In the competitive jewelry ecommerce space, simply having an online store is no longer enough. Shoppers expect personalized, tailored recommendations that anticipate their needs and streamline discovering products they’ll love. While manually crafting this level of individualized suggestions is impossible at scale, artificial intelligence (AI) makes it achievable.
In this article, we’ll explore five ways jewelry retailers can leverage AI-powered recommendations to boost online sales and build customer loyalty:
- Optimizing on-site navigation with customer search insights
- Enhancing product pages with complementary suggestions
- Crafting highly targeted email recommendations
- Getting products in front of high-intent shoppers with AI ads
- Building lasting relationships with AI-optimized CRM
Optimizing Your Jewelry Site’s Navigation with AI
Helping customers easily find what they want on your jewelry ecommerce site is the first step to higher conversions. AI provides data-driven ways to improve navigation.
Use AI to Analyze Site Search Queries
Many jewelry businesses don’t realize the insights hidded in their site search data. AI tools like Searchmetrics track and analyze search terms visitors are using in site search bars and make recommendations to improve discovery. For example, the AI may notice high volumes of searches for “gold hoop earrings.” It can then automatically suggest adding that as a new nav menu category to make it quicker to find relevant products. Ongoing AI analysis of search queries continuously surfaces opportunities to better align navigation with shopper intent.
Provide Automated Recommendations in Navigation Menus
Take navigation to the next level by using AI to generate smart recommendations right in category and subcategory menus. For instance, shoppers browsing pearl necklaces could see “You may also like” suggestions for pearl bracelets or earrings in that section of the navigation. The AI automatically identifies complementary products based on correlation analysis and pops them into nav menus for easy discovery. This anticipates what site visitors are likely interested in and makes it effortless to navigate to those items.
Leverage AI Chatbots as Smart Site Guides
Don’t just rely on static navigation. Deploy AI chatbots like Ada to provide an interactive guide for shoppers in finding the right products on your jewelry site. The natural language processing capabilities allow shoppers to ask questions in normal speech like “I’m looking for floral stud earrings under $50.” The AI chatbot can ask clarifying questions and point the user to the optimal category pages based on inventory and site organization. Talking through navigation makes it much more intuitive.
Enhancing Product Pages with AI
Now that shoppers have arrived at a product page, AI excels at providing tailored recommendations to increase order value. Let’s explore tactics to incorporate AI-powered suggestions.
AI-Powered “Complete the Look” Recommendations
One proven technique is using AI to generate complementary product recommendations like “Complete Your Look”. When a shopper views a pair of gemstone earrings, the AI can analyze the product attributes like color, material, and style to recommend matching necklaces, bracelets, or hair accessories. The algorithms detect correlations like products frequently purchased together. You train the AI by inputting pairs of items that complement each other. As it gets smarter, the AI automatically creates tailored suggests for every product to encourage bigger basket sizes.
Dynamic Bundling Recommendations Based on Behavior
Take it a step further by using AI to dynamically bundle products tailored to an individual shopper’s browsing behavior. As a user navigates your site, the AI tracks pages viewed to determine product interests. When the shopper lands on a product page, the AI bundles it with other items the shopper demonstrated interest in at discounted pricing. This provides a personalized package offer. For example, someone who viewed floral earrings and pearl necklaces may get an AI-generated bundle offer with those items. This level of individualization achieves incremental sales.
Personalized Cross-sells with Machine Learning
Cross-sell recommendations can quickly feel random and irrelevant. Machine learning algorithms solve this through custom modeling for each user. By analyzing countless interactions and purchase data points, the AI learns which products individual shoppers are most likely to pair together or add to their basket. Then when browsing a product, each user sees a personalized cross-sell module populated with their highest probability items. The machine learning behind-the-scenes makes the recommendations hyper relevant rather than generic.
Crafting Email Recommendations with AI
Transition: Email marketing is another impactful channel for AI-enhanced recommendations. Let’s explore tactics to incorporate intelligent suggestions into emails.
Subject Line and Content Optimization with AI
AI can play a powerful role in optimizing email marketing performance. Subject line tools like Phrasee leverage AI to generate and test high-performing subject lines personalized to each subscriber based on their purchase history and engagement. The content itself can be enhanced with AI-selected products to feature based on the customer’s behaviors and preferences. This allows sends to incorporate recommendations within the email content that are uniquely tailored for every recipient.
Automated Abandoned Cart Reminders
Recover lost sales from abandoned carts with AI-powered follow-up emails. The AI automatically tracks when a shopper adds items to their cart but doesn’t complete checkout. It then triggers a customized abandoned cart email reminding them of the items left behind and urging them to complete the purchase. The algorithms select the most relevant products to feature and optimal timing based on probability of conversion. For example, if a necklace and earring set is abandoned, the AI may wait 2 days before sending a reminder focused just on those items vs. the entire cart. This surgical targeting boosts recovery rates.
Segmented Recommendations in Newsletters
Make newsletter product recommendations feel relevant by having AI segment subscribers first. Group customers automatically based on past purchase history, price points, product interactopm, order frequency and other attributes. Then for each segment, have the AI identify the top product recommendations just for that group. This allows featuring items tailored to budget-focused shoppers, gift-givers, item collectors, first-time buyers, etc. Segmenting ensures the right products are suggested to the right subscribers.
Targeting High-Intent Shoppers with AI Ads
Transition: Paid advertising presents another avenue to capitalize on AI recommendations. Let’s explore high-impact approaches.
Lookalike Modeling to Find Jewelry Buyer Audiences
The key to results with paid ads is targeting. Lookalike modeling uses AI to find new potential customers who share common attributes with past high-value customers. For a jewelry brand, the AI would analyze past purchasers of items over $500 for example. It then builds a detailed buyer persona and identifies new audiences across channels matching those traits. This allows efficiently putting your ads in front of people naturally interested in your products boosting relevance, conversions and ROI.
AI-Optimized Retargeting Ads
Remarketing helps bring unsure visitors back to make a purchase. But generic ads often backfire. AI-powered remarketing like Wix’s Velo analyzes each user’s site behavior to craft unique ads just for people demonstrating interest in specific products. Visitors who viewed diamond rings for example, may be retargeted on social media with an ad featuring that exact ring. The AI customizes the products showcased for every ad per individual user. This hyper-relevant messaging converts abandoning visitors into buyers.
Contextual Recommendations on Jewelry Sites
Place paid ads on contextually relevant websites, then use AI to pick products tailored to that audience. For example, advertising on bridal sites allows showcasing engagement rings and wedding jewelry. The AI analyzes the context to understand the type of items the audience is already considering and promotes complementary pieces. This builds a customized affinity between the content and products to boost clicks and conversion rates versus irrelevant generic ads.
Building Loyalty with AI CRM
Transition: Forging lasting relationships through highly personalized recommendations is where AI CRM solutions shine.
Individualized Product Recommendations
CRM platforms like Salesforce integrate advanced AI to deliver individual product recommendations for each subscriber. By analyzing historical purchase data, clickstream patterns, wishlists and other signals, the AI models each person’s preferences. Then when they visit the website or open promotional emails, you can display a curated product showcase matching their interests. This might include new arrivals in their preferred styles, special deals on complementary pieces, or VIP early access to upcoming collections they would like. The more tailored the suggestions, the stronger the relationship.
AI Prediction of Purchase Frequency
Not every customer will buy regularly regardless of how relevant products are. AI CRM tools like Insightly utilize predictive analytics to estimate an individual’s purchase frequency. It analyzes past order patterns combined with profiling to categorize customers into tiers like frequent, occasional, or 1-time buyers. You can then concentrate the recommendations appropriately. For example occasional buyers may get purchase reminders while frequent patrons could get VIP perks and first-looks. Applying AI prediction allows optimizing engagement tactics per segment.
Automated Next Best Action Recommendations
CRM platforms can use AI to determine the optimal next best action to convert each customer interaction. By analyzing all previous touch points plus external signals, the AI predicts which offer, reminder, or other action would be most effective for an individual at any given moment. Then it continuously adapts recommendations to what will move each person towards conversion at that point in time. Applying AI to map journeys optimizes conversion rates and sales pipeline management.
Check out our course on this topic: Cut Costs & Boost Profits: AI for Jewelry Makers