Building a community is key to connecting with consumers online, experts reveal

Positive Luxury’s 2018 Predictions Report revealed that ‘influence through emotions’ will drive luxury jewellery sales this year.

While this can easily be achieved in an in store environment where jewellers are face to face with their customers, how can brands and retailers connect with shoppers on digital platforms?

One way this can be done is through creating a sense of community for consumers visiting your online channels.

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As Positive Luxury says, fostering human interaction, both digital and physical, and using the retail space as a multi-sensorial consumer experience can result in real success.

Brands have already taken note of the sharing power of content around authentic experiences, building an ecosystem that is likely to create repeat business and brand loyalty.

New evidence suggests 50% of people will remain loyal provided they feel integrated into a company’s community, in either the physical or digital space.

Therefore, having access to exclusive content and the ability to interact and create long-lasting relationships with other people who buy into the brand or from the retailer will continue to be invaluable to community-based marketing this year.

Furthermore, as Positive Luxury points out, a strong brand community can provide a long-term support mechanism, increasing the value of existing customers by turning them into advocates.

This is very important in the age of transparency as companies may face criticism more regularly than before. Often, a brand’s loyal customers are those most likely and best placed to put up a defense.

So while it may feel easier to connect with consumers in store, actually the internet provides many tools to help build a community and engage with your shoppers on an emotional level.

For jewellery businesses it’s important to use digital spaces to reflect the experience and impression you would want shoppers to receive in store.

For instance, if you are a jeweller creating your own pieces at a workshop on your premises, show consumers videos on your social media pages. Or, if your business is centred on bespoke, share your creations online.

Think about your company’s personality and reflect that online. The internet does not only need to be used to ‘sell, sell, sell’, it can also be used to engage and connect with tomorrow’s consumers.

 

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