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E-COMM ADVICE: Jewellery businesses must review their marketing messaging

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Following on from research published last week, which revealed that consumers are looking for companies that care about the impact COVID-19 to engage with and shop with (even if they don’t do so until lockdown is over), this week we are launching an e-commerce expert advice series to help jewellery firms create a digital strategy to come out of this crisis stronger.

Today we will be looking at: Reviewing your Marketing Messaging.

Words by e-commerce software & digital marketing agency, VisualSoft

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All brand messaging should be tactically reviewed to ensure that all communication being made is sensitive and mindful with regards to the current global situation.

While there are undoubtedly plenty of opportunities for the world of eCommerce in the current climate, it is important to not portray yourself as being opportunistic or crass.

Website messaging

  • Consider updating your homepage banners to keep consumers up to date or to point them towards genuinely helpful products during this time period – ensure that all notifications are visible and distinctive. For a jeweller, products to promote should include pieces where proceeds go towards a charity, or meaningful jewels that help consumers find peace and comfort during a difficult time for many.
  • An addition of COVID-19 page to your website that is easily accessible from the homepage can provide customers with the information they are after at the click of a button. You could also direct them to handy resources or guides.
  • Not all customers will see the homepage, so it is important to ensure messaging regarding COVID-19 (Re: stock and delivery) is viewable from any page on your website. This could sit within your slither banner, or at the very top of your website via a sticky promo linking through to your COVID-19 page – if it’s business as usual, customers should be aware of this as it could be the difference between making or losing a sale.
  • Update your delivery pages to reflect any impact the outbreak may have on your customers’ deliveries
  • Add emergency basket messaging to inform customers of any changes from the norm, before they proceed to purchase
  • If you expect shipping delays, add shipping holidays to reflect the days you will not be able to process orders, which helps to set expectations
  • Similarly, you can update your courier processing days on a per-courier basis if some of your couriers are struggling to carry on ‘business as usual’ to help provide your customers with accurate delivery dates.

Ad messaging

Review and amend all pre-scheduled social messaging, to ensure that communications are reflective of the current global situation, and to help communicate all messaging that is being pushed out on your website – to keep customers as informed as possible.

You should also review and amend all paid ads where required, to reflect your stance on the current climate and, wherever possible, to promote products that are genuinely useful for consumers or could provide comfort in an uncertain time.

Interacting with your customers through polls on social media or via email can be key in helping you to tailor your messaging to exactly what they want to hear. Adapt your communication strategy based on consumer mind-set and how they are feeling.

Focus on establishing virtual and video social connections in a time of social distancing

Consumers (now more than ever) are discovering new connections and nurturing friendships and relationships virtually so reaching out via social media to offer comfort, guidance and support could increase brand trust.

Addressing their basic safety and security needs is critical initially to establish connection.

People are consuming more video content than ever before, such as study videos, cooking videos, relaxation and workouts.

Review your email comms

Now is also a good time to review automated email subject lines to ensure that they are still appropriate

  • Remove map locators for physical stores for emails
  • Update all automated emails to include a banner highlighting COVID-19, including changes to delivery, operational changes. The banner can also highlight USPs for those where delivery is not affected, pushing payment options and free delivery
  • Ensure generic emails being sent have up to date information about COVID-19 in them
  • Be sensitive and keep up with the fast changing situations to ensure key messaging is relevant
  • Consider ways of increasing your newsletter subscriber database, incentivise with special offers and make the sign up field more prominent (e.g. with a sticky newsletter footer), so you can keep potential customers engaged and informed as the situation develops.

Tags : coronavirusmarketing
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The author Stacey Hailes

Editor, Professional Jeweller

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