Fine jewellery retailer Birks recently announced it will be re-opening its retail locations following the ongoing COVID-19 pandemic. Leading to mass store closures worldwide, the pandemic has resulted in retailers' re-prioritization of heightened safety measures as they slowly re-open to the public.
Before announcing re-opening efforts, Birks amplified consumers' e-commerce experience by keeping its famed concierge service running virtually and over the phone. The client-focused service is one of the brand's best assets in staying connected with its target demographic who relies on Birks for celebration and milestone-specific gifting.
In terms of its re-opening plan, Birks will ensure all employees are equipped with masks and gloves, while also installing plexi shields for contactless transactions. Additionally, "each piece of jewelry touched by customers will be sanitized after it has been handled. A small number of items that can’t be disinfected will be put in a plastic pouch and placed in a vault for a number of days until safe to be taken out again."
Fine Jewelry Store Re-Openings
Birks is Re-Opening its Retail Locations with New Safety Measures
Trend Themes
1. Re-prioritization of Safety Measures - There is an opportunity for retailers to innovate and implement heightened safety measures as they re-open their stores post-COVID-19.
2. Virtual Concierge Services - Brands can explore virtual concierge services to enhance consumers' online shopping experience and maintain engagement with their target demographic.
3. Contactless Transactions and Sanitization - The implementation of contactless transactions and new sanitization protocols for jewelry is a disruptive innovation opportunity for the fine jewelry industry to meet safety expectations.
Industry Implications
1. Retail - The retail industry needs to adapt and prioritize safety measures to ensure the safety of both employees and customers during the re-opening phase.
2. E-commerce - E-commerce platforms can explore innovative ways to provide virtual concierge services, allowing customers to have a personalized and engaging shopping experience online.
3. Luxury Jewelry - The fine jewelry industry has an opportunity to implement contactless transactions and develop sanitization protocols to meet the new safety expectations of consumers.