Don’t Ignore the Power of Email

Communicating with your customers beyond when they stop in your store, is essential. Seems like simple advice, but quite simply, not everyone seems to do it.

Let’s start from the beginning. Are you collecting email addresses? I’m always surprised how many of you aren’t. It pays to cllect data and keep it up-to-date. If you’re like some of the jewelers I’ve talked to, asking for email is an inconsistent request and once the info is collected, it’s not used promptly so validating emails is postponed and postponed. Ultimataly, the effort is wasted and opportunities for further developing customer loyalty put aside.

Does this sound familiar?

Don’t let yourself fall into this trap. With only so many hours in a day, it’s understandable why people hestitate to add another task. but, this one is worth your time and before you know it, it’ll be habit. If you don’t own software for accurately logging customer data – including emails – then you should, but that’s a topic for another day. Suffice it to say, that such software will streamline your business life and make entering, editing and tracking customers and sales easy and accurate. On the most basic level, buy a guest book. Place it on the counter and ask guests to sign in and provide email. Then assign a salesperson to enter this information wherever you store client data (if what I wrote here still leaves questions for you – email me). This approach collects data from non-buyers as well as buyers.  Another way to collect the data is at the point of sale. It’s not so much work to ask this simple question: May I have your email please? We often email customers about special events or promotions that we don’t share with the public.

However you collect this data…is up to you.

Now onto the emails. How would you like to know who opened or viewed your message, if they forwarded it to friends (and who), what interested in about your message and how many times they viewed it? Sounds great, doesn’t it? That’s the power of email. Information at your fingertips. If you send regular and meaningful messages to your customers, they will appreciate it. When it comes time to make a purchase..wh will they think of? You!

Finding Retail Success

Many times retailers wishing to find success overlook a few key elements one might find in successful stores. Don’t underestimate the importance of the following elements.

Customer Satisfaction

We know that satisfied customers are loyal customers, but what are you doing in terms of developing strategies on a regular basis to build relationships that result in repeat customers making additional purchases? How are you tracking and using the information you’ve collected to help grow your campaign?

Ability to Acquire the Right Products

There are plenty if places for customers to go to get what they want. Do you have what they want? How you decide may have lasting consequences. If you’re buying on a hunch, or because you like something, is much different than if you (or better yet your inventory management system) track your sales and identifies what items are selling fast so you can identify trends and re-order smart. You’ll be happy with your bottom line and your customers with your inventory. It will look fresh and appealing.
Visual / Product Presentation

Have a fun with merchandising. Seasonal decorating can generate interest with customers, don’t overlook an opportunity to connect with customers.
Build Traffic While Cultivating Existing Customers

Promotional methods, such as advertising, builds customer interest, however, do not venture into promotions to new clients if you have not attempted to cultivate existing customers first. Build loyalty and gain referrals to build traffic.
Atmosphere

Shopping is more than walking around – pulling out a wallet and like a robot buying. Your store’s layout and atmosphere should create an experience that is attractive to customers. Lighting, sound, smells are all part of the experience. Even online atmosphere can be translated into navigation and layout. Some online stores are not designed in a way that responds to customer needs and thus will face greater challenges in appealing to customers.
Location

High visibility and easy access locations can command a higher value – like wise less expensive sites will likely get less traffic. Location is a very important decision not to be taken for granted.
Technology

Is your store current with technology? Do you have acess to customer information (CRM software), which products are selling and which are not, point-of-purchase, web technologies and more. If not, this is an essential part of streamlining your business that will pay for itself.

Inventory and Control

Did you know that the U. S. Department of Commerce reports that small businesses are 35 times more likely to become targets of criminal activity than businesses with revenues over $5 million. That a message for small business owners to keep in mind.

For new businesses, only about one-half that survive the first year will remain in business after five years. (Small Business Association).

I’ve talked about the need for planning and the importance of developing programs to protect your number one asset – your inventory – but choosing to avoid effective and proven management of your inventory – particularly in today’s economy will have devastating effects on your business.

You should also never underestimate the threat of crimes against your business, from employee theft to robberies or should there be an emergency or disaster of any kind an inventory will provide you with a basis to work from for any insurance or other claims.

Having a comprehensive understanding of your inventory enables you to see an up-close view of your store operations. From the dollars you’ve invested to identify product successes and failures as well as potential trends. Unfortunately, many stores do not take inventory outside of receiving inventory so their awareness of the knowledge gained and impact on profit is limited.

Having an a clear understanding of your merchandise leads to better decision making – informed choices about what to buy in the future. It also provides insight to past buying and the financial commitment invested in your store.

Once you make the commitment to run your store with an eye on profitability and success, getting on the inventory bandwagon and staying on it will make a huge impact. It’s hard work to plan and develop programs to protect your inventory, but the payoff is worth the effort in the end.

First Post

This is unbelievably exciting. Providing business solutions to retail and wholesale jewelers has been my business for nearly 30 years. I have truly enjoyed helping businesses become more profitable. Providing the tools to enable retailers and wholesalers to maximize their potential. You see, we are more than a box of software; we offer a comprehensive business solution. Marketing, education, support, service, CRM, inventory control and more.

This blog offers the ARMS team an incredible opportunity to reach out to our current and potential clients to provide you with tools and information to help make your business more successful. I will try to post daily, so be sure to check back often. Topics will range from stocking your inventory, to marketing, human resources, sales, CRM and more. We want to hear from you! Ask questions, we’d love to dedicate some time to seek out the answers you might need.

Many years ago when I managed my own jewelry business in New Zealand, I had the need for total control over my business in order to improve profitability and achieve the highest level of success possible. This led fr me to commission a computer management software system to suit all the specific needs and eventually, ARMS (Advanced Retail Management Systems) was born.

From day one, our objective has been to offer retail jewelers the most comprehensive business development program available, combining our powerful software with exceptional education, service and support. Today, I’m proud to say that this approach has enabled hundreds of clients around the world to achieve outstanding results and enjoy the fruits of their labor.

We view our relationships with clients as ongoing partnerships focused on continual success and improvement. Everything we do is aimed at making a measurable and positive impact to our clients’ profitability. To achieve this, our professional and experienced team provides each client with the individual attention they deserve. All team members, whether in sales, client services or administration are well informed and totally committed to providing unsurpassable service to every ARMS client by offering advice and ensuring total satisfaction.

It is this dedication to excellence that has allowed us to build a worldwide client base, and has meant we are continually rewarded with an exceptional group of clients. We invite you to join them.”

Malcolm Alderton
Founder

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