The internet has redefined the buying behavior of consumers around the world. The digital space has become the new hotbed for advertising, shopping and commercial activity, which is rapidly impacting and influencing people’s daily lives. Consumers are now more comfortable with the virtual experience than the physical one, as they adapt to online shopping. Online jewelry shopping is also accelerating in India. Ashish Vijay, Co-Founder and CFO, Miorah suggests these 5 things to keep in mind when shopping for jewelry online: –
1. Only buy certified or hallmarked jewelry.
The benchmark to follow when buying gold online is to seek Hallmark certification. Customers should ensure that the gold they are purchasing is from a Bureau of Indian Standards (BIS) stamped jeweler. And the ornament / part / bar bears the hallmark BIS. They can also find a list of jewelers selling BIS certified jewelry on the BIS website. The BIS punching system is aligned with international punching criteria. In accordance with this program, registration is granted to jewelers by the BIS as part of the hallmark program. BIS certified jewelers can have their jewelry punched in one of the analysis and punching centers recognized by BIS.
2. The return policy and after-sales service must be in favor of the customer-
The COVID-19 crisis has led to dramatic changes in consumer behavior.1 It has also added additional responsibility for retailers as they have to work hard to meet the ever-changing demands of the customer experience to win and stay relevant. . To remain relevant in this changed environment, retailers must ensure that product return policies and after-sales follow-up are aligned with customer satisfaction, and customers should always check return and exchange policies on the go. shopping platform before placing orders.
3. Weight and color according to the price in precious metal jewelry-
The price of raw and unworked gold is based on the karat ratio and the weight of the gold. It is important to keep in mind the color and weight of the jewelry before confirming the purchase online. The price of jewelry is usually based on several factors including weight, design, and workmanship. The techniques used in the construction of jewelry are a key factor in ensuring its durability and flexibility for comfort and the same factor can tend to increase the price of gold for this piece. Gold jewelry is mostly made by machine. Hand finishing and various customizations can also add to the cost. Natural gold is always dark yellow in color with metallic luster, only when alloyed with certain metals it creates various color hues like white, pink / pink, green and other colors. Before buying jewelry online, one should learn about how the price factor differs depending on the number of factors including the karat ratio, gram weight, design, and craftsmanship.
4. Make sure of the design and its details on the company page and the quality of the product.
Often times, we tend to judge the quality of products based only on photographs, but this is how we can be deceived. Many customers who have purchased jewelry online say that the workmanship, metals used in the jewelry does not match the pictures posted on the shopping website and therefore the product is not worth the money. This is because most sellers display photos of the original jewelry and deliver fake ones. Always read the product descriptions and reviews mentioned on the website before adding the product to the cart. If product specifications are missing or seem unreliable, avoid this purchase.
5. Check the contact details and SSL certificates to know the authentication of the brand to believe-
The acronym SSL stands for âSecure Sockets Layerâ. SSL is the standard security technology for establishing an encrypted link between a web server and a browser. Building a trusting and transparent relationship with customers is of paramount importance in this age of information overload on social media. Brands can do this effectively by upholding a standard of professionalism, protecting consumer data, communicating effectively, and receiving top awards and accolades that bolster their credibility. An SSL certificate plays a role in how a consumer judges the reliability of your online store.