The in-store experience. Much has been made of this trending term, but what does it mean to you?
Many of us seem unable to detach from our smartphones and other devices, so it’s no surprise that online sales are increasing rapidly and a lot of traditional brick-and-mortar stores are falling on hard times. Even big companies like Toys “R” Us and Claire’s aren’t immune, thanks to tech advances that let you buy on your mobile device with a few clicks.
But jewelry is different. Yes, plenty of e-tail-only brands are succeeding in the industry, and that’s not about to change. But for larger purchases, reports suggest that customers are still more comfortable buying in-store. And who can blame them? It’s not easy to digest the notion of dropping thousands of dollars in an online purchase. Jewelry buying is, in many ways, a sensory experience that demands more than clicking a button.
Still, because the option to buy what you want without leaving the house exists, some shoppers might need convincing. Why come to your store for an engagement ring when they have myriad options? That’s where the in-store experience comes into play.
How can you up the ante in your store? Trunk shows, partnerships with local retailers (for example, hosting an ice cream social with the fro-yo place next door), or even something as simple as having fresh-baked cookies on-hand can set your store apart and increase foot traffic. As you interact with other retailers attending LUXURY and JCK Las Vegas, we encourage you to swap ideas and seek inspiration.
To help spark your creativity when it comes to planning in-store experiences for your customers, we’ll hold pop-up experiences every day of the LUXURY show, from May 30 to June 3, in the Oceanside Ballroom. You’ll be treated to mini-events like a Johnny’s Cupcake pop-up shop, Cupcake Wars, Mixology 101, the Dry Bar, and LUXURY LQ trivia. Each is designed to give you actionable ideas and how-to’s you can take home to your own store.
Check the schedule for more details and visit here so you can plan ahead!