The Plumb Club recently reported 43% of consumers still prefer buying jewelry from independent retailers over national chains, department stores, or even online platforms.* We know this applies to other retail industries as well.
Why?
- The In-Store Experience
Independents (aka “Indies”) have more flexibility to create a unique, attractive, and engaging shopping environment. You can change your floor plan, fixtures, signage, lighting, and displays, pretty quickly to meet the changing needs of customers. Staying on-trend and on-brand in the store is critical to keeping both customers and employees engaged.
- Customer Service
Indies take the necessary time to provide service over-and-above the larger competition. Take time to authentically engage with your customers and provide additional services such as customization, shipping, special gift wrapping, etc.
- Extra Touches
Smaller retailers can create fun focal point displays, and strategically locate them throughout the store. Changed regularly, they can keep customers coming back to see what’s new. Providing soft seating and a beverage goes a long way in saying, “thank you for shopping with us.”
- Information
Indies take time to research product lines and are able to spend time teaching their customers about the quality or uniqueness of the products. . Informational signage and displays go a long way in promoting products that have added value.
- History
Today’s customer loves to patronize stores that have an interesting and/or long history. Americans appear to be more sympathetic to multi-generation owned/operated businesses as they understand small businesses are the backbone of this country. Sharing your story through a celebratory wall, grouping of artifacts, or murals is a great way to convey this information.
When consumers walk into your store —what are you doing to make sure they stay, connect, and convert?
Connect with Lyn at lyn@retailworksinc.com for more expert ideas to make your space your most powerful marketing asset.
* The Plumb Club (2025, April) Industry and Market Insights 2025: https://plumbclub.com/new/new-plumb-club-research-revealsincreases-in-consumer-jewelry-spend/
