Customer Service has always been (and will always be) the number one reason customers make return jewelry purchases with the same retailer. However, with a very poor economy this year, Jewelers will definitely need to be wielding their milieu of jewelry knowledge and customer service skills to drive sales during the Holiday shopping season.
The National Jewelers Network recently conducted a survey querying over 600 jewelry consumers about their intent to spend this year and reflect on how much they purchased last year. Of those surveyed, 49% do not plan to make any fine jewelry purchases from now through December, that is up 4% from last year. Of those who do intend to make a fine jewelry purchase this year, the intent to spend between $100-$500 remains steady at 19%. Those who estimate making a purchase of less than $100 decreased from 19% to 16%. Fine Watches and Gold Jewelry, according to the survey, will each see a slight increase in consumer purchasing; diamonds will remain steady and colored gemstones will see a slight decrease.
With Wal Mart's showing up in more and more towns and cities, Jewelers who cannot cut prices will have to offer more to their potential customers to get a leg up on, and use to their advantage, an overcrowded department store with workers who do not have the time or the jewelry knowledge that an independent jeweler has. Customer service in regards to the actual product as well as being personable, will not only make a difference in 2007 purchases, but is sure to just about guarantee you a return customer for future jewelry purchases.
I can think of no greater example than my own mother. Before she moved, she often purchased her jewelry from a select retail jeweler. He went out of his way for my mother, always answering her questions with honesty and knowledge, offering a discount with her larger volume purchases and sending thank you notes when she did make a purchase. When she moved over an hour a way, she would still make the drive to that same jeweler. When I inquired as to why, she simply responded, "He goes above and beyond and sometimes that means more than saving a few dollars elsewhere."
* Photo Credit: Storm Watches
