As it’s currently a busy press week at Retail Jeweller Towers, I’ve just finished writing the Retail Report for this month’s issue, which is all about the sales potential of selling online, something so few retail jewellers seem to do.
Fresh from researching what makes a good website, one of the outstanding points that someone made is that a website needs to engage your audience - there needs to be a reason why someone browsing online would pick you over the millions of other e-tail shops offering the same product. This could be down to price or reputation, for example, but there also needs to be a plan in place to entice registered customers back to spending with you. As I quote in my article, a registered user is like gold dust - they love you already.
This is something I have just discovered Asos does incredibly well. Having built itself a loyal fashion following, and with amazing sales growth of 104% when so many stores are struggling, this site is really one to admire. I have shopped with Asos a couple of times, but probably haven’t bought anything now for a year or so. Lo and behold, an email has just arrived in my inbox offering me 20% off anything I order today. No catch, no minimum spend, Asos just “misses me”.
With online retail it’s all about the little things that keep your site at the forefront of shoppers’ minds. And better still with online marketing like this, if it gets me going back to the site and spending some money, Asos’ ploy has worked. But if I don’t, it hasn’t cost Asos a bean.
on Sep 16th, 2009 at 6:03 pm
Interesting article. I think another way to keep visitors on your site, and coming back to the site is good photography. This is something I’ve struggled with (but hopefully getting better at). Many e-tailers are small businesses (like ours) and the maintenance of the website falls to the owner which means a very steep learning curve regarding technology. I would like to see more suppliers offering good quality photos that we can use to sell. So far, our most helpful supplier has been Bien wedding rings.
on Sep 16th, 2009 at 8:38 pm
Frances,
I speak to a lot of retail jewellers and some are making the step into online trading.
A few issues seem to be common….
They feel they lose the personal touch and a lot of local customers will stop visiting them and buy online
The believe jewellery is often touchy feely (Unless it is branded)
They do not have the “adword” budgets of the big players and the majority of people searching for them would have visited anyway
9/10 watch enquiries are from the far east and not genuine
They do not have the systems in place to be able to update their stock easily
However, those that are looking in to online sales see this as the easiest and cheapest way of opening what effectively is a new store. No lease, no shop fit, no stock (They share the stores stock), no wages……….
We work with our customers and offer a complete approach to online trading, from internet website advice, adwords, analytics, uploading their stock, and ensuring websales update their stock holding.
Additionally, the website needs to match their company ethics, branding, image, and effectively is a shop window to entice poeple to buy online or visit the shop for a consultation.
I have seen too many websites that are poorly desinged and my personal opinion is that I would not buy from a site if it site looks like it has not been updated since the mid 90’s, news is 2 years old, and they do not have the full terms for distance selling.
I do feel that this will become more and more popular over the coming year. The only problem people have is getting what they want from the site across to their designer and their stock updated without having to manually load it up. (Something we automate I hasten to add!!)
on Sep 30th, 2009 at 8:45 pm
Hi
I have just seen this article, I agree with elaine regarding photographs - also another point, quite a few suppliers will not deal with you if you are not “bricks and mortar” I am not a “rip off merchant” and bend over backwards to try and offer my customers good quality items at reasonable prices. But trying to find suppliers who sell good quality where their minimum order doesn’t bankrupt you is quite difficult. My aim when I started out was to offer designer jewellery and watches at affordable prices, but I have had to lower my sights a little as the designer brands don’t want to know.