Now that we know millennials and Gen Z a little better, let’s dive into how they shop and best practices for selling to the next generation.
Millennials
Be searchable
The first place that millennials go to shop is on a mobile device, whether it’s to search for a product or learn more about a specific business.
They want to buy from businesses they trust and feel they have a relationship with. They will check out your business online before coming into your store, so make sure your website is up-to-date and your store information can easily be found on social media sites and in Google searches.
Follow up
A great way to build relationships and trust with your customers is to provide an excellent customer experience. An example is doing a follow-up with a customer after they leave your store.
Send them an article or a blog post in response to a question they asked. You could also send them a simple handwritten thank you card.
These small gestures can go a long way in winning over consumers.
Make connections
According to Jeff Fromm, president of FutureCast, a marketing consultancy agency specializing in millennial trends, the ABC’s of selling have changed.
The old rule of “always be closing” has evolved with the new generation of consumers. Now the ABC’s of selling include “always be collaborating” and “always be caring.” What exactly does that mean?
Hear from Jeff in the video below as he shares his view on the new ABC’s of selling.
Generation Z
This generation may not be buying jewelry yet, but they are forming their consumer behaviors and preferences. As a business owner, it’s important to take notice and prepare for buying habits of these up-and-coming jewelry consumers.
Keep in mind Generation Z never lived in a world without the internet and social media. Therefore, they are experts at tuning out advertising that is being pushed on them day after day.
Instead, they will respond to content that’s real and authentic.
Harness the power of influencers
Peers and market influencers are also heavily relied upon when it comes to helping Generation Z navigate what’s in and what’s out.
These influencers can be found on social media sites such as YouTube and Instagram. Surprisingly, not all influencers are typical celebrities, but have gained their fame by leveraging authenticity through social media.
ADWEEK put together a power list of brands, platforms and influencers this generation loves. You can learn a lot about the next generation of consumers by familiarizing yourself with those who influence them.
Takeaways for selling jewelry to future generations
- Make sure your website is up-to-date
- Have an active social presence on Instagram and Facebook
- Listen to your customers, ask great questions, and tell your associates to do the same
- Get creative with ways to provide a memorable customer experience
Jewelers Mutual offers several premium jeweler programs to support jewelry business owners in enhancing the overall customer experience by extending service after the sale.
These programs are also a great way to build trust with your customers and grow your business.
