AuctionsAug 29, 2025
Sotheby’s UAE Sale to Feature 32-Carat Fancy Vivid Orangy Pink DiamondThe highlight of a single-owner jewelry and watch collection, it’s estimated to fetch up to $7 million at auction this December.
Brought to you by
Build a Sparkling Reputation with Consumer Loyalty
Customer loyalty is essential for building a successful business. Every business owner wants loyal customers, but how do you encourage loyalty?
Brought To You By Synchrony
Customer loyalty is essential for building a successful business. Every business owner wants loyal customers, but how do you encourage loyalty?
Synchrony, a leading provider of retail credit programs for businesses nationwide, examined the topic in its 2019 Loyalty Study. They conducted an online survey of 1,500 consumers with questions designed to probe the psychology, motivations and emotions of shoppers. Responses were weighted to U.S. demographic factors such as income, education, geography and ethnicity.
“Business owners tend to think consumers base their purchase decisions on logic alone,” said Katie Hughes, Vice President of Loyalty Strategy, Synchrony. “But consumers are not always motivated only by logical factors like price, value and selection. There are emotional factors, too, and our study revealed their impact on sales and loyalty.”
Forty-three percent of those surveyed identified trust as the primary driver of brand loyalty. For this survey, “trust” was defined as a consistent experience, honesty, transparency and reliability.
For retailers, the consumers’ focus on trust raises important questions. Can your customers trust your brand to be consistently excellent? Can you be counted on to stand behind your product or service? Will you do the right thing as a corporate citizen? Are you trustworthy in your business practices?
If you can answer “yes” to those questions and demonstrate them with your actions, then you begin to earn consumer trust and the loyalty that often goes with it. Failure to fulfill those ideals will diminish the trust factor and reduce customer loyalty.
Trust is not quickly earned, but it can be lost with a single bad experience or attitude. If your sales experience is inconsistent or customers get a hint of dishonesty, any trust you have built can evaporate almost instantly. Creating trust with consumers requires a commitment to values that begins at the top of your organization and extends to every employee.
Beyond trust, the next most important factors in customer loyalty are simplicity and convenience. Simplicity and convenience are defined as “a seamless shopping experience,” a simple and intuitive layout of the physical store and website, and “frictionless” checkout and product delivery. Convenient financing programs would be part of a frictionless purchasing process.
“The results of our survey reveal that consumers may be driven by either right-brain or left-brain thinking,” stated Hughes. “The left lobe of our brain tends to focus on analytical and methodical thinking; the practical issues like
Editors' Picks
Sponsored by
price and value. The emotional aspects of our behavior are typically centered in the right lobe. Both sides are involved in decision making, but which aspect dictates loyalty, whether the practical or the emotional, depends on the personality of the shopper.”
For left-brain consumers, price, value and selection are huge motivating factors. Right-brain shoppers want to be loyal to a brand if the loyalty is deserved and demonstrated by action over time. So, can both approaches to loyalty be satisfied?
How important is trust in the consumer’s mind? The survey indicated that 50 percent of shoppers would change stores if they lost trust in the brand.
Other loyalty drivers included shared values (7%), recognition/belonging/enjoyment (tied at 6 percent each), inspiration/excitement (tied at 5%) and prestige (3%).
For left-brain consumers, price, value and selection are huge motivating factors. Right-brain shoppers want to be loyal to a brand if the loyalty is deserved and demonstrated by action over time. So, can both approaches to loyalty be satisfied?
“Absolutely,” said Hughes. “There are many examples of retailers or service providers who offer great value and convenience but also win trust by developing a strong, consistent brand image with their integrity, social involvement and personal service. These are the businesses that win over the long term because they have loyal customers.”
How important is trust in the consumer’s mind? The survey indicated that 50 percent of shoppers would change stores if they lost trust in the brand.
Other loyalty drivers included shared values (7%), recognition/belonging/enjoyment (tied at 6 percent each), inspiration/excitement (tied at 5%) and prestige (3%).
The Synchrony Emotion-Based Study was conducted from November 2018 through February 2019.
About Synchrony
Synchrony (NYSE: SYF) is a premier consumer financial services company. We deliver a wide range of specialized financing programs, as well as innovative consumer banking products, across key industries including digital, retail, home, auto, travel, health and pet. Synchrony enables our partners to grow sales and loyalty with consumers. We are one of the largest issuers of private label credit cards in the United States; we also offer co-branded products, installment loans and consumer financing products for small- and medium-sized businesses, and healthcare providers.
Synchrony is changing what’s possible through our digital capabilities, deep industry expertise, actionable data insights, frictionless customer experience and customized financing solutions.
More on Independents
The Latest
FinancialsAug 29, 2025
Movado’s Q2 Sales Rebound Despite Tariff ImpactCEO Efraim Grinberg noted a resurgence in the fashion watch market.
CollectionsAug 29, 2025
Piece of the Week: Mark Davis’ ‘Bullseye’ Necklace The “Bullseye” necklace, with vintage bakelite and peridot, August’s birthstone, is the perfect transitional piece as summer turns to fall.
Brought to you by
Rallying Call for the Jewelry Industry on Tariffs and Other Key IssuesJewelers of America is leading the charge to protect the industry amidst rising economic threats.
Supplier BulletinAug 28, 2025
Clientbook Is Helping Jewelers Turn Clienteling Challenges into Wins with Hands-On Training and CoachingSponsored by Clientbook
Weekly QuizAug 29, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
GradingAug 28, 2025
GIA’s New ‘Quality Assessment’ for Lab-Grown Diamonds Is Coming It will classify lab-grown stones into one of two categories, “premium” or “standard,” in lieu of giving specific color and clarity grades.
SourcingAug 28, 2025
Botswana Declares Public Health Emergency Amid Diamond Sales SlumpPresident Duma Boko addressed the country’s medical supply chain crisis in a recent televised address.
Brought to you by
Taking the Moment Head On: How Rio Grande Champions the Present & Future of Fine JewelryAs a leading global jewelry supplier, Rio Grande is rapidly expanding and developing new solutions to meet the needs of jewelers worldwide.
MajorsAug 28, 2025
Borsheims Names New Jewelry BuyerFormer Free People buyer Afton Robertson-Kanne recently joined the retailer.
EditorsAug 27, 2025
Taylor Swift’s Engagement Ring Is a Fairy Tale for Vintage Diamond CutsThe singer’s new bling, reportedly a natural old mine-cut diamond, is no paper ring.
SourcingAug 27, 2025
11,685-Carat Emerald Recovered From Zambia’s Kagem MineDubbed the “Imboo,” or “buffalo,” emerald, the rough gemstone is part of Gemfields’ latest emerald auction, which is taking place now.
SurveysAug 27, 2025
Consumer Confidence Slips in August Amid Job, Income WorriesPlans for dining out, booking vacations, and buying big-ticket items were down.
CollectionsAug 27, 2025
Mined + Found’s New Collection Gets Playful The “Play” collection centers on nostalgic toys that have kinetic elements to carry playfulness and wonder into adulthood.
CollectionsAug 26, 2025
Does Your Jewelry Stack Need a Snack?Designer Christina Puchi, the creative force behind CCWW Designs, has created charms and pendants based on iconic candies and crackers.
WatchesAug 26, 2025
Nick Jonas Gets Nostalgic in New Fossil CampaignThe Jonas Brothers star showed off new timepieces against the backdrop of his favorite spots in his home state of New Jersey.
ColumnistsAug 26, 2025
Back to School, Back to Style: Why August is Prime Time for Self-GiftingIn his latest column, Emmanuel Raheb shares tips for encouraging customers to treat themselves to new jewelry.
WatchesAug 25, 2025
London Jewelers Brings Rolex to Historic Hamptons HomeThe new stand-alone Rolex boutique is housed in the former Odd Fellows Hall, a landmark built in 1897.
CollectionsAug 25, 2025
Tennis Star Madison Keys Has the Perfect Necklace for the US OpenThe Brilliant Earth ambassador co-designed a diamond medallion featuring meaningful symbols.
TrendsAug 25, 2025
Amanda’s Style File: That’s a WrapWrap jewelry is more than just a trend; it’s the perfect motif for the coming season of layering, scarves, and pumpkin spice.
WatchesAug 25, 2025
WatchTime NY Show Returns for 10th Anniversary EditionThe three-day watch collector show, coming this October, will feature 44 exhibiting brands, as well as a new dinner experience.
GradingAug 22, 2025
Former Head of GIA India Promoted to Oversee Global Operations Sriram “Ram” Natarajan is now GIA’s senior vice president of laboratory operations and is based out of the lab’s headquarters in Carlsbad.
CollectionsAug 22, 2025
Piece of the Week: Retrouvaí’s ‘Diamond Vein Bond’ CollarThe one-of-a-kind collar represents the beauty of imperfection and the strength to rebuild.
MajorsAug 22, 2025
Kendra Scott Returns as CEO of Her Jewelry EmpireThree C-suite executives, including former CEO Tom Nolan, have resigned as part of what the company describes as a “transition.”
MajorsAug 21, 2025
Claire’s Finds Buyer, Could Save up to 950 StoresThe retailer, which recently filed Chapter 11, inked a deal to sell its North American business and intellectual property.
MajorsAug 21, 2025
Target Names New CEO as Sales Continue to Lag Target CEO Brian Cornell will step down in February and be replaced by the company’s chief operating officer, Michael Fiddelke.
Policies & IssuesAug 21, 2025
JA, IDMA Talk Tariffs With Execs in DC The group met with the president's senior trade advisor earlier this week to express the industry’s concerns about the effects of tariffs.
MajorsAug 21, 2025
Tiffany & Co. Pops Up at 2025 US OpenThe pop-up will display this year's Tiffany & Co. Singles Championship trophies along with a diamond-encrusted tennis racket and ball.
