How Marmara Sterling sells jewelry through live chat

Many shoppers can’t see Marmara Sterling’s jewelry in person. So when they ask how a piece looks when worn, the team tries it on and sends photos.

Marmara Sterling is Estonia’s largest jewelry brand. For its team, customer relationships come first.

Janno Jaek, one of the owners, told us how this customer focus has helped build a successful company.

The team started in 2010, making jewelry as a hobby and importing Swarovski crystals. What began as a bead shop has since grown into Marmara, a well-known jewelry brand.

Janno remembers the Ilumess beauty fair, where buyers from Tallinna Kaubamaja, a Tallinn department store, watched them from a distance.

They were deciding whether to work with the young company. They said yes, and the decision paid off.

Fast answers on every channel

Besides the flagship showroom and retail sales, the online store and fast customer support play a big part.

Customers who can’t come in send questions and comments to the support team on the website, in real time.

“Customer support plays an important role in both business results and sales growth.”

Janno Jaek, CEO of Marmara Sterling

This direct line to customers keeps Janno closely involved in the business. He stays in touch even while mowing the lawn or in the middle of another task.

“We’re active everywhere, whether a question comes by email, Facebook, Instagram or chat. During campaigns, the phone rings nonstop. Customers want answers right away, and they want direct contact. Everyone who asks must be served, and every question needs an answer or a solution.”

Janno Jaek, CEO of Marmara Sterling

Marmara’s social media pages are connected to Askly too. Messages from the website, Facebook and Instagram all arrive in one Askly inbox.

The team answers everything in one place, and customers aren’t sent off to social media.

Where the sales happen: in the chat window

People often want to know which pieces go together and when their parcel will arrive.

Many ask how a piece, such as an earring, actually looks when worn.

“Our staff advise the customer. They try the piece on, take photos and send them to the customer. That’s where the sales happen: in the chat window and in our flagship store.”

Janno Jaek, CEO of Marmara Sterling

Janno notes that selling is easier when you can send customers links. A link helps them make the final choice and takes them straight to the cart.

Why abandoned carts deserve a closer look

We also talked about abandoned carts. Some online stores measure their abandonment rate, others don’t.

Every company spends money on marketing to bring customers to its site. So it’s important to understand why so many people still leave without buying.

Askly founder Sandra Roosna said it’s important to analyze the reasons and track the rate month by month.

The Marmara team agreed that strong customer relationships come from helping customers through the buying process. That means giving them the help they need, in the form that suits them.

That builds loyalty and grows sales.

“If you bring customers back from social media to your own site, they’re more likely to buy.”

Sandra Roosna, founder of Askly

A tip: invite social media chats back to your store

In your Facebook Messenger and Instagram chats, add a line inviting people to your website, with a link. For example: “Chat with us live, right now, in our online store.”

For the customer, that means fewer clicks. Service right in the online store works like service in a physical store.

You get help fast, you buy, and you have what you came for.

Email threads that drag on for days or even weeks are frustrating. They aren’t efficient, and they wear out your support team too.

“Fast, good customer support is business-critical for an online store.”

Janno Jaek, CEO of Marmara Sterling

Customers are the reason for everything

“You have to understand, deep down, that customers and our relationships with them are why we’re here every day. Without customers, there would be no point in us being here. That’s what it all comes down to. When the team understands how important this is, they genuinely want to serve customers better and do more for them.”

Janno Jaek, CEO of Marmara Sterling

Marmara Sterling makes beautiful jewelry that brings people joy. Fast customer support is one more way to make customers happy.

Even while we talked, support kept running. Someone on the team was already typing a reply.

Whether your online store is in Estonia, Poland, Latvia or Lithuania, Askly brings all your customer messages into one inbox.

Thank you to the Marmara Sterling team for a great interview. We wish you success and plenty of happy customers!

Disclosure: Marmara Sterling is also one of Askly’s investors.