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GIA Symposium: Message for Retail Jewelers.
The first full day of the 2006 International Symposium got off to an early start with a breakfast speech by behavioral market research expert Paco Underhill. Underhill, the founder, CEO, and president of Envirosell Inc., an international behavioral market research and consulting company, spoke about the consumer of the 21st century, and had a stark message for jewelry retailers – the need for change.
During the course of his well attended speech, Underhill was especially tough on jewelry retailers who complain that the Internet is destroying their business. “The net is failing you because you haven’t figured out a way to use it,” he said in no uncertain terms. “If you don’t use the Internet in 2006, goodbye, because you won’t be here in 2010.”
Underhill advised the audience – which included many retailers – that they must figure out how to fit into their customers’ lives. As an example, he cited the Damas chain in the Middle East, which offers party rooms for weddings and birthday parties in which groups of women can try on jewelry in a relaxed and accessible atmosphere. “Customers have changed,” he said, “and now it is the jewelry store that needs to be refreshed.”
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