The holiday shopping season is here, and you want to be prepared. There is so much to plan, like inventory, sales strategies, and shipping, but one of the first things you need to consider is your customer’s experience.
The stakes are high. During the months of November and December, total sales in the U.S. jewelry industry equal up to approximately $22 billion or 19% of the year’s sales. Additionally, about 16% of engagements occur in the month of December. With these months being so crucial to annual revenue, it's essential to keep your customer’s experience top of mind.
According to Ben Gerarve, Stuller’s director of customer experience, “A customer experience is the impression your customers have of your brand throughout all aspects of the buyer’s journey. It results in their view of your brand and impacts factors related to your bottom-line including revenue.”
By focusing your marketing efforts on creating experiences, you’re creating a story around your brand that your customers can share. Word of mouth is a powerful tool. Give them something to talk about.
In order to build a unique and personal experience for your shoppers, you should understand the 3 stages of holiday selling.
Stage 1 (November 22 – December 5): The self-purchaser is taking advantage of new deals to get the perfect item for themselves at a price they aren’t normally able to find.
Stage 2 (December 6 – December 14): The consumer is likely shopping for gifts for family and friends.
Stage 3 (December 14 – December 24): The impulse buyer is looking for last minute gifts and just wants to make sure they have something to give to those they love.
Next, you need to know the best method to service your guest. It is crucial to stay up to date on current technology to make sure you’re able to provide your customers what they need, at the time they need. These methods can include email, phone, store visits, virtual visits, social media, and more.
Finally, it is imperative that you take the approach of “Each Guest, Every Time.” Treat every day like opening day and communicate to your guests with the same care and attention you would give to someone on the first day of your business.
Ask yourself questions regarding your store to understand the customer’s impression. What is the store aesthetic? How does it look? How does it feel? How does it smell? Everything in your store plays into the customer experience. The proof is in the details.
The holidays can bring a lot of stress, but we know that we do it so as to make our customers feel merry and bright. We are here to take some of that stress away. If you’d like to talk to a member of our customer experience team, call us from 8:00am – 7:00pm Central Time or on Saturdays leading up to Christmas Eve from 10:00am – 4:00pm Central Time at 1-800-877-7777.
Enjoyed this post? Read more in Stuller’s FTB publication.
As always, if you need help with tools for holiday success, contact Stuller’s Tools Tech Team. Give them a call at 1-800-877-7777 option 1, then ask for the Tools Tech Team.