Recent research highlights that customers expect much more from traceability tools than simple origin details. Demand for services such as product information reaches 88 percent, followed closely by certification at 86 percent and aftercare at 85 percent. Warranties and resales information also show strong demand at 82 and 81 percent respectively. (Source: MCI and Authentique June 2024)
Interpretation
This data reveals that customers now view traceability tools as comprehensive service platforms. Rather than focusing solely on authenticity, they expect these tools to support a full lifecycle of ownership, including maintenance, certification, warranty management and future resale opportunities.
Insight
Customers buying platinum jewellery see their purchase as a long term investment. They value tools that help them maintain, protect and eventually resell their pieces. This deeper relationship with ownership reflects a desire for security and enduring value, beyond initial purchase satisfaction.
Implication
Retailers and manufacturers need to think beyond traditional traceability. By integrating services such as aftercare reminders, warranty tracking and resales support, brands can build stronger relationships and differentiate their offering in a competitive market. This approach can also justify premium pricing and encourage repeat business.
Opportunity
There is a significant opportunity to develop or adopt advanced traceability solutions that combine product storytelling with practical services. Platinum jewellery brands can strengthen loyalty by offering a unified digital experience that supports customers throughout the entire lifespan of the piece.
Recommendation
Professionals should review existing aftersales and service processes and explore how these can be integrated into digital traceability tools. Providing training for sales teams to communicate these extended benefits clearly can increase customer confidence and enhance perceived value immediately.
