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As we move into 2017, the fight for the sale between in-store and online is getting tougher, and it’s reported that customer service is coming back over price as the driving reason footfall may be coming back to the high street. In 2016, nearly 50% of buyers researched online before buying in store.


Customer experience will overtake price and product as the key brand differentiator by 2020. (http://www.walkerinfo.com/customers2020/)


Lower internet prices may be an attraction, but can they truly replace personal service in the long term? Problems with carriers, delays and inability to contact vendors are starting to disillusion buyers, who are now looking for a better experience.


So how can you get customers back and buying from you? Are you omni-channel?


Do you engage with your customers in-store and online, using social media, websites, email to supplement your bricks-and- mortar presence?


• Customers are willing to spend anywhere from 3% to 20% more on items from a business that engages with them through Twitter Source: Twitter


Is your website easily accessible on a mobile device?


The Top 3 Stories from the Website Stories with the most traffic on www.jewelleryfocus.co.uk


Sponsored Are your customers just getting engaged…or are they fully engaged?


• 52% of customers are less likely to engage with the company because of bad mobile experience (source WOW Local Marketing)


Do you have a customer database to send them promotions, anniversary reminders and so on? If not, you’re missing out on valuable engagement possibilities.


And those engagements need to be personal, not generic.


• 56% of consumers say receiving a personalised incentive would improve consideration of the brand (source Virtual Incentives)


One thing is certain, you need to know your customers better to be able to deliver a better experience. Make sure you can tailor your message to each customer profile, and offer them something they will be interested in. Offer them an experience in-store that can’t be matched online.


ABOUT THE AUTHOR


Plan your customer engagement strategy properly, and the results will follow. Bransom can help with that planning and implementation at PoS.


01442 256445 www.bransom.co.uk


1


Have-a-go hero injured trying to stop armed robbers in jewellery store raid


Hatton Garden raid: Woman claims to be missing £7m in gold


February 2017 | jewelleryfocus.co.uk


2


Bonhams sells £2.3m rare blue diamond


Aurum Holdings set for auction amid sales boom


3


Watchfinder looking to expand following surge in sales


CCTV released after £50,000 London jewellery store raid


JEWELLERY FOCUS 21


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