Recent findings show that customers expect traceability tools to provide a range of practical capabilities. Certificate storage ranks highest in demand at 45 percent, followed by fast verification at 43 percent. Uniform procedures, serial numbers and sales history all received similar levels of interest, around 41 to 42 percent. (Source: Zimmerman et al. University of Applied Sciences Austria September 2023)
Interpretation
This data indicates that customers want more than simple proof of origin. They seek comprehensive digital solutions that allow them to verify, store and access information easily. For platinum jewellery, a purpose built Digital Product Passport (DPP) addresses these needs by combining certificates, serial numbers and full sales records in one accessible format.
Insight
Customers value tools that simplify ownership and enhance confidence. A DPP offers peace of mind by ensuring all essential records are secure and easily retrievable. This strengthens emotional ties to the jewellery piece, reinforcing trust and a sense of long term value.
Implication
Retailers and manufacturers must look beyond traditional paper certificates. Introducing digital systems that support multiple capabilities can elevate the customer experience. By making important details instantly available, brands can reduce service friction and strengthen customer satisfaction during and after purchase.
Opportunity
Brands have an opportunity to differentiate by offering fully integrated Digital Product Passports. These can include features like instant verification, lifetime service records and digital certificates, helping set platinum jewellery apart from less advanced offerings in the market.
Recommendation
Professionals should start evaluating technology partners that specialise in DPP solutions. Investing in staff training to explain and promote these features will ensure customers understand and appreciate the added value. This approach can enhance loyalty and support higher price points.
