A recent survey of high-end consumers' holiday plans uncovered a priority shift among America's wealthiest shoppers—and perhaps a trend that jewelers should pay close attention to.
This holiday season, the wealthy will be emphasizing their personal relationships above all else, with 30 percent of affluent consumers saying they plan to spend more time with family and 18 percent saying they are intent on logging more face time with friends, a survey from American Express Publishing and The Harrison Group found.
Retailers would benefit from doing the same, particularly with those established customers who are like family, experts agree. One way to get started is by calling on those close customers to see what they have in mind for the holidays, and another is to make a friend out of every shopper who comes through the door, even if that customer purchases nothing more than a $50 sterling silver charm.
"That's the strength of an independent jeweler," Wilson says. "The difference is, we're really pushing it this year."
Associates at the retailer's three upstate New York stores, including one in and one near Syracuse and one in Watertown, are working to perfect their introductions and presentations and are practicing the art of getting customers to talk openly about what they want.
"Always make a friend" has been the philosophy at Sarah Leonard Fine Jewelers in Los Angeles since its founding 64 years ago, and that motto will continue this holiday season, as usual.
No comments:
Post a Comment