STERLING TIP: UPDATE THE SITE TO
INCLUDE HOLIDAY MESSAGING AND
SHOW A FEW GREAT SILVER PIECES.
1. FINE-TUNE YOUR WEB SITE
With many sales beginning with on line research – think of your
website as your fi rst connection with the consumer –be sure
that it has the same look and feel and that your sales associ-
ates are aware of what is being featured there.
STERLING TIP: 57% OF RETAILERS SAID
SILVER DELIVERED THE BEST INVENTORY
TURN IN 2017:19% SAID DIAMONDS;
12% BRIDAL:12% GOLD.
2. GUIDE YOUR CUSTOMERS'
EXPERIENCE. ON LINE AND INSTORE
Organize your products in a way that makes it easy for cus-
tomers to zero in on what they're looking for. Group items into
categories such as "Gifts for Her," "Gifts for Him," "Gifts un-
der $X " etc.
STERLING TIP: THIS IS A TERRIFIC
OPPORTUNITY TO CAPTURE YET
ANOTHER NEW CUSTOMER.
3. OFFER GIFT CERTIFICATES
Many buyers don't know exactly what to get, and a gift certifi -
cate /card is a great alternative. The average gift card user ends
up spending an extra 20 percent beyond the value of the card
and can bring in business well after the hectic holiday season.
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www.thejewelrybook.com
