Friday, 3rd June 2005 (4120 views)

The web has been cited as an untapped resource when it comes to jewellery retailers attracting new customers.

Leonid Tcharnyi, the founder of Pricescope.com, spoke during a seminar at the JCK Show in Las Vegas about concerns that only a small percentage of people who use the internet to shop for diamonds and jewellery actually purchase online

Mr Tcharnyi said that of the 80 per cent of jewellery customers that visit the web, less than five per cent make a purchase online.

"People learn on the internet," he said. "They learn about what they want and how much they should pay for it, then they go to the store to buy it. They want to buy locally. They want to talk to a real person to feel confident about buying diamond jewellery. Instead of trying to distance yourself from the internet, you should try to use it."

In order to reach new customers, Mr Tcharnyi urged retailers not to sell online. Instead he said that retailers can attract new customers by using the web to listen to what their customer have to say and sharing information with them, whether it's through their own website or at other places on the internet where jewellery consumers meet, including chat rooms and message boards.

 

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