These 5 marketing tactics can help drive foot traffic to your jewelry business today.

Did you know that e-commerce sales accounted for only 13.2 percent of the total U.S. sales in 2021? This number highlights the popularity of physical or brick-and-mortar shops despite the continuous rise of online shopping. As for jewelry stores, shoppers naturally want to see, touch, and try actual jewelry pieces before buying, which remains the most significant motivator for them to shop in a physical store. Now what you need to do is to make your store worth visiting.

So aside from investing in wholesale fashion rings and other pieces in the latest styles, here are some marketing strategies to try to increase foot traffic in your jewelry store today:

1. Offer a Buy Online, Pick-Up In-Store option.
2. Provide a memorable shopping experience.
3. Offer in-store exchanges and returns
4. Consider local marketing.
5. Run targeted and localized digital ads.

#1 Offer a Buy Online, Pick-Up In-Store option.

People shop online for convenience. So if you want to encourage them to get out of the house and visit your jewelry store, make it as convenient as possible. Offering a BOPIS or a Buy Online, Pick-Up In-Store option is one way to do this. 

The BOPIS strategy is also called the click-and-collect or curbside pickup, and it reduces the friction between digital shopping and your in-store experience. With this, jewelry shoppers would not have to deal with rising shipping costs, long delivery wait times, and the hassle of returns and exchanges. Highlight these benefits, as well as provide discounts to encourage shoppers to try this option.

So if you have an e-commerce website along with a physical store, offering the BOPIS option is an excellent way to make shoppers visit your brick-and-mortar shop.

#2 Provide a memorable shopping experience.

Now that people entered your store, the next thing you need to do is to provide an experience unlike any other. Transform your jewelry shop into a shopping haven with an immersive experience. Here are some ways to achieve it:

• Make sure to get proper lighting. Jewelry shops do not need to be super bright and make people feel they are in an operating room. Settle for warm lights and use bright spotlights toward your jewelry displays only, not the entire ceiling of your store. The goal is to make your store feel welcoming with warm lights reminiscent of natural light.
• Play the right music. Your playlist should match your brand’s persona. If you are selling men’s biker rings, punk and metal songs are the best ones. If you sell vintage-style pieces, classical music is the best choice. Make sure to play them at the right volume. Going too loud might scare away walk-in customers.
• Consider a scent diffuser. Smell and memory are closely linked, so tickle your shoppers’ olfactory senses and pick your signature fragrance for your scent diffuser. Make sure it's not too powerful, as this may cause headaches to shoppers and your staff members.

#3 Offer in-store exchanges and returns.

As mentioned earlier, you need to provide convenience for in-store shoppers. Aside from the BOPIS option, you can also offer in-store exchanges and returns. Say a customer bought a ring as a gift; unfortunately, it did not fit the receiver. You can provide a hassle-free in-store exchange and return in effect for seven days (or more) starting from the actual date of purchase. Remind them to bring the receipt to be eligible for it.

Value-driven perks such as this will give your customers a reason to return to your store and shop in confidence.

#4 Consider local marketing.

HubSpot defines local marketing as a marketing strategy that targets potential customers within a certain radius of the physical location of a business. And this strategy works even if you do not have an online store. Online business listings like Google Business Profile (GBP) and Yelp help brick-and-mortar stores be discoverable on search engines.

Claim or create listings on GBP and Yelp to increase the chances of showing up on search results. Having a profile on GBP boosts the chances of showing up on Google Maps, so make sure to provide your correct business address. As for Yelp, the site allows happy customers to publish reviews on the business profiles, and having them increases brand trust and credibility.

As for jewelry businesses with e-commerce websites, make sure to optimize your web content. Add local keywords like “men’s jewelry in Pasadena” or “fashion rings for women in Glendale.” Make sure to add your store’s location and insert the keywords naturally so they don’t feel forced.

#5 Run targeted and localized digital ads.

Digital ads can significantly help brick-and-mortar shops, and just like online business listings, you don’t need to have an e-commerce website to run them. However, having social media accounts is a must, as these are the pages to which the ads will be redirected. Plus, Global Web Index reported that 54 percent of shoppers use social media to research products. Facebook and Instagram are the best platforms to run ads for your jewelry business. You can select the right demographics and set your budget based on your available funds. 

On the other hand, Google ads require a landing page. So if you also run an e-commerce site, consider digital ads alongside social media ads for maximum exposure. If you already have active Google search ads, you can make them appear on Google Maps. Here’s a guide from the search engine giant:

• Enable location assets for your account on Google Ads.
• Set up your Google Business profile listing.
• Use location targeting, then set bids by your chosen location, so your bids increase for potential customers located near your jewelry store.
• Don’t forget to optimize your ad content with local keywords, just as we mentioned earlier.

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Want to read more jewelry business tips? Browse the other articles on our blog site here. As for our collection of wholesale fashion jewelry for men and women, head to CeriJewelry.com and shop with ease for your inventory.