Online/offline Jewellery sales need to Strike a balance
Jewellers will need to find the right balance between offline and online sales where exceptional customer service matters, and consumers will be better informed about what they are buying than ever before.
Online/offline Jewellery sales need to Strike a balance
Jewellers will need to find the right balance between offline and online sales where exceptional customer service matters, and consumers will be better informed about what they are buying than ever before.
Bricks-and-mortar jewellers can survive
against an onslaught of digital competition but
the quality of the customer’s experience instore
will need to improve, and staff will need to be better trained.
While there has been general growth in the
retail market, some of the larger bricks-andmortar
jewellers in leading centres such as
the United States, have seen a slowdown in revenues and profit.
Moda Operandi
“SUCCESS IN THE FUTURE IS LIKELY TO COME FROM COMPANIES BEING ABLE TO STRIKE THE CORRECT BALANCE BETWEE ONLINE AND OFFLINE ACTIVITY”
STORY OF THE BRAND
What is sometimes missing in global jewellery
e-commerce is the story of the brand.
At the top end of the market, both offline and
online experiences are coming together in
new and sophisticated ways.
For Harry Winston, the journey often begins
on the website where customers can find out
about the brand’s history, and look at the items,
before visiting a showroom by appointment to
join a sales consultant and view a shortlist of
pieces before making a purchase.
GFG Jewellery
Customers are increasingly well-informed about the products that they wish to buy.
Suppliers and designers of jewellery are using more sophisticated websites, backed by powerful marketing
campaigns on social media such as Instagram and Pinterest, to drive sales.
GFG Jewellery by Nilufer is an example of a fast-growing brand which has raised its profile on the internet, built up a substantial social media following in a short time (with more than 25,000 followers on Instagram),while still using bricks-and-mortar stockists.
«The online marketing and awareness of the jewellery is very important, to make sure that we are on our clientele’s radar for when they ultimately wish to make a purchase,» said the company’s founder and creative designer, Nilufer Kizilkaya. «Offline sales for us, are mainly private events for our clientele, where we can have an intimate chat and take bespoke orders on the back of our existing collections.»
Moda Operandi’s Nicodemus said, «Ultimately, high-end buying comes down to trust. Our clients know that no matter what we feature, it is from an amazing designer and with their taste preferences in mind».
«Buying luxury goods goes beyond the price-tag. The customer is buying into the experience and lifestyle that come with that particular piece.»
