THE EXTRA MILE
October 2024
Making the Season Merry & Bright
Rick Arneman
Going the extra mile to make sure your customer —and you— have a happy holiday.
As the holiday season approaches, many consumers– and retailers– might be thinking more along the lines of “Scary & Tight” instead of “Merry & Bright.” In an election year marked by economic uncertainty, consumers are navigating a landscape filled with anxiety, while retailers face the dual challenges of a shortened shopping period (only 26 days stand between Thanksgiving and Christmas) and those anxious consumers tightening their wallets.
So how can you ensure this is a happy holiday season for you and your customers? Offer compelling reasons to shop of course. But really tune into their wants and needs, not just on a product level, but on an emotional and psychological level, too. Leverage loyalty programs, enhance digital marketing efforts, and address the pressing need for savings, and you’ll not only survive but thrive during (and beyond) this pivotal holiday season.
Samuel B.
Sterling silver snake head &
Chrysocolla bead bracelet
MSRP $149
516.455.2615
Kim & Co. by KIM Men’s
Italian sterling silver
chevron pattern pendant
MSRP $310
800.275.5555
Leveraging Loyalty Programs for Holiday Promotions
Loyalty programs create a sense of exclusivity and urgency and have always been a strategic tool for acquiring and retaining customers. According to the Salesforce Shopping Index, 46% of shoppers say earning and redeeming loyalty points is the second highest factor, behind price, influencing where they buy, and 63% of shoppers are making more purchases from stores where they can earn and redeem loyalty points. Offering a loyalty program and special holiday promotions to members can be a game changer for you, and your customers.
Jewelry Innovations
Black Diamond
Ceramic™ 14K
rose gold cabernet
wood band
MSRP $1,095
800.872.6840
1. EXCLUSIVE DISCOUNTS AND EARLY ACCESS: Provide your loyalty members with early access to holiday products or exclusive discounts. This not only makes them feel valued but also drives early traffic–necessary with the shortened shopping season– which can help manage the rush later.
2. BONUS POINTS AND REWARDS: Introduce holiday-themed bonus points or double rewards on purchases made during the season. This encourages higher spending and repeat visits, as customers aim to maximize their rewards. You might want to stipulate that these bonus points can only be redeemed starting January 1, 2025, ensuring you’ll have customers in the new year.
3. PERSONALIZED OFFERS: Use data from your loyalty programs to tailor offers specifically to individual customers. Personalized recommendations based on previous purchases can enhance the shopping experience and increase conversion rates.
Jewelry Innovations
Serinium® 10K gold
inset sandblastchisel
finish ring
MSRP $1506
800.872.6840
Maximizing the Crowded Digital Marketing Space
A digital presence is paramount to signaling to consumers who you are, what you offer, where you’re located, and how/when they can shop with you. Make it easy for them to find these answers this holiday season. Unfortunately, the digital space is more crowded than ever, and will be even more packed during the fourth quarter. Standing out can be challenging. However, with strategic planning and execution, it’s possible to capture consumer interest effectively.
1. EARLY AND CONSISTENT MESSAGING: Even though the holiday season is short, start your marketing campaigns early. Consistent messaging across all digital platforms—email, social media, and your website—can build anticipation and keep your brand top-of-mind.
2. ENGAGING CONTENT: Create content that resonates emotionally with your audience. Share stories behind your products, highlight the craftsmanship, and showcase how your jewelry can make the holidays special. Videos, live streams, and interactive posts can significantly enhance engagement.
3. SEARCH ENGINE OPTIMIZATION (SEO) AND PAID ADS: Invest in SEO to ensure that the answer to those questions above are easily discoverable online. Additionally, well- targeted paid ad campaigns can help you reach a specific audience. Trying to drive traffic to your brick-and-mortar store? Make sure you’re targeting consumers in a certain geographic area.
Smiling Rocks Men’s
Rotating diamonds on
14K yellow gold bracelet
0.35 total ctw LGD
MSRP $6,249
212.596.4163
Addressing the Need for Savings
Given the current economic climate, consumers are more price conscious than ever. Per Salesforce, when asked to rank where their disposable income is going, most consumers said savings is their top priority, followed by physical goods, with experiences coming last. In order to see sales, you need to be sensitive to this and offer genuine value to attract and retain customers.
1. TRANSPARENT PRICING AND DISCOUNTS: Be clear about your pricing and the value customers are getting. Offering transparent discounts can build trust and encourage purchases.
2. FLEXIBLE PAYMENT OPTIONS: Introduce flexible payment plans or financing options to make higher-end purchases more accessible. This can be especially appealing for items like engagement rings.
3. GIFT WITH PURCHASE: If you’re not comfortable offering discounts, try a gift with purchase over a certain amount. This not only increases the average transaction value but also provides a perceived added value to the customer. And two gifts are better than one!
Building Trust During Uncertain Times
In an election year filled with uncertainty, building, and maintaining trust with your customers is important. Transparency, excellent customer service, and a genuine understanding of your customers’ needs can differentiate you from your competition.
1. COMMUNICATION IS KEY: Keep the lines of communication open with your customers. Regular updates about order statuses, shipping times, and any potential delays can help manage expectations and reduce anxiety.
2. EXCEPTIONAL CUSTOMER SERVICE: This is a given, but train (and maybe provide a holiday refresh) your staff to provide exceptional customer service, both online and in-store. Going above and beyond to assist customers can turn a one-time buyer into a loyal customer.
3. COMMUNITY ENGAGEMENT: Show your support for the community. Whether through charitable contributions, supporting local events, or simply sharing positive messages, demonstrating that your brand cares can strengthen customer relationships.
By focusing on these key strategies, you can effectively navigate the challenges of this holiday season, drive sales, and build lasting customer relationships. In times of uncertainty, going the extra mile for your customers is not just good practice— it’s essential for sustaining and growing your business.
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