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JEWELERS’ SPECIAL TREATS KEEP CUSTOMERS COMING BACK | April 17, 2013 (0 comments)
In today's economy, keeping good customers coming back is more important than ever before. Creative jewelers have found various ways to keep their customers returning again and again, building relationships that will stand the test of time. So, what do prestige retailers do for their customers?
"What don't we do?" laughed Candy Udell, London Jewelers, with five locations in New York. "We do everything we can to make them happy. The best thing you can do is maintain a personal relationship with them. Know when their family occasions are. Know when there's something good you have to offer that they would like (such as an invitation to an event, a special Mother's Day gift, a holiday gift, etc.). You need to take care of them."
According to Udell, jewelers must take better care of their customers than they did years ago. "You do whatever you can to make them feel special," she said. Udell's version of special takes place all year round. "We do something special every single day. When we have relationships between people, we'll send flowers or chocolates for birthdays, or something to make them feel special all the time. It doesn't have to be by rhyme or reason; it can be for a thank you." Along with the everyday gifts, Udell also puts on some larger scale events for special customers, offering a customer appreciation evening complete with dinner, wining and dining her better customers.
At the holidays, Udell sends out hundreds of beautiful gift baskets that are hand-picked and hand-made with a different theme each year. She reports her customers love it and often tell their friends, resulting in good word of mouth advertising.
Udell also keeps a supply of gifts on hand in the store for just the right moment with a customer. Often they will walk out with a box of chocolates. "We always have a gift on hand to say thanks for your business."
Udell isn't alone in doing the everyday things for her customers. Vincent Polisano of Diana Vincent, in Washington Crossing, PA, also keeps his customers happy on a daily basis. (A Diana Vincent box is shown at top of page.)
"We treat our customers the way we'd want to be treated," said Polisano, likening his situation to that of most better retailers. "We have a full kitchen; we offer refreshments; we make sure that everyone has what they like. We feel it's important to treat everyone the same and thank them appropriately when the time comes."
Polisano's thanks take on a variety of forms. "Typically we listen to what our customers' needs and desires are and do things that might be individual for them. For instance, if there's a play or concert they want to see and can't get tickets, I'll use industry contacts to get the tickets."
At the holidays, Polisano buys cases of Opus One, a Rothschild vintage for better customers. "Over the last 12 years, we've sent our better customers a bottle. " For Polisano, these gifts are a good investment.
Opus One wines can easily top $200 a bottle, like this 1989 proprietary red.
Even customers who travel to Diana Vincent but don't make a purchase are treated well, leaving them with a nice memory of the day and perhaps encouraging them to return again. What does Polisano do for these customers? "We send them out to lunch," says Polisano. "We do what we can on an individual basis."
While Jeweler Cathy Calhoun of Calhoun Jewelers also takes good care of her customers on a daily basis, she really pulls out the stops for the holidays and certain events.
"Right before Christmas, we do an event for the top 5%," says Calhoun. "Last year was an evening with dinner with singer Maria Muldaur (best known for her 70s mega-hit 'Midnight at the Oasis')." The event was held at Calhoun's new venue named GOLD Dine & Shine. "We did it just before Christmas and they loved it!" Calhoun targeted her guest list, leaving off the younger crowd who might not appreciate the music.
Calhoun also does trips for her better women self-purchaser customers. She calls them the Carat Club. "They have to spend a certain amount to be included," said Calhoun. "I just booked Hugh Glenn's house for the next Carat Club trip, five days in Palm Springs. A phenomenal Hacienda style house right across the street from where Liberace's house was and near Elvis and Priscilla Presley's house." Calhoun started doing something special for these women six years ago, starting with a trip to Arkansas to mine for diamonds in the Crater of Diamonds State Park.
Calhoun usually entertains six to eight women on these trips. Most all are professional women and are frequent buyers at Calhoun Jewelers as well. Past trips included an evening of private dancing lessons from Maksim Chmerkovskiy (aka Maks) of Dancing with the Stars. "They are still talking about that one," said Calhoun. "They tell their friends."
But it's not just the Carat Club at Calhoun Jewelers that gets the royal treatment. She hosts an Oscar party, complete with an after party, held in a local theater. But it’s not just any mall movie screen—Calhoun hosts it in the Colonial Theater in Phoenixville, PA, which was used for the theater scene in the 1958 science-fiction classic The Blob. Here’s the famous clip.
Calhoun Jewelers gets on the marquee of the Colonial Theater, above; below, a still of the run-out scene in The Blob. The movie theatre hosts a re-enactment every year during "Blobfest."
"It's open to all my customers but they have to reserve space. The theater only fits 850 and it sells out quickly," she says. Below, Calhoun (left) poses with customers on the red carpet.
Independent jewelers aren’t the only ones using exclusive experiences to build customer loyalty. An article in Bloomberg Businessweek.com says even big global brands are seeking to connect with top customers on a personal level, offering events such as an opportunity to party with celebrities (Valentino), early access to limited-edition products (Lanvin), or invitations to fashion shows, equestrian events, and even the Cannes Film Festival (Gucci). Read more here.