5 Principles for Omni-Channel Jewelry Retail
In 2019, even jewelry retailing has been touched by omni-channel retailing. What that means is, as a jeweler, you can’t rest on your brick-and-mortar laurels. You’ve got to appeal to your customer through multiple sales channels, but to do that effectively, you need to understand your customers. For that reason, ChainDrive recommends these five omni-channel best practices for jewelry retailers.
- Don’t leave appraisals to chance – You’ll have a lot of customers asking you to appraise their jewelry. Rather than just look at a price sheet and provide a number, collect the right documentation on the item and establish provenance. That will give you the details you need to make an honest and accurate appraisal.
- Use a tray count system for tracking merchandise – A lot of jewelry doesn’t come with a SKU. You need a better way to track the merchandise from the point of order to the point of sale. Tray counts allow you to group like items and know how many you have on stock at any time during the day.
- Know your customers better – When you collect the right information on each of your customers through all channels where they interact with you, you’ll have a much better picture about how your customers shop, what they buy, and how much they spend on each visit. You can design better omni-channel marketing plans that way.
- Don’t forget custom orders – Thanks to online purchasing, you no longer have to take customer orders by phone or in person. You can give your customers pre-defined criteria online or through your mobile app and provide a better customer service experience with custom orders like never before.
- Serialize your products for better count accuracy – While jewelry doesn’t typically come with SKUs, much of it does come with serial numbers. What doesn’t come already serialized can be easily serialized with the right operations management solution. Keep track of all of your merchandise no matter what channels it sells through.
Omni-channel retailing for jewelers isn’t difficult. If you manage it well, it will be profitable and efficient.