April 20, 2020
As brick-and-mortar jewellery stores across Canada are forced to close their doors amid the global pandemic, more and more retailers are embracing e-commerce to keep their businesses afloat.
Jewellery Business reached out to award-winning communications and public relations strategist Jen Cullen Williams for some tips on how jewellers can bring their brand online and stay digitally connected with their customers amid the global pandemic.
“If jewellers don’t have an active e-commerce website, now is the time to develop,” Cullen Williams tells JB. “Shopify is a great place to start. Also check out the platform Punchmark for specialized jewellers.”
“Your website just became real—it’s your store front and your business,” adds Emmanuel Raheb, founder and CEO of New York-based marketing agency, Smart Age Solutions. “Having large, flashy banners with no content or products doesn’t work; you wouldn’t put large flashy banners in your showcases at your store—why would you think the same should be done on your site? People want to see products, so show products. Make as though your website is your store, and treat it as such.”
“Even if physical locations are closed, jewellers should share that e-commerce is available and/or orders via phone or direct message are also available,” Cullen Williams says. “Make it clear to customers what services and products you can offer during the pandemic.”
“Be a storyteller,” Cullen Williams suggests. “Share more about your store history and team, and highlight incredible merchandise you retail.
“Avoid hard selling. Share information that educates, enlightens, entertains, and inspires action.”
“A mobile-friendly website is key,” Cullen Williams says. “Make your website shoppable, the same way you would merchandise your store. Curate your shoppable merchandise on the website by product type, collections, and gifts by price points.”
“Right now with web traffic shooting up, your customers are on your site, Raheb adds. “The same way you would be available to them at your store, make sure you have an easy way for them to reach you from your site.”
“Host virtual trunk shows, flash sales, and special discounts,” Cullen Williams says. “Get creative!”
“As a store owner, do what you can to support the needs of your staff during this crisis,” Cullen Williams says. “Focus on their safety, health, and well-being.”
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