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Want To Help Your Bottom Line? Help Your Customers

Want To Help Your Bottom Line? Help Your Customers

There’s a lot of marketing advice out there for retailers that’s fairly obvious. The National Retail Federation turned to retailing expert Rohit Bhargava for some insights that were a little less common. You can read all of his thoughts here. For our purpose of effectively promoting fine jewelry stores, I’d like to focus on just one of his points: the need to be helpful to your customers.

[Tweet “Want to make the sale? You need to be helpful to your customers. “]

Customers place a high value on informative content, but they don’t like to be sold to. Bhargava says more brands are focusing marketing efforts on being useful to consumers, rather than simply extolling the features of their product or promoting a sale.

In the jewelry industry, we’re well used to educating customers about engagement rings and bridal jewelry – but what about the rest of our offerings? Choosing a signature piece of jewelry, or even a fun fashion look, can be a complicated undertaking. Sometimes people hold back from purchasing items like pearls or opals because they’re not sure how to care for them. Providing education related to choosing estate jewelry, finding a favorite designer, or maintaining your fine jewelry items doesn’t necessarily lead directly to a sale – and that’s okay. “You’re making the sale by being helpful,” Bhargava said.

We have a number of channels through which we can help our customers. In store selling continues to top the list: there is no asset a jewelry retailer has that is more influential and valuable than a highly skilled, knowledgeable sales staff. Additionally, sharing educational content via your website, on social media, and in reply to your customers’ email or text message inquiries is a great best practice.

As we get closer to the holiday season, it’s a great time to look at the lines you’d really like to do well for you. Consider what questions your customers have about those items, and develop assets such as blog entries or social media posts that provide the helpful information your customers need to make informed purchases they’ll be truly pleased with.

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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