The majority (79 per cent) of costume jewellery shoppers buy in-store with almost a third (28 per cent) favouring independent retailers and 72 per cent prefer visiting a jewellery store in person rather than online when researching a purchase, reports a new poll of 100 female shoppers.
As part of its #weasked100shoppers tool, brand and retail marketing experts The Market Creative asked shoppers about their last costume jewellery purchase to help retailers and brands better understand how they can inspire shoppers to buy. For the purposes of the survey, costume jewellery was defined as treasured jewellery that would last at least a couple of years, but not a lifetime.
The survey found that the largest proportion (44 per cent) of shoppers spend between £26 and £100 on costume jewellery with one in ten splashing out over £200. Twenty per cent buy more than one piece in a single trip.
While favouring bricks and mortar for purchasing, costume jewellry shoppers sought online reassurance with one in five visiting social channels or reviews before buying. Of those who bought online, 65 per cent used a desktop computer rather than a mobile device.
The majority (85 per cent) of shoppers bought costume jewellery for themselves – 44 per cent said they felt like treating themselves and a third were buying for a special occasion.
Emotion ranked top on their biggest influence to buy with 91 per cent citing their “love for a piece” as the single most important driver. In terms of more tangible influences to buy, the top three were rated as price, assistance in store and the person they were shopping with.
Sue Benson, managing director at The Market Creative, said: “Bricks and mortar are clearly king when it comes to shoppers buying costume jewellery, so it’s vital that jewellers make the most of their in-store marketing. As well as heroing their offer in window displays, staff must be well-trained and informative to help guide purchases.”
In response to the research, The Market Creative offers the following marketing tips to influence jewellery shoppers to act:
- Think about window displays and don’t miss-out on an opportunity – do your stores shout costume or fine jewellery?;
- Consider key trading events to drive awareness;
- Ensure your shopper experience is consistent yet channel relevant online and in store;
- Bring social shares and reviews in-store to persuade and influence shoppers;
- Sometimes shoppers just need a little nudge – think colleague training or real time offers to act as the excuse women need.
The Market Creative is a strategic, brand and retail consultancy based in Trafford Park, Manchester. Clients include Silentnight, Sharps, Grafton Merchanting GB and Holt Lloyd International.