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October 12, 2023
| 6 mins read
Jewelry has always been more than just an accessory. For jewelers, it has been synonymous with luxury, elegance, and craftsmanship. For customers, it has been a symbol of heritage, love, and personal style.
Every jewelry piece tells a unique story, and augmented reality (AR) is a game-changing tool for infusing life into those stories.
Jewelry storytelling with AR is a creative and immersive way to improve the experience of purchasing, wearing, or showcasing jewelry designs using augmented reality platforms. In other words, it involves narrating a visual and interactive story to customers about jewelry pieces.
AR has revolutionized how jewelry retailers market their product portfolios. Thanks to jewelry AR, brands can now provide engaging shopping experiences through AR apps where customers can virtually try on designs, customize them, and explore their history. All these within the comfort of their devices.
Keep reading to learn how jewelry brands can amp up their storytelling game using augmented reality platforms.
Storytelling is the north star for jewelry brands, a beacon that guides what businesses do apart from what they say. Stories influence brain chemistry to trigger positive emotions. In the case of jewelry storytelling, that means creating an emotional connection and trust with customers - neuroscientists agree.
Building a captivating narrative in the jewelry business is not only about underlining the product’s features and emotional significance. People often gift jewelry items to mark special occasions or signify close relationships.
Hence, by sharing the history, craftsmanship, and inspiration behind a ring, necklace, or bracelet, you can connect with customers on a deeper level. Plus, customers will see these jewelry items as more than just objects but symbols of something memorable and valuable in their lives.
This emotional engagement induces customers to not only purchase that product but also become brand patrons. When you share the journey of your materials, ethical practices, and the people behind the jewelry making, you boost your brand authenticity. Customers will more likely advocate for a brand they trust.
When using augmented reality platforms for jewelry storytelling, multiple AR features help build compelling narratives and memorable shopping experiences.
Virtual jewelry try-ons let shoppers visualise how a jewelry piece, such as a ring, necklace, or earrings, will look on them in real time through their device’s camera. Potential buyers can view the design’s fit and appearance before making a purchase, reducing uncertainty and boosting confidence while shopping.
Customers can rotate and view the jewelry item from all angles, inspecting details, craftsmanship, and design elements. Additionally, they zoom in on specific areas to see the intricacies, such as gemstone settings, engravings, or fine metalwork. This offers shoppers a more comprehensive understanding of the piece's aesthetics and quality, which is impossible in traditional retail settings.
Customers can use AR to experiment with different design elements, such as gemstones, metals, and settings, and see how these changes impact the jewelry's appearance. They can play with aspects, including the shape of the environment, the arrangement of gemstones, or the overall design aesthetics. This level of customisation lets customers see how different combinations match their style and preferences, adding a personal touch to jewelry shopping.
3D product modelling develops highly detailed and accurate three-dimensional digital replicas of jewelry pieces. These 3D models capture all the physical characteristics, details, and dimensions of the products, making them appear as if they were real objects in a digital environment. Brands can use these models for promotional materials, catalogue listings, and marketing content, offering shoppers customers a more realistic view of the product.
According to a report, shopping for items using augmented reality platforms amounts to US$3.4 Bn, which will almost quadruple by 2028. Brands enjoy a wealth of benefits by integrating AR into their jewelry marketing strategies, some of which include:
Jewelry AR overlays information about the physical item digitally onto it. These include gemstone details, metal composition, and craftsmanship techniques used in those jewelry pieces. That way, shoppers can comprehensively understand the item they are exploring and appreciate the craftsmanship and quality of the gemstones used in the jewelry item.
Augmented reality platforms monitor how customers interact with jewelry pieces and the content provided. These insights reveal which items are most popular, how long customers engage with each item, and which features are most frequently used.
Analysing customers' choices within AR applications, including preferred designs, metals, or gemstones, helps jewelry brands understand customer behaviour and preferences.
Digging deeper into individual customer preferences enables jewelry marketers to create hyper-targeted ad campaigns. The data gathered via AR apps helps brands make better decisions on the selection of products to showcase and personalize marketing messages. This improves the relevance and effectiveness of promotional efforts and, eventually, improves conversion rates.
Jewelry carries a rich backstory, from its design inspiration to the materials used. AR enables shoppers to see and experience these stories in a visual and dynamic way. Brands can flash videos, images, and text that describe the inspiration, design process, and significance of the piece through AR apps. This visual storytelling adds depth and context to the jewelry, making it more compelling and memorable.
Follow these steps to fit jewelry AR in your marketing strategy effectively:
Set your goals: Determine clear and measurable goals for integrating jewelry AR into your marketing strategy. Define what you want to achieve, whether it is increased customer engagement, higher conversion rates, or improved brand awareness.
Understand your focus groups: Identify your target audience's habits and preferences. Knowing their needs and expectations will help you create AR experiences that resonate with them.
Pick the right AR tech: Select the AR platform that best suits your brand objectives and budget. Considering your target audience and resources, you can opt for web-based AR, mobile apps, or AR glasses.
Create engaging AR content: Build captivating AR content that aligns with your jewelry brand's story. This includes 3D models of jewelry items, immersive try-on experiences, or informative narratives about your products.
Measure and optimise: Continuously measure the impact of your jewelry AR marketing efforts. Monitor key performance indicators (KPI), including engagement rates, conversion rates, and sales. Make necessary adjustments to refine your strategy based on the results.
Explore Social AR solutions offered by mirrAR
Tanishq uses mirrAR’s augmented reality platform to let their customers try on jewelry items in a realistic way. Customers can check how a particular item fits on their necks and faces to make well-informed purchasing decisions. Additionally, they can experiment with multiple styles and combinations.
The best part, they do not need to visit Tanishq’s physical stores to explore its products. Instead, mirrAR’s AR tool allows them to do so in the comfort of their homes. So far, the jewelry retailer has experienced a 20% decline in the returns of its online orders.
Suggested Read : 12 Tips to Increase Retail Jewelry Sales
Stories sell. The science supports this, and leading jewelry brands worldwide prove it. jewelry storytelling using augmented reality platforms is the surefire way to set immersive brand narratives and add a creative touch to the tales you tell.
The odds of people considering your brand will rise 41% if you deliver branded AR experiences.
You are already staring at untapped potential enabled by jewelry AR around the corner. If you are still stuck with traditional jewelry storytelling, it is time to embrace AR and be a customer magnet.
So, blend your brand story with your customers’ own using AR to spice up an engaging narrative for better sales and customer loyalty.
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