Mobile-first strategy rings true for jeweller
Summary
Not just those front-end merchandising and marketing innovations, but back-end systems and stock management that enable sales and fulfilment options that no one was thinking of offering even a decade ago.Jewellery sales have traditionally been based on buyers making a considered face-to-face purchase – especially when picking out an engagement ring, which has always been a mainstay of this global business.It is still relatively small today, with turnover of a few million and fewer than 50 staff, but it is making headway on its own terms, resolutely aiming at customers who want a personalised ring design.At the last count, Taylor & Hart had sold more than 2,000 unique engagement rings, lifting its revenues from £250,000 in its first full year of trading (2014) to more than £2m in 2017, with further growth coming through.In the online retail world, price is often regarded as the primary factor influencing a customer’s purchase decision, and Piriankov says the positioning of Taylor & Hart’s business, and its use of technologies, is carefully calibrated.