2. Document Individual Preferences. How can a jewelry store gain exposure to individual customer preferences? How can stores document these preferences and use them to customize more relevant solicitations to targeted customers? Train and reward employees to document each customer’s individual preferences in a customer contact management system. Jewelry stores of all sizes can afford to generate individualized solicitations via digital marketing. Motivate sales associates to gain permission to send follow up marketing messages to customers. Make sure each communication is very personalized to the preferences of each customer. Personalized messages impress individual customers because they are perceived as being very relevant and earn top of mind status.