What goes through a consumer’s mind as they go through buyer’s journey for a jewelry purchase? 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. We have spent a great deal of time honing and refining our craft. Refining our craft has led to us helping jewelers grow their business’ and to reach more clients online. A part of this knowledge is understanding the buyer’s journey. In this blog, we will take a closer look at how it typically unfolds.
Keep in mind, that the buyer’s journey 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.
But when we know and recognize where our users are at every step in the journey we can create communications that resonate well with them at that every stage.
Buyer’s Jewelry Awareness
First, 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.
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.
Then, Jewelry stores looking to capitalize on the buyer’s journey should market in the awareness stage. This should be done in such a way to address the buyer’s need. The customer should feel the sense that the store is there to help them. But also to make the right decision and find the perfect gift.
Considering The Buyer’s Jewelry Purchase Options
The second stage is often where customers buying jewelry find themselves spending the most time. There are a lot of great options out there and narrowing it down to one purchase be a time-consuming endeavor.
Next in the journey, a visit to the jewelry store or website can help the customer narrow down their options. You can do this can happen 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, we see more customers starting to shop online for jewelry rather than walking into a store. This means your website now has to do much of the heavy lifting! When showcasing your products you should have large, detailed photos of the items and showing it being worn. As well as, captivating copy about the piece. These few things can help increase sales! Other options like free shipping and multiple payment options work like icing on the cake to help seal the deal.
Another thing you can do if your buyer seems somewhat “stuck” in this stage of the journey, is to think of things that you can do on your end to get them closer to a purchase. For example, Sending across a small coupon code, letting them know that stocks are limited and selling fast.
Next, offering them a virtual consultation over a platform like Zoom can allow them to see the piece more up close. This also, gives you the opportunity to elaborate on it and help to close the sale. Also, it 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.
Making A Decision To Move Forward With A Jewelry 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. For example, 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.
We know that there are a lot of considerations to keep in mind as the user goes through the buyer’s journey. 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! We will give you a free consultation and help hit your business goals!