Trending Now: Jewelry StoresLeft Brain or Right Brain?
Online sales of jewelry continue to rise. Yet, an overwhelming majority of sales (85%) still take place in traditional brick-and-mortar stores.
Further bucking this digital trend, nearly half of consumers (42%) use in-store visits as their sole means of researching a future purchase.2 So while the growth in exploring jewelry trends online and in social channels is indeed increasing, the consumer path to purchase remains overwhelmingly an off-line experience.
And what drives this preference for traditional shopping? Jewelry shoppers enjoy being able to touch and feel the product, see the quality, and hunt for treasure. Further, they lean on the ability to engage a knowledgeable sales associate. The richness of the experience is difficult to mirror online.
Does this mean jewelry stores should forget about building a digital presence and ecommerce?
Digital is still important. It is an increasingly critical component of an effective media and marketing mix for jewelry stores. The role of digital does shift however from show-rooming to one that focuses almost exclusively at driving foot traffic to the store.
To accomplish this, there is a need to highlight the benefits of the in-store experience. It is critical to tap into both the emotional and rational insights for why consumers prefer in-store purchases – it isn’t exclusively left brain or right brain.
Customer insights are crucial for engaging with jewelry shoppers and driving them into the showrooms. Jewelry stores need to go beyond the clichéd emotional draws – anniversaries, engagements, etc – and dig into how jewelry shoppers connect emotionally to the act of making a purchase: the treasure hunt in store, engaging with the sales associate, receiving exceptional customer service.
In terms of rational reasons for purchase, think through the intangible benefits of visiting a storefront. Quality. Price comparison. Value. An insight underpinning this messaging might be, for example, the fact that Gen Xers have more disposable income and are transitioning to quality over value versus their young Millennial counterparts. Being able to see and touch product to validate the quality is a critical rational benefit for Gen Xers.
Once consumers are in-store, there is an opportunity to augment their experience by adding variety to the event -- such as surprising newly engaged couples with a glass of bubbly. Or it may be as simple as training associates to provide meaningful and authentic customer service by getting to know customers better. To drive conversions further, beacon technology[NE1] can be leveraged to thread key messaging or specials.
If you’re stuck on how to uncover rational and emotional benefits – or if you aren’t quite sure how to drive foot traffic in store and want to support, contact us or call 607.798.1325 for your free custom consultation today
1 Bates, Rob. “Consumers Still Prefer Brick-and-Mortar Shopping—Especially for Jewelry” JCK 29 Jul 2014
2 “Total Retail V Survey: United States” PricewaterhouseCoopers Feb 2015
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