Luxury jeweler's new retail chief driving 'Retail 3.0' strategy forward

| by Judy Mottl
Luxury jeweler's new retail chief driving 'Retail 3.0' strategy forward

Photo courtesy of Govberg Jewelers.

Retail may be under siege, given increasing competition, national economics and the constant industry declarations of impending death, but Govberg Jewelers doesn't seem to be paying any of that any attention.

The luxury jeweler, which sells elite timepieces, has hired on its first director of retail, Claudio Terjanian, who is focused on driving a "Retail 3.0" strategy that's all about customer service and customer experience.


The strategy vision aims to unify "memorable personal touch experience," and Terjanian is kicking it off with a YouTube streaming program called "Top Shelf Tuesday."


The weekly program, which aims to engage Govberg Jewelers with fellow watch enthusiasts, is just the starting point, said Terjanian, who has over 15 years of watch industry experience, including stints at Franck Muller Group and Roger Dubuis North America.


Today's retail customer experience is critical, Terjanian told Retail Customer Experience in an email interview, and it's all being dictated by the consumer.


"Through social networks, ecommerce, mobile devices and, of course, the power of Google, consumers dictate how and when they want to interact with a brand," he said. "With that in mind, Govberg's strategy and services evolved so we could meet the client where they are and whenever they want to engage. Our showrooms are accessible for traditional shopping, service and exploration, and we also offer streamlined services through our website, mobile app and concierge department. Each customer is seeking something unique — both in product and experience, so that's what we offer," he added.


Govberg sells timepieces and services at three flagship stores in Philadelphia and Ardmore, in Pennsylvania, and Cleveland, Ohio as well as its online storefront, a mobile app called Watchbox by Govberg, and an 800-number sales channel.


The centerpiece of the jeweler's Retail 3.0 strategy is an immersive client experience, explained Terjanian, and Govberg believes a key aspect is understanding the consumer journey begins well before a customer steps into the showroom, clicks onto the homepage or picks up a phone.


"This strategy unites educational opportunities with highly personalized, frictionless client services and enjoyment — all of which can be experienced face-to-face or by using digital tools," said the retail leader.


In that regard, Govberg's associates play a dual role: they are both educators and influencers.


"They guide and support consumers as their watch interests evolve over time; specifically, as it relates to the buying, selling and trading of watches," explained Terjanian, adding, "they also forge a special rapport with clients throughout this process, as they, too, are watch enthusiasts."


The new video streaming initiative, which he describes as in its infancy, is setting the stage for a watch centric network to engage with a diverse audience of enthusiasts.


"With a dynamic editorial scope and a pulse on what intrigues today's consumer, these shows are structured as a series and feature personalities from across our organization as hosts," said Terjanian.


"We aim to capture viewers at all points along the collector continuum — from the guy in pursuit of his first timepiece, to the lifelong collector of vintage wares — and address questions from viewers, present technical perspectives, complementary lifestyle topics and much more. And so far, the feedback has been remarkable," he added.


And, so far, it's clear Govberg Jewelers knows what it's doing when it comes to crafting a rewarding digital customer experience. The app, which offers a slew of tool, watch-related news and direct access to associates for buying, selling and trading of new and pre-owned timepieces, has been downloaded by nearly 200,000 enthusiasts.


"Whether in person or through digital means, we are fully on board to support the needs of the global watch consumer," said Terjanian.

Topics: Assisted Selling, Consumer Behavior, Customer Experience, Customer Service, eCommerce, Marketing, Merchandising, Mobile Retail, Omnichannel / Multichannel, Online Retailing, Shopper Marketing, Social Media, Specialty Stores, Technology

Judy Mottl

Judy Mottl is an experienced editor, reporter and blogger who has worked for top media including AOL, InformationWeek and InternetNews. She’s written everything from breaking news to in-depth trends. She loves a great pitch so email here, follow on Twitter and connect on LinkedIn.

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