Challenge: Ground-breaking jewelry brand losing market-share develops strategy to engage the female audience and influence shopping behavior. Needs to be efficient and cost effective.
Approach: This online only diamond jewelry brand traditionally created for and marketing to male’s, created new business opportunity with segmentation study, branding update (including site re-design) and created physical showroom prototype to get closer to female shoppers.
Outcome: Integrating the digital experience in to the showroom with new employee tools, digital touch pads, point of sale interactive stations, large video and demonstration screens and a limited inventory – all of the sales happened using the website for speed and simplicity. Effectively changed the brand impression in the critical influencer category (female) and improved sales both in the showrooms and in digital.
