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JA New York’s jewelry educational program, presented by Jewelers of America, kicked off this show’s program with a two part seminar about clienteling from consulting experts Janice Mack Talcott and Debbie Hiss.

“Clienteling is a warm touch on the customer experience,” Debbie Hiss explained during the presentation.

The first part of the seminar was about how to convert a bridal client into a lifetime client. They covered opportunities to drive traffic to retailers and create additional bridal purchases like wedding bands, bridal party gifts and first anniversary presents — ultimately leading to a lifetime client.

Key points to turn a bridal client into a lifetime client:

• Court your bridal leads. Get contact information on the client’s first visit and know how to contact them, for instance, research shows that millennials’ preferred method of contact is texting. Always have a purpose for contacting the client.

• Follow up with bridal purchasers. After an engagement purchase, begin a 30-,60-,90- day follow-up program for checking to make sure the ring is wearing well and to make sure it always looks its best.

• Creative process viewings and notifications. Have a timeline and invite regular visits to involve the customer in every phase of the design and manufacturing. The client will feel a greater sense of ownership and is more likely to advertise your services to others.

• Special occasion reminders and follow through. Send a gentle reminder for the occasion, whether it be a birthday or anniversary. Suggest that there are solutions available at your store to get the recipient’s wish list up to date. Finish by setting a viewing appointment — either virtual or in person.

The second portion of the seminar went over daily practices to create a lifetime client from a one-time purchase.

“Once you develop a client, the client is yours multiple times per year for each occasion,” Janice Mack Talcott told the audience during the seminar.

Proactive daily clienteling practices to create and keep a lifetime client:

• Make contact with purchasers from last week. How is the piece wearing? Is the purchaser satisfied?
• Contact bridal leads and purchasers
• Contact established clients with a six month service reminder. Invite the client to bring in broken items or ones that can be repurposed
• Call clients with service quotes.
• Contact clients to inform them service is ready.
• Contact special manufacturing clients to inspect specific stages in the creative process. Especially rendering, CAD design, wax approval, pre-setting and the final product.
• Review wish lists for special events occurring four weeks from now.
• Contact potential purchasers or special events four weeks from now.

Tomorrow the special breakfast presentation will feature keynote speaker Nicole Leinbach Reyhle, Founder and Publisher of Retail Minded, a publication committed to supporting independent retailers through news, education and support.

During her presentation, she will go over 10 points in connecting with consumers, engaging customers within your store environment and new ways to make your business more profitable.

There will also be a presentation on using social media to increase sales and two panel discussions on creating a “Yes” environment in your retail store and how to sell estate jewelry in a traditional retail store. For a schedule of JA New York’s educational seminars click here.