Events & AwardsFeb 11, 2025
JA Seeking Nominations for Its Next ‘20 Under 40’ ClassNow in its fourth year, the program is expanding to include a list of “20 Under 40” for jewelry suppliers.
OtherMar 16, 2017
Coach’s Corner: The truth about clienteling
Columnist Pat Henneberry exposes some of the myths surrounding “clienteling,” which she says is nothing new.
Let’s be honest; I’ve been teaching clienteling for 25 years … it’s not new. As a result of this new-found popularity, the meaning of the word has become blurred and obscured in a fog of hype. Let’s expose some of these myths so we can define what it really is.
Clienteling defined
We should look at it from a “business value” perspective, meaning that to truly qualify as clienteling, the solution must solve pertinent business issues while providing value--a return on your investment.
cli·en·tel·ing [klî-Ən-tel-ing] noun 1. A system to manage customer engagement business processes for bringing customers into your store, providing an exceptional in-store shopping experience, and keeping your customers coming back for more. Example: Sales increased after we began using clienteling to improve the customer experience in our stores.
This business process is circular in nature and delivers real business value by optimizing customer relationships to build loyalty, increase customer spend, grow store revenue and reinforce selling best practices for sales associates. In addition to managing the process, a true clienteling solution allows you to monitor and measure effectiveness for continuous improvement.
Elements of a clienteling business process
--Targeted and relevant customer engagement and outreach
--Empowering sales associates to provide an exceptional in-store customer experience
--Relevant and timely follow-up with the customer
--Integrated monitoring and measurement
Clienteling’s first goal is to reach out and engage customers in a personalized and relevant manner to drive traffic into the store. This is one of the most commonly absent capabilities in solutions labeled “clienteling.”
Targeted and relevant customer outreach means identifying key information about a given customer and taking appropriate action. A simple example of this might be triggered by the introduction of a new brand in the retailer’s stores--knowing that certain customers have a preference for a specific brand or have made a purchase from that brand in the past, it would be a good practice to notify them of the new product introduction.
Customer contact could be initiated in one or more forms. If, for instance, your customers are segmented into tiers based on Recency-Frequency-Monetary (RFM) values, you might choose to simply send an email for those classified as mid-tier customers. For your most valuable top-tier customers, targeted outreach might involve creating a to-do for un assigned sales associate to
Editors' Picks
Sponsored by
make a personal phone call to the customer.
There is so much to discuss in clienteling. There are some great organizations in our jewelry industry that make this their specialty, and I recommend you seek them out and stay away from the new iPad apps (and I love my apps.)
Clienteling isn’t just a product app either--you need to be able to have key access to information about your customers, and you can’t miss the chance to grab today’s shoppers. Missing a chance to build loyalty limits the value of these “save the sale” solutions.
Today’s customers expect you to know all about their interactions with your brand, but simply knowing is not enough.
With targeted customer engagement and outreach, a clienteling solution increases customer traffic into the stores, thereby increasing store sales.
By empowering sales associates to provide an exceptional in-store customer experience, it will increase store sales, and with relevant customer follow-up, a clienteling solution will improve customer satisfaction and build brand loyalty. All of these factors ultimately drive an increase in customer lifetime value for your store.
More on Other
The Latest
CrimeFeb 11, 2025
2 Men Charged With Selling Stolen Jewelry, Watches in NYC Diamond DistrictOne of the men is said to be connected to the South American crew charged with burglarizing Cincinnati Bengals QB Joe Burrow’s home.
ColumnistsFeb 11, 2025
Peter Smith: 9 Store Manager Archetypes Smith details the types of store managers he’s encountered, with the goal of helping retailers find a person who’s a fit for their store.
Brought to you by
3 Ways to Capitalize on America’s Newfound Love of Colored GemsColored stones are stepping into a jewelry spotlight typically reserved for diamonds—are you ready to sell color?
WatchesFeb 11, 2025
Bulgari, MB&F Launch Reimagined ‘Serpenti’ WatchThe brands immersed one of Bulgari’s most famous historical icons in MB&F’s ultra-mechanical universe of haute horlogerie.
Weekly QuizFeb 06, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
FinancialsFeb 11, 2025
Boucheron a Bright Spot as Kering’s Full-Year Sales Sink 12%The luxury titan’s full-year performance was weighed down by struggling sales at its star brand Gucci.
MajorsFeb 11, 2025
Midas Chain Releases First Diamond CollectionThe jewelry manufacturer has launched more than 100 pieces made with natural diamonds.
Brought to you by
3 New Year’s Resolutions for Jewelry Lovers The new year feels like a clean slate, inspiring reflection, hope, and the motivation to become better versions of ourselves.
SurveysFeb 10, 2025
Jewelry Resilient in 2024 Even As Luxury Sales Slipped, Says Bain & Co.Bain & Co.’s latest report on the luxury market examines why the market’s customer base is shrinking and how to appeal to consumers in 2025.
CrimeFeb 10, 2025
Counterfeit Jewelry Kept Kentucky Customs Agents Busy in January, CBP Says Officers in Louisville seized 28 shipments of fake jewelry and watches that would have been worth more than $27 million if genuine.
CollectionsFeb 10, 2025
Hearts on Fire Flips Jewelry ‘Inside Out’ in New CollectionThe collection centers on the art of tailoring, inspired by designs that feature folded fabrics, such as a tuxedo lapel.
Events & AwardsFeb 10, 2025
Select Jewelry Show Heads to NashvilleThe trade show has added a new location to its fall line-up.
CollectionsFeb 07, 2025
Piece of the Week: Jade Trau’s ‘Ladybird’ CharmFrom the brand’s latest collection of lucky charms, the ladybird is seen as a bearer of good fortune and a ward against negative energy.
SourcingFeb 07, 2025
De Beers’ Production Guidance Slashed, Anglo Anticipates Another WritedownThe moves come amid a prolonged period of lower demand for diamonds, particularly in China.
Events & AwardsFeb 07, 2025
Registration Opens for Stuller’s Bench Jeweler WorkshopThe workshop returns in March, along with the “Battle of the Benches” mini challenge series.
IndependentsFeb 06, 2025
106-Year-Old Jewelry Store Saved by New OwnersTwo attorneys purchased Windsor Jewelry, which was set to close, and will retain all existing staff at the downtown Indianapolis store.
MajorsFeb 06, 2025
Oscar Heyman Employee Celebrates 60 Years With the Company Adam Heyman joined the family business in 1965, just weeks after graduating from Columbia Business School.
CollectionsFeb 06, 2025
De Beers Jewellers’ New High Jewelry Pays Homage to the Beauty of TreesThe “Essence of Nature, Chapter One” collection echoes trees and roots, literally and figuratively, through three sets of high jewelry.
IndependentsFeb 06, 2025
Hamilton Jewelers Revamps Palm Beach BoutiqueThe fourth-generation, family-owned jeweler has given its Worth Avenue store a new look.
CrimeFeb 05, 2025
‘The Timepiece Gentleman’ Sentenced to 5-Plus Years Behind Bars Luxury watch dealer Anthony Farrer pleaded guilty late last year to defrauding clients in a scheme with Ponzi-type elements.
FinancialsFeb 05, 2025
Pandora Posts Double-Digit Growth After Strong Holiday SeasonIn its full-year results, the retailer shared its 2025 outlook and an update on the global rollout of its lab-grown diamond collection.
TrendsFeb 05, 2025
Amanda’s Style File: Feeling Fabulous in FebruaryCelebrate February birthstones and the gem shows in Arizona this month with a versatile stone like amethyst.
MajorsFeb 05, 2025
DCA Promotes Kristen Scheetz to Director of Education, MembershipScheetz has been with the nonprofit since 2007.
SourcingFeb 04, 2025
New Deal With Botswana Is Done, De Beers Confirms The agreement will allocate an increasing proportion of the country’s rough diamonds to the government of Botswana over the next decade.
Events & AwardsFeb 04, 2025
Van Cleef & Arpels’ Astronomy-Inspired Jewelry to Land at AMNH“Cosmic Splendor: Jewelry From the Collections of Van Cleef & Arpels,” opens April 11 at the American Museum of Natural History.
SurveysFeb 04, 2025
Valentine’s Day Jewelry Spending Forecast to Hit Record High, Says NRFThose celebrating Valentine’s Day this year are expected to spend a record $27.5 billion on jewels, flowers, candy, and more.
EditorsFeb 03, 2025
Best Jewelry Moments From the 2025 Grammy Awards From Lady Gaga’s 1930s Tiffany & Co. necklace to Taylor Swift’s “T,” Michelle Graff recaps the night’s most memorable jewelry looks.
