Jewellery retailers should embrace click and collect and/or click and reserve to drive footfall and build customer relationships.
In jewellery retail, the customer experience of trying on items, asking questions, and seeing the product in detail (in person) are all essential steps in the buying journey, but a smart use of digital tools can augment the customer experience and bridge the gap between online and in-store, says retail expert company, Cybertill.
Click and collect,’ where a customer pays online and collects in-store; and ‘click and reserve,’ when a customer reserves item(s) online and pays instore, have been growing in popularity in general retail.
In jewellery retail, those using these services are able to let their consumers enjoy an omni-channel experience and bridge the gap between browsing, and maybe evening purchasing online, and setting foot into store and engaging with staff.
“It’s very important to jewellery retailers because jewellery is very personal, and a lot of people want to actually see the product,” shares Omni-channel retail consultant at Cybertill, Elaine Scott. “F.Hinds offer click and reserve instead of click and collect which allows customers to see the products before they buy them – really adding to that personal customer experience, and ensuring customers aren’t out of pocket before they even choose the item they want. That’s pretty forward thinking.”
She continues: “Retailers like F.Hinds are doing that really well with Click and Reserve. Customers can get the product when they want, they can pick a time to go in and make a decision, and get that personal experience.”
Research by Cybertill on the jewellery industry found that 70% of jewellers offer click and collect from their websites, including Links of London, Chisholm Hunter, and H.Samuel, but a much smaller amount, 23%, of jewellery retailers offer a ‘reserve and collect’ service including, F.Hinds, Green + Benz, and Lunn’s.
Four retailers offer both options including Green + Benz, Lunn’s, Swarovski, and Windsor Bishop. Only three retailers offer same day collection from store including, F.Hinds, Robert Gatward, and Tiffany & Co.