The new app from US-based Blue Nile is an updated version of an existing offering, which has been enhanced to include an augmented reality feature that allows consumers to “try on” its engagement rings.
Using the function, consumers can take a photo of their hand, virtually “wear” the ring, and then share the resulting image with friends and family via SMS, email and social media channels such as Facebook and Twitter.
The app offers a range of other features to encourage consumer engagement with both the retailer’s products and staff. For example, users can customise their own engagement ring and access an interactive diamond guide for shopping and research purposes.
Blue Nile president, CEO and chairman Harvey Kanter said that the new offering “empowers today’s connected consumer like never before”, highlighting the increasing importance of engaging consumers through digital means.
The local jewellery industry is proving that the value of such tools is not limited to international online businesses, however, with a number of local companies having released apps designed to assist brick-and-mortar stores.
Buying group Showcase Jewellers, for example, released a similar app to Blue Nile earlier this year as a way to help retailers engage with customers and generate excitement around diamond jewellery.
The app – which is available in both a consumer and a retailer version – also incorporated an augmented reality-style “try-on” feature, as well as a store locator and 3D visual spinning function that allowed users to gain a 360-degree view of a product.
At the time, Showcase acting CEO Carson Webb said it was necessary to “embrace technology” to effectively connect with consumers.
Palloys Group also released an app this year called My Dream Ring, which is designed to help jewellers create and sell customised engagement rings.
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