What goes through a consumer’s mind as they go through the process to buy a piece of fine jewelry? If you’ve ever wanted to take a closer look inside the customer’s thought process as they go from “just looking” to making a purchase, you’re in luck!
At GemFind Digital Solutions we work with an extensive portfolio of retail jewelry stores and jewelry brands and have spent a great deal of time honing and refining our craft to grow their business to reach more clients online. Understanding the buyer’s journey is part of that process. Let’s take a closer look at how it typically unfolds.
Keep in mind, the buyer’s journey, like all things, is not a “one size fits all” approach for everyone. The buyer’s journey can consist of doubling back over several steps, or spending longer at certain points than others. It may even involve skipping over certain parts entirely. It’s seldom ever a straight line.
Knowing and recognizing where your users are at every step in the journey is vital to creating communications that resonate well with them at that stage.
Buying Jewelry: An Awareness Stage
The first step in the buyer’s journey is for them to become aware of the need or want they have. With regard to buying fine jewelry, it usually has to do with a milestone event or celebratory time of life: birthdays, engagements, weddings, anniversaries, accomplishing a goal or celebrating a new beginning.
There are about as many reasons to buy jewelry as there are stars in the sky. The important thing is not so much the reasoning behind why they’re buying, but rather how they want the recipient to receive the gift. Obviously, they want them to have a piece of jewelry that perfectly reflects their personality or the sentiment the buyer wants them to feel.
Jewelry stores looking to capitalize on the buyer’s journey in buying jewelry should therefore market in the awareness stage in such a way as to address the buyer's need. The customer should feel the sense that the jewelry store is there to help them make the right decision and assist them in selecting the perfect gift for that special someone or themselves.
Buying Jewelry: Considering the Options
The second stage is often where customers on the buyer’s journey to buying jewelry find themselves spending the most time. There are a lot of great options out there and narrowing it down to one purchase can seem like a time-consuming endeavor.
At this stage in the journey, a visit to the jewelry store or website can help the customer narrow down their options by taking into consideration price point, style, and how the recipient will wear the jewelry. What would perfectly reflect their style and sensibilities?
In this day and age, more and more users are shopping online for jewelry rather than walking into a store. That means your website now has to do much of the heavy lifting when it comes to showcasing your pieces. Large, detailed photos of the item and showing it being worn, as well as captivating copy can help sell the piece for you. Other options like free shipping and multiple payment options work like icing on the cake to help seal the deal.
If your buyer seems somewhat “stuck” in this stage of the journey, think of things that you can do on your end to help nudge them closer to a purchase. Sending across a small coupon code, letting them know that stocks are limited and selling fast.
Offering them a virtual consultation over a platform like Zoom can allow them to see the piece more up close, as well as give you the opportunity to elaborate on it and help to close the sale. It also provides that personalized communication from your sales associates and allows them to still build their client book even during more of a distanced shopping time of our lives.
Buying Jewelry: Making a Decision to Move Forward with a Purchase
Finally, a decision is made to move forward with the purchase. There are certain strategies you can use here to help further reinforce that the customer is making a smart decision. Things like explaining your warranty, how returns are handled, gift wrapping options and basically the points you want to make that solidify the decision in the customer’s mind.
There are a lot of considerations to keep in mind as the user goes through the buyer’s journey with regard to making a jewelry purchase, but that doesn’t mean you have to try and keep up with them on your own. At GemFind Digital Solutions, we have the experience, knowledge and expertise to help you maximize your ROI and retain customers effectively and affordably using proven marketing and website design strategies.
Contact us today to learn more about our comprehensive services and how we can help you!