We live in a quickly-changing world, where technology is constantly evolving and accessing information is much easier and quicker.
Problem: The New Consumer
The same can be said for consumers, as spending habits of your customers have greatly changed. 8 out of 10 Americans now shop online on a weekly basis. That’s a huge jump in our consuming patterns, and it only makes sense that we adjust our selling methods to the times we live in.
Narrowing the numbers down to our own field, we see that online shopping has a huge effect on our diamond customers as well. 43% of global shoppers prefer to research for jewelry online, while only 33% prefer to do research in store. And when it comes to purchasing, 49% prefer to make purchases in store while 32% prefer to purchase online.
This means that a huge portion of your customers know exactly what they want when they walk in your store. They've done their research and they're ready to buy, now! They have alternatives and don't have time to waste, so we better not waste theirs.
Bottom line: we need be ready for these new type of well-educated, buy-it-now type of consumers.
Solution: ONE-CLICK & STORE-MODE
After analyzing the issue and researching on our new consumers in focus groups, we created the ONE-CLICK device, containing our Store-Mode feature, which provides a real solution to combat our fast-paced environment. During the conception process, we took into consideration all the needs and wants of our new consumer, including the yearning they have to buy from someone they trust. We needed to create a product that satisfied the needs of both you, the sellers, and of your buyers.
The ONE-CLICK device is an easy and quick way for you to reach your diamond source without the confusing and tedious clicking process. This allows you more time to focus on building the story behind the product, explaining how each diamond is different from the other – and not a commodity - while giving your customer the confidence they need to buy from you.
Incorporating the 360-degree live video visualization of each diamond gives you the ability to see the diamond you are getting, and get a better product for you customer. When they arrive to your store to see the diamond, you have a better chance of them liking it, and ultimately - making the sale (watch the ONE-CLICK introduction video).
The easy layout and access to the 360-degree live diamond feed gives your customer something real to see and talk about immediately while building confidence in their decision. They're already used to researching and shopping for products online, so the extra bonus of seeing the real diamond, compared to just talking about it, is something they will gravitate toward.
We created Store-Mode with you in mind. As we stated before, the new customer wants their diamond instantaneously, and waiting around for it is not an option. Store-Mode allows you to show your customers our large selection of diamonds, as if they were your own with no reference to EMD. It gives your customer the confidence they need to buy from you, since you are able to show them a variety of diamond options. Overnight delivery of any diamond you choose in Store-Mode speeds up the sale process and satisfies the needs of your customer.
Creating the Store-Mode was really a no-brainier, because it's a win-win for both you and your customer.
(Watch the STORE-MODE introduction video)
As you see, we have no choice but to grow into a technologically-savvy industry in order to appeal to the upcoming generation of buyers. With online jewelry sales growing at a fast pace, we needed to do something and fast. The ONE-CLICK device and Store-Mode feature does just that – appeals to the "new customers", while at the same time realizing the need for a physical store. Combining the two – technology and diamonds – is what we aim to do!