Benefits of
Implementation

Application of a digital gift guide is portrayed as a long-lasting initiative benefiting Swarovski and its customers alike. Firstly, it will simplify a gift selection process, reducing the key pain points highlighted in the Customer Journey Map. With almost two-thirds of women preferring to receive a piece of jewellery as a gift, the guide can be an excellent solution for presenters who are often hesitant with their choice (JewelStreet, 2019). Moreover, nearly half of giftees expect a jewellery present to be a surprise; and 78% of gift-makers want to choose a present individually (1STDIBS, 2021). To ensure that the precious jewellery gift corresponds with the wishes of giftees, Swarovski gift guide would help customers make the right choice. Secondly, for many purchasing jewellery is associated with an occasion, keepsake or reward (Elizabeth, 2020). The use of a gift guide can be helpful to collect information thereabout and demonstrate bijouterie that may relate thereto. Equally, more than 50% of customers noted that such factors as recommendation and service are crucial when purchasing jewellery; especially when its a dear gift, a customer would not want to get bothered with exchanges and/or returns (Slade, 2022). A gift guide can provide this assistance and ensure a smooth customer journey and satisfaction.

Gift guide can also attract last-minute gift makers. This is particularly relevant for such occasions as February 14, March 8 and others. Providing a gift guide in promotional emails for example, has proven to boost sales by almost a half as it already provides an example of decent and attractive items (Damen, 2021). Furthermore, more than two-thirds of consumers are willing to pay more for sustainably produced jewellery (INSTORE, 2021). A gift guide may visualise this experience and further underline Swarovski’s commitment to sustainable manufacturing and allow the producer to charge a higher price therefor. Equally, implementation of a gift guide will help Swarovski keep up with its key competitors who are already exercising this option; with the market value expected to triple by 2027, especially in online sales, it is an excellent opportunity to attract new customers by helping them choose the right option as well as provide top-end handling just as in-store (Statista, 2022).