The Hatton Garden based, high-quality, finished-jewellery supplier Stubbs & Co. has introduced an exciting new software concept which looks set to revolutionize how retailers sell wedding rings.
Entitled ‘ConfigureRing’ the package, which has been in development for the past twelve months, gives retailers the opportunity to supplement a relatively modest stock of around 50 of Stubbs & Co. best-selling wedding bands with more than 20,000, easy-to-implement personalisation options which can be presented to customers – in their virtual form – in-store on a desktop, laptop or an IPad-style tablet.
The software, which is extremely easy-to-use, is personalised to reflect and reinforce each retailer’s own individual branding and provides an invaluable addition to their sales’ armoury.
“ConfigureRing has been created to enhance the consumer’s buying experience,” explains Stubbs & Co MD, David Shem-Tov. “Customers can see and touch a real ring, whilst watching on screen what it would look like in a different coloured alloy, a couple of millimetres thicker or thinner, or with the addition of diamonds, engraving or a satin-brushed finish. The idea is for Stubbs & Co. retailers to be able to offer their customers a far greater choice of rings than they would ever be able to hold in-store. The package also gives their customers a variety of personalisation options all of which are guaranteed to work both technically and aesthetically.”
ConfigureRing has other advantages too. Each different ring option is automatically priced as the various adaptations take place on the screen, to provide the customer with the recommended retail price for each version. “Sales can be lost, particularly on Saturdays when most suppliers are closed, if the retailer has to telephone to check availability, or price, on a particular design. With ‘ConfigureRing’ there are no such problems. Prices are immediately available and the system will check stock levels automatically and provide accurate delivery dates at the touch of a button which is a great boon in closing sales. It makes for a seamless and compelling sales presentation,” says Shem-Tov.
April Lavers, a director of London jewellers Heming agrees: “ConfigureRIng really is incredibly user-friendly, anyone from the most junior to the most seasoned sales associate could use it. What I particularly like about it is that having created a ring on screen I can then print off the image, which is branded to my store, and give it to the customer to take away with them. This is a facility that simply hasn’t existed for retailers before and is a great sales aid.”
Another plus for Lavers is the way in which ConfigureRing allows her to offer her customers personalisation options which she knows will work. “As economic times get harder more people want to go for sentimental purchases. For me the best thing about ConfigureRing is that it makes the pieces feel bespoke but it is set up in such a way that the sales assistant simply can’t make a mistake and quote for something that then can’t be made, so there is absolutely no chance of disappointing your customer.”
Although ConfigureRing is, as Lavers points out, easy and intuitive to use, Stubbs & Co. provides in-house training for their customer’s sales teams. “It really is extremely simple and early indications prove that assistants love the extra options and added flexibility that it allows them to provide to their customers,” says Shem-Tov.
Stubbs & Co.’s comprehensive wedding ring collection is made in the UK with all the ring personalisation options, including the stone-setting, being done in London. “It’s essential that retailers understand that ConfigureRing is not just a piece of fancy software but rather a phenomenal selling tool which gives them and their customers access to a huge range of tried and tested product options backed by sound manufacturing know-how and first-class service,” says Shem-Tov.