Jewelry ECOMM Tech

How Text Messaging Can Modernize Customer Interactions December 26, 2019 (0 comments)

The way consumers search for and select a jeweler is vastly different today than in decades past. Twenty years ago, the selection process moved more slowly. To find a business, customers had to look it up in a phone book or rely on recommendations from family and friends. Today, however, more than 56% of consumers do their research through search engines online—and usually from a mobile device.

The customer journey: Yesterday vs. today

Customer expectations of the retail experience are shifting rapidly because of technology. Modernizing jewelry businesses around today's customer journey is pivotal for generating quality leads and loyal customers. Podium recently surveyed consumers, including those seeking retailers, and found that 89% would like the option to message with a business via their preferred method: texting. This means jewelers that want to be found and chosen must not only rank high in local searches and have an excellent online reputation, but also offer more convenient communication options. 

Show up where your customers are searching

The first step in any customer's journey is finding a business. Today, with over 60% of all searches conducted through a mobile device, customers rely heavily on a compelling Google My Business listing that showcases glowing customer reviews—giving searchers a snapshot of what it's like to visit any shop.   Next, a customer will likely want to contact the business with questions before making the effort to visit in person. In the past, this meant sending an email, using the “Contact Us” section of the website, or even calling the store. Today, according to Google My Business data, retailers who offer text-based interactions using Podium can see an average of more than 97% increase in their website visits, over 60% in clicks-to-call, and more than 70% in listing views after only three months of use. By leveraging texting solutions to create seamless interactions, jewelers can now make customer satisfaction their top priority, strengthen their online reputation, and build a loyal fanbase that knows their time, money, and input is always front and center. Therefore, retailers can find better success and traffic by ensuring that their Google My Business listing shares accurate information. Only 44% of local businesses have claimed their Google My Business listings.  If you haven't, follow the instructions here.

Connect with customers on their terms  

The benefit of great customer reviews extends far beyond the actual review itself. It's no coincidence that the businesses ranking at the top of local search results are also the most highly recommended. Even if a jeweler is at the top of the search results in their area, this would only last as long as they’re providing the best customer experience. For Wilson’s Diamonds, creating a robust customer experience meant finding a review solution that engaged customers and helped them build a loyal customer base. They wanted to offer customers a review option that reflected the excellent customer service their employees offered, and that made closing a transaction to inviting customers to review the business a simple process. Switching to text-based review invitations helped them increase the number of online reviews, and the frequency they’re coming in, as well as gave them the ability to track invitations and reviews easily from a single platform.  Since implementing Reviews in 2016, they’ve seen a 27x increase in average monthly reviews and have gone from 113 to more than 1,100 Google Reviews. Their overall star rating has also seen a 10% increase in the past two years. “When people are buying jewelry, they typically come into the showroom three or four times before they make the purchase, so our salespeople are able to build good relationships with them over time,” related Corrigan. “Because of those relationships, it’s been a very seamless process for us to ask for and receive reviews from our customers since we implemented Podium.”

Convenience breeds loyalty

Excellent customer experience is the modern way for retailers to differentiate. Convenience breeds loyalty. Customers want to feel accommodated and heard; therefore, jewelers who can capitalize on their happy customers being their best advocates will not only see their Google listing rise above their competitors but also create customers for life.