Editors

I’m Your Store’s Online Secret Shopper

EditorsDec 05, 2018

I’m Your Store’s Online Secret Shopper

Here are three things you’re doing wrong.

20181205_SecretShopping.jpg
Independent retailer Twist, an early believer in fine jewelry e-commerce, gets it right with their user-friendly online experience by always demonstrating the scale of a piece of jewelry. It’s one of the reasons Fashion Editor Ashley Davis finds their website easy to shop.

I have a confession to make: I shop at your store a lot.

I’m that maddening sale you think is going to happen but, 99 percent of the time, doesn’t progress any further than filling up that online shopping cart.

Like most consumers today, particularly my millennial cohort, I shop online a lot but it’s mostly just for research.

With information so easily available online, I can browse your inventory in a few minutes, pick out things I like and check to see if they’re available online anywhere else for less. Then I can fill up a cart with all of the things I’d like to buy and … think about it.

Buying online is second nature to my digital-native generation. It’s become my preferred mode of shopping because it helps me avoid hassles—the time spent getting to a store, dealing with crowds or encountering an in-store selection that is more limited than its online counterpart (the new retail refrain always seems to be, “You can probably find it if you look on our website!”).  

And though browsing jewelry online is part of my job, because it helps me see what retailers are selling, I also find online shopping to be a stress reliever. It is a belief I think many other millennials share, though research about the psychology of “retail therapy” has pretty much only focused on the brick-and-mortar experience thus far.  

Make no mistake, though I love filling up online shopping carts with things I’d potentially like to buy and I take great, anxiety-reducing satisfaction in a well-curated cart, I make the vast majority of my purchases online too.

But there are a few things that stop me.  

As your resident secret online shopper (whom you never hired), I’m going to fill you in on what keeps me from clicking the “Purchase” button at your store to better inform your e-commerce best practices.

1. You’re Not Showing Scale

At a panel at the Vicenzaoro jewelry trade show this year, Farfetch’s global vice president Jamie Freed noted how, over time, consumers have demonstrated their growing confidence in buying fine jewelry online by engaging in increasingly larger transactions, with purchases of pieces over $20,000 on the rise.

But there are special considerations to buying fine jewelry over the internet and a major one is scale.

An image of a piece of jewelry being

worn on an actual person is just as important as the clean product shot of the jewel on a white background.

It’s not easy to visualize the scale of an item by its listed measurements and specifications alone.

Much like a handbag, if I can’t see how large a piece is in relation to the human body I simply can’t picture it, so I can’t buy it. I need to see a ring on the finger, a pendant around someone’s neck, etc.

In my opinion, if you’re not going to show a piece of jewelry being worn, you might as well not show it at all.

The image I need to feel confident in the size and shape of said jewel doesn’t require an expensive professional photo shoot; a clear iPhone snap of the item on a sales associate is all you need.

2. Your Return Policy Is Not Clearly Stated

Call me spoiled, but successful online sellers have set the bar high for the experience I’m expecting to have online and today, that means free shipping and returns.

As shoppers, we’ve become so used to cost-free deliveries that it’s surprising when we do end up with a shipping or return fee and, for me, it’s a purchase deterrent.

Likewise, if a return period is less than the retail standard – 30 days – I feel duped, almost as if a company is hoping I wouldn’t notice and therefore miss the opportunity to send something back if I’m unhappy with it.

Fine jewelry has its nuances compared to other categories and there might be instances where an item is ineligible for return—say, when a piece of jewelry has been made to order.

It’s imperative that that type of information is clearly communicated to shoppers, not in fine print but directly and totally up front to build consumer trust, with potential buyers knowing exactly what kind of commitment they’re making.

3. Your Website is Your Pet Project

My final critique is an issue I tend to encounter more with jewelry designers’ individual e-commerce sites than with the websites of retail stores, independently owned or otherwise.

Again and again, I visit websites with more information than I need, leaving me to sift through content when trying to find simple product information.

I understand why designers do this—they know that it’s not enough to make and sell their jewelry today; they must create stories around it, send out newsletters and e-mails and make note of illustrious press features—but many take it too far.

The most important feature I need to see on a jewelry-selling website is a highly visible menu giving me access to the pieces they’re selling, letting me scroll through all the inventory and items by category (rings, earrings, bridal, etc.).

When I go to a website and get stuck on a fancy, carefully designed landing page that makes me click to “enter” said domain or makes me scroll through beautifully crafted content to eventually select a “Shop Now” button, I’ve already lost some interest.

The underlying issue is the same for the previous tips I’ve shared—a lack of efficiency and ease. Rather than hold online shoppers hostage with content, take them to one homepage that lets them get straight to their shopping via a clear navigation menu and presents some teasers to content, giving them the choice to click on what they’d like.

And when it comes to navigation, please, forego the collection names.

Collections are important to you; they are not important to your audience. We’re shopping with you because we love your jewelry, but we rarely remember which pieces came out when and why.

If you must include, leave an option for browsing by collection and for browsing by category.

Your online shopper is moving faster than you realize—it’s your job to keep up with her.
Ashley Davisis the senior editor, fashion at National Jeweler, covering all things related to design, style and trends.

The Latest

Future Fortune sapphire ring
TechnologyMar 28, 2024
Pinterest’s 2024 Wedding Report Is Out

The report shows that couples are searching for vintage and antique rings, gold jewelry, pearls, and colorful pieces.

David Ettinger
IndependentsMar 28, 2024
David Ettinger of Bechdel Jewelers Dies at 69

He’s remembered as a “font of passion,” leaving behind a legacy of dedication to his craft and community.

Jewelers of America logo
IndependentsMar 28, 2024
JA to Host Series of Learning Workshops

The first one will take place next month during the Jewelers of Louisiana’s and Mississippi Jewelers Association’s conventions.

Jewelers of America Fly In Washington, D.C.
Brought to you by
How Jewelers of America Represents Your Business

For over 30 years, JA has advocated for the industry, fought against harmful legislation and backed measures that help jewelry businesses.

Jaeger-LeCoultre Madison Avenue NYC store
WatchesMar 28, 2024
Peek Inside Jaeger-LeCoultre’s Revamped NYC Flagship

The redesigned boutique features interactive displays and a workshop space for hands-on learning about watchmaking.

Weekly QuizMar 28, 2024
This Week’s Quiz
Test your jewelry news knowledge with this short test.
Take the Quiz
Asian Star’s diamond manufacturing facility in India
SourcingMar 27, 2024
Compliance, Caution, and Concern: The Current Outlook of Indian Diamantaires

There is a willingness to comply with new government-mandated regulations, with an insistence that they should be practical and realistic.

Kira Diam solar plant
Lab-GrownMar 27, 2024
Indian Lab-Grown Diamond Manufacturers Keep Growing

A combination of factors is driving growth in the industry despite the precipitous drop in prices across the board.

BTYB-HoBrothers-updated.png
Brought to you by
The Scalable, Professional, and Effortless Solution for High-Demand Custom Jewelry Retailers

Ho Brothers offers scalable solutions for the future of custom jewelry.

Bharat Ratnam, a Mega Common Facilitation Centre (CFC)
SourcingMar 27, 2024
Reinvigorating SEEPZ, the Epicenter of India’s Studded Jewelry Exports

The zone’s modernization will enhance and increase India’s jewelry manufacturing capabilities while aiding small and mid-sized businesses.

SRK Empire and SRK House
Policies & IssuesMar 27, 2024
SRK Exports’ Journey Toward Net Zero Impact

By the end of this year, SRK’s diamond manufacturing complexes will achieve net zero emissions, one of an impressive array of achievements.

Georgia May Jagger Tommy Hilfiger ad campaign
FinancialsMar 27, 2024
Movado’s Full-Year Sales Sink 11%

The company plans to invest $25 million in marketing initiatives to boost awareness around its namesake and licensed brands.

Hand holding shopping bags
SurveysMar 27, 2024
Consumer Confidence Held Steady in March

Optimism about the current state of the economy was offset by anxiety around inflation and the political environment.

Bernadette Mack
Policies & IssuesMar 27, 2024
Mercury Free Mining Hires Bernadette Mack

The former WJA executive director is MFM’s new managing director.

April Is Diamonds Do Good Month
Policies & IssuesMar 27, 2024
Diamonds Do Good Announces Its April Initiative

DDG encourages retailers to educate customers on the positive impact of purchasing natural diamonds.

Tiffany & Co. With Love, Since 1837
MajorsMar 26, 2024
Tiffany & Co. Debuts ‘With Love, Since 1837’ Campaign

Highlighting the most iconic Tiffany collections, it’s inspired by the company’s late window designer, Gene Moore.

National Jeweler columnists Duvall O’Steen and Jen Cullen Williams
ColumnistsMar 26, 2024
Creative Connecting: AI Tools and Tips for Social Media

Jen Cullen Williams and Duvall O’Steen explore how jewelers can save time and money by using AI to analyze engagement and create content.

Nordstrom Men’s Store New York City
MajorsMar 26, 2024
Nordstrom May Go Private, Says Report

The retailer previously turned down an $8.4 billion offer in 2018.

Interior of Miami Lakes Jewelers
IndependentsMar 26, 2024
Miami Lakes Jewelers to Close After 37 Years

The Florida store’s owner Miguel Gonzalez is retiring.

 International Gemological Institute
GradingMar 26, 2024
IGI Announces Tech for ID’ing Lab-Grown Colored Diamonds

The lab stresses the importance of accurate identification, as the difference in price is “substantial.”

Kendra Scott lab-grown diamond jewelry
CollectionsMar 25, 2024
Kendra Scott Debuts Lab-Grown Diamond Fashion Jewelry

The brand also plans to expand its retail footprint from 138 to 200 stores over the next three years.

Instappraise logo NAJA logo
Events & AwardsMar 25, 2024
NAJA, Instappraise Offering Scholarships for Aspiring Jewelry Appraisers

One is reserved for a NAJA member, the other for a non-member.

Carie Lehrke and Megan Mattice
MajorsMar 25, 2024
Borsheims Announces New VP of HR, Assistant Manager

Longtime employees Carie Lehrke and Megan Mattice have received promotions.

My Next Question graphic vintage jewelry webinar
Recorded WebinarsMar 22, 2024
Watch: How to Buy and Sell Vintage Jewelry

Three guests joined National Jeweler and Jewelers of America to discuss trending time periods, spotting reproductions, and more.

Chris Clipper and Robert Lepere
MajorsMar 22, 2024
David Yurman Announces New CFO, Chief People Officer

Chris Clipper and Robert Lepere join the company with 50 years of combined experience.

Nakard pyrite earrings
CollectionsMar 22, 2024
Piece of the Week: Nakard’s Pyrite Earrings

The trendy, metallic earrings wink at classic spring colors.

Stock image of police cars with their lights on
CrimeMar 21, 2024
Sparks Fly as Burglars Lose Safe on California Freeway

JSA said a man and woman pulled the safe out of an Oakland jewelry store but couldn’t quite get it into their van.

Grizzly Mining rough emeralds
SourcingMar 21, 2024
Grizzly Sells 4,145-Carat Emerald for Over $1M

The miner’s March auction generated $19 million.

×

This site uses cookies to give you the best online experience. By continuing to use & browse this site, we assume you agree to our Privacy Policy