Whether you own a brick-and-mortar store and have an online sales presence or if you operate your business solely through a website, it is essential to do everything you can to maximize your retail sales online. Keepsake silver pieces and other classic silver gift items will often sell themselves, but you can always do more and do better to boost your bottom line. Selling sterling silver online has similar strategies to other types of online sales, you need to know your target audience and be able to find ways to appeal to their senses to secure the deal. Establishing an effective strategy can take weeks, months, or even years to perfect, especially with an ever-changing business model and trends that can impact consumer purchasing. Your approach needs to be ready to grow and evolve, just as your customers and the retail business changes.
Consistency is Key But Elusive
When creating a solid business that will stay strong in good economic times and bad, it pays to be consistent. However, while you might be consistent in your approach, ethics, marketing, and engagement, growth will never remain constant. Businesses are impacted by many different outside influences that you can’t possibly control. Your job is to learn how to adapt and work with what you are given – pivot your approach when necessary, and find new ways to make the sale. Even if customers are visiting your site at a regular pace, signing up for your marketing newsletters, and engaging with listings, you still need to make that sale for it to be profitable. Today’s consumers are now spending more money online than ever before; you need to figure out how to get them to spend it at your online store.
The important thing is to not be too hard on yourself. Even major retailers experience highs and lows throughout the year that are beyond their control. One way to retain focus on what matters most is to pay attention to the research and data that you collect and use it to serve the needs of your customers. While the profitability and success of your business are essential to staying in business, companies that focus on consumer satisfaction will always be more successful and retain loyal customers than those that do not. Learning how to navigate the sometimes tricky world of online retail can be daunting. It is similar to brick-and-mortar retail but requires a much different approach. Free content in the form of weekly newsletters with useful tips, reviews, information, discounts, coupons, and downloads will help to build relationships, gain trust, increase knowledge, and spread brand awareness with current and potential customers.
Give a Little, Get a Lot
Showcasing your keepsake silver pieces and introducing classic silver gift times at the appropriate holiday, season, or time of year is a skill, but so is learning how to be generous with your customers. When you give your time, energy, and make an effort to engage, it shows. Consumers appreciate businesses that care. They show their appreciation by remembering your retail store when it comes time to make a purchase. If you are selling sterling silver online, there are many ways to present your products without doing a hard sell or posting ridiculous discounts just to catch the attention of shoppers. Handy guides, information about product care, historical data, and other downloadable content can help to make a sale. Customers who are on the fence about sterling silver sales opportunities because of fears about tarnishing metal and rigorous cleaning cycles will change their minds when they read how easy it is to care for fine sterling silver objects and jewelry.
The content that you provide – whether on your website or in a marketing mailer – is one way to connect with your prospective customers just as you would if they walked through the door and into your shop. This technique has been proven to work when done consistently and effectively. It might take time to tweak your approach and find your niche, but once you do, the sales will pour in on a regular basis. Gaining the trust of your customers is a really big deal. When they know that they can depend on you to offer good advice on a regular basis and they see value in the information and discounts that you provide, they will remember. So when they need to purchase a gift for a wedding, birthday, or graduation, they will seek you out for classic silver gift items and keepsake silver pieces to mark the occasion. The more you can do to build trust, the easier it will be to make sales and retain loyal customers for future purchases.
Contact a representative at JT Inman Company to discuss our options for quality products that you can use for selling sterling silver online or in a retail store. Give us a call at 508-226-0080 to discuss our sterling silver sales opportunities. You can also see our products in our online catalog to get an idea of the items that we carry. We look forward to providing you with classic silver gift items that you will be proud to sell in your retail store.