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2-6 February 2020

COVID-19 Advice Series from Retail Jeweller: Three marketing tips for jewellery companies right now

12 May 2020

This content is produced by Retail Jeweller who partner with JWF. Visit Retail Jeweller here for more on their COVID-19 Advice Series: https://www.retail-jeweller.com/ 


Whilst no one can be sure what life is going to look like on the other side of the lockdown, the marketing plans that were in place before the crisis will need a rethink, says Mike Austin chief executive of online personalisation platform Fresh Relevance.

‘The varied impact of COVID-19 on the retail industry has been widely reported and continues to shift rapidly with the evolving situation as consumer purchasing habits focused on the need to adapt quickly to ‘the new normal’ of staying at home.

However, whilst we await clarity on when and how lockdown measures might be eased, now is the time for marketers to start thinking about what comes next. Whilst no one can be sure what life is going to look like on the other side, the marketing plans that were in place before the crisis will no longer be applicable.

It’s likely that tougher trading conditions are going to prevail for some time, so understanding how to establish a path forward will put brands in a stronger position to thrive in a post-pandemic environment.

With this in mind, we’ve outlined three key marketing tactics that retail jewellers need to prioritise now.

Focus on loyal customers

Re-engaging shoppers that have made purchases in the past by providing a relevant and positive shopping experience can be an easy and cost-effective win for brands. It becomes even more important during an economic downturn, so make sure your website and email content is optimised for the individual customer to be able to convert them.

Consumers tend to compare products more before purchasing during tougher times, but often lack patience to spend long doing so. Brands can help get them to the products or styles they favour quickly by creating personalised web and email experiences based on their interests and previous browse behaviour. This could be as simple as making sure a customer who has previously purchased silver earrings sees more silver jewellery options they might like when they arrive on site.

Similarly, a recession will likely bring out the bargain hunters, so filtering based on real-time information is key. In knowing which customers are particularly price sensitive, brands can suggest products that are based on this budget, increasing the likelihood of retaining their attention. Brands could also alert customers on any items they’ve browsed and that have dropped in price.

Establish a healthy email list

When budgets are tighter, many brands will want to avoid investing heavily on acquisition marketing. This means having a smart approach to expanding a loyal customer base is vital.

One way to grow an email list inexpensively and effectively is by implementing well-timed popovers which encourage visitors to share their email address and preferences. It enables a brand to learn a lot more about an individual, which can be used to deliver a more personalised and relevant experience in the future.

Remember that the effectiveness of a pop-up comes down to the execution – there is not a one-size-fits-all approach. In using behavioural and transactional data, marketers can ensure they are interacting with the right person, in the right place, at the right time, with the right messaging. For instance, you can time the popover based on exit intent or cart abandonment, teeing up a popover that highlights a particular deal or that offers to send the shopper a list of the carted items.

Never miss an abandoned cart

Abandoned shopping carts have been challenging ecommerce marketers as long as ecommerce exists. The potential reasons for an abandoned cart are diverse, but with many consumers juggling school closures while working from home, it’s likely that quite a few deserted carts can be blamed on increased distractions. Now more than ever, brands should ensure they have a smart cart abandonment strategy in place to recover these revenue opportunities.

Sending a triggered email reminding the customer of the item left in their basket is a simple and cost-effective way to encourage them to return to the website and reconsider the purchase. Customising the email to reflect the carted items can further help drive the customer towards making the purchase. For example, you could base the email header image on the carted product category, or include user-generated content, such as Instagram pics of customers wearing this particular piece of jewellery.

Weathering a crisis is about adapting to the new normal. Whilst there are many unknown elements still surrounding what life will be like beyond the Covid-19 pandemic, marketers need to start thinking about how they can remain relevant to customers when safety restrictions lift.’

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