When given the choice between two identical rings, one with a Digital Product Passport and one without, most buyers chose the one with the DPP. This preference demonstrates the persuasive influence of traceable information, even when visual features are the same.
(Source: PGI Digital Product Passport – Persuasion Shift)
Interpretation
A DPP creates perceived value beyond appearance. Buyers are drawn to items that offer transparency and assurance, even when visual quality is identical.
Insight
In a market where design differences are often subtle, added proof and transparency create a decisive edge. This reinforces the notion that luxury today is as much about knowledge and trust as it is about aesthetics.
Implication
As buyers learn to expect DPPs, products without them may increasingly feel incomplete or less credible. This can alter baseline expectations for premium jewellery.
Opportunity
Position the DPP as a standard expectation for fine jewellery. Use this shift to gain early mover advantage and build customer loyalty through transparency.
Recommendation
Create side-by-side comparisons in-store and online to illustrate the added value of DPPs. Reinforce their presence in sales conversations, particularly when explaining pricing or quality assurances.
