Online or offline? Via internet or in a traditional store? A survey reveals the preferences of young people in jewelry shopping ♦ ︎
Who buys, but also who sells jewels, for some years has a question: is it better to buy (or sell) online? Or is the traditional shop still the preferred place to buy (or sell) a ring, a necklace, a bracelet? These questions are even more burning with regard to young people, so-called Millenials. But do the assumptions correspond to the truth?
Now, to add an element of reflection, comes the survey of the I-Am Group, conducted in Britain, but with results that should not deviate much from one country to another. In the survey, made known by Professional Jeweler, and conducted among young people between 18 and 35 years, surprises above all data: the percentage of those who would buy an online jewel is high, 26%. But 74% still prefer to buy a jewel in the store. But if those who sell jewelry could smile in the light of these results, there is an aspect that is not favorable to traditional stores. Almost half of the respondents (46%) are not satisfied with the treatment received. In particular, the criticisms are directed to shop staff, not sufficiently empathetic and prepared. So much so that almost a third (28%) of respondents would easily buy in stores without staff. But, above all, 71% say that store staff need to be more informed. Another interesting aspect: young people prefer multi-brand stores compared to single-brand stores.
Conclusion: the physical jewelry store still has cards to play, but the staff must be informed about what they sell, as well as being kind to the customer. And focusing on one brand is dangerous, unless the brand has enough strength to convince a Millennial to enter the store. Cosimo Muzzano