The statistics are ominous. In 2006, U.S. online jewelry sales up 20% over the previous year. $ 2.45 billion to buy jewelry online in the U.S. in 2006. And every year, the news is the same: an increased percentage of the market is moving online.Cijenu shares of Blue Nile is enormous, and it should be. And by the way, the erosion of profitability? It is not only increasing the percentage of sales that are moving online. This is the price that retail competition will have to deal with the Internet, even when they are able to sell.
The statistics are ominous. In 2006, U.S. online jewelry sales up 20% over the previous year. $ 2.45 billion to buy jewelry online in the U.S. in 2006. And every year, the news is the same: an increased percentage of the market is moving online.Cijenu shares of Blue Nile is enormous, and it should be. And by the way, the erosion of profitability? It is not only increasing the percentage of sales that are moving online. This is the price that retail competition will have to deal with the Internet, even when they are able to sell.
...The statistics are ominous. In 2006, U.S. online jewelry sales up 20% over the previous year. $ 2.45 billion to buy jewelry online in the U.S. in 2006. And every year, the news is the same: an increased percentage of the market is moving online.Cijenu shares of Blue Nile is enormous, and it should be. And by the way, the erosion of profitability? It is not only increasing the percentage of sales that are moving online. This is the price that retail competition will have to deal with the Internet, even when they are able to sell.
...The statistics are ominous. In 2006, U.S. online jewelry sales up 20% over the previous year. $ 2.45 billion to buy jewelry online in the U.S. in 2006. And every year, the news is the same: an increased percentage of the market is moving online.Cijenu shares of Blue Nile is enormous, and it should be. And by the way, the erosion of profitability? It is not only increasing the percentage of sales that are moving online. This is the price that retail competition will have to deal with the Internet, even when they are able to sell.
...How to fight back? Obviously, technology is part of our response. But before we go there, let's understand what the vision should be. What can a small jewelry stores offer their customers a large e-tailers can not answer is obvious: a local presence. But how do we use it?
I am reminded of a seminar in NY PA show a few years ago. It is a marketing expert discusses the results of recent studies of consumer buying in the industry odjeće.Studija seeks to understand the main reason consumers chose to buy in a physical store, as opposed to through mail order catalogs such as land area, or Spiegel.Rezultati are only mildly surprising. Consumers that retail customers did not because of the need to physically see the goods, the touch, or to compare multiple items at the same vrijeme.Velika reason you prefer a physical store was because they wanted to try on clothes and make sure it fits!
marketing expert pointed out that, if this is really the main reason why people went to a physical store, it is little wonder that the store did not seem to be organized around the locker room. Her point is that the dressing rooms are usually far back in the shop, tricky to find, too, often little is provided, and other inconveniences. Apparel retailers, she said, did not affect their most valuable asset: your wardrobe. They should be providing luxurious, affordable, well-lit, easy to find the locker room, because that was their best single competitive advantage! It makes sense when you think about it. Thus, what jewelry retailers can learn from this?
No, you do not need to install the locker room. But you do not want to provide a number of ways a consumer can "communicate with you," as part of the shopping experience. Remember, unlike a clothing store in which a seller is often just an annoyance, consumers are aware of the lack of knowledge about gems and jewelry. Because the process of buying jewelry, so often terrifies them. They know they need your help, but are unwilling to be drawn into the "gravitational force field" of sellers. They were suspected, often correctly-that they will lose in this process. They will get sold something you do not really want, or they will end up buying something too expenisve. In short, they fear that their ignorance will make them easy prey. (These are all feelings have, for example, when you walk into a store .)
So, here's the challenge: What can retailers do to (1) to overcome consumers' fear of talking to the seller (2) affect the power of their store is physically located in the local community, and (3) uvjeritipotrošača to You should buy here, not on-line?
Our response: lateral maneuver. Dissolve the traditional uncertainty of consumer experience (I need to talk to the salesperson? Should I avoid vendor?) With the call. It is not an invitation to see the jewelry, they expect to. However, the call for (and here comes the technology of the )...
° Compare metering reading several different diamonds (You'll need GEMEX, Brayscale, IdealScope, or something like that you can enchant .)
• Check the "World Diamond prices" from counter-mounted laptop. (We suggest a testing ground for this, using the markup feature.). "Oh, you're interested in diamond? You want to check World Diamond Prices real quick? Look at what the markets are doing today. Ahhh, it looks as if it were in Antwerp! Look at what is happening in Hong Kong. Yes, just come right over to hear and look at the screen ..."
° Learn how to recognize a fracture filling with Gemscope (You'll want Gemscope and two samples of diamonds: a fracture-filled, not .)
° Design your ring, using the latest CAD-CAM programs (Gemvision, etc.)
° Look at some other cool piece of technology that helps educate about gems and jewelry.
What was it accomplished? All that is required. (1) the consumer is now talking to vendors in a non-threatening, relaxed, and intriguing way. They showed something interesting, something they did not know about before, something that will help them more educated consumer. (2) the consumer is having an experience that only a local store you can dati.Trgovac them to influence the power of local connection. A: (3) subtle message, or perhaps not so subtle-is: online etailer not show you that, right? We are on your side. We can do things for you to impersonal web site should not be. Work with us and the whole experience will be enjoyable and interesting and fun.
Consumers are moving to the Internet, because they like the convenience and the ability to price shop. If you want to get those customers back to your shop, give them a reason to travel. Innovative technology can show the customer, the store is one way to "even" with Internet contest.
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