market research - australian jewellery retailers online
DESCRIPTION
Anecdotally, Australian retailers are rapidly moving online. High commercial rents combined with low consumer confidence means they need to re-invent their business models, especially in discretionary retailing. Jewellery is one of the most discretionary consumer spending categories and is one of the most affected. We are looking at this industry using the data collected from companies websites and social mediaTRANSCRIPT
Industry at Crossroads
• The most discretionary of all consumer spending
• Brick-and-mortar chains are hurting• Internet allowed individual craftsmen
and niche importers to enter the market, but do they have what it takes to succeed?
• Is there an opportunity for a savvy marketer?
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Numbers
• We looked at 4636 businesses involved in Jewellery manufacturing, retail, wholesale and custom design
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Distribution by State
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1227
853720242
350
732039
1110
# Businesses
NSWVICQLDSAWATASNTACTUnspec
Business Size
Most operations are self-employment businesses
We found 122 employing businesses, including 7 large chains of over 31 stores
http://bizaspects.com.au
Series10%
10%20%30%40%50%60%70%80%90%
100%
84
30
8
LargeMediumSmall
Some of the Large Companies
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Name Website
Angus & Coote www.anguscoote.com.auShowcase Jewellers www.showcasejewellers.com.auGoldmark Jewellers www.goldmark.com.auMichael Hill www.michaelhill.com.auProuds The Jewellers www.prouds.com.auBevilles Jewellers www.bevilles.com.auZamels Jewellers www.zamels.com.auDiva Accessories www.diva.net.au
Other Prominent Chains
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Name Website
Salera's Jewellmasters http://www.salera.com.auWatch Works Australia http://www.watchworks.net.auViviens Jewellers NSW chain, no websiteShiels Jewellers http://www.shiels.com.auWallace Bishop http://www.wallacebishop.com.auGregory Jewellers http://www.gregoryjewellers.com.au
Interesting Small Businesses
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One category of small jewellery shops is an individual craftsman setting up an outlet to showcase and sell his or her work.
These shops often don’t have e-Commerce, much less social media and savvy marketing
Interesting Small Businesses
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Another category is an importer/wholesaler with interest in a particular type of jewellery
Interesting Small Businesses
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So how do these small businesses market themselves?Anecdotally, offline: • exhibitions • Physical stores or personal contacts
A Hidden Gem
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Samantha Wills came up tops in Twitter research, prompting a closer look:- Great focus on young
well-heeled women- Great Twitter stream
with lots of customer feedback retweeted by company
Websites and e-Commerce
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• We found that 2128 businesses, or 46%, don’t have websites, including 170 with defunct website
• The situation is a lot better among employing businesses, where we could not find sites for 17 companies (11%) only.
• We only found 561 businesses that transact online
Online vs Brick and Mortar
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We found 1091 jewellery businesses that seem to only exist online; without retail facilities.
Most of these companies are owner-operators exploring new opportunities the Internet opened before them, others are Australian websites of international companies
Use of Social Media
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Websit
es
Face
book
Linke
dIn
Google+
0
500
1000
1500
2000
2500
3000
0%
20%
40%
60%
80%
100%
120%100%
39%
8% 4% 4% 3%
# usingFacebook is a clear leader,
but, jewellery being visual art, Pinterest comes in second
Opportunities
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1. Migration online is ongoing: more physical stores will close as their premium rents are no longer justified (http://insideretail.com.au/2013/09/26/retail-fate-set-stone/)
2. Small suppliers have little marketing savvy and insufficient scale to fill a market niche
3. Possible opportunity for aggregation to address a niche
More Info and Companies List
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1. Go to http://app.bizaspects.com.au2. Login via your LinkedIn or register directly for
your free account