Choice. It’s an aspect of our modern world that is more ubiquitous than ever, no more so than within the retail industry.
Consumers have immense choice when it comes to what they can buy, where they can buy it, and how they can buy it, which makes commanding their attention more challenging than in previous decades. So how does a brand successfully and authentically engage with today’s shopper? Through truly understanding her, and delivering the product and content she wants via the channels that make the most sense to her buying behavior—and, of course, to the brand itself.
New York–based jewelry company Gabriel & Co. is doing this by harnessing the power of the consumer, and by recognizing that the choice of what to buy lies in her hands. Gabriel knows it’s the brand’s responsibility to listen, tailor its messaging and delivery, and work with retail partners to ensure the Gabriel experience resonates with the shopper, no matter where she’s browsing or purchasing.
“Shopping is no longer just the store next door, it’s the entire internet as well,” says Dominick Gabriel. “With consumers having more choices, brands have to understand their target audience better than ever and help their retailers communicate with today’s consumers.”
Gabriel works closely with its retail partners to ensure that its message is consistent and focused, and that the retailer is well-versed about the Gabriel products and story.
“Now the consumer knows as much about the brand as the people behind the counter do,” says Jack Gabriel. “If retailers really want to service their consumers, they should make sure to truly understand the brand they partner with, and how to relay that brand to their consumers. Most of the shopping starts online and then goes into the store, so if you’re a retailer, and the customer is walking in and interested in a product line, it’s advantageous to be able to talk about the product and brand and who they are.”
But before a customer even steps foot into a retail store, Gabriel considers how she’ll get there and the experience she’ll have along the way. Through an omnichannel offering, the brand can navigate how to best speak to its customer by first and foremost acknowledging that the client comes first.
“In the beginning of the 20th century, the person manufacturing the product was king,” states Jack. “In the 1960s and 1970s, the retailers became king. Now the consumer is in the driver’s seat. What we say to our retailers is, the consumer is in charge and, more than ever before, they have a lot of options. The brand and retailer must figure out how we are going to service the consumer in the best way possible. The omnichannel experience can accomplish this. As long as you embrace it with an open heart and mind, you’ll find a way to do it.”