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4 Questions You Need to Ask Your Partner Retailers 4 Times Every Year

4 Questions You Need to Ask Your Partner Retailers 4 Times Every Year

One of the keys of effective jewelry brand building is open, ongoing communication between the brand and the partner retailers who sell its product to the public. In many instances, the flow of information goes from the brand to the partner retailer, as you provide them with product updates, graphics, images, and other sales collateral to promote your products.

However, at least four times a year, you need to reverse the stream and listen to what your partner retailers have to say to you. The information and insights available from the retailers who are on the front lines, presenting your jewelry to the public, is intensely valuable and can be used to shape future marketing campaigns and even design initiatives to make your brand even more appealing to your target customer. Here are four questions you need to ask during your conversation:

  1. Which of your customers are most interested in and purchase the most of our jewelry?

    Here, you’re looking for demographic information and other defining characteristics. It’s important to know who is actually laying money down for your jewelry – and it’s also good to know who’s looking intently but not committing to a purchase. Relevant information you want to know includes age, gender, economic status, community membership, and more.

  2. Why are your customers buying our jewelry?

    This is a two part question. The first thing you want to know is the occasion that prompted the purchase, whether that’s an engagement, fashion purchase for one’s self, holiday or gift purchase, to add to a collection, or so on. The second point of inquiry centers on the retailer’s perception of why the customer is choosing your brand rather than any of the other brands the retailer is carrying. Factors here may be quantitative, such as price or the item was available immediately, or qualitative, such as the quality of materials used or the beauty of your designs.

  3. Do you feel our brand is doing a good job bringing customers into your store?

    A frank ground-level assessment of the effectiveness of your marketing campaigns is worth a mile-high stack of analytics and data. You want to know if customers are expressing enthusiasm about your brand, if they’re coming in primarily in response to sales events, and if the retailer is seeing online activity (including social media and mobile marketing) translating effectively into real world traffic and sales.

  4. What could we be doing better?

    The brand/retailer relationship works best as a partnership. Being open to your partner retailer’s suggestions for improvement is a sign you respect them and value their role in helping build your brand. Some ideas may be self-evidently brilliant while others are non-starters right out of the gate. While not every suggestion has to be implemented, each does need to be acknowledged with gratitude. Marketing inspiration can be just like design inspiration – you never know where the spark for your next great idea will come from.

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Creative Director/Senior Designer

Tom DiGrazia

With over a decade and a half of professional design experience, Tom brings his knowledge of design principles and focus on user experience to every aspect of his contribution to TTG. Paying special attention to each client’s brand, personalized needs and individual interests, he strives to create compelling concepts utilizing intuitive and highly-refined design solutions. In addition to traditional and digital design work and oversight at TTG, Tom also boasts a wide portfolio of web development projects with the company, allowing him to stretch his CSS and HTML skills across multiple platforms and disciplines. He feels that being a designer in the digital landscape of websites, eCommerce solutions, email marketing platforms and social media, it is important to understand the code that goes into these areas as it assists his ability to tailor designs specifically targeted to achieve the best end result and further builds understanding and communication with backend development teams.

In his off hours, Tom is an avid pop culture enthusiast, staying up to date on the latest shows, films, comics and games. He can also typically be found taking part in a whole host of artistic activities that help him further stretch his creative legs. Regardless of the activity, Tom is always accompanied by his dog, Eli, and his cat, Tib.

Design, Photography, Illustration, Digital Imagery Manipulation, Wesbite Development

Photoshop, Illustrator, InDesign, Lightroom, HTML/CSS, Wordpress


Courtney Dumont

As Senior Marketing Strategist & Analyst at Technology Therapy Group, Courtney is energized by the ability to flex both her left and right brain daily. Courtney discovered her passion for Marketing at Bryant University, where she spearheaded research on students’ perceptions of Social Media Marketing for her Honors Capstone Project. After graduating Bryant in 2012, she joined the Technology Therapy team, where she’s honed her skills in social media, search and social advertising, email marketing, SEO, and more.

Since joining the team, Courtney has created digital marketing strategies and managed campaigns for clients across the country, ranging from plastic surgery centers, to jewelry stores, to construction companies. With a cohesive, cross-channel approach and a focus on data-driven decision making, she has increased their leads by up to 217%. But Courtney doesn’t leave her zeal for social media at the office; she also runs a local foodie Instagram account with her husband to document their meals across Rhode Island and beyond. Check them out: @hoppilyfed.

Marketing Strategy, Data Analysis, Google Ads, Facebook Ads, Social Media

Google Analytics, Google Ads, Facebook Ads, Facebook Creator Studio, Instagram, Klaviyo, Mailchimp, Emma Mail, Google Data Studio, WordPress, YouTube, LinkedIn, Facebook, Microsoft Office