Product range draws 44% of e-tail shoppers

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Broad offer beats price as crucial factor for online shoppers.

Online jewellery customers are most attracted to product range when it comes to parting with their cash online, according to new research.

A customer survey by silver charm retailer, thecharmworks.com, found that 44% of online customers are most impressed by product range, closely followed by 36.5% of respondents who believe price is the deciding factor.

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Factors such as customer service, gift packaging and fast delivery were deemed less important by customers, with fewer than 10% of respondent listing these factors when buying jewellery online.

Charmworks.com director and Professional Jeweller Hot 100 Retail Star, Alex McMillan, commented: “Increasingly customers are turning to online retail because they can get a better range of products than they can on the high street. Price is always important, but it would appear that as far as online jewellery is concerned, range is the new king of the castle”.

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