Augmented reality is no longer just nice to have for a jewelry business. 61% of users would rather buy in a shop with AR experience than in another. Jewelry stores are no different. Both physical and online shops in this industry need to upgrade to stay competitive.
Augmented reality brings more than customer engagement. It optimizes the sales process and lets you expand your audience reach. Tacori, Forevermark and Tiffany & Co already implemented AR in their strategies. Would you be the next?
How to get the full benefit of augmented reality in jewelry
1. Simplify and speed up the in-store shopping
Modern buyers are busy. They don’t like waiting at a jewelry counter to try on the items hidden behind the glass. Instead, you can offer them a seamless browsing experience via an AR kiosk app.
An AR kiosk is a specialized machine with an app that serves as an interactive product gallery. It lets users scroll through the hundreds of jewelry items and virtually try them on. There is no intervention of a salesperson or pressure to make a decision.
In 2019, Helzberg Diamonds installed an AR kiosk in their store to drive users’ interest and sales. A customer places their hand on the palm rest below the screen. Motion-tracking sensors recognize the hand and display it with a realistic 3D ring on it. One can scroll through the endless gallery of options until he makes up his mind.
During this AR campaign, the brand discovered an interesting fact. Customers prefer viewing jewelry items on their own without any guidance. Thus, AR kiosk apps are the optimal solution for convenient in-store shopping.
An AR kiosk also takes less place than a full-scale showroom and brings in higher engagement. Ordering an item can take a few clicks if the AR kiosk is connected to an e-commerce store. Simple, fast and immersive shopping experience brings in happy clients and more sales. But what if installing such kiosk is too expensive or it takes too long? AR usage in jewelry isn’t limited to this.
2. Grow your online sales with a virtual try-on jewelry app
Did you know that customers who virtually try on an item are 35% more inclined to purchase than other online shoppers? Thus, AR jewelry app might become the main tool to boost your online sales. It lets your buyers virtually try on any ring or earings without leaving a home.
Here’s how Tiffany & Co used AR jewelry app to transform the engagement ring shopping. The app lets users view each ring in a different lighting and share it with friends via a mini social network. You can view different shapes, jewels and price info on the go.
Users could compare and choose a perfect ring fast without visiting a store. That’s how Tiffany saved its buyers’ time and efforts.
Even though jewelry is a tactile product, many buyers still prefer buying it online. Thus, in 2018 online jewelry sales have grown by 14%. This means that people are willing to spend money on luxury jewelry online. All you need is to enhance their buying journey say, with augmented reality.
3. Replace outdated paper catalogs with interactive 3D content
It’s time to revive your old-fashioned sales tools like paper catalogs. For instance, a Portuguese startup MagicBook combined both digital and printed browsing experiences. As a user turns the page, the animated 3D models, videos and images appear for a specific jewelry piece. This type of catalogues offers memorable and immersive user experience unlike paper images.
In fact, sometimes customers want an item that isn’t physically present in a store. They order it in a different color, shape or metal. Without seeing and trying it, half of them might quit their buying intent.
To prevent this scenario, AR jewelry app steps in. With a configuration feature, you can show any item in all possible variations and colors. The jewelry models get adjusted to your client’s specific preferences & needs.
Jewelry pieces appear in their real size and proportions via interactive 3D models. Customers are actually ready to spend more if they try on the item.
4. Empower your marketing
AR jewelry apps can also advance your marketing. They let you connect with customers’ emotions and match their values. And quick and convenient shopping is what millennials desire the most.
With this in mind, AR jewelry apps are a true gift: one can use them anytime, anywhere. As a result, your brand gets a wider reach and significant growth in sales. In fact, 72% of AR users said they bought a piece they didn’t intend to buy.
5. Inform your clients with AR jewelry app
With AR jewelry apps you can teach your customers about weight, size and types of jewelry. All it takes is to point a phone or other digital device onto a particular jewelry piece. One can learn more about the stone type or see the video of its creation. Well-informed clients result in fewer product returns and more successful deals.
From the above, we assume that the key benefits of augmented reality for jewelry brands are:
- Engaged buyers with an immersive shopping experience
- Cut in product returns since customers know exactly what to expect
- Growing sales both online and in-store
- Expanded reach to potential customers with AR kiosks and AR jewelry apps
- Fast and convenient buying process.
Many brands already embrace the AR jewelry apps and take advantage of it. However, besides a value-adding idea, you need skills and expertise in AR development. Combined business value and tech skills will take you far ahead of the competition. Are you ready to embrace the challenge?