Multichannel Success in the Jewellery Industry: Customer Engagement, Market Penetration, and Future Trends

Abstract

The jewellery industry has witnessed a significant transformation in recent years due to the advent of digital technologies and changing consumer behaviors. In response to these changes, jewellery retailers and brands are increasingly adopting multichannel approaches to engage with customers and enhance their shopping experiences. This review paper explores the concept of a multichannel approach in the context of the jewellery industry, highlighting its key components, benefits, challenges, and future prospects. By analyzing the existing literature and industry practices, this paper aims to provide a comprehensive overview of the multichannel approach in jewellery, offering insights and recommendations for industry professionals and researchers alike.