BY NOW, WE’RE all aware of the growing trend among consumers to shop for jewelry online, a trend that’s accelerated during the COVID-19 pandemic. While online jewelry sale numbers during the 2021 holidays were up significantly, research indicates that people still prefer to purchase high-ticket items in person at retail stores.
Fewer than one in five survey respondents say they would buy an engagement ring online without first seeing it in person. In fact, according to BriteCo’…….
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BY NOW, WE’RE all Aware of the rising enchancment amongst consumers To buy jewelry on-line, a enchancment that’s accelerated By way of the COVID-19 pandemic. Whereas on-line jewelry sale numbers By way of the 2021 holidays have been up significantly, evaluation signifies That people nonetheless choose to buy extreme-ticket gadgets in particular person at retail retailers.
Fewer than one in 5 survey respondents say They might buy an engagement ring on-line with out first seeing it in particular person. Truly, Based mostly on BriteCo’s research, 81 % Of people purchased their ring in particular person at a retail retailer, 10 % purchased from A jewelry retailer’s internet website and solely 9 % purchased through An interinternet-based-solely jewelry internet website. The proportion Of people buying for an engagement ring on-line was Regarding the identical Regardless of how a lot they spent on their buy.
However, native jewelry retailers Want to step up their on-line presence To primarytain aggressive in right now’s market. Youthful consumers, Usually, start their jewelry buying expertise on-line, even for primary gadgets. With two-thirds of all diamond buys made by millennials and Gen Z consumers, most are Extra probably To start out evaluationing their decisions on-line.
What does this imply for unbiased retail jewelers?
Good information! Online jewelry internet web websites Will not be changing the in-particular person buying for expertise anytime quickly. Individuals are nonetheless strongly drawn to the human interplay when buying for extreme-ticket gadgets Similar to engagement rings. We requested buyers in a current BriteCo survey why they purchased their engagement ring in particular person at a retail retailer, and in-particular person buy responders listed trustworthiness (42 %) as their prime set off. In distinction, on-line buyrs cited ease of buy (41 %), worth comparability (35 %) and critiques from pals/household on the product they purchased (27 %) as A pair of of The very biggest set offs for buying for engagement rings on-line.
Backside line: Retail jewelers should negotiate a hybrid in-retailer and digital presence To Obtain their buyers and get them to buy. You will Have The power to’t delay in exploring know-how Similar to Zoom conferences, texting, and completely different comparable know-how to create an interactive expertise For patrons that enhances your gross sales course of. That’s as a Outcome of your on-line jewelry gross sales rivals Aren’t simply primarytaining on-line; They’re coming to your metropolis To level out off their wares in particular person.
The continued choice for in-particular person buying for Is in all probability going a driving strain behind on-line jewelers developing their presence into brick-and-mortar showrooms. Online jewelry internet web websites like Blue Nile and Sensible Earth have been shortly adapting to the wants of their buyers, collectively with the opening of on-website retail showrooms So as that their buyers can see, contact, And look at out on jewelry earlier than making A buy order. They are doing so as a Outcome of they acknowledge that there Are …….