Watch and jewelry brands already know the value of rich video experiences and luxurious, high-quality images, but few use guided selling to maximize their potential. Deploying a guided selling strategy can help brands maximize their sales this holiday season and increase the mileage of their content assets.
A great way to start leveraging a guided selling strategy is to turn existing content into shoppable content. Going into the busy holiday shopping season, make sure that all your seasonal assets are shoppable. L2 found that while 90% of top watch and jewelry brands had campaign videos, only 20% made their videos shoppable.
Photos, videos, and other content can be turned shoppable by adding CTAs that link to the product page. Two best-in-class examples include David Yurman’s use of shoppable CTA on high-production product images and Swarovski’s style finder, which connects quiz results to “shop the look” CTAs when you hover over the images.
Style guides, blogs, user-generated content, and even quizzes can also be turned shoppable to guide customers along the journey to purchase. On average, just 23% of watches and jewelry brands leverage these types of content, and less than 14% make them shoppable.
High-end brands (whose products are still typically purchased in-store) can take an omnichannel approach to shoppable content by connecting their content and product pages to an in-store appointment scheduler. Tiffany’s appointment scheduler from their engagement ring product page is a great example of this tactic.
For brands who leverage a Quick View feature on product grid pages (whether within search results or category pages), the view should include multiple product images to expedite conversions. Additionally, if an item is out-of-stock, the quick view box should direct viewers to the website’s store locator feature to prevent a dead end.