“Many customers want a non-intimidating online experience first to do their research and customize,” cites Jay Gerber for the diamond jewelry manufacturer, W.R. Cobb Company, based in East Providence, Rhode Island. He says online features like a Design Your Own platform, 3D images, and diamond magnification are among the bells and whistles that resonate with customers today, emulating the in store experience online.
The Knot finds that couples are spending more time researching online, and looking at fewer engagement rings in the store. The average time spent ring shopping is 3.5 months, up from 3.3 months in 2011. During their search, couples looked at an average of 26 rings, down from 28 in 2011. The research suggests that it may have to do with the changing technical landscape. Couples are used to a fast, seamless purchasing process. Their appetite for browsing dozens of options has fallen, just like their desire to search through products.
The Knot advocates jewelers optimize their website with descriptive ring terms that have more to do with the setting, shape and stone cut than touting designer/brand names or gemological specifications. The same goes for social media posts.