Shanu Singh Guliani

How Do You Cater to a New Demographic?

I’ve noticed female customers of Guliani’s Fine Jewelry in Florida bringing in husbands and boyfriends; I decided to start reaching out to the male market even in our new store in Charlotte. After instituting a bar and a TV that doesn’t replay jewelry ads over an over, but instead Sports Center, to encourage men to come into the store; I’ve already received the response, “Sure I’d be more inclined to come into a jewelry store that served me a cold beer while my wife, girlfriend, or significant other shopped. I’d love to sit and watch TV until she picked out a few things she liked to speed the process. I’d also be relaxed enough to pick out a new watch for myself.”A significant portion of the FL company’s revenue now comes from men. “In a relaxed atmosphere more and more men are purchasing high-end watches, bracelets, diamond wedding bands, and even diamond cuff-links.” To bring your company’s offerings to a new demographic market, consider these tips:

1. Before adding a new marketing campaign, make sure the changes won’t alienate the customers who got you where you are. For example, a cute ad my sister thought of is a middle-aged couple at a jewelry store shopping together. The woman buys her husband a watch, gives it to him, he puts it on, and suddenly he looks super sexy. We are starting slow…showing men and women in the same ad…indicating women can buy for their husbands too not just for themselves…instead of jumping to men buying for themselves. Women already purchase jewelry…they now can purchase for their men too.
2. Do the research. Make sure the market you are trying to target values your product. For example, in my store’s case, I am adding a watch line…most men where watches. I’m not going crazy by adding huge diamond pendants, necklaces, etc.
3. You might have to consider not only adding additional merchandise, but changing prices to reflect men’s buying habits, different packaging (you cant have a frilly pink box if the ring is for a man), customer service, and even promotional techniques.

Posted by Shanu Singh Guliani on April 30, 2007 | Comments (0)