Capture the millennial consumer in five easy steps:
1. Tell your story, and be authentic and transparent.
2. Create a unique brick-and-mortar experience; ensure that it is sensory and relevant.
3. Provide plenty of information (in fine jewelry, there’s tremendous room in for education) and avenues for feedback; you will be rewarded with vast amounts of consumer data.
4. Do the analytical work to personalize offers and services.
5. Build relationships and foster person-to-person contact.