<strong>2024</strong> STATE OF THE INDUSTRY REPORT JEWELLERS WITHOUT A WEBSITE IN A NUTSHELL 4 Common Reasons Why independent jewellers don't have websites "I think it's too expensive" "I don't have enough time" "I find it too difficult" "I don't know where to begin" Launching a business website can be an expensive process and has been described by some retailers as an 'extra rent'. Many retailers do not have the budget to hire a social media marketing manager. Owning and managing a business is a time-intensive task. Independent jewellery retailers, who often still work in the business, do not have the time required to execute, oversee, and maintain a business website. To avoid the costs associated with outsourcing the creation of a business website, many retailers do it themselves – this requires time and technical knowledge, which can be overwhelming. Few jewellery retailers without a website deny the need for a website and social media presence. That said, with so many factors to consider, knowing where to begin can be daunting enough to avoid ever starting. Perhaps the most interesting point to be made concerns competition and comparison. When a jewellery business is online, it is subject to constant comparison with retail rivals for consumer spending. While chain stores and independent retailers are unique business models – and many feel that they are competing for different consumers – the products overlap in many areas. In this regard, the scale of jewellery chains plays a large part. For example, Michael Hill International’s digital marketing efforts support every store in the network. Each consumer marketing activity that increases the business profile is shared among many stores. Conversely, for independents, efforts to promote the business online benefit that store alone – and in a crowded market, standing out is difficult. Pocklington suggests that while a handful of Australian retailers may be ardently ‘anti-website’, they are increasingly rare. “These days, everyone is more or less willing to acknowledge that they need to have a digital presence,” he explains. “Ten years ago, it was a different story, and many business owners would argue that they don’t need the internet; however, over the past decade, the industry has largely moved past that mentality.” It’s been said that anything worth doing is worth doing right. It’s also possible that many business owners are concerned that they won’t have the time, money, or resources to organise a website that’s worthy of their business and products. Product photography is expensive, and if a business specialises in engagement rings, would you want these products displayed online with images taken using a smartphone? Probably not! So, rather than launch a half-hearted website that may leave a ‘bad taste’ in the mouths of consumers, they avoid that issue by not having a website. Enriques offered a different perspective and suggests that this rare breed of ‘traditionalists’ are likely still out there, admittedly in fewer and fewer numbers with each passing year. “I can’t speak for everyone, and there are many different reasons why a business may not have a 30 | <strong>May</strong> <strong>2024</strong> website; however, I would say that there are probably a few people out there who simply don’t want one,” he says. “They might have the budget for a website or an e-commerce operation, but they’ve found their particular niche, sales are good, and they don’t feel the need to go online.” He said: “It might simply be a matter of a business sticking with what it’s always done well – sitting down at a bench and making beautiful jewellery while speaking face-to-face with customers.” "For those steering clear of the internet, selling jewellery face-to-face has many advantages that the internet may never be able to match. " By abstaining from the ‘digital world’, these business owners can avoid the pitfalls of comparison and emphasise independent retailers' strengths: bespoke and custom-made pieces partnered with strong personalised customer service. <strong>May</strong>be they’re onto something? As mentioned earlier, it would seem contradictory that both ‘jewellers without websites’ and jewellers without stores’ could find success simultaneously. While consumers are increasingly turning to the internet when it comes to spending, certain studies have suggested that the preference for many remains an in-person experience. The latest Australian Retail Report, conducted by financial technology company KPMG, found that local consumers prefer in-store shopping compared with their US and UK counterparts. Australians reported that they preferred shopping in person because they wanted to see products up close and needed personalised customer service. A further 48 per cent of respondents said they specifically attend stores for the customer service provided or to get help when they’re struggling online. Meanwhile, 34 per cent say they have rediscovered the enjoyment of touching or trying products in a store before purchase, which they had missed during COVID-19 lockdowns. While these are revealing insights, what should be made clear is that Australian jewellery retailers can find success with or without the internet. For those capitalising on digital tools, the internet offers access to a wide range of potential customers in a competitive online arena. For those steering clear of the internet, selling jewellery face-to-face has many advantages that the internet may never be able to match. The latter are often ‘destination jewellers’; craftspeople whose skill, expertise, creativity and reputation account for far more than the internet can offer. To them the word ‘like’ refers to a customer’s preferences, or perhaps the quality of their work, and not a social media post. SOIR ADDENDUM EXPLAINED This article is an addendum to the State of the Industry Report published in December 2023. The purpose of the six-month study into the Australian jewellery industry is two-fold – it’s a historical document offering an in-depth examination of the trade from which a glimpse of the future may be obtained. As is often the case with studies of this nature, the research often uncovers unexpected insights. These include significant changes due to advances in technology, the evolution of consumer habits and expectations, and the unforeseen impact of an unprecedented global pandemic. In some cases, the space allocated to specific sections of the report was insufficient because of the additional detail and information obtained. This article is one such case where it was noted that a significant amount of jewellery businesses do not have a website, despite the increasing popularity of social media and online shopping. There is a host of additional information uncovered during the SOIR research period, which was also unable to be included in the initial report due to space and time limitations. <strong>Jeweller</strong> will continue to publish addendums to the SOIR to analyse and clarify an ever-changing industry.
Why do more independent jewellers choose Nationwide? Strength in Numbers Better Buying Business Coaching Innovative Marketing Member Rewards Travel Opportunites “Our members’ stores are located all over Australia and New Zealand. Metropolitan or suburban, regional or remote; they are a mix of design, manufacturing and purely retail businesses. What all our members have in common is their passion for the jewellery industry, and of course their independence.” — Glen Pocklington, General Manager <strong>May</strong> <strong>2024</strong> | 31 +61 2 9418 0000 • info@nationwidejewellers.com • www.nationwidejewellers.com
Change language