Today jewelry brands face many challenges.
First of all, jewelry is a complex and expensive product. Therefore, there’s a constant need to justify the high price and explain the value of each type of gemstone and metal.
Secondly, the jewelry industry is becoming outdated because many retailers have been slow to build a web presence. Thus, millennials who prefer to buy online sometimes experience inconvenience with a necessity to go to shops to try on some items.
Finally, only 4 to 5 percent of jewelry sales happen online. When it comes to buying jewelry, customers still find brick-and-mortar stores more reliable. Online stores don’t provide them with the opportunity to try items on.
How do you increase sales and stand out among the competitors in the jewelry market? How do you overcome the aforementioned challenges and attract more customers?
Thankfully, solving all these tasks is possible with augmented reality. Let’s find out.
There are two ways of using augmented reality in jewelry such as mobile-augmented commerce and augmented product catalog.
Today most people prefer to buy online instead of shopping in the brick-and-mortar stores.
However, on the jewelry market, things are totally different. People don’t trust online retailers because browsing earnings, rings, and necklaces does not give them a true idea about the size and details.
That is where AR apps can be a good solution. With augmented reality, buyers can virtually try on jewelry anytime and anywhere before making a purchase.
These augmented reality apps delight customers and encourage them to interact with the product. One more good thing about augmented reality apps is they collect user data so marketers can use it to optimize advertising strategy and improve offers.
AR apps simplify the life of modern jewelers by allowing them to be accessible to customers 24/7 without a need to pay high rent.
Although augmented reality apps still can’t fully replace brick-and-mortar stores, they decently supplement jewelry market.
Let’s look at how AR apps work in practice.
You can find this AR app in the App Store. It includes more than 300 rings featured in Amazon and Kobelli editions. Shop4Ring provides unique Try On function utilizing hand scanning AR technology.
They use neural networks for creating 100% accurate hand recognition which helps their users experience augmented reality. In other words, users can get snapshots of their hands and try on a ring in augmented reality as if it is actually put on their finger.
Another innovative function is swiping. It allows buyers not only to choose a finger on their hand but also try different jewelry on the same finger.
This AR app also makes it possible to try on dozens of engagement rings on the hand in augmented reality without leaving the room. After trying on, users can click the price button to order the ring and get it delivered.
This mobile jewelry store connects to the iPhone’s built-in camera to scan and take a photo of the hand, and then augmented reality technology places the ring accurately where it belongs.
In addition, with this augmented reality application vendors can send notifications directly to customers to inform them about new discounts and offers.
This AR app is available for iPad/iPhone in English and Russian languages.
Augmented product catalog
A product catalog is a conventional type of advertising in the jewelry industry. Jewelry can look awesome in pictures, but even the most vivid imagination doesn’t guarantee it would look good on you.
Therefore, before people decide to buy expensive jewelry online, they want to see how it looks on them and whether it suits them.
Of course, simple product catalogs aren’t able to show how a piece of jewelry will look on the hand. However, it’s possible with augmented product catalogs which turn every item into 3D animated models.
These catalogs can be applied for in-store selling. With them, it’s pretty easy to impress and attract buyers.
How to sell jewelry with AR
Imagine Jessica. She’s going to a party in a week. She needs to find amazing earrings to go well with her blue dress.
By the way, Jessica is a millennial. Her time to go out to the stores and buy something is always limited. At the same time, Jessica doesn’t want to buy online because blind online orders and disappointment are not her cup of coffee.
So Jessica is advised to use AR try-on jewelry app. It’s pretty convenient and provides various offerings. After all, she chooses a cool design and clicks the “Try on screen” button.
Magic! It goes perfectly with her dress. She is making a decision to buy it online.
Take another case. Steve and Gloria are walking down the street holding hands. Accidentally, they come across jewelry stores with interactive shop windows. These windows catch their eye.
It seems like this jewelry store offers people to try on the 3D models of different watches in front of the shop. So, why not to give it a try? It looks very interesting and attractive.
Steve and Gloria try on many watches and finally come up with a perfect fit. Finally, they order two watches, with pearls and precious stones.
Jewelry is usually expensive, so people always doubt before making a purchase. But AR app as a radical and creative solution can convince buyers to make a decision.
When it comes to jewelry ecommerce market, to prove product value to the customers is a challenging task. Therefore, there’s a need to make a shift to a more dynamic and newer way of product presentation.
Here’s one important rule all the jewelers need to take into consideration: if seeing is believing, trying on seals the deal. For this reason, augmented reality is able to increase sales.
How does AR solve the challenges for jewelry retailers?
Okay. Let’s get back to the challenges we’ve listed in the first paragraph.
- The price for jewelry is high. Use AR to educate customers about the value of each type of gemstone and metal. For example, shoppers can point their phone at the ring or necklace and see in augmented reality product information including size, history of creation, value, etc.
- Millennials don’t feel like spending time on jewelry shopping. Use AR to provide them with the opportunity to try on jewelry in an augmented reality app. It will definitely attract people’s interest and save their time.
- Online sales in the jewelry industry are low. To see the product isn’t enough. Holding, wearing and trying on are the key steps in the purchase process. That is why it’s crucial to let buyers try on items virtually. This process is engaging and fascinating, so it increases sales.
What is the future of augmented reality and online shopping?
Despite the benefits of selling jewelry with AR, it’s still not so easy to find a suitable app that satisfies all buyers’ needs. Augmented reality isn’t widespread, but this situation will change soon.
Here are some reasons for that.
- Augmented reality offers shoppers the confidence that may motivate purchasing decisions. When shopping online, buyers can’t touch or feel the product. This uncertainty leads to abandoned carts. Conversely, augmented reality makes it possible to have a sensory experience with items.
- AR can provide users with an in-store shopping experience, regardless of their location. There’s no need to leave home or office to try on the item.
- With augmented reality, it doesn’t take many efforts to see how the jewelry looks on you. Using augmented reality apps customers can avoid communication with annoying salespeople and choose the most suitable option in a convenient way.
- Augmented reality adds novelty to retail allowing retailers to stand out from the competition. AR is still a new and unusual way to attract clients. Not every jewelry store applies augmented reality apps and catalogs. With that in mind, augmented reality in retail is a powerful weapon to surpass competitors and acquire new customers.
- AR has the potential to deliver personalized services to the masses. The count of mobile users is increasing by the day. People are constantly seeking new ways to simplify different tasks such as shopping. Therefore, they enjoy using augmented reality because they see it as a convenient and fun way to explore different options.
- According to Retail Perceptions, 40% of shoppers would be willing to pay more for a product if they could experience it through augmented reality. Additionally, 71% of shoppers would shop at a retailer more often if they offered augmented reality. This reflects the possible future impact of augmented reality on the world of retail.
- Shoppers are more loyal to brands that incorporate augmented reality as part of their shopping experience.
- According to the National Retail Federation Survey, merchandise returns account for $16 billion of the retail market. One of the reasons for that is the inability to try on the item when online shopping. Customers are required to make a buying decision mostly based on their guesswork about the product.
- Augmented reality technology allows overcoming this daunting challenge and taking the guesswork out when shopping online. Eventually, customers can trust brands and feel satisfied after making a purchase.
To sum up, current projections indicate that augmented reality will generate $120 billion in revenue by 2020.
Leverage augmented reality apps to impress your customers and boost purchases.
At Jasoren, we have the expertise of creating AR apps. Therefore, we’ll be glad to help you build an engaging augmented reality solution for the jewelry industry.