Jewellery World Magazine - December 2021
This issue looks at white diamonds and a new Australian watch brand.
This issue looks at white diamonds and a new Australian watch brand.
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EXPERIENCES WE CAN<br />
GIVE OUR CUSTOMERS<br />
Creating a great customer experience doesn’t have to mean<br />
hosting high-rollers on a private yacht.<br />
I<br />
recently read an article about Bulgari going<br />
into the hotel business. Apparently, if you<br />
want to stay in their incredible apartment<br />
in Paris, you must be a client who has spent 1<br />
million Euro with them. Graff has an estate in<br />
the Hawequa Nature Reserve in South Africa,<br />
but this one is open to the public at $2,000<br />
per night. Cheap, huh?<br />
Closer to home, there is the VIP Paspaley<br />
Pearl Farm Tour, which is well known for<br />
taking special customers to their pearl farms<br />
in the NorthernTerritories for a few days and<br />
giving them an incredible experience of the<br />
bush and the pearl farms. It allows them to<br />
build an amazing rapport, ensuring that these<br />
customers will be with them for life.<br />
Some jewellers hire out beautiful yachts to<br />
do Xmas parties and some hold them in swish<br />
restaurants. Let’s be realistic.You need to be<br />
prepared to drop a minimum of $50,000 and<br />
anywhere up to $100,000 plus to really blow<br />
away people who would frequently attend<br />
lavish events.<br />
Or do you?<br />
Let’s ask ourselves why hold an event? Simple.<br />
Your supposedly loyal customers are being<br />
strategically targeted by your competition,<br />
the big brands, for their luxury spend. It’s<br />
not the jeweller down the road who is your<br />
real competition.It’s the online and big brand<br />
stores whose super marketing machines will<br />
pinpoint when your customer has a special<br />
event in their life and drop in that Tiffany or<br />
Cartier ad into their Facebook or Instagram at<br />
that perfect time. That just-after-dinner ping.<br />
They even get the price point just right.<br />
You know it’s true. So, what do you intend to<br />
do about it?<br />
Your relationship, of course. You know these<br />
people and they know you. A fancy dinner<br />
may be the go, but what about making it more<br />
authentic? What about throwing a picnic<br />
or BBQ at a park or beach nearby? I am not<br />
telling you anything new.You need to build<br />
your relationship with your clients beyond<br />
the store or showroom. Meeting them in a<br />
social environment builds a whole different<br />
dynamic. It is these types of interactions<br />
which keep you front of mind for months,<br />
or even years, especially if they had a good<br />
time. You don’t need to sell to them here, just<br />
talk. Introduce people to each other, build<br />
your own community on a local level, which<br />
is something that the big brands can’t do,<br />
something that you bring to the party that<br />
they rarely can. You, the owner and maybe<br />
family members, are all building on who the<br />
people in this business really are.<br />
You could do this very economically.You<br />
could make it fun with games and prizes all<br />
themed around jewellery. I would analyse<br />
the demographics of my customers. Are they<br />
mainly engagement ring couples or older<br />
and more retirees? Do I cater to a fast crowd<br />
who travel a lot or tradies? Spend the time to<br />
think of a concept that the majority will feel<br />
comfortable with, not just what you like.<br />
14<br />
jewellery world - <strong>December</strong> <strong>2021</strong>
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