The jewelers have the hours counted? There will only online stores? A news not too bright, but that makes you think, it is reported from the site Professional Jewellers: Payne and Son, who started his business in Kent in 1790 and then opened a branch in Oxford 146 years ago, it had to close its doors due the growth of online shopping. The jewelry has suffered a decline in sales at Christmas and they concluded that it could no longer compete with the online store. Not the first jewelry that closes due to the migration of jewelry sales on the online channel, especially purchases between 50 and 350 euro, but not only. Research by Federpreziosi curated by Spice-Research in collaboration with Studio EffeErre on a sample of 1,750 respondents indicates that for Valentine’s Day 2016, 28% of those who bought a jewel in Italy was based on what was seen in the windows, but almost equally, 27%, has been entrusted to the web.
The trend for the coming years
The search for Federpreziosi agrees with the result of analysis conducted in 2015 by Exane BNP Paribas Research together with Luxury Goods & ContactLab on the luxury market. According to the analysis of the French bank, the number of customers registered online and digitally contactable continues to rise. And the customers who are involved via the web then spend more in the store (+ 16%). Who can digitally contact customers, can develop cross-channel platforms (internet more physical store) and these cross-channel clients spend more (on average more than 60% of others). Finally, it is continuing to increase the share of online shoppers of luxury goods every year (from 30% in 2011 to 37% in 2014).
The developments
Jewelers should know that, according to this analysis, by 2020 the luxury brands will know virtually all of their clients, given that those registered online will be 45%, and those contacted by e-mail 41%. Ie almost 90% of all customers in-store will be followed online. And, to make matters worse: the ability to use an online platform will decide the success or failure for luxury brands, given that sales of e-commerce will be at least two or three times the current ones. Federico Graglia
