LONDON, May 7, 2013 /PRNewswire/ --
When the British fine jeweller Boodles launched a new e-commerce website on 19th June 2012, it was amongst the first fine jewellery brands to do so. Whilst competitors were reluctant to enter the world of e-commerce for fear of 'downgrading' the brand, Boodles saw it as a glimmer of the future and took the plunge. Almost a year on, these once afraid companies are now beginning to join the online revolution, meanwhile the new Boodles website has doubled its visitors and generated just over half a million pounds worth of sales.
Whilst Boodles online sales presently only account for around 1% of the company's revenue it is believed that the site has influenced physical sales, by introducing new customers to the brand (75% of online visitors are new to Boodles) and providing a research tool for customers to make an informed decision on their purchase before entering a shop; 80% of visitors spend their time browsing the Boodles site as a form of research before going on to buy in store.
Boodles online sales generally average from £3,000 to £12,000 which is a higher spend than expected, indicating that people are in fact willing to spend substantial sums online. Popular pieces including a selection from Boodles' icon ranges, including Blossom and Raindance. The domination of tablets and smart phones has also affected the number of people spending online; 50% of Boodles online sales are made using a tablet or smart phone.
On the subject of online service James Amos, director of Boodles and founder of the site says: "When handling fine jewellery, it is important that the same level of service is offered no matter how or where a client wishes to make their purchase. We like to form relationships with our online clients as we do with those who buy from Boodles' showrooms therefore we like to follow up every sale with a personal phone call and are always available for advice, queries and recommendations; we will even personally deliver in some cases. We believe it is this online service that has bought us a number of returning online customers both from the UK and abroad, enabling us to reach a wider audience than our nine shops can reach alone (a quarter of Boodles online sales are from international clients)."
Boodles e-commerce site is an area of continued growth and an example of the companies pioneering stance within the fine jewellery industry.
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