As our client had been adapting to Covid-related store closures globally, they were keen to explore what the future of jewellery retail looked like, in order to leverage their channels and optimise shopper journeys.
The key was to understand the current and future role of online and in store channels, and understand expectations around omnichannel journeys.
Research was carried out in five markets: China, Italy, UK, US and Australia.
Each markets represented a different growth opportunity and had different lockdown situations.
Therefore in order to carry out the research, we took a mixed methodology approach to explore and quantify:
- Retail Trends: to give context and inspiration
- Shop-alongs: with jewellery buyers on their purchase journey (both online and in-store, exploring thought process and behaviours)
- Quantitative online survey: to validate the role of different touchpoints
- Online communities: to co-create and validate new store concepts
The research informed our client’s retail strategy in several ways:
Omnichannel and the role of touchpoints: we identified key touchpoints that could be leveraged at various stages of the journey. We clarified the needs and we defined how to better connect the channels for a seamless shopping experience.
Priority areas: the research identified key pain point along the journey, which gave our client the required knowledge to improve and differentiate themselves from competitors.
Developing retail concepts: we helped our client to develop in-store retail concepts for now and the future by focusing on needs identified in the current path-to-purchase and exploring emerging retails trends.