SELLING WATCHES AND jewellery online is all about the inspiration. It’s about inspiring shoppers to buy, and it’s about inspiring trust in a purchase that could be worth hundreds or thousands of pounds.
Browsers must be able to see the product up close and personal, while those who are searching for a specific item or brand must be able to find it quickly.
Watch Shop [IRDX RWSH] ranks highly in IRUK Top500 research into merchandising for the speed at which the site works, rendering in under two seconds, and the speed with which shoppers can pay. Orders can be placed in two steps – 90% shorter than the average number of checkout pages for Top500 retailers – and registration is not required.
This is a site that makes it easy to find the watch or jewellery that shoppers are searching for. Navigational filters can be refined through around 12 different options. These include price range, brand, strap type and movement. ‘Bestselling’ tags flag up the most popular products, and discount tags show by exactly how much an item has been reduced.
It’s also a site that lends itself to browsing, as well as to consulting friends and family on significant purchases. Pop-out images are generous, both in size and in number, and include details not only of the watch and the strap but also of the box the product comes in. From the product page, visitors can explore related items, with the use of cross-selling and upselling to showcase a range of related items that could be alternative or additional purchases. Shoppers can share an item on Facebook, Google Plus, Twitter and Pinterest, with the option to Like on Facebook from the product page. Shoppers can save an item for later, adding it to a shortlist.
Content on offer includes buying guides to watches and jewellery for ladies and for men. Importantly, the website uses merchandising to inspire trust. Banners are used to flag up its ‘official stockist’ status, and its free delivery and free returns policies, while customer reviews and ratings are easy to find. Trustmarks from three different sources are used, including a 96% service rating from feefo. Seven payment options are offered, including one that spreads the cost of the item.
This is a website that aims to inspire. It does so through the way it uses imagery, by inspiring trust, and by answering the questions that watch and jewellery buyers most often have.
