How well do you know your customers? If given a pop quiz about what makes them tick, do you think you’d pass? As much as businesses would like to think they know their customers well, research would indicate otherwise.
In the April issue of Jeweller – which has now been mailed – Francesca Nicasio outlines some of the most common misconceptions that retailers form about shoppers and what can be done to set things straight.
How well do your staff ‘close’ sales? Amid all the chatter about customer service and increasing sales, the April issue also features a story about why some salespeople have forgotten the most important aspect of their jobs: closing the sale.
In addition, readers won’t want to miss our report on the latest fashion watches set to excite the market and why stainless steel continues to prove its value in local stores.
There's a whole lot more in April Jeweller, including plenty of useful advice that could help to improve sales and profitability.
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THIS MONTH'S ISSUE
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 | Have consumers lost interest in fashion watches? Not a chance. EMILY MOBBS discovers the category is still thriving with a plethora of new releases set to excite the market. Read more. |
| Recent studies show there is a chasm of misunderstanding between what customers want and what retailers think customers want. FRANCESCA NICASIO discusses ways to close that gap and better meet customer expectations. Read more. |
| Challenging early predictions, demand for stainless steel jewellery continues to harden. GEORGIA WESTGARTH reports the one-time street metal is slowly but surely proving its value in local stores. Read more. |
| Feedback on Australia’s first jewellery fair for 2015 is in. While reactions varied, there was one category in particular that dazzled buyers. Emily Mobbs reports. Read more. |
| Having an e-commerce checklist will help jewellers ensure their online offerings are optimised to rank higher on Google and convert browsers into buyers. TODD GIANNATTASIO reports. Read more. |
| Amid all the chatter about customer service, some salespeople are forgetting the most important aspect of their jobs: how to close. RICK SEGEL and MATTHEW HUDSON report. Read more. |
| To differentiate themselves from costume and fashion jewellery stores, David Brown says jewellers should concentrate hard on their diamond departments. Read more. |
| It’s cheaper, easier and more convenient but online shopping still isn’t necessarily what customers want. Megan Breinig discusses ways that traditional retailers can counteract the e-commerce push. Read more. |
| Instagram is much more than an online photo sharing tool that jewellery businesses can use to generate customer buzz. LILIAN SUE looks at how retailers can turn the platform into a shopping haven. Read more. |
| While their artisan skills and creations are often awe-inspiring, bench jewellers are generally hidden away in the backrooms creating fine jewellery … that is until now. Read more. |
| Australians are renowned for their fun-loving, courageous and adventurous spirit. We pride ourselves on having a positive outlook, living life to the fullest and bagging a bargain. Say what? Bagging a bargain? Yes, you heard correctly – I believe the search for a ‘good buy’ is one of our defining characteristics. Read more. |
| Brilliant transparent gemstones in warm tropical tones of pale lemon, rich gold, delicate apricot or vivid saffron can be challenging to identify. What could they be? Megan Austin reports. Read more. |
| Considered the most famous of gemstones, diamonds have taken pride of place in the hearts of many women throughout recent history. Largely as a result of clever marketing, the diamond is now renowned as "a girl's best friend" and has become the traditional stone used in engagement rings. Read more. |