It’s become standard for independent and big-box jewelers alike to use social media to showcase products and engage followers. But few are making skillful use of social media platforms’ latest and greatest advancements in advertising and sales, says GN Diamond CEO Asaf Herskovitz. Done right, independent jewelers can leverage social media to meet the demand for online shopping and close more sales throughout the holiday season.
Research shows that social media is one of the most used resources for research by luxury consumers shopping for items over $2,000. Social commerce weaves ecommerce into the social media experience these consumers are already comfortable with. Shoppers can not only discover products in their feed, they can also move seamlessly through product comparisons, customer support, and payment without ever leaving the platform.
3 Ways to Harness Social Commerce for Diamond Sales
More than just places to post announcements and pretty pictures, Facebook, Instagram, Pinterest, and more are embracing social commerce, and so should you. But before you implement these three social commerce techniques, you need an optimized website with high-quality product displays to support a mobile, online experience. After all, would you buy a diamond online without full confidence?
“Diamond Hunt, GN Diamond’s exclusive online sales portal, provides video, 3D images, light performance score, certification, and more for each and every diamond in our $70 million inventory,” says Herskovitz. “Social shoppers can view this white-label inventory with your branding and markups on their smartphone, tablet, or computer. By integrating Diamond Hunt with your website, you can easily share links and highlight products on your social media profiles.”
1. Social media advertising
Advertising on social media is not new, but it’s still key to your social commerce strategy. Invest in eye-catching ads that target holiday shoppers (especially Millennial and Gen Z consumers). These ads will drive people to your website or profile where they can find all the information they need to complete a sale. Try focusing on both unique items and timeless classics that inspire impulse buys.
2. Shoppable posts
Facebook and Instagram enable you to create shoppable posts that allow customers to purchase products directly from your post – and they’re a big hit with holiday shoppers. No need to redirect to a website or click a link in bio – consumers can see something they like and buy it without fuss. “For shoppable posts to be effective, you need detailed photos and information that inspire confidence, like the high-res images and authentication provided by Diamond Hunt,” said Herskovitz.
3. Social video
“Over 90% of consumers demand a 360-degree view of products purchased online,” he added. “Share bite-sized videos and use Instagram Stories and Facebook Live to bring your products to life on social media. Diamond Hunt’s 360-degree videos of each diamond outshine the listings of big online retailers. Combined with your own personalized product videos, you can impress and assure online shoppers.
“Diamond Hunt makes online sales easy. The GN Diamond Platform empowers you to stand out amongst online competition and attract relevant, high-value prospects. Using Diamond Hunt along with our extensive inventory, leading market research, and superior customer service, you can provide exactly what mobile and social shoppers see – a seamless, one-stop-shopping experience.”