Jonny Lomax from William May Jewellers shares how the company doubled its Christmas sales just 18 months after launching its ecommerce site. This episode offers valuable lessons on building customer trust for high-value, unique products, managing omnichannel inventory challenges, and leveraging customer communication to drive conversions in a niche market.
Key takeaways
Implement a robust 30-day free return policy to build customer confidence for high-value, unique products, offsetting the inability for customers to physically inspect items prior to purchase.
Prioritize transparent and detailed product information, including high-quality photography and comprehensive attribute lists, especially for one-of-a-kind or high-value inventory.
Utilize live chat tools like Zopim for initial customer queries, but funnel high-value customer interactions to phone calls to enable deeper product evangelism and personalized sales experiences.
Leverage third-party review platforms such as Trustpilot to build credibility and social proof, specifically highlighting how reviews directly influence new customer purchases for younger ecommerce sites.
Acknowledge and strategically manage the complexities of integrating legacy inventory systems (e.g., pawnbroking software) with modern ecommerce platforms, accepting minor inconveniences if the benefits outweigh the costs of full integration (e.g., occasional double sales for unique items).
Jonny Lomax is eCommerce and Marketing Manager at William May Jewellers. William May has been involved in the British jewellery industry for 190 years(!), they sell vintage jewellery specialising in luxury watches, and diamond engagement rings. The website has been live for 18 months and in the first year they turned over £220,000, including a doubling of Nov/Dec business. ---
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Implement a robust 30-day free return policy to build customer confidence for high-value, unique products, offsetting the inability for customers to physically inspect items prior to purchase.
What does this episode say about conversion & cro?
Prioritize transparent and detailed product information, including high-quality photography and comprehensive attribute lists, especially for one-of-a-kind or high-value inventory.
What does this episode say about brand & content?
Utilize live chat tools like Zopim for initial customer queries, but funnel high-value customer interactions to phone calls to enable deeper product evangelism and personalized sales experiences.
What does this episode say about retail & omnichannel?
Leverage third-party review platforms such as Trustpilot to build credibility and social proof, specifically highlighting how reviews directly influence new customer purchases for younger ecommerce sites.
What does this episode say about dtc strategy?
Acknowledge and strategically manage the complexities of integrating legacy inventory systems (e.g., pawnbroking software) with modern ecommerce platforms, accepting minor inconveniences if the benefits outweigh the costs of full integration (e.g., occasional double sales for unique items).
