Know Your Client: How To Lead Your Client To The Right Jewellery

While customers do their due diligence before shopping for jewellery, sometimes, they need to be nudged in the right direction by retailers.

- Suneeta Kaul

In this age of aware and evolved customers, it is safe to assume that most of them will have a fairly good idea of what they want, and the amount they want to spend on it, when they enter a jewellery store to make their purchases. But even so, there will always be some customers who have only a vague notion of what to buy and what will suit their personality.

In such a scenario, retail jewellers have to gently guide them towards the right product, ensuring that customers get the best product and are fully satisfied with their purchase. But how do they do this? It is tricky, but not too difficult.

Explains Peeyush Prakash, Alankar Jewelarts, Meerut, “Sometimes, customers themselves do not know what will suit them. We help them by asking them tactful questions, such as the occasion for which they are shopping, the dress they will be wearing at the occasion, and so forth. Often, we make a good guess about their personality and their budget based on the clothes and jewellery they are wearing when they walk in.

“It is easier if the customer is our regular. We know our old customers quite well, and we are familiar with their tastes and capacity. So, we know what kind of questions to ask them. For instance, if a lady is of dusky complexion, and she wants antique jewellery, we will steer her away from plain sets, and guide her towards pieces studded with bright stones. But when we do not know the customer too well, we prefer not to say much.”

ASSESSING THEIR BUYING POTENTIAL