Coronavirus Covid-19

NAJ calls for members to maintain COVID #StoreSafe actions as consumer report puts safety over price

15 Oct 2020


The National Association of Jewellers is reminding members to maintain COVID #StoreSafe guidance following a leading consumer report detailing that safety is a bigger concern than price this Christmas.

In the ‘Retail 2020: What Shoppers want now (Edition 2) in which 20,000 responses were collected, 31% of shoppers cited safety as the number one factor that will determine where they shop over the festive period, with price (28%) representing the second largest factor of people surveyed, followed by Free delivery and Shopping local.

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In response to the report published by social insight platform Maybe*, The National Association of Jewellers is reminding members to ensure customers are aware that jeweller specific #StoreSafe guidance is being followed, in addition to the national Covid Safe government guidance.

Adam Jacobs, of Jacobs the Jewellers in Reading and Chair of the Consumer Focus Group said,

“StoreSafe is in place to assure customers that NAJ Members have and are taking all the necessary, and in many circumstances additional steps to assure of a COVID Safe environment. With local lockdowns increasingly possible after today’s London announcement, reminding all stakeholders is sensible especially alongside any promotional activity for Christmas.”

As we begin to enter the festive trading period, utilising social media and email, as well as more traditional channels to explain the safety precautions in place is vital.

The report also identified that 88% of shoppers will wear a face covering, with 40% of people feeling safer because of them. More than half (51%) of respondents said they will avoid shopping if social distancing measures are ignored, and a third (32%) are still nervous to shop.

The #StoreSafe and #SiteSafe guidance was first published in May, with further revisions for both public facing and trade facing members ongoing and held in the Jeweller Support Network Hub. 

Gary Wroe, Managing Director of Hockley Mint and Chair of the NAJ said,

“It’s not just retailers that should be continuing to bring attention to COVID safe actions. Manufacturers, suppliers and wholesalers should also be reminding all those associated with the business about the COVID actions taken to date, to maintain assurance with staff, customers to suppliers to continue making progress with general operations, as well as help stop the spread of the virus itself.”

In addition to the guidance, the Association’s ‘Be Covid Safe’ Training Course, in which members are able to put an unlimited amount of staff through the programme (with successful completions receiving a certificate), continues to be updated alongside the StoreSafe and SiteSafe guidance. Retailer Members were also invited to take the StoreSafe pledge and share with their consumers over what that means., which continues increase in pledges as the pandemic goes on.

Further guidance and StoreSafe Imagery is also available in the member documents area of the NAJ website (Member Login required).

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Source: The National Association of Jewellers