Where Do People Buy Jewelry?
The 2014 Jewelers of America Cost of Doing Business Report has observed some interesting trends in where retail jewelers are actually interacting with their customers. It shows that the need for an online presence is inescapable in retail, even in the web-wary jewelry industry. Jewelers with company websites have increased a solid 16% in the 2012/2013 year, and those who use their sites for sales as well as promotion saw a growth of 37.7%.
Most of Us Still Want to Try It On
This is still a small portion of the sales that fine jewelers make, because 90.2% of purchases were made in the store. Jewelry is still something that sells best in person, where one can hold the sparkle of a diamond and get lost in the depths of an emerald. People like to try it on or hold it up to the mirror. But the contact that brings the customer into the store is often online.
Websites Connect and Bring People In
Even if a business site doesn’t actually garner many sales, if it is set up effectively, it will be a constant friendly presence even when the store is closed. Information on how to select an engagement ring, birthstones, current jewelry trends, and more, are welcome finds to someone searching for gift ideas.
A mobile-responsive site is accessible to someone driving by looking for an open store to find a last-minute graduation gift. Sure, a purchase could be made online, but for those immediate needs there’s nothing that replaces the brick-and-mortar jewelry store. The problems occur when the online channel and the store channel operate independently. Valuable data is needlessly lost, particularly customer information.
The best way to incorporate that online channel is by utilizing an integrated, multichannel retail jewelry management solution that is customized for the details of the jewelry establishment using it. In this way, the shopper can do the online research, find out when the store is open, and come in to look at the item personally before buying it.
ChainDrive has been designed for retailers, and the jewelry component has many valuable functions. What’s more, it is part of an entire software suite that integrates all the details of your management into one seamless, profitable whole.