Customer Experience Drives Demand of Online Jewelry in India

One of the foremost advantages of digitization thus becomes a hassle-free, accessible, fun, and adaptable customer engagement process filled with rich insights in the form of behavioral data.
Customer Experience Drives Demand of Online Jewelry in India

One of the most significant jewelry markets in the world, India, is poised for a digital renaissance owing to the pandemic having accelerated the desire for online purchasing. 

According to The World Gold Council report titled ‘Online Gold Market in India’, the market is witnessing a strong push from digital players. Therefore, in a bid to balance logistics and aesthetics, most of the D2C consumer segments such as fine jewelry and the industry as a whole are digitalizing every aspect of the consumer experience through social and online listening, thereafter tailoring the purchase experience to fit consumer needs.    

As of now, consumer interest has shifted to prioritizing convenience where it was once governed by the safety that online shopping provides. Needless to say, this behavior has translated into a preference for brands that acknowledge and fulfill these needs. Additionally, with a steady increase in the independent purchasing power of women along with a shift in consumer knowledge, informed decision making, influence, responsibilities, impact on society, and financial implications, numerous facets of consumer behavior are intersecting to create a robust demand for online luxury.    

One of the foremost advantages of digitization thus becomes a hassle-free, accessible, fun, and adaptable customer engagement process filled with rich insights in the form of behavioral data. Pioneers within the jewelry industry recognize this and are facilitating a change in the way India shops for its favorite jewelry. As the digital world evolves, online ateliers are now enthralling buyers through e-platforms thus, making jewelry more interactive and easily available. By offering a seamless customer experience in the language of the evolving consumer and their dynamic needs, brands get deeper insights into their shopping behavior.   

As the leading first-to-the-market consumer segment, according to a Havas Group Prosumer Report, more than eight in ten prosumers have vocalized that they prefer online shopping over traditional in-store purchases. Accessible inventory, personalized discounts, door delivery, 24/7 shopping, finding the exact item, more information, wider variety, anonymous buying without upselling attendants, and independent shopping are some of the driving factors that have established e-commerce especially for prestigious and high-ticket segments like fine jewelry as the new retail norm. To put it in context, this has led to a burgeoning demand for services such as the ability to shop on social media in addition to the ability to interact with fellow shoppers along with digitally scheduled services like an in-person pickup. These digital-to-doorstep strategies have the potential to incentivize customers who enjoy a hybrid experience of in-person and online shopping.    

With millennials and Gen-Z leading the charge of bringing about a shift in the economic ecosystem (even if they themselves aren’t the buyers, they are still important in influential purchase decisions for the household), customer expectations are now shifting towards more streamlined purchase preferences with in-built convenience and authentic brand experiences. Consecutively, brands may try to recreate that experience in online stores through high-definition and immersive collaterals that allow customers to interact with products and ask questions in a way that is familiar while being novel. This is where personalization, symbolism, storytelling, and technology meet in order to fully modernize the consumer approach to purchasing jewelry in India.  

Another aspect of design innovation is to provide an exceptional technology-driven experience that enables the consumer to see how the jewelry moves and sits while being worn. Several such technologies will soon infiltrate the market and be used in a similar way to allow online shoppers to not only view a product but customize it or even try and buy, thus delivering an immersive cross-channel experience.    

As corroborated by Forbes data, brands with heightened customer experience earn 5-7 times more than brands that do not. With omnichannel retail becoming normalized by the day, it is best that brands invest in creating and operating intuitive e-platforms that are equipped to suit changing client needs 5-10 years down the line in order to enjoy a sustained edge.  

In order to propel buying behavior within the largest consumer group-millennial women (making up 70 percent of jewelry clientele today), brands must design fluid, kinetic and comfortable jewelry experiences that will become top-of-the-mind for those always on the hunt for that elusive uniqueness.    

This only highlights how important it is for customer experiences to pay tribute to the individualism of millennials who want their jewelry to flow with them as they don multiple roles within the economic ecosystem. The discerning designer or atelier must keep this in mind when creating shopping experiences embedded with personal symbolism or meaning within the jewelry from online browsing to offline delivery.    

In order to resonate with the current consumer, rapid Innovation needs to be brought about by all involved stakeholders. Brands must equitably tap into creativity as well as technological know-how to impress the dynamic and demanding young clientele for years to come.  

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