The Swiss watchmaker said the company’s plans to use a new version of the Hallmark crown on jewelry would confuse consumers.
The Smart Lab: Foot Traffic Down? Digital Influence Up
In his first column, Emmanuel Raheb explores the inverse relationship between store sales and foot traffic.
In 2010, digital was changing the in-store shopping experience in ways that were yet to be understood. Many believed online shopping would never grow significantly and couldn’t foresee it as a threat to physical store sales, but data showed otherwise.
The truth is, digital has reshaped customer behavior and shopping for good, and that’s something retailers should be paying attention to while adjusting their business to this reality.
Many jewelry business owners are still reluctant about investing in digital, much of which is due to the fact that they simply don’t know how.
Ah-Ha Moment
I love showing the chart seen above as it’s really hits a cord with many retailers. I always hear retailers say, “My traffic is down; long gone are the days of customers waiting in line to buy.”
So I ask, are your sales up since 2010? Yes, most reply; so again I ask, how could that be if the lines are no more? And that’s the “Ah-ha” moment; customers are shopping online first, and then coming in to buy.
A consumer no longer goes from store to store shopping, they’re now “browsing” online store to store, and then going to a store to buy.
Consumers Are Still Buying
Consumers are getting more and more demanding; they want exactly what they are looking for and will not settle for anything less. On that matter, a quick web search on your browser is easier and faster than a visit to the mall.
Considering those facts, we can see that the competition is also changing.
A store’s biggest threat may not be the national e-commerce-only player anymore. Digital influence has been rapidly helping small and new businesses grow through creating a strong online presence, delivering quality customer experience and gaining a piece of the market share.
It’s All About Your Customer
Today’s customers are highly digital and have high expectations for what they want while shopping, be it online or in-store. The more integrated and multi-channel your business is, the more likely they are to shop at your store.
Companies are understanding the importance of having touchpoints, both online and offline with their audience; digital is fundamental. The physical store still plays a very important role on influencing a customer’s buying decision.
It is essential for
The key is to perceive your brand as a whole, making your brick-and-click experience function as one.
Are you delivering the experience that your customer expects you to? What about your competitors? Should you be focusing on them or on your client’s needs?
Consumers are still shopping, but are they shopping with you?
Emmanuel Raheb is the CEO of Smart Age Solutions, a top-tier digital ad agency and coveted Premier Google Partner. With nearly 18 years’ digital marketing and e-commerce experience in the jewelry industry, Raheb is passionate about helping and strategically growing national jewelry brands and local retailers alike. Contact Emmanuel at eraheb@smartagesolutions.com.
The Latest
The executive talked about the importance of self-purchasers and how fuel cell electric vehicles are going to fuel demand for platinum.
The Indian jeweler’s new store in Naperville, Illinois marks its 350th location, part of its ongoing global expansion plans.
Tradeshow risks are real. Get tips to protect yourself before, during and after and gain safety and security awareness for your business.
It will award a graduating high school student with about $10,000 toward a GIA diploma and an internship with the Seattle-based jeweler.
Wheat Ridge, Colorado police took a 50-year-old man into custody Wednesday following a two-month search.
PGI partnered with four new and seven returning designers for its annual platinum capsule collection.
Meet Ben Claus—grand prize winner of For the Love of Jewelers 2023 Fall Design Challenge.
Nicolosi, president and CEO of The Kingswood Company, previously sat on WJA’s board from 2011 to 2018.
Karina Brez’s race-ready piece is a sophisticated nod to the horse-rider relationship.
The men are allegedly responsible for stealing millions in jewelry and other valuables in 43 burglaries in 25 towns across Massachusetts.
“Horizon” invites individuals to explore the limitless possibilities that lie ahead, said the brand.
The jeweler credits its recent “Be Love” campaign and ongoing brand revamp for its 17 percent jump in sales.
The co-founder of Lewis Jewelers was also the longtime mayor of the city of Moore.
Elvis Presley gifted this circa 1967 gold and diamond watch to Dodie Marshall, his co-star in “Easy Come, Easy Go.”
Concerns about rising prices, politics, and global conflicts continue to dampen consumer outlook.
May’s birthstone is beloved for its rich green hue and its versatility.
Jacqui Larsson joins Opsydia with nearly two decades of experience in the industry.
Last month in Dallas, David Walton pushed another jeweler, David Ettinger, who later died.
The “Tiffany Céleste” collection reimagines designer Jean Schlumberger’s interpretations of the universe.
The brand also created a 100-carat lab-grown diamond necklace in honor of its centennial.
Tim Schlick has been promoted from his previous position as COO.
It’s the second year for the event, slated to take place in October in Toronto.
Supplier Spotlight Sponsored by GIA
Sales will be paused while the relocation takes place over the next few months.
“SIS x MISA Denim and Diamonds” is a collaboration between the designer and celebrity stylist Misa Hylton.