Lessons Learned In Vegas

There is enormous excitement for JCK Las Vegas, as the mega jewelry tradeshow heads back to the renovated Sands Expo & The Venetian, May 31 to June 3. The Plumb Club Pavilion, a must-see destination for retail jewelers, will unveil a new look that represents the commitment of this alliance of jewelry suppliers to educate, innovate and connect jewelry retailers with the tools they need to be successful.

Among the must-attend educational opportunities of the show is The Plumb Club’s annual breakfast symposium, which is scheduled for June 1, 7:15-9:15 a.m., in the Palazzo Ballroom at The Venetian. The group welcomes back the Diamond Producers Association as the exclusive sponsor for this year’s breakfast.

DPA will kick off the event with a year-in-review of its activities in the U.S. market, which saw the development of a new self-purchase campaign, robust media plan, and successful strategic initiatives. It will share the impact of its “Real is Rare, Real is a Diamond” programs, important consumer insights, and fourth quarter plans.

Shep Hyken, customer service and experience expert, bestselling author and National Speakers Association Hall of Famer, will give the keynote presentation: “Today’s Customer Experience—Satisfaction Guaranteed Is No Guarantee”. Hyken will provide retail jewelers with actionable strategies and tactics that can be applied immediately in stores to deliver amazing customer service, improve customer engagement, manage the customer experience, and create fierce customer loyalty.

In a world where offering a great product is not enough, the customer experience is what will set retailers apart from the competition, and be the tipping point that makes the sale, advocates Hyken, who founded Shepard Presentations in 1983, working with hundreds of clients, from Fortune 100 organizations to companies with less than 50 employees. He underscores that consumers will pay for convenience and will do more business with people and companies that make their lives easier.

Attendees who visit the Plumb Club Pavilion following the presentation will receive a complimentary signed copy of Hyken’s book, “The Convenience Revolution: How to Deliver a Customer Service Experience that Disrupts the Competition and Creates Fierce Loyalty”, with photo opportunity available. They also will receive access to his online course: Five Ways to Create an Amazing Customer Experience. The event is open to registered retailers, reservations required at plumbclub.com/2019breakfastjcklasvegas/.

Leveraging Convenience

The keynote presentation perfectly points retailers to the convenience-driven Plumb Club Pavilion, which offers a one-stop shopping, show-within-a-show experience with its diverse collection of jewelry companies.
The new digs at the Sands Expo and The Venetian has everyone energized for a robust show. “We’re thrilled about going back to the Sands — new booth, graphics and signage, and we’re right across from the cafe,” cheers Barbara Barry with the Marathon Company and the Kiddie Kraft brand, Attleboro, Massachusetts. She describes the Plumb Club Pavilion as a meeting place; a center for learning; and a source of ideas, not only for products, but also how they are displayed.

Theresa Namie, merchandise manager for Ostbye in Minneapolis, Minnesota touts the peace of mind jewelers get in working with Plumb Club members. “The Plumb Club has always represented the jewelry manufacturers that have the most broad-base appeal,” she says, noting that members are trusted vendors that retailers can count on to supply great quality, value and service.

Namie encourages jewelers to have a plan for how they will navigate the show. “Know what you’re looking for and hone in on that,” she says. “You know what works best for your business. If there’s a company you want to see more of, make an appointment, to ensure staff has the time to spend with you.” She also suggests collecting business cards, not brochures, which can weigh you down, and are usually available digitally.

Barry underscores that The Plumb Club provides a great opportunity to get a lay of the land in terms of new and bestselling products, with the ability to touch and feel the pieces, and talk to suppliers directly about important market trends.