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When I worked in jewelry as a sales associate back in 2012, I always knew when customers walked in with a familiar online order slip that in that they weren’t there for an inspection or cleaning; they were there for a return.
This was admittedly in 2012, but the jewelry site (despite being for a major brand) wasn’t great. The products didn’t look like they did in real life, and between that and the fact that there was no real education online, people had trouble understanding what they were getting.
It’s amazing to see brands like Mejuri finding ways around that today. While Mejuri’s site is stunning and much more effective than the company I used to work for, they take it a step further with live video appointments so that customers can shop confidently.
In this post, we’re going to take a look at Mejuri as a case study to examine why live eCommerce video is so valuable for brands and customers alike and how they’re excelling with it.
Merjuri is a modern fine jewelry brand that was created not just for men to buy women jewelry but for women to celebrate themselves. They work hard to deliver fine jewelry at accessible prices and while maintaining green and sustainable practices.
Right now, they have just a handful of stores in major cities in Canada & the US, meaning that a large number of their sales are happening online.
As a predominantly eCommerce brand, Mejuri almost certainly knew that they’d want to go beyond even just a gorgeous website to offer that in-store experience to customers who were outside traveling distance from a store. That’s where live video came into play.
Mejuri promotes “virtual shopping” on their site, making it a core part of their selling strategy. They have an entire page dedicated to booking your complimentary shopping appointment and explaining what it’s all about.
Customers can set appointments to talk about anything they need, the appointment booking tool is set up so that the sales consultant will be ready when the call starts. They’ll know not only the client’s name, but what the client’s goals are and which specific pieces (if any) they’re looking to see.
There are plenty of options that customers have with these virtual shopping appointments, including the following:
Fine jewelry is a high-stakes purpose. It’s expensive and often deeply personal, with customers looking at each piece as something that will have heirloom potential. So you want to get it right when considering a jewelry purchase, whether you’re shopping for yourself or someone else.
This is part of what makes Mejuri’s live eCommerce video so effective: It allows customers to really see the products, receive personalized recommendations, and get a strong product education that they wouldn’t otherwise.
Jewelry is never one size fits all. A teacher, for example, may not want an engagement ring that sits particularly high or that has certain types of side stones because they have an active job, and higher rings could be hit easier, and certain types of stones can get knocked loose.
Those kinds of product recommendations go a long way, and it’s possible to build real and long-standing rapport in the process. Customers can shop confidently even without seeing the pieces in person.
The ability to shop online while still getting that level of support and care is exceptional. Customers can shop even if they’re not near one of the brick-and-mortar stores, and they never have to worry about their future mother-in-law seeing them walk in when they do so. Since so much jewelry is still purchased as a gift and plenty of couples may share their locations with each other through mobile devices, this is an incredible asset.
There are a few things that Mejuri does exceptionally well that you don’t necessarily see even from other brands offering live video consultations.
The first thing they do so well is that they stress that the appointment will be dictated by the customer and that you can talk about whatever you’d like. There’s no pressure and no expectations. This is different from other brands that require customers to choose one of several different specific appointment types.
They also have a great FAQ section explaining how the virtual shopping system works. This can put customers at ease since they know what to expect and allow them to feel more confident when signing up.
Finally, at the bottom of the appointment page, they have a “Meet Our Stylist” and “Testimonials” section back to back. They chose a fun, approachable picture of their stylist and had her answer a few questions to show that she’s fun, relatable, and actually believes in the products she sells since she wears them herself. The testimonial section then reinforces that the calls are helpful and enjoyable.
The entire part of the virtual shopping process is excellent, all the way down to the appointment booking page.
Mejuri is a brand that shows exactly how valuable eCommerce video selling can be, especially when the appointments are tailored to the customer’s needs and wants. There’s so much that other brands can learn from their execution of this strategy, including how to make the appointments more approachable for customers.
And if you’re not sure if video commerce is right for your brand, keep in mind that new technology and tools make it more accessible than ever before. We designed Plaza for that very purpose, offering high-quality eCommerce live video tools to brands of all sizes.
Ready to invest in eCommerce video selling for your brand? Learn more about why Plaza is the right choice for you here.
