Edinburgh Assay Office published findings today showing that over 90% of shoppers believe that knowing that their online jewellery purchase is genuine is ‘very important’. While 70% of consumers will look for a trust scheme on the site before committing to a purchase.
The results of the survey, commissioned in partnership with QP Jewellers, demonstrates how important provenance is to the internet consumer.
In 2014, UK online retail sales rose to £37 billion. While more and more people shop online, today’s survey shows that trust remains one of the biggest barriers to trade with 80% saying they will only consider buying from retailers they are familiar with.
The problem for retailers is that in this digital age, counterfeiters are able to replicate a brand’s website, including photography, in exact detail. So much so that it may take an expert eye in distinguishing it from the legitimate entity.
Online counterfeiting has a real and very negative impact on the jewellery retail industry incurring both financial and reputational loss to the company. When a purchase is made via the internet the customer won’t get to touch the product until it arrives and items are sold mainly on the basis of photos which, sadly, are simple for the counterfeiters to copy.
To combat this, Edinburgh Assay office launched Assay Assured, the world’s first jewellery specific consumer online assurance scheme, in 2012.