Like all the traditional businesses, the jewelry business is going through a sea of change in the digital era. Earlier, the customers used to come to the jewelers, but now the scenario has reversed with online jewelry companies like Caratlane. The online stores are giving the option of delivery at the doorstep to the customers. The online mode of business has entrenched the jewelry sector also, and a mobile app will help you in excelling at the online method of marketing. Create, plan and execute a mobile app marketing strategy that’ll help you grab the attention of your audience.
Here we’ll discuss the reasons why the jewellery business needs a mobile app and what are the benefits.
To boost user engagement
We are living in a connected world, with each of us staring at our mobile screen around 4 hours a day, mobile has become an essential gadget in our lives. And as they say in business, you should be present where your customers are!
Having a mobile app will help you to be connected with your customer 24*7, which is not possible by just having a brick and mortar store. Modern age customers have a very volatile memory; hence, it is imperative that as a business, you need to remind them about your presence. If they have your mobile app installed into their devices, then you could quickly tell them about your products through push notifications.
Push notifications can be customized to display your brand’s logo, you could also make these push notifications interactive by using rich media and videos. This would definitely drive the engagement of your customers with your app.
Display your products
Having a mobile app for your jewellery business will ensure that you can display your entire product range in the manner you desire. New jewellery designs can be uploaded to the app as and when they are released. Your customers won’t need to visit your store physically to see your new collection.
Let’s face it, it is way easier to open your app and check out the latest designs when you want to gift your wife a necklace(lucky wife!) on her birthday as opposed to visiting the store yourself. In this scenario what do you think which jewellery brand will be at an advantage? The one which has an app or the one which doesn’t? A high-resolution image can be used to depict the intricacies of your product.
An economical way of branding your product
A lot of money is invested in promotional and branding exercises in conventional modes like TV, Billboards and placing ads on radio. If you have your own mobile app then all these expenses can be minimized as you can conduct promotional activities through your app only. Also as jewellery app would be installed only by those people who are somewhat interested in jewellery, so you will be able to target customers who can be converted with ease, which is not the case in mass-market advertising like TV and radio.
Sell more with an app
You can integrate payment and delivery options into your app, allowing the users to directly order from your app. In jewellery business trust is of utmost importance, your jewellery brand will have certain loyal base of customers who would prefer to buy from you even if they move to another city or even another country. You can tap this market easily by encouraging your customers to order directly from your app.
There is a dearth of knowledge among consumers regarding jewellery. For example, many people do not understand properly the concept of 4C in diamonds. You can educate the customers about how to properly select a piece of jewellery and how to see to the fact that the jewellery is authentic.
For example, BIS hall-marked jewellry is considered to be authentic in India, but most of them might not know that BIS now (from 2017) provides hallmarking for gold up to 22 karat in purity, removing the 24 karat purity standard. Such information can be vital while purchasing jewellery, you can disseminate such information to your consumers, this will make sure that your brand’s reputation is increased.
Use the power of technology
Imagine the possibility, if your app would contain a feature through which users could see how a particular ring or necklace would look before buying it. This is possible with Augmented Reality, which is a technology which superimposes the image of the jewellery virtually letting users experience how the product would look on them.
As we know that no customer would like to purchase jewellery before trying it out. Your app using the power of AR can make it possible for users to try out jewellery without leaving the comfort of their home and creating the user experience immersive, this means that the customer is saved from woes like heavy traffic, heat or cold, parking woes and wasting time in going to the retail shop.
Jewelers have reported a 30% rise in sales using the Augmented reality technology. Caratlane is one such app which uses AR in jewellery business.
Interact with your customers easily
In this digital age, it is all the more necessary for your brand to interact with customers. Having a mobile app would enable your brand in interacting with customers easily as they would be able to send their feedback easily to you.
You can integrate a feedback option into your app, in which the customers can let you know what they need in terms of design and other factors. You can even make customized jewellery for your customers according to their designs. Engaging customers in each stage of jewellery selection process right from design to selling is sure shot way of improving the user engagement. All these measures would be easy to implement with an app and would help in increasing customer engagement. Remember customers love brands which ‘listen’.
Give customized offers and experience to your customer
You can implement big data analytics by using the non-personalized user data and customize offers and other experience according to the tastes of a particular set of users. Sometimes actions speak louder than words if your product is not good customers would leave and not bother to complain to you, this is more dangerous to your brand as if they complain you have a chance to improve, but if they don’t then you are doomed for failure. Data analytics can help you in identifying potential problem areas and rectify them in time so that they do not affect the whole user experience.
While using data analytics always remember, the idea is to give customized experience and not freak out the user so always ask for permission from the user if you are going to collect data from him/her.
You can encourage your users to share their experience and the latest designs of your store with their friends by integrating the social sharing feature in your app. Word of mouth is still the strongest form of promotion and has the highest success ratio. You can craft an innovative referral program which motivates the users to refer your brand to others.
As your business starts shifting online, it will grow beyond geographical boundaries as customers from foreign countries would also be able to purchase from your store taking your business international. Having an app will also enhance the credibility of your brand.