I don't drink coffee. In fact, I absolutely hate coffee! Cappuccino. Espresso. No matter what you call it, I can't stand the java. And yes, part of me is annoyed that everywhere I go all I am offered is coffee! Where is your Diet Coke? Where is your Red Bull? Where is your variety??!
And that leads us to...
Do you have any taste?
Taste is a wasted sense in the jewellery industry. And sure, someone out there is making a joke about how we can't have our customers eating our jewellery!
We can't have them licking on a pendant!
We can't have them sucking on a stud!
We can't have them swallowing a ring!
Well.... why not?
Our friends at T-Pot Accessories in Tokyo want you to have your ring and eat it too!
These delightful pieces are sold for approximately US$35 each - and they are delicious! There are few things more decadent in this world than chocolate covered strawberries... and don't you dare tell me for one second that every single man who buys an engagement ring wouldn't think it would be hilarious to propose with a chocolate ring as well!
And T-Pot just work with local chocolatiers and bakers to make this happen! Something I know you could do if you were willing to spend something you have plenty of... energy!
So, how can you maximise the taste in your store?
Do you have bowls of chocolates on every counter? And not in a box, but open and inviting for people to help themselves to snacking on? Think of the visual of a large clear bowl of M&M's by the cash register? Or on every desk in the store? You can either get your store logo printed on them - visit www.mymms.com to see how!
And if chocolate isn't your taste, what about fruit? And not a bowl of fruit but rather fresh produce cut and prepared for easy snacking and enjoyment!
Worried about the glass getting smudged?
Worried about the jewellery getting dirty?
Worried about grease on the diamonds?
YOU ARE WORRIED ABOUT THE WRONG THINGS!!!
Would you rather have a clean store or a store that sells?
And what about a drink? I'm amazed how many people think that offering a coffee to customers is either an original idea or good customer service. Now as you read earlier, I hate coffee. And by default I hate stores that only offer coffee... or water.
Where is you coke?
Where is your tea?
Where is you wine?
Where is your imported beer?
And please stop offering champagne... it's almost as bad as stores that play classical music...
By offering champagne you are relying on the majority of your customers to enjoy what only a minority like...
Do you think you should toast to celebrate this "once-in-a-lifetime" opportunity? Excellent! Then show me that by not toasting with plastic glasses and $20 champagne!
Our friends at Self-Preservation in Melbourne have wonderfully combined the drinking/jewellery experience with a lovely cafe bar. If you're shopping you'll enjoy the finest cappuccino, wine, beer or soft drink! And if you are one of the dozens who enjoy their lunch in the store each day, you'll be spending a modest amount on a salad or a sandwich - yep, people go to this store to have lunch. How much is that free marketing worth to you?
Now turning your store into a cafe may not be your solution - but I do want you thinking outside the box on how to make your in-store experience different. Self-Preservation do it different, and they do it very well. It's all in the execution.
Scent of a jewellery store...
Smell is such a powerful sense... as it is usually the most underrated. Which means we have tremendous opportunity to use it to manipulate the sensory experience.
Do you have fresh flowers on the counter where you show your engagement rings? And a lush display that is inviting for people to want to take a whiff? Make a deal with the local florist - the cost of fresh flowers is far cheaper than any advertising you will ever do and arguably more effective... if executed correctly!
And imagine every time someone buys a diamond ring you arrange for the florist to prepare a dozen red roses for that man to give to his wife as well? The $50 cost is nothing in terms of a $2k plus sale... but everything in terms of an added-on sensory experience that no one else is doing!!! You can make the soon to be fiancee a hero and all it took was a little energy and even less in money. And your local florist will start giving you flowers for free if you do this often enough!
Stay tuned for the final part of this blog where we focus on the final sense - touch!
And please continue to send me the extraordinary things you are doing in your store! I love seeing even greater examples from around the world!
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