ColumnistsJan 23, 2024
The PR Adviser: Don’t Be Afraid to Fly ColumnistsJan 30, 2024
Coach’s Corner: 7 Things Luxury Customers Expect
From personalization to consistency, Pat Henneberry breaks down the keys to keeping high-end clients coming back.
Pat Henneberry is a strategic consultant, speaker, and trainer. She can be reached via email at pat@pathenneberry.com or via her website, PatHenneberry.com.
I know it’s been a while since my last Coach’s Corner column, but I return with renewed vigor and a keen desire to help jewelers provide the best possible customer service.
In my first column back, I attempt to answer a pressing question facing jewelers—what type of customer service does today’s luxury customer expect?
It starts with service that is tailored and/or even exclusive to that particular customer and goes on to include consistency across all touchpoints and attention to detail.
1. Personalization. Tailored service that acknowledges luxury customers’ preferences, past purchases, and individual tastes is crucial. Remembering details about their preferences without them having to repeat themselves is highly appreciated.
My mother and I love a neighborhood restaurant with great food; we go once a month. They not only know our names but also our favorite dishes. That’s why we spend more and keep going back.
2. Exclusivity. Offer exclusive access to events, products, or services not readily available to the public. VIP treatment, private shopping experiences, or limited-edition items can enhance their perception of luxury.
3. Exceptional Service. Prompt and attentive service is expected. Quick responses to queries, efficient handling of issues, and a high level of expertise in the products or services being offered are important.
Stay on top of your vendors to offer training for your staff. Becoming experts on everything you sell is a must and the great vendors will offer that to their retailers.
4. A Seamless Experience. Streamlined processes, from browsing to purchasing to after-sales service, are essential.
Making transactions easy, whether online or in-store, without any hiccups is important.
Your customers give up too quickly today. If things are not seamless, moving forward, they will lose patience and walk.
Related stories will be right here …
In my first column back, I attempt to answer a pressing question facing jewelers—what type of customer service does today’s luxury customer expect?
It starts with service that is tailored and/or even exclusive to that particular customer and goes on to include consistency across all touchpoints and attention to detail.
1. Personalization. Tailored service that acknowledges luxury customers’ preferences, past purchases, and individual tastes is crucial. Remembering details about their preferences without them having to repeat themselves is highly appreciated.
My mother and I love a neighborhood restaurant with great food; we go once a month. They not only know our names but also our favorite dishes. That’s why we spend more and keep going back.
2. Exclusivity. Offer exclusive access to events, products, or services not readily available to the public. VIP treatment, private shopping experiences, or limited-edition items can enhance their perception of luxury.
3. Exceptional Service. Prompt and attentive service is expected. Quick responses to queries, efficient handling of issues, and a high level of expertise in the products or services being offered are important.
Stay on top of your vendors to offer training for your staff. Becoming experts on everything you sell is a must and the great vendors will offer that to their retailers.
4. A Seamless Experience. Streamlined processes, from browsing to purchasing to after-sales service, are essential.
Making transactions easy, whether online or in-store, without any hiccups is important.
Your customers give up too quickly today. If things are not seamless, moving forward, they will lose patience and walk.
5. Attention to Detail. Attention to the finer details can make a huge difference.
This includes packaging, presentation, and even small personal touches that make the experience memorable. We’ve all heard it, and we’ve all been part of it—presentation is everything!
6. Consistency. Maintaining a high level of service consistently across all touchpoints and locations is key.
Luxury consumers expect the same level of service whether they’re interacting with a brand online, in a flagship store, or elsewhere.
If you have more than one store, make sure all your stores deliver the same look, feel and voice.
Everyone must be telling the same story, a topic that deserves an entire column in and of itself.
7. Relationship-Building. Building a long-term relationship is crucial. Luxury consumers value brands that invest in cultivating relationships beyond just a transaction, often involving personalized follow-ups and offers.
You may think it’s old-school, but this hasn’t changed, and it will keep your customers coming back.
Even if you carry a visible brand and customers will walk in because you carry that brand, you still need to invest in building a relationship with your customers. They have choices on where they will buy.
Understanding these expectations and tailoring customer service to meet these standards is vital for retailers who are seeking to retain their high-end clientele.
Here’s to making 2024 a year of customer service. Let’s roll back the clock and focus on what really matters.
It’s our customers, sell-through and growth!
More on Columnists
The Latest
MajorsJul 26, 2024
Diamonds Direct Opens Store in AtlantaIt’s the Signet-owned banner’s first location in Georgia.
TrendsJul 26, 2024
Piece of the Week: Bea Bongiasca’s ‘Double Loop’ EarringsCommemorate “brat summer” with these green hoops.
EditorsJul 26, 2024
Out & About: A Dispatch from the Nation’s Smallest StateEditor-in-Chief Michelle Graff returns from Rhode Island with thoughts about in-store shopping and a trends report.
Brought to you by
The End of an Era? Lab-Grown Diamonds' Journey Towards Price StabilityAs the demand for lab-grown diamond jewelry may still be increasing, the most notable change we are likely to see is price stabilization.
Supplier BulletinJul 25, 2024
Meet Gemology’s Next Generation Microscope: GIA® Gemolite® NXT Professional EditionSponsored by Gemological Institute of America
Weekly QuizJul 25, 2024
This Week’s QuizTest your jewelry news knowledge by answering these questions.
TechnologyJul 25, 2024
Amazon, BBB Sue Website Allegedly Peddling Fake Reviews They claim ReviewServiceUSA.com was selling both positive and negative reviews of products and businesses.
SourcingJul 25, 2024
De Beers’ H1 Revenue Falls 21% in ‘Weak’ MarketLab-grown diamond sales in the United States and ongoing economic challenges in China are impacting natural diamond demand.
Brought to you by
Meet Gemology’s Next Generation Microscope: GIA® Gemolite® NXT Professional EditionGIA®’s most advanced microscope has new features to optimize greater precision and comfort.
IndependentsJul 25, 2024
Store Designer Ruth Mellergaard DiesA longtime member of IJO, she’s remembered for her passion for design, learning, and environmentalism.
FinancialsJul 25, 2024
Boucheron, Pomellato Post Double-Digit Growth in Q2 The gains come amid a tough time for parent company Kering, which saw sales slide 11 percent in the first half of the year.
MajorsJul 25, 2024
Shane Co. Partners With Kids In Need Foundation to Donate 7,200 BackpacksThe fine jewelry retailer filled backpacks with back-to-school essentials for students in 13 states.
FinancialsJul 24, 2024
LVMH’s First-Half Jewelry, Watch Sales Dip 5%Tiffany & Co. is focusing on its “iconic” collections while the company has made changes at the top at TAG Heuer and Hublot.
MajorsJul 24, 2024
See Chaumet’s Paris Olympic Medals Inspired by its High JewelryThe Parisian brand is the first jewelry company in the history of the Olympic and Paralympic Games to design the medals.
MajorsJul 24, 2024
Jewelers Mutual Acquires Pawnbroker Insurance ProviderUnion Life & Casualty will join JM Insurance Agency Partners, expanding the provider’s pawnbroker coverage.
MajorsJul 24, 2024
Ben Bridge Announces 2024 Lonia Tate Scholarship WinnerLos Angeles-based Bradlei Smith was selected for this year’s award.
SourcingJul 23, 2024
De Beers’ Production Drops 15% in Q2The company also reported the $150 million sale of an iron ore royalty right, part of its ongoing effort to divest “non-core” assets.
IndependentsJul 23, 2024
Long’s Jewelers Is Giving Away a Luxury Cape Cod VacationThe giveaway is part of the New England jeweler’s summer bridal event.
CollectionsJul 23, 2024
Guzema Debuts ‘Flower Power’ CampaignThe ad features three celebrity florists creating floral sculptures while wearing jewelry by Guzema.
Policies & IssuesJul 23, 2024
Diamonds Do Good Announces Its 2024 Entrepreneurship Grant WinnersThe grant provided a total of $100,000 to support 13 entrepreneurs from diamond communities in Africa and India.
CrimeJul 22, 2024
Florida Jeweler Shot, Killed Following Argument With CustomerGhazi Michel Osta, or “Gus,” was killed Friday by an 83-year-old man said to be a frequent customer at his store, Volusia Gold & Diamond.
Policies & IssuesJul 22, 2024
JVC’s Elyssa Jenkins-Pérez Joins RJCThe organization also announced Effie Marinos as its new specialist advisor for technical standards, as well as four other appointments.
SourcingJul 22, 2024
AWDC Names Karen Rentmeesters as CEORentmeesters has served as interim CEO since April following former CEO Ari Epstein’s resignation.
IndependentsJul 19, 2024
Longtime D.C. Jeweler Brian Mann Dies at 70Mann, whose family’s jewelry store was located inside the Pentagon, is remembered for being a thoughtful champion of the industry.
IndependentsJul 19, 2024
The 1916 Company Opens New Tudor BoutiqueThe 500-square-foot boutique is located in Denver’s Cherry Creek Shopping Center.
CollectionsJul 19, 2024
Piece of the Week: Messika’s ‘So Move Max’ NecklaceDance all night long with the “So Move Max” set’s necklace.
WatchesJul 18, 2024
TAG Heuer, Hublot Will Have New CEOs Luxury giant LVMH is reshuffling the leadership in its watches division.
MajorsJul 18, 2024
New Etsy Campaign Prioritizes Creators Amid BacklashSellers and shoppers have spoken out against a rise in mass-produced merchandise on the platform meant to highlight handmade goods.
