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What is the PGI Recommended Retailer Programme?
The Recommended Retailer Programme is a scheme set up by Platinum Guild International to identify and provide support to those retailers excelling as platinum stockists. Stores, generally with a minimum of 10% platinum stock, are visited by an anonymous mystery shopper, who appraises them against specific criteria including first impressions, merchandising, sales techniques and relationship building. Those jewellers that meet our standards then become PGI Recommended Retailers.
The Recommended Retailer Programme offers a range of benefits including:
- An exclusive window sticker identifying the jeweller to consumers as being PGI approved
- A listing in the "Find a Retailer" section of www.preciousplatinum.co.uk, the PGI UK consumer website. Only PGI Recommended Retailers are listed here
- Access to subsidised point of sale materials, only available to PGI Recommended Retailers
The long-term aim of the Recommended Retailer Programme is to increase sales of platinum jewellery. As PGI drives more consumer footfall through their web presence your staff are better equipped to inform the consumer of the unique attributes of this precious metal and simultaneously more materials are available to help reinforce your store's superiority.
How can I become a PGI Recommended Retailer?
- If you are a jewellery retailer with a minimum of 10 per cent platinum stock, and you feel that your store should be listed as a PGI Recommended Retailer, then please email us. PGI will then arrange for a mystery shopper to visit your establishment within 8 weeks of receiving your application
- Applicant retailers are then passed through our mystery shopping process, which centres on the engagement ring purchase. Here are the general criteria in which PGI Recommended Retailers excel:
- First Impressions: How attractive is the external appearance of a store?; Is the window display appealing?; Is platinum clearly labeled in the display?
- Customer Service on Entering: How long did it take for the shopper to be served?; Was the shopper greeted?; Did the associate make the shopper feel at home?
- Platinum Merchandising: What proportion of jewellery was platinum?; Was it easy to determine which jewellery is platinum?
- Platinum Sales Techniques and Knowledge: Was platinum mentioned before other metals?; Did the associate have a good knowledge of platinum?; Was the associate enthusiastic about platinum?
- Relationship Building: Did the shopper feel welcome to return?; Did the associate mention platinum wedding bands?
- Reflections on the Shopping Experience: Did the shopper feel positive about platinum jewellery following their visit? Would the shopper return to the store?
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