Think a designer’s ecommerce site works against retailers? Think about
A A STRONG ONLINE PRESENCE is not a competition with brick and mortar. It’s about establishing a successful brand to bring shoppers to the stores. Digital marketing is essential to attract key consumer groups, namely Generation Z, in a 21st century world where aesthetics and accessibility are key factors. The effectiveness of a good website and strong digital presence directly benefits retailers, as they can partner with a brand that has a name, audience, and established social media presence – all the necessary elements. for the new wave of consumers.
Many sources, including the Plumb Club Profiling Gen Z Jewelry Consumers article from August 31, 2021, indicate that Gen Z will be the most important generation when it comes to future buying trends and purchasing power, in just a few years. The Gen Z shopper is much more involved in technology than previous generations who grew up with smartphones, Instagram, and constant access to information. Today’s brands and retailers need to present their products and messaging across multiple channels to reach as many of these shoppers as possible. Part of targeting this demographic is using a compelling e-commerce site and social presence, so that they can be a part of the experience and mission that the brand offers. Analytics often show that the most visited page on a company’s website is the ‘About Us’ section, as younger generations want to know more about the brand and what it has to offer before they go. ‘engage in a purchase.
While the vast majority of buyers research jewelry online before purchasing, statistics show that over 90% of jewelry purchases are made offline. A 2021 survey by TPC Industry & Market Insights clearly shows that Gen Z consumers search online to learn more about brands, but still prefer to shop in a real store. Eliminating direct-to-consumer sales reduces a brand’s exposure to attract consumers to an independent jeweler. It also eliminates a way for today’s consumers to learn about a brand faster and more completely than simply seeing a product in the store. The idea is not to bypass the independent retailer, but to improve the Gen Z experience so that the sale is closed in person.
From a brand perspective, our website and social media showcase our sustainability factors and new collections while demonstrating the on-trend style of our jewelry. It creates value for today’s Generation Z and Millennial consumers. This education leads the consumer to want to complete the experience by buying from an authorized reseller. To help you, we clearly feature Find a Retailer under each product listing on our website. That’s why we offer our retailers a co-op for their own social media programs. That’s why we provide social media resources to all of our retail partners so that they can market themselves to the consumer who searches online but ultimately buys in-store.
Over 95% of our direct-to-consumer online purchases are made by consumers who do not have a jeweler near them carrying our brands. Selling online does not take away sales to business partners. It increases the reach of Gen Z and Millennials in ways we wouldn’t have otherwise. The ultimate goal of all digital efforts is to build a successful brand to support our retail partners by getting shoppers through their doors. It’s not a competition, it’s a collaboration.