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How to Influence Purchase of Jewellery without Personal Touch?

15 May 2020

Jewellers usually build their clientele creating rapport through a ‘personal touch’. Customers would often visit their favourite jewellers to make a purchase for their most important moments like a wedding, an engagement, the birth of a child, a birthday, or simply to express love. Buying jewellery meant seeing it, touching it, trying it on before deciding to buy. Often the purchase was interspersed with the salesperson’s knowledge of the stones, the purity of the metal, and other conversation topics. The Covid-19 pandemic has shaken up the industry, forcing jewellers to look differently at how they’ll conduct business in the coming years.

Understanding the psychology of future customers

  • Two emerging consumers segments in the jewellery business are Millennials and  The Self-purchasing Women
  • Millennials aged 25-34 years spent 28% more than average households.
  • Jewellery buying has increased but at a lower price-per-piece.
  • Millennials become brand loyal when styles represent them. 
  • Jewellery buyers advocate ethical products and closely monitor their brand’s social responsibility. 
  • Millennials are buying eclectic pieces of jewellery, trendy and branded more often than the traditional buyers.

Image Credits: Plushvie

Introducing the concept of Purchase of Jewellery without ‘Personal Touch’

The changing psychology in jewellery buying serves as a clear indication we need to press the ‘reset’ button. The opportunity to connect with customers through ‘personal touch’ is not completely gone, it’s slowly expanding from brick-and-mortar stores to online. According to McKinsey and Company, the share of the online jewellery market in Asia is set to double, from 6% to 12% by 2020. About 18% of the sales are expected to be made online by 2025 taking its worth to about USD 79 billion annually. 

Millennials are accustomed to browsing and buying online. Mobile phones, credit cards, and convenience shopping are putting a new spotlight on e-commerce. Even before COVID, this trend was extending to jewelry shopping. Over 90% of engagement ring shoppers in the US now begin their journey online. This shift has enabled new entrants to the industry, such as Rare Carat - a site that has grown to become the biggest digital advertiser for diamonds in the US in less than 3 years, leaving behind the well-established mall-based retailers trailing.

Ways to personally connect with jewellery buyers in the post-COVID times -

Instore

While you continue to maintain safe sales post-coronavirus at your store and take all precautions sanitizing the premises regularly and wearing protective barriers, it might be time to provide value addition through technology to your customers’ instore. Instead of the proverbial mirror, add computer screens to see how the jewellery will look on the customer virtually in 3D. That way touching every piece will be minimized.

Online

Now’s the time to take advantage of the opportunity to be able to sell to customers who want to buy from the safety and comfort of their homes. It’s time to offer your customers a choice of both physical and online stores. The most important element of e-business is to extend the same ‘personal touch’ feel in your online store. How to get it right, we’ll tell you here - 

1. Don’t just rely on sales through your store, build an online store too

When setting up an online store for jewellery, style is very important. The mobile-friendly website design style should reflect your brand. Offer an option to see how the jewellery will look on the customer virtually in 3D, provide high-quality images, and design an easy to navigate website. Give a feel to your customers that you are bringing the store to their home.

2. Consolidate a digital marketing strategy

Go beyond creating a website. Build an omnichannel strategy running strategic social media advertising campaigns to boost sales by targeting consumers according to certain demographics (age, gender, and location). Don’t expect consumers to just walk in or know who you are anymore. You need to go and find them.

3. Update customers on jewellery trends

Customers don’t always look for functional designs. Often they enjoying picking new pieces from a product range that is trending. Social media is a great tool to get the word out on this.

4. Interact with customers online

Have a way for them to easily reach you. Chats online help to answer questions and doubts that a customer may have about a piece of jewellery he/she wants to purchase. Later, follow-up with a personal call.

5. Build trust

Can you tell your customer, the jewellery he/she is buying was manufactured without harming people or the planet? Is your jewellery labelled? Provide hallmarking and certificates to guarantee your product. Display online reviews and testimonials from happy customers.

6. Add an extra value

 ‘Millennials go online to compare prices, search for product details, and look for discounts and promotions’, says DeBeers. So, provide the extra value they are looking for without compromising on brand equity.

7. Provide in-depth product information

Most people want to know what they're getting ahead of time and, if anything is unclear, they may leave the website without reaching out to ask questions. Include detailed product information. Be descriptive, yet concise!

8. The right price

‘How to price jewellery’ is always a tough decision. Most jewellers follow the thumb rule to start with three times your material cost and packaging cost. Also don’t forget to look into shipping cost, returns and refunds, loss/damage/breakage in transit, etc.

9. Have a secure payment option

You should consider offering a range of payment options on your site, including credit cards, bank transfers, e-wallets and mobile and online payment apps. An easy instalments option can also be included.

10. Ensure your shipping is insured and delivery is on-time                        

Once you have the confirmed order, the jewellery piece must be delivered to the customer in time. Take care of in-transit insurance.

India’s top online jewelers  

Look at the strategies of Caratlane and Bluestone for tips on how to engage consumers online. You can look at best sellers to quickly understand what product does well online. Smaller purchases, impulse buys and lower ticket items still dominate in India where there are hesitations about buying higher value items online.

World’s largest jewellery retailers and their online presence

The largest online jewellery retailers include: 
1. Richline Group (No. 109 in the Internet Retailer 2019 Top 1000)
2. Signet Jewelers Ltd. (No. 112)
3. Blue Nile Inc. (No. 121)
4. Jomashop.com (No. 136)
5. Tiffany & Co. (No. 178)

In 2021, over 2.14 billion people worldwide are expected to buy goods and services online, up from 1.66 billion global digital buyers in 2016. Are you ready to influence the purchase of jewellery without a personal touch?


About Rukshana - 

Rukshana is a freelance content and communication strategist based out of Mumbai, India. She mingles her expertise in PR with comprehensive domain knowledge and creative writing skills to assist and propagate business, worldwide. Being a quick learner, she utilizes her diversified digital expertise to provide copywriting and content writing services to create highly profitable brands, products, and services.