Jewellery brands and retailers both have an important role to play when it comes to driving footfall into stores.
While jewellery brands can provide attractive products for retailers to place inside their windows, and jewellers can offer premium window spaces for jewels to be showcased in on the high street, brands and retailers need to work much more closely together to draw people inside.
Speaking at an exclusive roundtable debate hosted by Professional Jeweller in London, senior UK jewellery executives discussed why brands and retailers can join forces for the success of the industry.
Thomas Sabo managing director, Jon Crossick, explained how the brand talks a lot about “360 degrees” of effort. He explains: “It’s absolutely a two way street between the brand and the wholesale partner.
“In terms of that marketing piece, the brands are in there to help push footfall into the stores, absolutely, we should be footfall drivers, and we can do so much at a national level, but then we go back to them and say we’re doing it at that national level, you need to make sure you’re doing it local levels, with our help.”
The brand’s discussed how they have the resources to help drive footfall through eye-catching visual merchandising, national-level marketing campaigns and social media, but the retailers have a key part to play in understanding the clientele in the cities they reside in.
If jewelleryretailers become experts on the areas their stores are located in, they can use that specalised knowledge to work out the type of product and customer experience the shoppers in their city are after.
Crossick continues: “They [retailers] should know what works, and we’ll work with them to get that [product] in.”
Pam Aujla, UK managing director at Trollbeads, explained how she has been working with independent retailers to make sure they are stocking the right pieces for the their area and demographic.
“When you work for big chains you tailor your allocation system based on where they are regionally, demographics, all sorts of things,” Aujla explains. “What we’ve done in the past is say everybody is going to have all of this, and it’s just allocated out, but we’ve now tried to be a bit more tailored in our allocations.”
She continues: “The overarching thing for me is that we need to work much closer together because we’re all here to achieve the same result.”
Having the right product in the window is vital for drawing consumers inside. If they don’t like what they see as they pass by, they are unlikely to stop and shop.
Swarovski UK managing director, Hayley Quinn, concludes: “There is still very good money to be made and the consumer still wants to spend but you’ve got to be at the top of your game if you want to benefit from it. That’s for everyone – whether you’re a brand or a multiple or an independent – there is no easy ride.”