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Industry research has established a surprising result: around 30 per cent of Australian jewellery retailers do not have their own website.
There are around 3,500 jewellery stores nationally, including fine and fashion chain stores, brand-only retailers, and independent stores operating from traditional ‘high streets’ or in shopping centres.
Recent research, part of the 2024 State of the Industry Report, has established that of the 2,000+ independent jewellery stores, around 600 do not own or operate a website.
Furthermore, of the 600, around 335 stores operated social media accounts as their primary digital presence.
Facebook was the preferred platform for retailers that had not invested in their own website, and Instagram was the second most popular, with 280 and 55 users, respectively.
The study revealed that more than 265 retail jewellers (13 per cent of the market) have no digital presence at all.
Colin Pocklington, managing director of Nationwide Jewellers, Australia’s largest buying group, was surprised to discover that so many retailers continue to operate without a website.
“You really would think that nearly everyone would have one by now,” he told Jeweller.
He added, “Whenever our representatives visit stores in person, websites are one of our focuses. We always check their online presence before we go in and see them in person; it’s a great conversation starter,”
On the other hand, not all those contacted were shocked by this digital discovery.
Showcase Jewellers managing director Anthony Enriques believes the figures align with his expectations and explains that many jewellers lack confidence regarding digital marketing.
“Those sorts of figures would probably resonate with what we see and hear among our membership,” he explained.
“I’ve noticed a lot of hesitation in the jewellery industry when it comes to embracing digital marketing. In other retail sectors, we’d certainly expect to see a higher level of social media engagement.”
The study has uncovered four key reasons why jewellery retailers would not have their own websites.
More reading
Off The Grid: Jewellers without a website
Grey areas: Jewellers operating without a store
Independent Jewellers: Still prospering despite a decline
Jewellery industry survey: Surprising results!
Synopsis: What will you learn from this jewellery industry report?
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