One of the main disadvantages of selling online diamonds

The growing influence of the two thousandth generation on the sales of diamond jewelry has forced retailers to look for new strategies and technologies for adaptation to changes in the way people make purchases. For the most part, the retail sale of diamond jewelry is still largely made directly, and a relationship is established between the seller and the buyer. But this is changing rapidly, and this change requires some new means for both the buyer and the seller to influence the interaction. In my final series of articles on how technology has begun to influence our increasingly changing industry, let's look at some breakthroughs,

One of the most difficult tasks of any retail store is to attract customers to the store. The most brilliant sellers or breathtaking showcases will not provide the sales volume in the absence of shop attendance by buyers. In the jewelry industry, buyers usually stick to one particular brand or store and often buy again at the same store. The search for new ways to attract existing customers to the store is a great strategy to increase sales without searching for new customers, which is the biggest challenge for any company.

Software for customer relationship management has made great strides in this area and helps automate a manual process that takes a long time. Stores can support databases for their customers, and the software can be designed to send reminders of upcoming birthdays or anniversaries and even make different offers based on previous purchases. Advertising materials can be sent out on the eve of the holiday shopping season, for example, Valentine's Day in the United States or the holiday of "Bachelors" in China, concerning a large number of people. Although text messages are much more time consuming, they can achieve the same goal with a more individual approach. Some stores constantly keep in touch with their customers,

In recent years, there has been an exponential growth in the volume of online sales of diamond jewelry. Although the volume of online jewelry sales is far from surpassing the sales in real stores, they become an important part of any retailer's offer of products and huge investments are made in the development of this area of retail sales. The two main advantages of online jewelry sales are a wider choice and greater adaptation to specific needs. Online retailers can offer virtually limitless choice of styles and diamonds for every taste and budget.

One of the main disadvantages of selling online diamonds has always been that buyers of expensive products usually want to look and touch the product and evaluate how it will look at them. Online retailer Blue Nile tried to solve this problem with the help of a significant improvement of its application "Dream Box". The user can now take a picture of his hand and download it from the smartphone. Then they can see how the ring will actually look on their hand, without leaving home. Apple has created a similar application for users to see how Apple watches will look at their wrists, and there are many similar applications on different platforms. In addition, many online jewelry retailers offer higher definition, 3D images of their products. This enables consumers to look at the product from all possible angles, giving them a better idea of what they are buying. Currently, there is nothing unusual in seeing a tablet in a diamond jewelery store, which allows the consumer and seller to explore different versions of frames or diamonds at the point of sale.

Most of us were on different websites, on which, as they say, sites use "cookies", but not everyone understands what it is. A "cookie" is a small file that is stored on a user's computer, and it collects a small amount of data about the history of the user's views and the structure of purchases. They are used, mainly, for so-called re-marketing. Re-marketing just explains that we often continue to see ads for a particular product or retailer that we visited in the past, even when we look at websites that are not at all related to it. This advertising often accompanies us online and, apparently, significantly influences the decision making about purchases simply due to the increased hidden advertising of the brand or product for the consumer, who often does not realize this. If you see ads all the time, It may give the impression that the store is probably much more than it really is, or that many people buy a certain product. Repeated marketing is what retailers pay for, based on the number of "clicks" (button clicks) on advertising. This allows them to increase their expenses on the eve of important periods of purchases, in order to promote the growth of attendance of stores.


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