We’re the same, we’re the same, we’re… from Seth Godin
Take a look at just about any industry with many competitors—colleges, hotels, sedans, accounting firms (especially accounting firms)…
The websites bend over backwards to be just like all the others. You can’t identify one hotel website from another if you delete the name of the hotel (unless there’s a beach or a snow-capped mountain in the background).
Sometimes, we try so hard to fit in we give consumers no choice but to seek out the cheapest. After all, if everything is the same, why not buy what’s cheap and close?
How about a site that says, “Here’s why we’re different.” And means it.
These days, when the jewelry industry’s conversations turn to ecommerce, it often tends to become a challenge of price. Local jewelers often mention that it is impossible for those who run a local store and a staff to compete with the prices of strictly online vendors like Blue Nile. With this in mind, I really connected with Seth’s point about differentiating your store and your site to pull the conversation away from “who is the cheapest”.
Mostly this post is food for thought, but we’d like to know what you do to differentiate your jewelry store or brand both on and off the web in the comments section.
If you are not a reader of Seth Godin’s blog and books (especially Tribes and The Dip), we strongly recommend you start!
Read more Out of Industry News at the Gen-Next Jewelers website
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