How to Increase Jewelry Store Sales: The Playbook

Small wins, stacked

Increasing sales in a jewelry store rarely comes from one big move. It comes from stacking small, consistent wins. None of them needs more foot traffic: they all work on the customers and the stock you already have.

Seven levers

Here are seven levers. Make every customer a known customer, and work that list, because clienteling beats advertising, offer financing at every serious ticket, and turn repair traffic into sales, act on aging inventory, launch or fix your website, and measure your associates honestly.

1: make every customer a known customer

Everything depends on the first one. If a customer leaves without a record, you can't call them. Capture name, phone and email on every sale, and on repair customers and browsers too. A shopper who tried on a $3,000 bracelet is worth a wish-list entry.

2: the Monday clienteling list

Then build the clienteling list every Monday: birthdays and anniversaries in the next three weeks, and wish-list items still in stock, customers who haven't visited in eighteen months, and repairs picked up in the last two weeks. Split it across the associates, and make it personal: a text with a photo of the actual piece beats any mass email.

3: offer financing at every ticket

Offer financing on every ticket above a threshold you set, not only when the customer asks. It turns a $4,000 decision into a monthly payment, and a $3,000 budget often leaves with the $4,000 ring. Layaway still has its place, for gifts planned months ahead.

4: convert repair traffic into sales

Repair customers visit more often than shoppers, and they've already trusted you. At pickup, the associate should see their history, wish list and next anniversary, so a $60 sizing becomes a talk about the matching band. And measure it: how many repair customers buy a piece within ninety days?

5: act on aging inventory

Every dollar in a piece that hasn't sold in two years is a dollar not spent on one that would. At twelve months, re-merchandise it; at eighteen, remount it, or return it to the vendor; and at twenty-four, mark it down and let it go. A piece that cost $800 is worth whatever gets that $800 back into stock that turns.

6: launch, or fix, your website

A website that shares live inventory with the showroom sells to customers comfortable buying online, and books appointments for the larger share who want to see the piece first.

7: measure associates honestly

And measure your associates honestly, reading the numbers together. A high average ticket with a low close rate means she sells well to the people she engages, and lets the rest walk. A high close rate with a low ticket means nobody's showing the second piece. Those are different coaching conversations, and the numbers tell you which one to have.

The levers in WJewel

In WJewel, every customer has one profile, built from the point of sale, with their wish lists and quotes, and you can text them right from it. Split a sale across cash, card, financing or any payment type, and see the customer again at repair pickup. The analytics show your best sellers and forecasting, and your website stays connected to the same inventory.

Contact us

You'll find the full playbook on the WJewel blog. WJewel is fully web-based, and runs on PCs, Macs, tablets and phones. To learn more, visit www.wjewel.com, or call us at (646) 578-8300.