IN THE KNOW
May 2024
Driving Digital Marketing Success
Larry Chasin
The Cargo Hold, Inc.
Rhodium plated 925 sterling sea turtle bracelet
MSRP $270
800.845.6964
As the retail jewelry landscape continues to evolve, consumers, and particularly bridal consumers, continue to use online exploration to learn and browse products before coming into a store. The customer journey from virtual browsing to in-store purchase is intricately intertwined with a retail jeweler’s website. Beyond the traditional three-stage journey—upper funnel for brand awareness, mid-funnel for consideration, and lower funnel for conversion and loyalty—the website seamlessly integrates and optimizes each stage, becoming the foundation for all marketing initiatives and a virtual extension of the store.
While it’s relatively easy for a website to be visually appealing and functionally sound, to be a true virtual extension of the physical store it requires that it includes a full and accurate listing of styles that are in-stock and available. The only way to do this is to build data integration between the POS/Inventory system and the website system. It’s fair to say that all industry POS providers can export the in-stock inventory for website use, but only a few website platforms can ingest those files in an automated way and without costing a fortune. Website platforms like Thinkspace, Punchmark, and Shopify are recommended for independent jewelers as they offer seamless data integration with most jewelry-specific POS providers.
Vahan Jewelry
14K Gold sterling and 0.32ctw diamond bracelet
MSRP $2,8754
914.937.1800
Royal Chain
14K Gold Pallina bangle w/
0.24ctw white diamonds
MSRP $3,220
800.622.0960
Another noteworthy feature of a retail jeweler’s website is the inclusion of comprehensive brand-managed product catalogs. These full catalogs represent the proverbial ‘long-tail’ which is the special order and custom business that can result from showing complete brand catalogs. There’s a definite trend that more and more brands are becoming actively involved in using digital catalog aggregation hubs like Thinkspace, Punchmark and Boss Logics to manage their full product catalogs within the websites of their retailer network.
Looking ahead, the future of jewelry websites lies in the integration of 3D visualization technologies which are revolutionizing how consumers understand and interact with products. Features like 360-Degree Rotation, Virtual Try-On and Virtual Engraving enhance the online shopping experience, offering a realistic sense of the jewelry styles’ details, and intricacies. While access to this cutting-edge technology can cost more than the foundational website, prices will come down over time as the technology matures and as more vendors participate to support their retailer network.
Aiya
14K Yellow gold band with a
0.29ctw Salt and Pepper center
MSRP $2,499
888.427.8886
Fana
14K White gold oval love knot
diamond ring (center stone sold
separately)
MSRP $2,375
800.433.0012.
Allison Kaufman Co.
14K Yellow diamond band 1.20 yellow
diamond 1.64ctw
MSRP $8,544
800.800.8908
Amidst these advancements, jewelers must prioritize data integration and product presentation on their websites. The good news is that the challenges associated with website and POS integration can be overcome with strategic planning and a monthly fee of less than $400/mo. using any of the aforementioned website platforms. The bad news is that it takes some work to do it right, to add consumer friendly product names and descriptions, and to go to the manufacturer’s website to pull appropriate images for the POS.
One idea there is to re-train the person who enters onto the POS system by starting with only new styles, so it’s not overwhelming. Then, over the following months as the inventory turns and new styles are added, the website will similarly reflect what is in-stock and available.
This strategic approach allows consumers to browse in-stock items online and directs them to physical stores to see, feel, and experience the actual piece before making the purchase— a testament to the enduring significance of in-store experiences for important jewelry purchases.
Larry Chasin
Larry Chasin is the Founder and President of Chasin’ Dreams, a digital marketing agency working with select jewelry brands and their dealer networks, and utilizing strategic, jewelry-specific technology platforms to execute effective digital marketing strategies. Reach Larry at 646-522-7601 or larry@chasindreams.us
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