Online jewellery sales are rising across the globe with constantly changing trends come new opportunities, but also challenges. Recently, we have seen the price of raw materials rise, and less people training as designers and goldsmiths. In terms of marketing, we’re seeing businesses operating online and offline sales and hosting on alternative platforms (e.g. Pinterest shopping, Etsy).
With the competition for market share and online success, how will you stand out from the crowd?
Understanding your audience
To succeed in eCommerce, you need to understand your audience. Remember that their individuals; just as they would in a physical store, people are browsing and looking for something suited to them. Understanding who your audience are, beyond basic demographics, is essential to marketing. Finding out their likes and dislikes, through A/B testing, custom landing pages, and email segmentation, means you can lead them to buy specific products.
Fraser Hart, one of the UK’s leading jewellers, expanded their eCommerce offering while also running 25 shops nationwide. Yawn teamed up with Fraser Hart to help manage their vast CRM database and segment each customer into audience groups. This allowed us to create tailored customer journeys based on how they were shopping online and their interactions with the website.
Showcasing your products
A key to marketing a jewellery retailer is incredible content – sparkling gemstones, crisp photography, and models showcasing your products. Photography and videography must also look premium when selling a luxury product. Often individuals buy jewellery for a special occasion or as a gift, your content should reflect this value.
We’ve worked with our client, Sonkai Jewellers, to create content that shows not only their beautiful bespoke jewellery, but also the craftsmanship behind each piece. Through this content, we’re able to tell the story of the brand and show each and every detail of each gemstone and piece.
Personalising the journey
Customers are seeking more personalised experiences. 75% of consumers are more likely to purchase a product if provided with personalised recommendations (Source: McKinsey). For jewellery retailers, this could include having people’s birth gemstones available, loyalty reward schemes, exclusive discounts.
International jewellery brand, Linjer, have online quizzes to find customer’s their perfect piece. This level of personalisation makes customers feel a part of the brand and build a connection to their products, increasing the purchase intent.
Asia is currently dominating the jewellery market, with over 50% of the market share (Source: World Gold Council). We’re increasingly seeing UK and US based companies expanding their eCommerce offering to reach across borders, especially to Asia. With this huge opportunity for the jewellery industry, it’s worth looking into how you can logistically expand your market.
In terms of marketing, Yawn are Klaviyo partners and Shopify experts, meaning we specialise in creating campaigns for eCommerce brands looking to expand their reach in other countries.