Engage with customers, run promotions, contests and giveaways, Cali cheers. “It’s important to take advantage of stories on Instagram and Facebook, in addition to scheduled posts,” she says. “Stories increase your visibility and are a great way to boost engagement, specifically with the poll, question/answer, and emoji slider features.” She also suggests think beyond single product shots on white backgrounds to show customers how to style pearls.
Cali notes that retailers consistently sell more pearls during pearl-focused events than full-store. “The most successful events are those with unique, compelling and interactive themes,” she says. “You know your customers and their interests better than anyone; play to those interests and engage them.”
Some suggestions: “If you’re in a more conservative, classic area, opt for a Chanel, Jackie O or royal family theme. If your customer base is into the trends of a younger age or located in a more fast-paced area, grab their attention with a fun, interactive theme such as Breakfast at Tiffany’s, mermaid/underwater or couture/fashion week.”