October 2016

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Marketing through Story

The Best Way to Sell Diamonds (and most other things!)

The process of marketing jewelry is changing. With the growth of technology, today’s consumers want, and expect, much more than just a purchase. This is especially true of millennials, who thrive on experience over anything else. In order to acquire this new generation of shoppers, it’s necessary to appeal to their base needs and desires. Marketing through story is an experience proven time and again to improve sales. The ethos “Don’t sell a product, sell a story” is part of the jewelry sales industry as much as any other.

Selling via the Story: The Complete Picture

Rachel Shechtman is the owner of a new breed of startup which highlights the story as an integral part of the retail experience. In fact, the story is so much a part of the experience that the name of the store is called Story. The idea behind the store is selling through story, and has been extremely successful. The product within the store changes every 4-8 weeks, and is consistently accompanied by multiple sensory experiences that create a full story for the consumer, including visual content, fragrances, music and more.

Science actually backs up this theory. Studies have found that the subconscious is affected by the story in ways that even scientists don’t fully understand. Music, touch and smell have long been known to evoke emotion in people, which can then translate to an emotional connection. By creating a full story, retailers emotionally connect the consumer to the product, making it more difficult for them to walk away, and more likely they will make a purchase. By connecting with these hidden parts of the brain, retailers can empower their marketing and sales. Jewelry retailers as a whole have a unique advantage. Because diamonds are such an emotional purchase, creating a connection is not only simpler, but much stronger, which can prove vital when making a sale. Selling through story creates a bridge between diamond retailers, the product, and the consumer.

The Reality of Storytelling in the Diamond Industry

Changing your theme and merchandise is obviously not something every retailer can do. However, there are many ways to integrate the story experience into your store experience. Many marketers believe that the product and price are less important than the story you tell. They believe the three most important ways to engage with customers are through emotional storytelling, entertainment and education.When it comes to selling diamonds and diamond jewelry, the trick is to capture the diamond’s unique story, and to deliver it to the customer in a compelling and captivating way.

Implementation of Storytelling in Your Store

There are many ways to use the power of storytelling to your advantage. You can focus on emerging trends and themes, such as colored diamonds, and create a display, video clip, or marketing brochure filled with color – beautiful, vibrant flowers, piercing eyes, rainbows, etc. Play colorful music, such as jazz. Or focus on elements that shine like a diamond, such as the sun and stars, or even on the diamond’s origins in nature. Use scents such as flowers, freshly mowed grass, crisp winter air, to highlight the natural angle through the customer’s senses. There are also sales tools and technologies that can help you present the story of a diamond or jewelry piece to the customer. The more interactive, intuitive and fun these tools are – the better.

Jewelry is a form of art, and artists always have stories behind their work, whether about the piece itself and the inspiration behind it, the artist’s story, or even the diamond. Use these to your advantage to create and maintain a connection between the consumer and the product. Let people know the rarity of a true, natural, good quality diamond. Many times, when faced with the abundance of diamonds in a store, consumers have difficulty understanding just how rare they may be. Selling through story highlights the emotional value of the diamond, and can even translate into real economic value.


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