2017 hasn’t really been a great year for retail. In fact, “tumultuous” is a word that comes to my mind when describing the industry this year. With an increasing competitive market and ever-changing digital landscape, retailers have struggled to find their footing. However, there have been success stories, and Govberg Jewelers is one of them. The luxury jeweler, specializing in selling and refurbishing luxury watches, has thrived in its niche market through many different approaches all with the same simple goal — meet customers where they are.
“I think there are a lot of reasons we’ve been successful, but it’s mostly because we always put the customer first,” said Danny Govberg, CEO and president of Govberg Jewelers, in an interview with Total Retail at its new headquarters in suburban Philadelphia. “We like to think of it as retail 3.0.”
Govberg’s omnichannel strategy, including an e-commerce site, storefront, personalized concierge service and most recently mobile app titled Watchbox (which has already been downloaded by 200,000 watch enthusiasts), helps give customers the convenient, on-demand experiences they're looking for. Combining all its services and platforms has helped the retailer grow its customer base.
As part of its efforts to meet its customers where they are, Govberg has prioritized content as a means to better engage with customers and prospects.
“We know content is critical to meeting our customers where they are," said Danny Govberg. "We’ve recently opened a studio above our main storefront in Philadelphia to help get videos and personalized experiences to our customers.”
Govberg's new video streaming initiative is a cornerstone for the brand’s retail 3.0 strategy. The company's employees are more than just that — they're influencers as well.
“We want to reach the customer at all points of sale — when they’re researching an item, when someone needs repairs, if one is a repeat buyer," Danny Govberg notes. "And we believe through top-notch customer service and content, we’ll be able to help the global watch consumer make the best decision for their needs.”
Govberg's videos range from how-tos, explaining the ins and outs of how how some of the watches work, to what’s new in stock. Using a mobile platform gives the customer an opportunity to tune in whenever is convenient for them. The style of the videos is a little reminiscent of QVC or HSN, however, not all content is about selling. Most of the videos are focused on assisting the customer — a pain point for most retailers that Govberg seems to have mastered.
“The main goal is to provide a cohesive experience," says Danny Govberg. "We like to think of ourselves as a luxury commerce brand."