Jewelry marketing – increase sales thanks to the web site

Why open a jewelry web site?

In all sectors, including jewelry one, there is an increasingly necessary digital opening with a synergistic management of online and offline touchpoints that allow the customer to meet the brand. While in the past, the jewelry sector and in general of all those luxury products, considered the Internet an unsuitable tool to show and sell products, now we have to accept that new technologies have forcefully entered these realities as well.

For luxury companies, having a web site is essential and it is even more important to manage it appropriately to increase the flow of customers both on digital media and in the physical store. The online touchpoints such as the website, social networks, blogs, etc. they are closely connected with physical touchpoints such as the store and for this reason they have to be managed with an overall logic.

As presented by Federpreziosi Confcommercio on 8 September 2019 at the VicenzaOro fair during the Digital Talk “Communicating values: objectives and means in the digital today”, the jewelers operating on the web have on average revenues almost double compared to the jewelers who do not have invested in digital. More recently, a strong push for change has been brought about by the Covid-19 emergency which has forced physical stores to close their shutters and, for those who have not already done so, re-evaluate the Internet as a way to stay in touch with their customers and meet new ones.

In 2018, the famous multinational strategic consultancy McKinsey & Company, specialized in data collection and analysis of emerging markets and trends, carried out an interesting study of the clothing, fashion and luxury sectors and how these are transforming due to the digital revolution. Research by McKinsey & Company shows that online sales of luxury personal goods, such as clothing, footwear, accessories, jewelry, watches, leather goods, beauty products and perfumes, account for 8% of the 254 billion euros related to the global luxury market. This figure is five times higher than in 2009 and will more than triple by 2025, reaching around 74 billion euros. This means that nearly one-fifth of personal luxury sales will take place online.

online sales

The second very important data published by McKinsey & Company concerns the impact that digital has on the choice of brand and products. From this research, it appears that 70% of sales of luxury products are “digitally influenced”, which means that the customer has visited one or more digital touchpoints before purchasing.

online offline sales

Obviously the impact of digital on consumer behavior varies by product category and price point: the most expensive goods are those that have a lower percentage of online purchases, while the cheapest products such as beauty products, clothing and accessories are those with the highest percentages of online sales.

categories online sales

The incidence of digital obviously changes according to the company’s strategies: the brand may decide to be online with a website, an e-commerce, social networks and digital marketing activities; as it could decide to use the Internet as the only showcase of its products and a means to convey its mission and its distinctive features. In general, however, we can say that today all companies must be present online to be able to communicate with a much wider catchment area than just passers-by in the city who stop in front of the store.

Following the digital revolution, the purchasing process of jewelers’ customers has therefore become longer and more complex, as well as less linear, characterized by online and offline touchpoints, as explained in our blog post: jewelry marketing – customer journey and photography.

How to show jewelry to increase online and in-store sales?

To make web site or any digital touchpoint visitors, fall in love with your jewels, you need to show your products with beautiful photos that we excite and, at the same time, with still life photos that give all the information the consumer wants to have: which product it is, what particularities it presents, in what variants of colors or materials it is proposed, in what dimensions it is available etc.

The photos of jewels that reach the hearts are the creative photos or photos of the worn jewel and, on the web site, they are mainly used in the Home page or as a cover photo of a collection. For example, to promote the summer jewelry line, the jewels are shown on a model on the beach or summer settings are created with the jewels leaning against a rock. These photographs are usually taken by professional photographers who deal with the choice of the model, the creation of the setting and the creation and editing of the photo. These photos are usually fewer than the majority of the shots published on the web site, as their purpose is to attract attention, but they do not perform the function of giving information about the product.

The photos that provide information are still life photos of jewels, that are the typical photos for e-commerce. These photographs show the product as worn and with a white background. The photographic process of these photos is very laborious if you do not use a photo box suitable for jewelry. Normal lightboxes are not suitable for photographing jewelry because they usually do not avoid the creation of shadows under the products and do not include software to take and edit automatically the photo. Using a jewelry photo studio like Studio4 Jewels Pro, on the other hand, it is possible to take jewelry photographs in seconds thanks to its lightbox and software that makes the process of taking and editing photos automatic to promote and sell jewelry online. Usually on the product sheet several photos of the same product are published, in which different details are shown, for example you can show the product as worn, in different angles or with some photos of the details of the product.

Having beautiful photos online leads to an increase in sales both in digital and physical channels, as consumers increasingly search for the product online first and then go to the point of sale to complete the purchase. If they see photos on the web site that arouse their attention, they will go to the shop. This phenomenon is called web-rooming and has developed hand in hand with the opposite phenomenon called show-rooming, a term used to indicate the tendency to search for the product at the point of sale and then buy it online. These two phenomena show that the boundary between online and offline is blurred and the operations carried out on online channels also affect the results of offline channels, such as the store, and vice versa.