While some sources suggest cautious optimism regarding the US economy and a potential uptick in consumer spending, the reality of this post-recession retail landscape is that many consumers have been transformed into value-oriented buyers. So it is extremely important for all jewelry sales associates, marketers and yes, merchandisers to better understand how to address this new consumer buying trend. Here are a couple tenets to help explain.
Value is subjective. Quality is factual. How a person feels can often override any rationale they might use to help guide them during a purchase decision exercise. Buying luxury, buying fashion and yes, buying jewelry . . . are often more emotional than rational. That’s not to say that jewelry purchases cannot stand up to a rational analysis of each purchase, but it is offered to suggest that buyers are much more motivated emotionally, in general, than they might be rationally when it comes to these romantic types of purchases.
Find the right motivator. Jewelry sales associates cannot motivate anyone to do anything. True motivation comes from within. Therefore, all marketing, sales and merchandising efforts need to focus on providing the right stimuli to result in a shopper converting into a buyer. The most effective stimuli during these times will be the most emotionally latent messages . . . not rational approaches to the quality, etc. of the item.
Think of what motivates a buyer to buy jewelry. . . these are the gateways to the emotional purchase. People love to wear jewelry because it complements their fashion attire, it makes them feel better about themselves and it is a means of projecting statements about their status, social class, personal taste, etc. People like to gift jewelry because it is one of the more intimate gifts one can bestow on another and because jewelry is universally accepted as a gift. People also like to self-gift jewelry to validate their own worthiness, to acknowledge a milestone accomplishment or fulfill a stated desire. Lastly, people like to own jewelry and to add to their jewelry wardrobe; some cultures even see jewelry as an investment.
Provide the right stimuli to help the shopper become sufficiently motivated to make a jewelry purchase. Do not assume the jewelry can sell itself; it also requires adding value through a beautiful display to engage shoppers, confidence building sales presentations and emotionally compelling product demonstrations. Lastly, when you ask for the order “assume the sale is made.” Your confidence will help those shoppers still on the fence gain that last bit of confidence they need to make the purchase. Value-oriented shoppers are buying when provided with compelling offerings so give them lots of reasons to make the purchase . . . today.