The current generation of engagement ring buyers look to the internet with a true sense of trust. When they are looking to purchase anything in fact, they will make a point of reading a handful of articles before daring to venture into the ‘real’ world.
This does not mean the retail experience is irrelevant. It does however mean that the retail experience has changed dramatically. Before the internet, shoppers would go to their local store for both education and to ultimately purchase. They would be lead to the store because of word of mouth or because they had past by the store many times and had finally decided to walk in. Shoppers these days will go online to research. Once they are satisfied with the knowledge they have acquired and read a few reviews on some local retail stores, they will then take the plunge and visit a store or two.
I am surprised to see that many retail stores still do not have websites. Or, their web presence is not adequate. This means many stores are missing out on sales before a potential customer has even stepped into their store. Marketing is changing. Retailers need a visually pleasing and well thought out website with agressive online marketing such as facebook.
Northam Diamonds has many tools to help your store quickly and effectively reach these new savey buyers. Please contact us at 1.800.941.4367 for more information.