Your jewelry store needs a strategic and polished online presence in today’s competitive digital marketplace. Consumers are becoming more comfortable with online jewelry shopping and are much more likely to make expensive purchases online than a couple of years ago.
Digital marketing has penetrated every industry over the past decade. In order to keep up with this ongoing trend, luxury brands have also begun to embrace the opportunities of the connected and mobile world. Establishing and maintaining a strong online presence can help your business thrive and reach new levels of success, and it will become increasingly essential for future growth. We’ll take a look at what an online presence is, why it’s important, and how to set up and master your digital presence.
What is Online Presence?
The concept of “online presence” is often confused with having an online store or website. However, these are two entirely different things. Simply put, a robust online presence means that buyers can easily find you online.
It’s not just your website or online store but your entire existence on the web! This includes your social media, buyer reviews, local listings/directories, SEO ranking in search results, etc.
How Important is an Online Presence for Jewelry Retailers?
It’s no secret that today’s shoppers spend a lot of time online. The value of the global online jewelry market is expected to grow at a compound annual growth rate of 15.5 percent and reach $58.9 billion by 2027.
Most shoppers start their product research online but buy in-store, giving rise to the online research and offline purchase (ROPO) trend. So, to stay relevant and meet shoppers’ expectations, retailers must have a strong online presence.
Here are some compelling reasons why fine jewelry market players should turn to digital campaigns and e-commerce solutions to connect with today’s tech-savvy consumers.
- Enhanced brand image
- Increase customer reach and engagement
- Increase product accessibility
- keep up with modern shopping trends – 24/7 business
- Provide unique yet similar experiences
- Develop targeted marketing campaigns
- Increase customer satisfaction
10 Ways to Increase Your Jewelry Store’s Online Presence
1. Local Information Must Be Accurate
You’d be surprised how many business websites don’t contain the key information that customers look for when deciding whether or not to visit your store. This includes address, services, directions, hours of operation, and phone number. Consumers expect your website to be as good as those of major retailers; most people will get their first impression of your business from whatever comes up online.
2. Offer a Mobile-Friendly Website
A website for your jewelry store is important because it is your virtual storefront. It conveys your brand, provides visitors with key information about your offerings, and allows people to reach you.
Mobile searches drive in-store visits: According to Google, more than three-quarters of users who search for products, services, or businesses on their smartphones visit a physical store within a day, and 28% of those visits lead to a purchase. If shoppers can’t view your website on a mobile device, they will go to your competitors. Your website should be designed to adapt automatically to the user’s device. Having a mobile-friendly website also has a direct impact on your online presence. Mobile-friendliness is one of the main factors used by Google to decide your website’s ranking.
3. Optimize Your Local Search Listings/ Directories
Online directories are popular places for potential customers to find your business.
Google My Business (GMB)- Google My Business is one of the best ways to increase a jewelry store’s online visibility. Therefore, if you are a jewelry retailer looking to establish an online presence, creating a GMB profile is the first step to getting chances to rank higher in Google search engines and Google Maps.
Yelp and Yellow Pages – Claiming your business on Yelp and creating your free listing on Yellow pages are essential steps to optimizing the local search. Your presence in these directories associates you with your specific geographic location and demonstrates your legitimacy to potential customers.
Local Directories – Check to see if your chamber of commerce or other local business associations has directories that list businesses like yours. Being listed in such places demonstrates a sense of belonging to your community, which attracts many customers.
Finally, keep all of your listings updated and current.
4. List Your Products Online with Google Shopping
Google’s Local Inventory Ads (LIAs) allow retailers to display their local in-stock merchandise when a relevant product search is performed.
When a shopper clicks on the ad, they are redirected to your store page. There they can view your inventory, current promotions, location, directions, and hours of operation.
You can increase your online visibility by integrating Google Shopping ads into your online business strategy while increasing traffic to your physical store!
5. Engage Shoppers with Social Media
Social media is essential to building a strong online presence. Keeping them updated takes work, but they have great potential to help your business thrive and reach new levels of popularity.
Create an omnichannel jewelry retailing and a social presence on Facebook, Instagram, Pinterest, and Twitter. Posts with photos or videos get more attention, so share catchy images of your products and store. Promote jewelry store sales and events, but make sure your social account doesn’t feel like an advertisement. Encourage shoppers to follow you by offering discounts and exclusive offers only to people who follow you on social media. Once you’ve built an audience, reinforce your success with social media ads. These can reach very specific groups of customers. Make sure the contact information for each profile is up to date and link them back to your website. Conversely, be sure to link from your website to all of your social profiles.
6. Cultivate Your Online Reviews and Ratings
More and more, shoppers are relying on reviews to help them make their purchasing decisions. In fact, 90% of them read online reviews before visiting a business.
That’s why managing customer reviews play an important role in building your online presence. Respond quickly to negative reviews by taking the conversation offline until you can resolve the issue with the customer. Get more reviews by linking to your online reviews from your website and encouraging customers to share their opinions about your business online.
It establishes trust and credibility amongst target shoppers. This, in turn, helps boost your online visibility and increase your sales.
7. Drive Digital Discovery Via a Marketplace
Marketplaces have changed the way people shop, and Amazon is undoubtedly the world’s leading online marketplace. To make the most of a digital marketplace, you need to stay competitive, which can be difficult to do with an ever-changing platform.
Align your messaging, descriptions, and brand voice and ensure consistency across your platforms. To compete with established brands, you need to show consumers your reliability and consistency and be visible.
8. Offer Personalized Marketing
Personalization can be a powerful tool. Experts stated that 74 percent of marketers say that targeted personalization increases customer engagement. Yet, despite this, 70% fail to personalize their marketing emails.
In addition, businesses that personalize web experiences see an average 19% increase in sales. This includes a reply-to address in newsletters, chatting with your customers on social media, and sending personalized emails. Be accessible. Most importantly, avoid looking corporate.
9. Focus on Niche Products and Services
Combining business goals with digital solutions can help jewelers drive sales while ensuring brand continuity and offering new ways to engage with consumers. It’s much easier and less expensive to develop targeted strategies. It’s unlikely that you can appeal to everyone, so focus on what you do best and target a specific group of people. Aligning closely with your audience allows you to better understand them and therefore build trust.
Targeting the new generation, millennial women, especially those who are high earners, can help businesses increase brand visibility and encourage people to buy outside of traditional holiday periods like Christmas, Valentine’s Day, and Mother’s Day.
10. Offer Speed and Convenience
Customers want their products as quickly as possible, prioritizing convenience and time savings. Fast shipping drives higher conversion rates. Because 68% of consumers say, fast shipping makes them more likely to place an order online. That means an extra day of shipping time can make or break a purchase. Eighty-five percent of consumers look for better options elsewhere when delivery times are too long.
The concept is simple but difficult to implement; you’ll need to act on storage, picking, packing, and shipping. In particular, clear and accurate online tracking, SMS or email updates, and ongoing online support can improve your jewelry store sales, visibility and loyalty. Offering multiple payment options is another way to speed up the checkout process. To compete with established brands, you need to offer fast delivery and alternative payment options to consumers, as well as be visible.
There’s absolutely no doubt about it. Technology has invaded the marketplace. No matter how traditional and reluctant some jewelers may be, adopting mobile solutions to maintain and enhance their brand is an essential step in gaining the attention of 21st-century consumers.
Creating a dedicated app or simply creating or updating an existing website can have a significant benefit for luxury jewelry brands and retailers. Making the online presence interactive with well-placed calls to action (CTAs), interesting features, and an overall look and feel that reinforces that sense of elegance and luxury while resembling the attentive in-store shopping experience is a great way to establish yourself as a modern jeweler.
Are you ready to meet the demands of the modern consumer? Bring your business online and enhance your jewelry store sales with the help of ChainDrive jewelry store management software. It’s omnichannel solution, give your customers the experience they expect, and watch your profits grow. Request a free live demo with our experts today to get started.