R E TA I L
R A P
SEPTEMBER
DIAMONDS.NET
“Rearranging
elements [to]
allow for private
appointments is
one of the best
things to do”
KATHLEEN CUTLER
Consumers have been hesitant to shop for
nonessential goods during the pandemic. Here
are some ways to make them more comfortable.
BY LEAH MEIROVICH
YOUR STORE SO
CUSTOMERS
FEEL SAFE
G
etting customers to shop post-
lockdown has been difficult given
the financial constraints many
face, and the fear of catching
Covid- while out has only added
to that challenge. While customers
prefer shopping in physical stores, they will only
visit retailers they believe provide adequate safety
measures, according to a De Beers survey of
Americans in June. However, for clients to feel truly
safe, jewelers need to invest in more than just a
mask, some hand sanitizer and some messaging.
“The retailer needs to think about [whether they
can] deliver more than just a list of ‘this is what
we’re doing to help you feel safe,’” says PamLevine,
CEO of Levine Luxury Branding. “The question is,
can they deliver some kind of magic with that?”
Making small changes to improve the safety
of your store can actually yield larger benefits in
the long term, says Kathleen Cutler, founder of
consultancy Kathleen Cutler Strategy, which works
with high-end jewelers.
“I think people are doing casual shopping or
recreational shopping only in places that they
feel they can be relaxed in,” she maintains. “If
they feel on edge when they are in your store, they
aren’t going to buy. By thinking through how you
can make your store feel comfortable and safe
and get people to put down their guard, you might
find that the [clients who] come in your door spend
that much more money, and they feel ‘at home’ in
your store.”
GIVING THEM SPACE
The most important thing to consider is whether
you are providing customers with enough room for
social distancing so they can browse without fear.
One easy way to achieve this is to set aside space for
private viewings.
“Rearranging elements of the store that will allow
for private appointments — that might be turning
a back room into a private showroom, moving
bridal to a separate space to allow for one-on-one
meetings, even holding appointments before or
after hours or setting aside certain hours during the
day — is one of the best things to do,” Cutler offers.
The added advantage of this method, she points
out, is that it allows jewelers to spend more focused
time with clients without interruption. Customers
making private appointments also tend to be serious
buyers who will appreciate individual attention.
In addition, scheduling appointments means
customers can remain seated while staffers bring
jewelry selections to them, resulting in fewer hands
touching the showcases, and less interaction with
other customers and staff, notes Jesse Balaity
of Balaity Property Enhancement, which helps
jewelers more effectively redesign their space.
PARING DOWN AND SPREADING OUT
Many jewelers tend to carry a larger assortment
of jewelry than necessary. Instead, they should
consider trimming down their offering and
spreading their most popular wares around the
store, Balaity advises.
HOW TO REDESIGN
