According to research company L2’s insight report, Jewelry: Bridal Innovation, Millennials use online resources for product research and purchase “more frequently” than any other age group.
While this is probably not surprising, the study advised that retailers specialising in bridal jewellery and hoping to capture this market must look at providing “refined” online tools that emulate the “boutique” experience.
Online educational material such as comprehensive diagrams, animated illustrations, images and videos was outlined as a key strategy to achieving this.
The report noted that the ‘traditional’ bridal jewellery brands analysed had varying levels of sophistication regarding online and educational tools.
Both the Harry Winston and Hearts on Fire website reportedly offered in-depth content ranging from glossaries and videos but did not organise content intuitively.
In addition, Tiffany & Co was said to rely on succinct and aesthetic educational content; however, failed to address user experience.
“The overall page speed of the interactive [Tiffany & Co] Our Guide to Diamonds tool lags and information is not easily navigable, forcing users to click through a lengthy slideshow with no indication of its contents,” the report read.
“As a digitally native generation, Millennials demand a high level of sophistication online, and expect Luxury brands not only to provide on-brand content, but also flawless site functionality, with fast load times, well-reasoned organisation, and a seamless path to purchase from supplementary content,” it added.
Case studies
L2’s report also included case studies of retailers that had implemented innovative digital customer service strategies to help promote bridal jewellery sales.
Brilliance – a US-based online diamond jewellery retailer – offers consumers the ability to chat to its customer service representatives using FaceTime.
US-based jewellery company Ritani, a specialist in engagement rings and bridal jewellery, has incorporated “informational pop ups” on its site that include definitions of diamond shapes and the terms ‘carat’, ‘clarity’, ‘colour’ and ‘cut’.
Additional snippets of information – such as the percentage of consumers who purchased rings with a particular attribute – are also integrated online.
Another retailer mentioned was US-based James Allen. According to L2, the company is “one of the disruptor brands that is most adept at addressing bridal jewellery consumer demands”.
The retailer offers 24/7 customer service, with enquiries assigned a unique customer code for reference. Consumers are provided with an agent’s name and picture, which is said to create a more personalised service experience.
It was noted that the business recently opened two brick-and-mortar stores, highlighting the importance of having a physical presence.
“With the opening of two brick-and-mortar boutiques [in the US], the brand has moved beyond e-commerce into physical locations, understanding the enduring appeal of the in-person experience. James Allen advertises these boutiques in its persistent navigation, driving brides to visit their nearest retail store,” the report added.
L2 is a research company that identifies the digital strengths and weaknesses of retail brands. It also releases an annual report on the jewellery and watch industry.
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