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Evolving Strategies in Handling Today’s Bridal Couples

engagement rings Recent trends suggest that the young couples are still going for commitments in relationships through presenting diamond engagement rings in spite of the economic ups and downs. But the sellers are forced to experiment new strategies to get hold of the bridal couples in the current scenario.

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According to Kate Peterson, president of Performance Concepts, a retail consulting firm based in the Washington, D.C, the retailers should give proper attention to the type of the customer. Generally the bridal customers would be aged between 27 and 30 and are more sophisticated, better educated and at a higher income level. Strategies should be sought in a way so as to bring the customer back to the retailer for their bridal purchase after buying the engagement ring.

Coming to the marketing side, the trend shows a mixed reaction to new media as well as word-of-mouth publicity. Ellen Fruchtman of Fruchtman Marketing, a full-service marketing firm specializing in the jewelry industry based in Ohio, concludes that the customers tend to check internet and TV for getting information on retailers. While Richard Baker, chief executive officer (CEO) of Premium Knowledge Group (PKG), a market research company confirms that the publicity is gained through word-of-mouth.

Today’s bridal market is one of the most educated generations in history and due to this the online and store strategies should also be altered to create an appeal. Fruchtman points out that the environment in the store should be alive and the retailers should be informed about all the current trends and styles so that they would answer the customer’s queries perfectly. Most online retailer do this well and tend to offer better selection, price points and convenience to engagement ring shoppers. Peterson says that everything should create and appeal and the whole thing is a matter of clean and effective display.

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I just wanted to thank you and the people at Novori for all the help that you provided me when buying an engagement ring. When making such an important decision on a purchase over...
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