Jewellery brand Links of London is looking to refurbishments and customer VIP loyalty schemes to drive up footfall across the UK.

Links of London introduced a brand new design to its Brook Street boutique in September 2016, with the same concept being rolled out to other stores throughout the next 12 months.

Having witnessed a spike in sales from the two refurbished stores, parent company FF Group has a programme of refurbishments planned for this year and next year.


As a result of partnering with marketing technology agency, Qivos, the brand is looking to enhance its end-to-end customer loyalty management in Q3 this year.

Through the unified commerce offered by Qivos the brand is set to offer VIP loyalty schemes. The company will also continue to use its CRM platofrm to tailor its communications to people to help drive footfall throughout the year.

Once in store, Martin Byrne, head of FF Group for the UK and Ireland believes the customer experience is vital, and with a freshly equipped workforce, the brand’s staff will endeavour to offer a five-star customer service to anyone who walks through the store doors.

Byrne concludes: “I think the marketing campaigns that we’ve got and that we’ve done so far this year have been very impactful. We know that ultimately our customer wants more customisation and personalisation.

“There is no doubt that the market has its challenges, but we’ve tried to develop exciting visual merchandising schemes to drive footfall because that is your window to the world and that is a really immediate way you can increase footfall, by doing something exciting. We also invite customers to events on a regular basis and the experience when you are in the store is really key to drives sales and help conversion.”