5 Must-Haves for an Online Jewellery Business
One question jewellers often ask us is,?can jewellery be sold online?
It feels like a father asking a mother, can their newborn baby survive in this world??
The?mindset of nurturing and fine-tuning your goals?is non-negotiable and all this alignment will take time to set the process. How much?
That depends on your skills, resources, clarity of vision and the right team or partners.
Let’s dive into the requirements which can make your online journey seamless:
1) Owners Mindset
Most jewellers, want to go online because others are going. Nothing's wrong with it.
In many cases, jewellers are not prepared, due to their existing commitments. Going online is like opening a new store, hence it will require the same efforts.
Having the right resources and partners will eliminate your chances of failure. It doesn’t guarantee your success. As that depends on the jewellers' clarity of vision, process and execution.
There is nothing complex that a jeweller can’t do. But the ease of achieving success will only come when the jeweller opens in mental gates to adapt to change in the routine and learn new things.
2) Understanding Customer Behaviour
Many jewellers think, their customer doesn’t purchase online, hence it is not required for them.
Purchasing is the last activity any customer does, so deciding to go online based on this is like telling customers, Show me the money, before I show you jewellery.
Every Customer today spent 4–5 hours a day online, no matter which geography, age or demographics.
In the age of distractions, having your brand online is like saying, I am alive. Today customers' discovery, exploration, confidence, trust, comparison, selection and confirmation processes getting done online is easier than getting them to stores.
Only after this process, customers will think of purchasing or connecting with your brand.
Remember, customers, getting?Instagram?or?Pinterest?images to ask for similar designs? Today they are asking you, tomorrow they will go to the business where they saw the design and make their decision.
As Steve Jobs says, Customers don’t know what they want, as they can’t envision how you can make their life easier. So, start giving customers what they truly deserve.
3) Team Alignment
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One of the major challenges, even with well-known brands is they don’t have the right team in place before going online.
It's like going to war alone without any ammunition.
Jeweller can win the war?(making online successful) alone or even with 1 team member, but without the mindset, skillset, clarity and consistency, it will fail.
Jewellers should know how much time their team or themselves will take to get things done.
It could be one week, one month or one year.
However, setting that expectations right will guide you through the journey, instead of pushing you all the way.
4) Convergence of Online and Offline
Customers don’t think online and offline are separate. They just want to buy from Jeweller or their brand, at their convenience.
Hence building convergence(integration) of online and offline is most critical for every jeweller in the 21st century.
Every customer has expectations that they can discover, decide & buy from Jeweller in any mode with complete transparency and confidence. Hence delivering that omnichannel experience is not a choice in today’s business scenario.
So, start looking online and offline from the customer's eyes.
5) Ready for CL/CC, Continous Learning and Continous Change
As many jewellers say, markets, designs and customer behaviour change continuously.
Similarly, there is something new in the online, offline &omnichannel world daily which changes or updates.
So, it becomes very critical for the owner and the team to keep themselves updated by continuous learning, adapting continuous change habits, to make the business outcome faster by consistent upskilling.
The framework and mindset of continuous learning and change will define the success of your jewellery business.
Conclusion
These 5 points are the root cause of the reasons we fail or succeed. It doesn’t have options, all the 5 points should be worked on simultaneously and achieved together.
Success will desperately want to come to you.