How to Adjust Your in Store Experience as an Assist

I frequently go on Facebook to keep up with what my friends are doing, as many people do. I also go on to see what jewelery stores and designers are up to. Several weeks ago I went online and saw this message and photo from Chopard.

The message reads:

It’s a beautiful looking ring and when I went to New York last week I couldn’t help but take Chopard up on their offer. I really wanted a photo of my own but at the time I wasn’t allowed to take a photo of the ring. The ring was stunning in person with flashes of lavender in the tanzanite to complement the red in the Tourmaline. The pave work on the sides of the stone and throughout the design made it worth the effort of going in. The people working in the store were nice enough to point out the details and gave me a few look books to take back (at my request). The experience was pleasant but I couldn’t help but feel they were missing an opportunity to sell me on another type of product. The ring is out of my price range but there are other items that could fit my budget and lifestyle. Out of curiosity I checked out their site, Chopard has accessories ranging from perfume to eyewear, items that are more in line with aspirational shoppers. A shopper who hopes to buy the higher priced brand items but starts with more minor accessories that fit into their lifestyle and budget. I wasn’t shown or even asked about my interest in one of those products.

So I wanted to include some ideas for your store or show to help make your interactions more meaningful to a potential customer that could buy from you at a later time and at a different channel, by pointing out ways Chopard could have improved on their interaction with me.

1. Touch on the different price points and merchandise – The ring wasn’t for me but I am in the market of smaller items. I’m in the store, so mentioning new collections that are in a more realistic price range and work with my lifestyle seems like a good next step in interacting with a customer.
2. Talk about your online presence- I didn’t see a display for the smaller accessories and perfume but with a few perfume samples the employees could have made me more familiar with their online store
3. Encourage the customer to try your item on and share it on social media – If the workers had been ok with my photo taking I was planning to post it back on their site, sharing with their Facebook fans the wonderful experience I had.

With more sales happening online adjusting your face to face interactions with a customer can bridge the gap between the in store and online experience. These ideas may not lead to an immediate sale but they keep your name out there, as you work towards reaching more people that will buy and enjoy your product!