How to sell bridal jewelry to Millennials

An insight report published by a digital analysis firm sheds some light on the Dos and Don'ts of developing online sale strategies aimed at this crucial consumer's profile.

When it comes to bridal jewellery and which strategies are best to attract the Millennials, many retailers are often left scratching their heads. But as a study recently published by influential digital intelligence firm L2 shows, while having a bricks-and-mortar sales point is still important to sell this kind of jewelry, in order to attract customers aged 22-35 there are specific online strategies that need to be implemented by brands. Having a functional website is not enough anymore: the “digitally skilled” Millennial demands an online presence capable of delivering a rich yet intuitive experience. L2 found, for example, that combining education and customer service directly into the site experience and online purchase path is a decisive winning point.

Personalization is also crucial, as the Millennial shopper is looking for a bespoke experience, and brands must be digitally progressive by offering product customization tools and deploying key customer service features online. Analyzing the online presence of many brands of bridal jewelry, L2 was able to tell effective strategies from less adequate methods. And the results are suprising: Tiffany & Co., for example, although being one of the most powerful players in the bridal jewelry industry, failed to impress as “the overall page speed of the interactive Our Guide to Diamonds tool lags and the information is not easily navigable, forcing users to click through a lengthy slideshow with no indication of its contents” the report says.

Harry Winston, worldly renowned for its unmistakable, magnificent jewelry, could also use some advice. For example the brand's website, although providing rich educational tools and video, should organize its content in a more intuitive, easily browsable way, L2's report says. The study also points out some positive examples of digital strategies. For example, diamond jewelry retailer Brilliance allows consumers to engage their customer care operators via FaceTime, and Ritani, another retailer specialized in engagement jewelry, has embedded in its website useful pop-up snippets that inform the customer on diamond’s shapes, colors, clarity and so on. Other useful strategies outlined in the research? Providing a 24/7 customer service with a personalized experience and to invest aggressively in search strategies on unbranded terms. More info on www.l2inc.com