Using business data to eclipse the competition in the jewelry industry

Presented by Bloomreach

Since customers want different types and qualities of jewelry and access those products both online and in-store, you’ll want to create a shopping experience that presents your products in an digestible, findable, and personalized way that encourages vast opportunities, but also does not. Don’t overwhelm. You’ll also want to create an experience so personalized that those customers come back again and again throughout their lives. With an increasing number of jewelry brands hitting the market, many companies have begun revamping their e-commerce strategy to meet customer expectations and empower their marketers and in-store staff to better create personalized experiences. If your brand is lagging, it’s time to take the following actionable steps.

Understand your customers – who they are, what they want and where they are going in their journey

Brands are now changing their mindset to accommodate digital searchers, who are driving the commerce revolution. These potential customers can start or end their online journey by visiting the store a few times to try out a product or get inspired. So, marketers, merchandisers, and CRM managers need rich intelligence and actionable insights to make all touchpoints relevant and meaningful to a specific person, not just a general group of people.

Since there are hundreds of different attributes to assess when considering potential customers, this is easier said than done. Combine all of these consumption variables with your product data, and it seems impossible to glean anything meaningful from this overwhelming amount of information. Yet the perfect technology stack will use both product and customer data – or business data – to create highly personalized end-to-end experiences at scale.

Use your business data correctly
Marketing automation platforms have been a viable solution for many businesses looking to stay competitive, reduce manual tasks, and foster brand loyalty. However, to be successful in e-commerce, your business must appropriately leverage business data with a tool powerful enough to make all this data usable. Customer data is personal, behavioral, and demographic information collected by your business, while product data is information about a product, such as prices, descriptions, and availability.

If you only have product data, you’ll miss out on personalizing customer journeys, and by only using customer data, you’ll compromise your business’s ability to connect customers to the right products. For example, knowing a shopper’s preference for concealer doesn’t help your bottom line if you can’t direct them to a matching category page. You need the two to work together to form a complete snapshot of who your customers are, what they buy, and how often they buy with your brand.

Use a tech stack to stay competitive

When it comes to using business data effectively, your technology stack shouldn’t start and end with a customer data platform (CDP) that just creates and stores ethically collected data. Instead, invest in a solution that offers a 360-degree customer view, precise targeting, higher quality interactions, and the ability to react quickly to market changes or consumer preferences.

When business data is combined with a cutting-edge technology stack, it can help reputable jewelry brands around the world, like My jewels, Pandora and Victorinox Swiss Army: Increase conversions and revenue with optimized digital experiences that build strong brand reputation and drive customers to buy. Bloomreach’s data platform has a deep understanding of customers and products to deliver the right offer to the right person at the right time, throughout life. Our historical data assets, patented commerce-specific AI, and distinct commerce capabilities deliver customer journeys so personalized they seem like magic.