Winner: Victoria Highfield Jewellers
This award was designated to an independent or multiple retailer in the UK and Ireland where the bridal part of its business represented more than 50% of total turnover in 2014. Victoria Highfield Jewellers’ outstanding mystery shop report, scoring 97% overall, confirmed the judges’ decision to crown this retailer the winner. One judge said: “It is great to see the owner/manager’s passion coming through in results as well as in their submission. There is lots of evidence that they go the extra mile to make the bridal experience special.” Singled out for market knowledge and excellent customer service, another judge added: “Victoria Highfield Jewellers is a jubilus example of choice, service and quality. The perfect combination for an emotive purchase.”
The judges praised Alba Rose for the comfortable environment created by the attitude of staff to guide customers. This was further demonstrated by the mystery shopper, who highlighted the confident explanation of diamond grading and product knowledge as a positive in-store sales experience.
The mystery shopper complimented the attitude of the sales assistant, who, clearly engaged with her customer, listened to her needs and introduced her quickly to items of interest. The staff-to-customer ratio was also excellent, and staff appeared absorbed and committed to the customer experience.
Savvy & Sand
Scoring 100% in five of the seven sections in the mystery report, this retailer has an excellent approach to customer service. The mystery shopper was impressed by the calm professionalism of staff. All Savvy & Sand team members are jewellery designers, which judges agreed creates a confident, comfortable environment.
Specific training for staff to listen to and understand customer lifestyles was highlighted by judges. Staff were pleased to show a range of metal options and allow the mystery shopper to make suggestions rather than actively directing her, helping the judges decide that this was a retailer worthy of its place on the shortlist.
Sponsored by The Company of Master Jewellers
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