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A new year means new opportunities for jewelers to gain more customers, but that doesn’t mean you won’t be accompanied by challenges. With online shopping and eCommerce continuing to grow in the retail sphere, jewelers must establish and maintain a strong online presence to successfully market their products in new and engaging ways.
This week, our experts at GemFind Digital Solutions will cover what we believe are the three biggest jewelry marketing trends for 2020. We’ll give you tips on how to use these trends to your advantage, adopt a killer digital marketing strategy, and transform a consumer’s interest into a preparedness to purchase.
1. Targeting Millennials
According to Forbes, millennials are—now more than ever—shaping the face of the luxury industry for 2020. They are three times more likely to influence and be influenced by new trends because of our society’s ever-present desire to be “in-the-know” and on top. That said, you as a retailer have the grand opportunity to refine your digital marketing strategies that target this specific audience of trend-setters.
Giving your target audiences something fresh and new will not only entice them to buy your products, but also come out as a win-win when they go out in the world wearing the jewelry you sell—and most importantly, sharing their experiences online. In the end, your marketing continues to carry out its original mission.
It’s also important to pay close attention to your website traffic analytics. Look for patterns with your products and target audiences: which products get the most visits, inquiries, and sales? What time of day is best for you to market your jewelry online? Additionally, using pay per click advertisements -- on platforms like Google, Instagram, and Facebook -- can ultimately help you drive more in-store traffic.
It’s also important for jewelers to capitalize on social media; this means posting your best-selling products frequently, and showcasing up-close images and videos using Instagram Stories or Facebook Live.
Also, when someone purchases a piece of jewelry from you, ask them to tag you on social media if they happen to take photos and post them. This is a great way to help increase your brand’s reach.
2. Online to In-Person Incentives
As online shopping gains a bigger role in retail, you’ll also want to improve your online presence with engaging content (i.e., photos, videos, articles) to draw consumers to your website and into your store. The latter might seem challenging since a large portion of retailers are mostly or solely going mobile, but there is a loophole: incentives!
Yes, it is probably most efficient to reach your audience via paid ads and email blasts, but you should use these methods to entice your consumers to come into your store. Perhaps make your 10%-off sale “in-store only”, or add in “free gift with in-store purchase of ‘x’ amount of jewelry”; you may be hesitant, but the reality is that jewelry can be expensive, and people searching for an engagement ring or Valentine’s Day gift will want the best deals they can find—even if it means having to go into a store to obtain them.
3. Customization, Customization, Customization!
The jewelry landscape is rapidly shifting towards customized and personalized jewelry. More and more jewelry consumers seek pieces that can operate not only as an accessory but also as a vessel for part of their identity. More importantly, consumers will be looking for jewelers that are willing to be flexible with their craft and promote customization options should demand rise.
Jewelers can take it a step further by creating a giveaway where consumers are offered a chance to have a custom ring made exclusively for them by your store. A giveaway and/or contest is great for driving online leads, and when the winner is chosen, you can document the customization process and share it on social media for a little “behind-the-scenes” content for your existing followers.
Let your consumers and target audiences know that what they see isn’t always what they have to get: if they love a certain ring or necklace but prefer it in a different metal or with a different diamond-cut, let them know from the very beginning! You’d be surprised how many more customers you’ll gain than lose once they know that your jewelry can be customized to fit their personal taste or current pieces they have in their collection.
The Takeaway
Just like last year, jewelers are bound to be in for a shift in not only consumer behavior, but marketing trends in 2020. Staying on top of these trends is imperative to driving growth.
If you still don’t have a solid digital marketing strategy in place for this year, consider partnering with an agency -- like GemFind -- who specializes in the jewelry industry. Our experts can put together a comprehensive plan that combines current lead generation methods, inbound strategies and more to help boost your sales and build trust in your brand. Contact us today to get started!