Omnichannel commerce and the modernization of small and medium jewelry Enterprises: Evidence from Ukraine and the United States

Abstract

This research study examines how small and medium-sized jewelry enterprises (SMEs) are able to use the best omnichannel strategies to meet the expectations of Generation Z and Millennial consumers. Based on the mixed-methods approach combining case studies of four benchmark jewelry brands and the surveys of 250 consumers and 100 SME owners in the United States and Ukraine, the research determines a significant gap between the high consumer demand of the integrated digital experiences, including the augmented reality (AR) try-on and the ability to integrate channels, and the limited capabilities of SMEs, hindered by internal organizational and skills-related factors. The results affirm that perceived channel integration is the best predictor of customer loyalty and repeat purchase intention as compared to other effects of isolated technological features. Furthermore, the study unveils that the omnichannel approach is situational and not global, that the stable market maximizing growth model should focus on customer relationship management (CRM) and experience technology, whereas the volatile environment model should be agile social commerce and community interaction. This study has the main value in the form of a phased implementation structure that will enable jewelry SMEs to prioritize digital investments based on the nature of their market. The framework will improve the customer experience and make the omnichannel strategy a practical roadmap, turning it into a theoretically sound concept into a practical one.