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Increasing coverage and customerappreciation is number one priority to all retail jewelers today. With so muchcompetition all vying for the limited consumer attention, innovative ways tostand out can help businesses sell their stainless steel jewelry moreeffectively.
One of the great ways for retail jewelersto get notice is by not competing with other luxury industries head-on but bycreatively complimenting them.
Stainless steel jewelry is one of the mostflexible products to market due to the wide range of themes, styles and designsthat it can be incorporated. Being in a very unique standpoint, jewelry can gowell with other fashion trends and using the coverage gathered by relatedproducts like apparel, shoes or bags, retailers can utilize the hype to sharecustomers’ focus and also put their products under the spotlight.
Customers want more value today and byrelating jewelry with related products in the runway, retailers can showconsumers a clear picture on how their accessories can compliment theirpersonal style. At the moment, jewelry stores tend to display their products onits own and only provide technical details about the jewelry (i.e. quality,materials, craftsmanship, carats, etc.). As far as merchandising is concern,this is very straightforward and maybe good for high-end jewelry but for theordinary customers just wanting to find a great pair of earrings to match theirblack dress, technicality can be very overwhelming and some would even careless.
Most fashion magazines and apparel storewebsites offer a section known as “Wear it with…” which suggests tocustomers which products can be worn with what. This is a great tactic toincrease sale and jewelry retailers can also use it to further engage andentice customers with their products.
The added service of providing a stylingsuggestion, (for example, what kind of dresses a certain style of necklace cancompliment or whether a certain type of earrings can be appropriate for work)can go a long way to ordinary shoppers wanting to vamp up their fashion sense.When done effectively, retailers can also use this merchandising trend tointroduce related jewelry to customers and hopefully increase the sale.
Add-on services are nothing new to retailbut with the ever changing consumer behavior today, jewelers may need to getcreative to grab the attention of customers. And sometimes, trying to take downthe competition may not be as useful as complimenting them. As the commonsaying goes, “If you can’t beat them, join them.”