Go for the future

KONTAKT
Go for the future
How jewellers cope
with the things to come

KONTAKTKONTAKT
www.wieland-beratung.de
Marketing
Coaching for start-
ups
Online-Marketing
•conceptions
•Social Media
•Copywriting
2013:
First book edition
Kontakt:
Habichtstalgasse 11c
35037 Marburg
Tel.: +49 (0) 6421 4987775
Mobil: +49 (0) 160 94737604
Mail: info@wieland-beratung.de
Web: www.wieland-beratung.de
www.wieland-beratung.de | +49 (0) 160 94737604 | info@wieland-beratung.de 2

KONTAKT
The core question
Why should your
customer buy? In
your Shop? In the
future?

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Speed-Delphi
What are the 3 biggest challenges for
jewellers in the coming 10 years
How to respond to e-commerce?
Cooperation between supplier and
jeweller concerning online
marketing?
„This speed delphi
was for getting a
feeling for the
subject of going for
the future. Therefore
I contacted several
CEOs from well-
known firms.“

KONTAKT
The biggest challenges?
Individual customer care,
individual selling,
individual marketing
Meeting the
challenge of
e-commerce
Go for
innovation
Building
online
marketing
Settling
the
succession
survive
Sound
cash flow
and profit
4 core themes:
- innovation
- customer care
- online marketing
- survival

KONTAKT
How to respond to e-commerce?
Customer
care
Improve
Your
service
Sell products, that
can´t be sold online.
Enhance
Your USP,
Your profile
Offer services that
can´t be offered
online
branding
Pimp Your
online assets

KONTAKT
Cooperation supplier - jeweller
Close
cooperation
and
networking
Cooperation in marketing
Interconnection of data
throughout the value chain Global marketing
strategies for the
local market

KONTAKT
Thanks to these firms for participating
in the speed delphi
Junghans, Mühle
Wörner
Einzelhandelsberatung
Tosun
Gooix Paukner

KONTAKT
Outline of „Going for the future“
attitudes towards
future
Megatrends as
foreseeable
developments
Skills to go
for the future
Challenge
e-commerce

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4 attitudes towards future
Fear, anxiety Pragmatic
step by step
approach
the total believers
progress as an ideology
Essential things don´t
change so fast

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Zukunfts-AngstApocalyptic philistines
Seeding fear to control people

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Life is problem solving
Ability to adapt
Future can´t be foreseen –
remain open-minded
evolution step by step
Robust steps
Asking the right questions to lead your
company in an unforeseeable future.
Robust steps – trial and error: making
decisions without breaking one´s neck

KONTAKT
The total believers
„He is smoking 60 cigarettes a day as
he is sure to get a new lung in a few
years due to the progresses in
genetics“
Matthias Horx: „Wie wir leben werden“

KONTAKT
There are constants in history
„It is seldom that one thing is replaced
completely by something else“
Matthias Horx: „Wie wir leben werden“

KONTAKT
What is your position?
Fear, anxiety Pragmatic
step by step
approach
the total believers
progress as an ideology
Essential things don´t
change so much
Would that be wise?

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ARE THERE FORESEEABLE
DEVELOPMENTS?

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11 Megatrends
Individualization Female Shift Silver Society education
„New Work“ health LOHAS
Connectivity -
digitalization
Globalization urbanization mobility

KONTAKT
Megatrend individualization
„I don´t buy wedding-rings
off the peg!“

KONTAKT
Megatrend individualization
„I don´t buy
wedding-rings off
the peg!“
The self is a value of its own.
Demand for
• Individualized products
• Individualized services
• Individualized customer care?
What can a jeweller do?
• What about your crm data base?
• Is your staff sensitive about it?
• What kind of individualized services do you offer?

KONTAKT
Megatrend education
Smart customers
New customer
events: watch
dinner, public
watch fairs
Content marketing
Inhouse events
Youtube and the
www make
education
available for all

KONTAKTKONTAKT
Connectivity - digitalization
New sales
channels
New
marketing
opportunities
rationalization
Is it only a web-businesscard
You use it for branding
… for information and dialogue
… for acquiring leads
… for selling online?
What about your website?

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Megatrend globaliziation
„Wanted: Shop assistant
with fluency in Chinese “
job ad of a German jeweller

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Megatrend urbanization
Cities as prospering
centers of
economic wealth
and innovation
Why should local
retail die?

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Megatrend urbanization
What can you do to make your local shop an attraction?

KONTAKT
Assessing megatrends for your business
Human resources
Range of goods
services
channels
Overhead, ERP
controlling
customers
digitalization

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Assessing megatrends for your business?
Megatrends are relevant for all value activities of your jewellery business:
• Customer care
• Customer touchpoints
• Range of goods
• Sales talk
• Services
• Human resources
• Overhead, ERP, controlling
They offer starting points for your company to go for the future

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FIT FOR THE FUTURE?

KONTAKT
Make your jeweller shop go for the future
innovation
identity
Innovation versus core-values
Your core-identity, your brand-mission is the
starting point. Is this identity strong enough to go
for the future? Will you fascinate your customers
even in 10 or 20 years?
Technological shift and megatrends demand
constant innovation. How to do this? How to
adapt? Do you have a planned innovation process
installed?

KONTAKT
Brand identity as an everlasting stronghold
Munichs most famous delicatessen shop
• Dallmayr would never give up some of its most valuable traits: the range of high quality goods, the beautiful architecture of the shop in Munich´s Diener
Straße, the blue-white dresses of its sales-assistants, and the many more things that makes Dallmayr a Munich touristic attraction.
• but: Dallmayer is up to date concerning online-marketing with strong rankings both at the level of corporate website and e-commerce
Thus: preserving core values and adapting the firm to modern needs to maintain competitive advantage go hand in hand

KONTAKT
Brand foundations for future
competitiveness
Roots, History?
Who am I, what are my competitive advantages?
How do I differentiate and get advantages from being different?
Who is my customer and what does it mean for him to be my customer?
Unique traits of your shop?
What is my mission – what is the purpose of being in my market?
What are my values?
Framework of the DDB advertising agencies to analyze core values and strength of brand identity

KONTAKT
Visible signs of a strong brand mission
location shopfitting logo and CI
Employee´s
appearance and
demeanour
range of
goods
advertising

KONTAKT
Innovation for future competitiveness
Innovation as a
primary task for
jewellers
What about
research and
development in
your shop?
Think about
developping your
brand mission

KONTAKT
Sources of innovation
• (informal) meetings on a
daily basis
• Reporting sales talks
• Quality circles
• Employee idea system
• ….
staff

KONTAKT
• Tägliche Besprechungen
• Beratungsprotokolle
• Qualitäts-Zirkel
• Mitarbeiter-Vorschläge
• ….
Mitarbeiter
• Customer surveys
• Performance rating
• Individual interviews
• ….
customers

KONTAKT
• ….
Mitarbeiter
• Smiley-Karten
• Kunden-Befragungen
• Online-Bewertungen
• ….
Kunden
• Hire a consultant for
evaluation
• Experience exchange
groups
• Look at your shop with
they eyes of a stranger• ….
The view from outside

KONTAKT
• ….
Mitarbeiter
• Smiley-Karten
• ….
Kunden
• Herz-Nieren-Check
• Erfa-Gruppen
• Kunden-Reise
• ….
Externe Beratung
• Not only technical ones
• What do your customers
read?
• ….
Magazines, journals

KONTAKT
• ….
Mitarbeiter
• Smiley-Karten
• ….
Kunden
• Erfa-Gruppen
• Kunden-Reise
• ….
Externe Beratung
• Nicht nur
Fachzeitschriften
• Was lesen Ihre Kunden?
• ….
Zeitschriften
• Supplier websites
• Relevant online forums
• Blogs
• Competitor´s websites
• Facebook-fanpages
• ….
Online sources

KONTAKT
• ….
Mitarbeiter
• Smiley-Karten
• ….
Kunden
• Erfa-Gruppen
• Kunden-Reise
• ….
Externe Beratung
• Nicht nur
Fachzeitschriften
• ….
Zeitschriften
• Websites von Herstellern
• Foren, Ratgeberportale
• Blogs
• Wettbewerber-Seiten
• Facebook-Fanpages
• ….
Online-Inhalte
• External and internal
trainings
• seminars
• Technical training and
• communication skills
• ….
Continous training

KONTAKT
Quellen der Innovation
• ….
Mitarbeiter
• Smiley-Karten
• ….
Kunden
• Erfa-Gruppen
• Kunden-Reise
• ….
Externe Beratung
• Nicht nur
Fachzeitschriften
• ….
Zeitschriften
• Blogs
• ….
Online-Inhalte
• Externe Schulungen
• Interne Trainings
• Fachthemen
• Kompetenz-Themen
• Chef-Trainings etc….
Weiterbildung
• Check them at a regular
basis
• Find out their strengths
and weaknesses
• Check their stores, their
websites, their strategies
competitors

KONTAKT
• ….
Mitarbeiter
• Smiley-Karten
• ….
Kunden
• Erfa-Gruppen
• Kunden-Reise
• ….
Externe Beratung
• Nicht nur
Fachzeitschriften
• ….
Zeitschriften
• Blogs
• ….
Online-Inhalte
• Externe Schulungen
• Interne Trainings
• Fachthemen
• Kompetenz-Themen
• Chef-Trainings etc….
Weiterbildung
• Regelmäßig, systematisch
• Store-Check
• Web-Analyse
• Stärken – Schwächen
• Wie tickt er?
Wettbewerber
• Benchmarks
• Prozesse
• Marketing-Tools
Außerhalb der Branche
• Not only jewelry fairs
• Where are the places
where future is made?
trend journeys

KONTAKT
Implementing innovation: keep it simple
Pursue your goals
Keep the process
simple with a
hands-on mentality
Remain open
minded

HOW TO KEEP UP WITH
ECOMMERCE?
www.wieland-beratung.de | +49 (0) 160
94737604 | info@wieland-beratung.de
42

KONTAKT
E-Commerce vs. Local jeweller
Main differences
Service quality
Key figures

KONTAKT
E-Commerce vs. local jeweller : „the
store“
Jeweller Online-shop
departments categories
Ambiance by employees,
architecture, music, air of the
room
Ambience by web design,
pictures, copy, audio, video
Sales assistant
responsible
Product page, check-out
process

KONTAKT
E-Commerce vs. local jeweller : „the
store“
Jeweller Online-shop
Quality of location (social) web visibility
Shop architecture, shop
fitting
webdesign
Shop window, shop
entrance
Home page

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How do they sell?
Juwelier Online-Shop
warm welcome landingpage
Active query of customer´s
needs in the sales talk
Search function, filter
criteria
Active presentation
Category and product
pages
Further sellings in the
hand of the assistant
Systematic further
recommendations
Assistant responsible
for strong sellings
Strong sellings are a question
of sales path configuration

KONTAKT
E-Commerce vs. local jeweller :
„service quality“
Jeweller
empathy
entertainment
Edutainment: education and entertainment
Look and feel
„There is a lot going on“
Online-Shop
Constant quality of presentation
Attractive Multi-media content
Time saving
Guaranteed sale on exchange
More payment options
More comfortable hire-purchase
More longtail products

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E-Commerce vs. local jeweller : „key figures“
jeweller online-shopKey figure
Conversion rate 20 % 3 %
Cost of sales up to 60% 58 – 60%
overall costs
27 – 40% per
revenue
up to 41% per
revenue
EBIT margin
up to 14% per
revenue
up to 14% per
revenue

KONTAKT
E-Commerce vs. local jeweller : „key figures“
Conclusion:
No real difference between local jeweller and online shops concerning profit. A lot of online-shops are
losing money.
Is it wise to establish an internet shop?
Only if planned carefully. A step-by-step approach prevents from burning money.
Great differences in conversion rates
Local retail is at a clear advantage. Most internet shops creep around 3%.
Local retail achieves higher conversion rates, from 20% up to 80%: dependent on your strategy; the
closer you get to self service the worse; if you qualify your customers by fixing sales dates, by selecting
exclusive customer groups, the better your conversion rate.

KONTAKT
Conclusion
Remain open-minded and let fears behind
Build your business on empathy and the stronghold of a
unique brand
Beat internet competitors at their own game
„It is seldom that one thing is replaced completely by
something else“

KONTAKTKONTAKT
Thank you for your attention
• Please feel free to contact me for further questions.
• Give me a coall: + 49 160/94737604
• Send me an email:
info@wieland-beratung.de
• or subscribe to my news-letter

KONTAKT
Sources:
• Megatrend Map Zukunftsinstitut
http://www.trend-update.de/wp-content/uploads/2011/08/Megatrend-Map.pdf
• www.zukunftsinstitut.de
• Matthias Horx: „Wie wir leben werden“ (Campus Verlag, 2005, Frankfurt am Main)
• Picture and logo of Dallmayr: www.dallmayr.de
„This is to state expressively that the concept of the 11 megatrends is an intellectual property of
the Zukunftsinstitut, www.zukunftsinstitut.de. From my point of view it is an appropriate
framework to think about future challenges and endeavours.“
Copyright © 2015 by Andreas J. Wieland, www.wieland-beratung.de
All rights reserved. This presentation or any portion thereof may not be reproduced or used in any manner whatsoever without the express
written permission of the publisher except for the use of brief quotations in a book review

Go for the future

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