The Handbag Theory -- Do Women With Great Handbags Shop for More Jewelry?
The Female Self-Purchase Shopper
by Caroline Stanley
The female self-purchase shopper can be a dream come true.
She browses.
She buys.
She wears.
She tells her friends.
If you treat her right, she comes back for more.
Really, what more could you want in a customer? How can you get and keep more of these elusive buyers, ones that only help your bottom line, but also brings you more customers?
I know it’s an ongoing topic (Hedda addressed it long ago in an editorial which is still savvy: ; take a few minutes and read it). You’d think everyone was ready and waiting for the women at this point, but they are not.
I know from experience that being a female self-purchaser is not always easy. Even last weekend when I was ready to plunk down good money for a powerful new laptop, the salesperson at the computer store kept answering my questions while looking at my husband. Annoying, to say the least — as this was a business purchase that he had no financial stake in.
Currently, I have a few friends that shopped for jewelry in other states; and one local one who just was in a jewelry store recently browsing. All were nicely dressed females carrying expensive handbags, generally a huge clue (the handbag, I mean). Most of them were able to browse with no interaction and even had trouble finding help when it was wanted. Each could have been easily talked into a pair of earrings, bracelet or the like that cost $500 or less (the cost of a very nice handbag, but lasts longer). Instead each left without buying anything…..on to the next jewelry store or handbag shop.
Handbags are one clue to a woman’s shopping habits. If your potential customer is wearing a nice one, ask her about it. If you’re not sure, ask anyway and see if she drops an expensive name. If so, don’t show her the $75 sterling earrings. Instead start with the $500 pair with sparkly gemstones and see how it goes. You can always sell down if you have to.
Today’s Jewel
Keep the women self purchaser in mind as you stock your store, market your jewelry and train your employees. Watch for her as she comes in and cultivate her and her friends as customers. Pay attention to her handbag. If it’s a nice one and she bought it herself, she’s likely to be more receptive to better goods.
MRD commented:
I TOTALLY AGREE. I THINK A BIG PROBLEM IS MANY TIMES SALES HELP ARE
NOT EDUCATED ALONG THESE LINES. WHETHER IT BE A HIGH END HANDBAG OR
CLOTHING. MOST SALES PEOPLE REALLY DO NOT SEEM TO KNOW THE
DIFFERENCE. WHEN I TRAVEL I ALWAYS WEAR A VERY HIGH END
SUITS,TIES,SHIRTS AND SHOES ALONG WITH AN HIGH QUALITY WATCH. MY
EXPERIENCE IS THAT ONLY A HANDFUL OF SALES PEOPLE EVER PICK UP ON
THIS.EVEN FEWER EVER MENTION IT. NICE SUIT OR I LIKE YOUR TIE. WHY,
I REALLY THINK THEY DO NOT KNOW THE DIFFERENCE. IF YOU ARE SELLING
HIGH END ITEMS OF ANY TYPE YOUR SALES PEOPLE SHOULD BE EDUCATED TO
RECOGNIZE QUALITY ITEMS AND EVEN BE COMPLIMENTARY WHEN APROPRIATE.
THEN EVEN IF THAT POTENTAL CUSTOMER MAY NOT PURCHASE SOMETHING THAT
DAY THEY WILL LEAVE FELLING GOOD AND MOST LIKELY WILL RETURN
ANOTHER TIME.
CFoshee commented:
This is so true! Also, bear in mind, it's just just the handbag,
it's also the shoes. If they are from payless type places, chances
are the bag will be, too. Don't let this throw you, though. Some
women will pay less for bags and shoes, and save their money for
really great jewels! So go ahead and show the higher ticket items
first, since you can always go down in price. If she is carrying a
higher end handbag and wearing the better shoes, well, I won't say
"
Kulwant Kaur commented:
Yes, I have to agree. If she is carrying a high-quality handbag,
chances are she can afford to get what she wants in jewelry, so do
not hesitate to show her the higher price point items. Also, if she
is with a man, and she initiates the conversation, don't look
expectantly at the man. She will find it insulting and may not buy
anything! If she is carrying an absolutely classic handbag, say,
something by Hermes, she may have had it for awhile, and so will
understand the value of goods that last!
K Blingly! commented:
Jewels=My first love! Handbags=My second love, and we're not
talking just any handbags! So jewelers, please do your homework on
luxury handbags and pay attention to the gals who sport them! We'll
always pass the word to our chic friends too!
Hedda commented:
Ladies, you are soooo right! Ask most jewelers what they fear and
loathe the most in terms of competition, and they'll say the
Internet. Not to diminish the significance of it (after all, it
does appeal to price-sensitive customers who don't want to be
"sold"), but I think if jewelers actually added up the money women
spend on handbags, they'd be more than horrified. I'm willing to
bet that in terms of money spent by women, that which is spent on
handbags probably far outweighs that which is spent on jewelry
online vs. in a store. And by the way, thank you for linking to my
article!
Laura commented:
I especially agree with the part about treating her right and
she'll tell others!
