The jewellers, which was founded in 1856 and operates more than 100 UK stores, has appointed digital agency Underwired to develop an online customer engagement programme, so that it can collect better quality information from its customers and develop more effective marketing.
The jeweller wants to extend the close relationship it enjoys with in-store customers online and will emphasise its family heritage in its marketing communications to differentiate itself from rival high street jewellers H Samuel and Ernest Jones, both owned by the Signet group.
Andrew Hinds, director of the jewellery retailer and the fifth generation of the Hinds family that has worked in the chain, says: “We want to start being more sophisticated [with data] and build more personal relationships. We want to cut out what’s not relevant and offer what is relevant, but we don’t want to make the decisions for our customers and we don’t want to dictate to them.”
He adds it will also make more of its family’s personal involvement in selecting the ranges it sells such as diamond rings.
F Hinds reported an 11% fall in pre-tax profit to £2.85m in the full year to 27 March on a 9% rise in sales.