Zales Corporation, with 1,200 retail jewelry outlets has acquired Karten's to strengthen its position in the New England region. This marks the first growth move for the nation's largest retail jewelry chain since its emergence from bankruptcy protection in 1993. Name changes for the Karten's stores will take place gradually. If you've been observing how most jewelry retailers market their products, you would certainly think so. But a recent study conducted in six different markets by Yankelovich Partners Marketing Research has found that todays consumer operates with a different value equation - one based on service, quality and value.
Customers have lots of different beliefs and attitudes when they are in the market for jewelry.
The customer's needs and questions will get the business and if it's the cheapest price, it is a bonus, not the determining factor in the purchase. Discounting has only resulted in shifting share from one competitor to another. It does not build customer loyalty, nor does it differentiate one store from another. Jewelry stores that focus on product selection, quality and knowledgeable sales associates offer the greatest value in the eyes of the customer. Whether Cupid is working overtime or people have really tuned-in to our message, Bellman's has enjoyed a significant increase in sales of our diamond engagement rings.