‘callto-action’
slogans, stirring customer interest.
Unique marketing techniques such as these help win consumer attention as well
as facilitating an enhanced perception of brands and products. Once customers
have their foot in the store, many retailers have also turned to other experiential
methods to enhance the overall shopping experience.
Based on a study by US and British marketing experts, a physical instore shopping
experience with friends or family remains the preferred method for all modern day
consumers – from Gen Z to Baby Boomers. The authors report that people often
craved or missed the excitement of physical endeavours when compared with
digital immersions or two-dimensional virtual market representations.
A number of global retail chains have capitalised on this by experimenting
with comfortable multi-sensory experiences for shoppers. Climate control,
scents, ambient music and visual garden settings are among the methods. At
the extreme end, some companies have implemented augmented reality instore
scenarios and experiences.
Question: What’s your unique story and how well do personalise your
marketing messages?
STORE-WITHIN-A-STORE
While not a new concept, collaboration with participating brands can be a key
driver in boosting sales for some retailers and has become increasingly popular
in recent years, which has increased foot traffic into stores and boosted sales.
A leading US retailer has been known to launch instore themed shopping
events with a brand or a collective collaboration of like products. These events
are conducted with products curated from participating suppliers.
This concept has a two-pronged advantage – it helps provide customers with
a convenient shopping experience and brands being able to showcase their
products.
However, curated products must take on a ‘less is more’ approach, so as not to
overwhelm customers with too many products or brand options.
RETAILERS ARE INCREASINGLY
TURNING TO EXTERNAL
SPECIALISTS TO DEVELOP
CONTENT THAT TELLS A
MEANINGFUL ‘STORY’ BEHIND
THEIR STORES AND BRANDS
Question: Does your store, website and marketing feature CTAs?
THE PERSONAL TREATMENT
Establishing a personal connection remains the key strategy for attracting
customers to your store and away from competitors. Aside from improving
logistics, product fulfillment and pricing, retailers have found customer
personalisation equally important in converting new customers into loyal
patrons.
In 2019 and beyond, smart retailers are upping the ante in this area by
widening their customer contact channels. Through personalised emails,
messages and greetings during festive periods, retailers are promoting a sense
of importance and value with clients, which go beyond the initial sale of
goods or services.
The same principles apply to loyalty and rewards programs, one of the more
traditional marketing methods, and which remain just as relevant today. These
systems enable businesses to recognise customers and their preferences
making them feel appreciated, while forming the necessary foundations for
repeat business.
Other emotional connections are also just as important. This is perhaps most
relevant to jewellery retail where products are often purchased to mark special
occasions. This concept adds value to the purchase, providing more than just a
practical solution to a problem. It gives consumers a reason to buy whether it
is celebrating successes, milestones or love.
In addition, to elicit these emotional responses, retailers are increasingly
turning to external specialists to develop content that tells a meaningful ‘story’
behind their stores and brands.
Suppliers will jump at the chance to help with well-planned instore events,
while social media and the internet have played major roles in helping
customers narrow down their brand or product options, helping them make
their initial shopping decisions before setting foot in a store.
Question: Are you trying innovative marketing strategies, or just going through
the same old motions?
CUSTOMER REVIEWS
It’s a fact that customer reviews are playing a more important role in shopping
decisions. They will become even more essential in 2019, as consumers like to
read what other customers say about a business.
Leveraging product and customer reviews has been hugely beneficial for
businesses and can offer clear insight into how the company and products are
performing. Most, if not all, consumers rely on these avenues to determine the
trustworthiness and reliability of a business.
Word-of-mouth remains a persuasive advertising channel, according to a
global marketing research group, which indicated most customers wouldn’t
hesitate to share a product or service experience. A separate study supported
these findings by publishing a survey that demonstrated most shoppers who
had an ‘excellent’ customer experience were highly likely to recommend the
brand.
Question: Do you review and monitor customer reviews?
SIMPLIFY THE PURCHASE PROCESS
We are all getting busier.; there never seems to be enough time in the day.
February 2019 Jeweller 19