4/20/2023 0 Comments Clevlenad connects syte![]() ![]() It is also helpful to guide the consumer with curated categories, like holiday gifts or gifts for women. Too many products can be as intimidating online as in a store. The optimal approach is to include a representative mix of price points, product types and branded jewelry. ![]() HOW DO JEWELERS DECIDE WHICH INVENTORY TO FEATURE ONLINE? Jewelers can facilitate transactions by adding payment methods such as PayPal and Amazon Pay, as well as financing services like Affirm and Sezzle.įor their own peace of mind, jewelers should consider adding an application like ClearSale, which offers fraud protection on larger orders. Jewelers can show their knowledge and provide helpful advice by installing a chat function to answer customer questions, as they do in the store. HOW DO THEY TRANSLATE THAT TO AN E-COMMERCE SITE? JEWELERS PRIDE THEMSELVES ON PROVIDING SERVICE. Her significant other goes into the store the following month to buy a gift for her and is presented with her wish list. Hours later, she logs onto the website from home and adds three more pieces to that list. Imagine a customer walks into the store and selects three pieces that she adds to her wish list, which is posted online. HOW DOES INTEGRATING THE POINT-OF-SALE SYSTEM HELP GENERATE SALES?ĭata is the backbone to driving sales. Creating that functionality will enable retailers to merge five critical elements: products, customers, wish lists, repairs and transactions. I can’t stress enough that the most important element is integrating the point-of-sale system with the website. To start, jewelers should separate their e-commerce process into four parts: administrative, products, content and marketing. Retailers should strive to ensure that their online experience mirrors that of in-store shopping. HOW CAN RETAILERS WITH A BARE-BONES E-COMMERCE WEBSITE IMPROVE ITS EFFECTIVENESS? As a result, it is incumbent upon jewelers to meet those expectations so they don’t miss a sale - even at 1 a.m. But for the jewelry industry, traditionally slow to embrace technology, Covid-19 catapulted the trust aspect of digital and omni-channel shopping.įurthermore, the daily interaction with technology elevated customers’ expectations. People who had never shopped online bought everything from the bare necessities to luxury. HOW DID THE PANDEMIC TRANSFORM THE CONSUMER MINDSET? But now that stores have reopened, where will digital selling fit in? Ross Cockerham, CEO and cofounder of Punchmark - a jewelry-focused e-commerce and digital-marketing agency in Charlotte, North Carolina - explains how retailers can sustain their online sales after Covid-19. ![]() The pandemic caused a seismic shift to online shopping, forcing many jewelry retailers to offer e-commerce in order to survive. Melding the in-store experience with online selling channels is the way forward post-pandemic, says e-commerce expert Ross Cockerham. ![]()
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