Keeping you up to date around town

Bracknell's Retailers Reveal Secrets to their Success - Earnest Jones

17/10/07

We profile a successful retailer in Bracknell town centre, taking a sneak peek behind the scenes to learn the secrets of their success…

This month we look at Ernest Jones, diamond and watch Specialist in Princess Square. Store Manager Charlotte Austin says: “We have experienced a year of outstanding results here in the Bracknell store. Our success can be attributed directly to the dedicated and enthusiastic team who are kept motivated through our customer service programme, the quality and range of new high end brands and products we are offering and the bright and welcoming store, which benefits from a thorough refurbishment completed this summer.

“This year we introduced a new customer service programme and it is ACE - Amazing Customer Experience. The ACE programme is based on peer group learning, which means that the team learns together and helps each other. Reviews are ongoing and the programme encourages staff to feel congratulated and supported on their efforts on a continuous basis. Through ACE, the team is able to build a rapport with customers, by talking to customers and analysing their needs quickly. It is obviously a great bonus if the team know their product exceptionally well, which the team in Bracknell do. Having enjoyed success at Bracknell Regeneration Partnership’s Outstanding Service to Customers Awards (OSCAs), we are very aware of the importance of excellent customer service and relationships and since we introduced ACE in our store, we have noticed a marked increase in repeat custom and transactions.

“In terms of what we have on offer here at Ernest Jones, the recent success can be tied in with the fact that we have introduced new brands in the christening gifts line as well as luxury watches. We offer prestigious watch brands such as TAG Heuer, Emporio Armani and Gucci, as we have recognised the needs of Bracknell’s catchment shopper and identified an enormous market for the higher end of the jewellery market. As a diamond specialist, the team is highly trained to the Signet Jewellery Academy standards that ensure we are offering the best advice for our customers as they make a valuable and enduring purchase.

“We recently completed a thorough refurbishment of the store in Princess Square, investing in fresh new lighting, bright wall paper and new carpeting, to give the store a warmer and more welcoming feel. It is testament to our commitment to the Bracknell store and a positive reflection of the success we are enjoying here that we invested in this refurbishment. Not only has it enhanced the work place for the team here, it has also been noticed by our customers!

“All things considered, it has been a great year for us here at Ernest Jones in Bracknell and goes to show how a strong team, excellent product knowledge and welcoming surroundings can help a retailer achieve success, even in a difficult retail climate nationally. I want to thank my team for their support and dedication and I look forward to a fantastic Christmas!”