Creating a Climate of Service: Top Jewelry-Selling Tips

Customer service is a major factor in bringing in new and repeat business. Associates strike a careful balance between being helpful and being viewed as “pushy.” In most instances, the best approach is to simply ask the customer if they need help but take a step back if the customer is satisfied to browse and choose items on their own.

Diane Wolf, gift buyer at Sloan’s Pharmacy and Gift Shop, a Pennsylvania business with several locations, said one of the defining traits of their stores is their long-standing presence as a family-owned, community-based business. “Our customer care is rated highly, and because of that people continue to come and shop. When you can get good, quick, friendly, informative service, you tend to frequent those places. We offer free gift bags and tissue paper with purchase and provide boxes for our jewelry. We are happy to help our customers in any way we can. If something breaks, we replace it or refund the customer’s money. If you are looking for something specific or multiples of something, we will try to accommodate you if at all possible.”

She added that Sloan’s holds an annual Customer Appreciation Week, offering free snacks and holding gift giveaways to thank customers for their patronage.

Associates should be visible, but not hover near the customer. This is one of Jamaica Standiford’s most important customer service tips. Standiford is the owner and pharmacist at Reedsport Pharmacy in Reedsport, Ore. “Always offer assis- tance when people are looking at jewelry. Stay close by so the customer doesn’t have to search you out.” And to make the shopping experience as quick and easy as possible for customers, Reedsport also offers free gift wrapping. ❖ allow and encourage our associates to ‘model’ the necklaces,” Standiford said. “We have sold many after people see the jewelry on. They comment about the necklace they are wearing and get excited when they find out they can purchase the same one.”

Flener shared this philosophy. “I have sold more than one necklace right off my neck just because it helped [a customer] visualize what it would look like with an outfit! We have tried a variety of options for displaying jewelry. You just have to change it up and move it around.” In- store methods are most effective, but as customers shift their buying to essentials and utilizing methods like curbside pickup and delivery to obtain them, stores are getting less foot traffic. Retailers are turning to other marketing methods to promote the gift merchandise. Social media, they agreed, has been invaluable. “We have continued to highlight individual items at our drive thru windows. We have a Facebook presence, so we advertise specials there or have periodic giveaways for followers who comment on FB. We have a customer loyalty program. People earn gift cards based on a percentage of their gift/over the counter purchases,” Wolf said.

Flener said, “Social media has played a big role in us getting to show what we have to offer. We do not have an online ordering presence, so we depend on Facebook and Instagram to showcase our products. We miss our customers as interacting with them personally is what we like best!” ❖