Trends in Mobile Data Collection: Jewelry Merchandising
Leaders across industries are adopting mobile data collection strategies to optimize their business operations. Today, we take a closer look at how this trend is playing out in the world of jewelry sales.
Jewelry companies are going omnichannel.
Take online jewelry retailer Ritani, for example. They offer a free in-store preview program, which allows customers to design custom engagement rings online, even on their mobile devices, and then try them on at participating brick and mortar retailers—at no cost and with no obligation to make a purchase. This integrated approach has not only served to significantly expand the company’s retail data pool, but it has also helped to expand Ritani’s social media reach.
Brands are gaining significant customer insight through social media channels.
This past December, Jared the Galleria of Jewelry held a “12 Days of Giveaways” daily prize sweepstakes for Facebook fans and Twitter followers. And we know that a great deal of social media traffic comes from mobile devices. Integrating social media data with other vital intelligence—such as point-of-sale transactions, merchandising, traffic count and customer relationship management figures—can enable companies to develop a broad perspective to help them effectively address customer demands.
Mobile point-of-sale technology is enhancing the jewelry shopping experience.
We have witnessed retail leaders such as Barneys New York embrace and reap the benefits of in-store digital marketing strategies, such as iPad-based mobile point-of-sales systems, which allow associates to accompany a customer through every step of a transaction. Jewelry retailers large and small are implementing roving checkout systems like this, and some are even going self-service. A recent pop-up shop from New York City-based jewelry retailer BaubleBar, for instance, included tablets that allowed shoppers to complete purchases on their own with just a few simple clicks.
There’s an app for that.
In our roundup of data collection predictions for 2014, we looked at Target’s free in-store WiFi network, which takes shoppers to the store’s mobile website. Such technology offers exclusive deals to customers and also allows Target to analyze what customers are looking at on the web and how they are using smartphones while they shop. Jewelry companies are wholeheartedly adopting this mobile application trend, with brands such as Pandora Jewelry and Ice offering feature-laden apps to enhance the buying and selling experience for both customers and retailers. Again, such new digital directions facilitate the collection of a wealth of data and are a powerful source of retail intelligence.
In all of these cases, leading jewelry companies are finding new ways to turn data into action. GoSpotCheck is proud to partner with them in their efforts to structure and analyze retail data to make better business decisions every day.