Welcome to the first post in our weekly Holiday Learning Series! For the next several weeks leading into to the critical holiday shopping season, our experts at Stuller are bringing resources, tips, new products, and more to you via a livestream webinar on our Facebook page. Along with each livestream will be a blog post where we dive into the concepts discussed and provide helpful links talked about online.
We hope you’ll join us over the next few weeks and remember that Stuller is here for you as a resource during this joyful, but busy season. Feel free to ask questions during the livestreams or contact our customer care team.
Without further ado, let’s dive into our first Holiday Learning Series topic — Designing Your Holiday Experience!
What’s at stake?
The holiday shopping season is here, and you’ll want to do everything you can to be prepared. While there is so much for you to plan, such as inventory, sales strategies, and shipping, one of the first things you need to consider is your customer’s experience.
The stakes are pretty high. During the months of November and December, total sales in the U.S. jewelry industry equal up to approximately $22 billion or 19% of the year’s sales. Additionally, about 16% of engagements occur in the month of December. With these months being so crucial to annual revenue, you must keep your customer’s experience top of mind.
What is an experience?
According to Ben Gerarve, Stuller’s director of customer experience, “A customer experience is the impression your customers have of your brand throughout all aspects of the buyer’s journey. It results in their view of your brand and impacts factors related to your bottom-line including revenue.”
By focusing your marketing efforts on creating experiences, you’re creating a story around your brand that your customers can share. Word of mouth is a powerful tool. Give them something to talk about.
How do I build an experience?
In order to build a unique and personal experience for your shoppers, you should understand the 3 stages of holiday selling.
- Stage 1 (November 22 – December 5): The self-purchaser is taking advantage of new deals to get the perfect item for themselves at a price they aren’t normally able to find.
- Stage 2 (December 6 – December 14): The consumer is likely shopping for gifts for family and friends.
- Stage 3 (December 14 – December 24): The impulse buyer is looking for last minute gifts and just wants to make sure they have something to give to those they love.
Next, you need to know the best method to service your guest. It is crucial to stay up to date on current technology to make sure you’re able to provide your customers what they need, at the time they need. These methods can include email, phone, store visits, virtual visits, social media, and more.
Finally, it is imperative that you take the approach of “Each Guest, Every Time.” Treat every day like opening day and communicate to your guests with the same care and attention you would give to someone on the first day of your business.
Prepping for the Holidays
Ask yourself questions regarding your store to understand the customer’s impression. What is the store aesthetic? How does it look? How does it feel? How does it smell? Everything in your store plays into the customer experience. The proof is in the details.
The holidays can bring a lot of stress, but we know that we do it so as to make our customers feel merry and bright. We are here to take some of that stress away. If you’d like to talk to a member of our customer experience team, call us from 8:00am – 7:00pm Central Time or on Saturdays leading up to Christmas Eve from 10:00am – 4:00pm Central Time at 1-800-877-7777.
You can view Stuller Director of Customer Experience Ben Gerarve’s presentation during our Facebook Live Holiday Learning Series. You can find his presentation on our Facebook page here.
View other Stuller blog posts you might find helpful in prepping to elevate your customers’ holiday shopping experience.