JCOC conducts survey of consumer shopping experience

The Jewelry Consumer Opinion Council’s (JCOC), recently conducted a study on the shopping experience for consumers in brick-and-mortar stores, as compared to virtual shopping or though publications. The JCOC October 2008 Omnibus study was conducted between October 30, and November 12, 2008, by 2,253 JCOC Panel Members.

As more traditional brick and mortar stores, such as local independents, chain stores, mass discounters and department stores, strive to compete with Internet and television retailers, the consumer’s in-store experience becomes increasingly important. Consumer perception of the shopping experience and satisfaction with fine jewellery purchases will have a direct impact on a shoppers’ likelihood to return back to the store.

The survey revealed that almost one-quarter (23 percent) of consumers have purchased fine jewellery in the past six months, of which, local independent retail stores received 23 percent or the highest portion of sales. The next most frequented sources included: department stores with 13 percent, followed by national/regional jewellery chain stores with 11 percent.

Majority of consumers cited more purchases within the price brackets of $100-$200 price, while almost half (48 percent) of respondents felt the retail jewellery store offered an exceptional product selection. Almost all (88 percent) respondents were satisfied with the product they purchase.

Customers were approached by sales representatives much more quickly at independents and chain stores when compared to mass-discount and department stores. However, this study revealed that 22 percent of those who shopped at a mass discount store and 17 percent of those shopping at a department store were never approached by a sales representative. Six percent fewer respondents (32 percent in 2006 compared to 26 percent in 2008) were approached immediately by a sales representative when they entered the retail jewellery store, they purchased from most recently. Respondents approached in over one minute increased 5 percent in 2008, up from 20 percent in 2006.

When consumers were asked the reason for shopping at the stores, independents and chain stores cornered the market in having an established relationship with their customer. Mass discounters and department stores seemed to have an advantage of appealing advertisements and ‘special offers.’ This supports the notion that the jeweler-consumer relationship is still paramount to some shoppers and gives a competitive advantage outside of price to the independents.

Also, important to note- in 2008, 11 percent fewer respondents had purchased fine jewellery in the past six months, down from 34 percent in 2006.

JCOC is a division of MVI Marketing, Ltd.