By Gary Ingram,

Today’s online jewellery shoppers have high expectations. They look for easy web navigation, high-quality products, accurate sales information and great prices. In turn, these expectations translate into pain points: will my shopping experience be easy, will I get a great product, will the delivery be on time and will I get the best deal for my budget?

Mapping your customers’ buying route – from the shopping triggers to the completed purchase – will help you to meet these expectations and cure the pain points.


Let’s look at how an average online jewellery shopper, called Mark, might buy a pair of earrings.

Mark has an anniversary coming up. His partner has hinted that she’d like some diamond earrings. Mark is not a jewellery connoisseur and has no idea how much diamond studs cost. In fact, when he hears the word “diamond” he feels a little worried. Will his budget achieve the gift item that will make her happy?

These are just his initial pain points – even before he begins shopping.

At Monday lunchtime, Mark does some research on his work PC. He’s apprehensive because he doesn’t know where to start, but almost immediately comes across an informative article. It explains how to choose diamond quality and size. Mark feels happy and bookmarks the webpage as a reference.

The following evening, Mark quickly visits a few jewellery retail websites on his laptop at home. He narrows his options to four or five online stores and based on their offerings, decides on a rough budget. However, he’s not ready to buy yet. There’s too much choice and he feels overwhelmed.

Later that week, Mark is scrolling on Facebook when an advert for diamond earrings in his price range pops up in his feed. The earrings look good and Mark takes a screenshot for later.

Over a busy family weekend, Mark pushes the earrings out of his mind. Come Sunday night, though, he panics a bit. He’s now got 72 hours to get the gift. He circles back to various websites and pops items into shopping baskets to see delivery times and shipping costs. He’s still hesitating… What if he makes the wrong decision and she doesn’t like them? It’s a lot of money.

On Monday at work, Mark visits a consumer review site. He finds an online jeweller that is highly-rated. He heads to the website and while he’s looking at a pair of earrings, a chat box opens up. A sales assistant asks if he has any questions. “Will I get these by tomorrow?” he queries. The answer is yes. This, along with the good reviews, the well laid out product page and Apple Pay, clinches the deal for Mark. He makes the purchase on his smartphone.

The point of telling Mark’s story? To demonstrate how important it is to have a highly detailed understanding of your customer’s buying journey. If you can find out the exact steps your customers take to arrive at their buying decisions, you’ll have a unique opportunity to connect with them along the way.

Then, your brand can be the one to serve them the useful article, put an advert or customer reviews in front of them at the right time and give advice when needed. In other words, you’ll be there, anticipating each expectation and alleviating every buying pain.

What’s more, next year when Mark needs a tennis bracelet, his buying journey will be more straightforward: he’ll simply return to your store for another great shopping experience.