Flexibility, simplicity, speed: these are the key words of change
During the 5th edition of the Digital Talks, organized by Federpreziosi Confcommercio in collaboration with IEG-Italian Exhibition Group on January 20th and 21st during Vicenzaoro January 2019, it emerged that a conservative sector like the jewelry one has reacted positively in strengthening customers experience through digital technology, involving them in an immersive way, stimulating their sensory reactions, offering useful contents and evoking emotions.
The following summary is the result of the data presented by Steven Tranquilli, Director of Federpreziosi, who helped the participants to take stock of the meaning, the modalities and the usefulness of the adaptation in a constantly evolving world.
According to the latest findings of Federpreziosi Confcommercio gathered via Research Format, then, 66% of jewelers are online, with an increase that mainly concerns the jewelers of Northern Italy (+ 3.1%) and those that have been able to innovate are more secure in terms of business, not only through the opening of e-commerce sites, but also by adopting simpler digital tools to deal with social communication and website management.
Furthermore, it has emerged that the vitality of traditional jewelers has not been questioned but has found support in the numbers and analyses of the participants in the meetings.
The number of companies that conduct business through e-commerce Doubled (from 24.1% to 52.9% over the last three and a half years). During the meetings it was emphasized how it is of primary importance for companies to highlight their value and that of the "jewel" according to a strategic project and common tactics involving the entire supply chain, as reiterated by Gabriella Centomo, a goldsmith from Vicenza, talking about "The jewelry industry and the operational aspects common to all".
Based on different approaches and personal experiences, the contributions from the operators - Aldo Biscontin from Pordenone, Laura Giannoni Peruzzi from Florence, Pierpaolo Donati from Rome, Silvio Maria Salvatori from Foggia - confirmed that the objective for the jewelry retailer is find the perfect formula to integrate physical and digital space in the most effective way.
A challenge whose fundamental element is the customer experience, that is how much the customer feels before, during and after the purchase.
Finally, between online and offline, the importance of the role of trade associations was emphasized, thanks to concrete and extensive experiences in daily contact with companies.