Consumers Prefer Shops to Online for Diamond Purchases
July 12, 20
(IDEX Online) - Almost two thirds (62 per cent) of jewelry buyers say they'd rather buy a diamond from a bricks-and-mortar shop than online, says new research for De Beers.
Even the digital-savvy Millennial and Gen-Z (those aged up to 40) still opt for in-store purchases (59 per cent), according to the Diamond Insight Flash Report, documenting the impact of COVID-19 on retail sales.
Research among 500 US consumers revealed department stores were seen as the safest venues (39 per cent), in terms of social distancing and other coronavirus measure, followed by independent jewelers (21 per cent).
Their key considerations were limiting the number of customers in the store (68 per cent), providing hand sanitiser (66 per cent) and ensuring staff wear face masks and gloves at all times (64 per cent).
Retailers said they were generally optimistic about fourth quarter sales, with pent-up demand and cash earmarked for holidays being diverted into jewelry purchases, although they remained concerned about further outbreaks.
Bruce Cleaver, CEO of the De Beers Group, said: "While consumers increasingly desire a diamond acquisition journey that blends the digital and physical, when it comes to making purchases, they still prefer the personalisation of the in-store experience, despite the pandemic.
"Those retailers that are able to provide a safe and welcoming in-store environment for consumers in what is a strange and unsettling time will be best placed to benefit in the weeks and months ahead."