Two years after the COVID-19 pandemic basically shut down luxury retail, the stores are open again, just in time for Mother’s Day. This year, the stores are working hard to blend the in-store and e-tail experiences to give consumers the best of both worlds.
“We have made a big investment in technology to unify our e-commerce and retail channels, creating one customer profile and refining a seamless experience of both online and in-store services,” said Suzanne Dominick, vice president, global strategy and business development at jewelry retailer David Yurman.
For instance, the company has integrated some store services on its e-commerce site and has been leveraging its in-store teams’ expertise to support digital customers (such as a virtual styling service through which customers can schedule appointments with in-store associates for dedicated support).
The blended services build on the features David Yurman put in place to weather the pandemic, such as more engaging visuals, videos, and additional content to provide details around product functions (like reversibility). The company also developed virtual jewelry “builders” that allowed customers to create their own looks with different product combinations, Dominick said.
“During the pandemic, we had to adapt quickly and become more nimble in staying connected with supporting our customers,” Dominick said. “With our e-commerce site being the only available point of commerce for our customers during retail closures, we had to find new ways to support key gifting moments and help our customers style their jewelry virtually.”
All indications point to the online channel remaining strong even in those areas – such as luxury jewelry – that had traditionally relied heavily on in-store purchasing. To facilitate its e-commerce platform, David Yurman uses GiftNow, which enables customers to purchase a gift and give it via e-mail or text that can include a personalized video or written greeting.
The GiftNow platform also enables recipients to modify the piece of jewelry by selecting a different size or style before it ships. That feature removes some of the anxiety that can accompany purchasing a piece of jewelry that may or may not go over well.
“We want to give our customers every opportunity to find the perfect gift in store or online, whether for a special occasion like Mother’s Day, the holiday season, birthdays or just because,” said Lee Tucker, David Yurman’s head of merchandising, marketing and creative operations, in a statement. “GiftNow provides the flexibility for our customers to send a gift right up to or even on Mother’s Day.”
