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How To Prepare Your Jewelry Business For The Holiday Season

Whether you love it or hate it, the holiday shopping season will soon be upon us. Consumers will be looking online and shopping in person for that perfect gift for a loved-one. Everyone wants to make their memorable event or occasion extra special.
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With consumers starting their holiday shopping as soon as October, it’s never too early to plan your sales and marketing strategy.  Here are 5 tips on how you can prepare your jewelry business for the holiday season.

1. Create a holiday strategy and marketing timeline.

The first thing to consider are which holidays your jewelry store will celebrate.  You have Thanksgiving including Black Friday and Cyber Monday, Hanukkah, Christmas, Kwanzaa, and New Year’s to select from!  Choose one or choose many, there’s no limit as to how many holiday promotions you can run.  

Map each holiday out on a calendar and plan backwards.  You’ll want to have a promotion period of at least 2 to 3 weeks prior to the holiday and will need to leave enough time for your team to take photos and prepare campaigns.

Secondly, with the increase in foot traffic you’ll need to consider additional staff, increased inventory, curbside pick-up options, extended business hours and more.  Think about it.  If the number of jewelry customers you serve on a daily-basis doubled, how would you handle them?  Keep this in mind as you plan your holiday strategy and timeline.

2. Update your jewelry website.

As consumers shop more and more online, it’s important that your jewelry website adhere to industry best practices and user expectations.  Jewelry buyers have come to expect new and fashionable styles, updated alerts about inventory if something is out of stock, clear terms and conditions (including your shipping policy), and a user interface that’s smooth and easy to use.  Your ultimate goal is to make ordering jewelry on your website a seamless experience.

3. Customize promotions for your best customers.

Special offers and promotions are one of the best ways to drive additional sales during the holiday season.  In fact, most customers have come to expect them.  Some will even hold their shopping until this time of year so they can take advantage of the best discounts to save money.

Statistics have shown that loyal and repeat customers will spend 67% more than a new customer.  This holiday season is the perfect time to reward your best customers with a special gift or offer just for them!  You can easily check their buying history, jewelry style preferences, and amount of past purchases so you can create powerful promotions that drive sales.

4. Embrace the power of an omni-channel customer experience.

An omni-channel experience is one where the customer purchase-journey starts either online or in-person and occurs in both places over time.  A jewelry customer could buy something online through your website and pick-it up at your store.  Or, they could visit your store to buy an engagement ring then decide later to buy the matching band through their phone.  Customers may also decide to ship an item back to you or opt to return the item in-store.  With omni-channel shoppers, the buying experience happens through multiple channels.  As a successful jewelry retailer, you need to be prepared to service your customers wherever they are and however they shop.

5. Provide stellar customer service.

Every jewelry store offers “customer service”, but very few Customer Service Departments are considered exceptional.  When a customer has an issue, they might reach out through a phone call, text, email, live chat or in-person.  Some frustrated customers will even go direct to social media and message you or leave a comment, if they’re not getting a response.  

When there’s problem, customers want the issue fixed fast.  Most people are willing to overlook an issue and will consider your jewelry store again, if you were able to resolve things quickly to their liking.  How you handle your customers tells the world how you handle your business.  Your reputation is your best form of advertising.

Use these 5 success tips and start preparing for the holiday season now.  If you need extra help or want to take your jewelry business to the next level, consider partnering with a Facebook Marketing or Google Partner.  

A good partner can create ads, optimize your marketing campaigns, and provide valuable insight on what works and what doesn’t.  Teaming up with the right expert can quickly cut your learning curve and accelerate your sales, because the greatest gift you can offer your jewelry business this holiday season are…RESULTS!

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